What Is Sales Consulting, And How Does It Work?

Jorge Chavez, President of Topaz Sales Consulting, explains how a sales consultant can help you solve your biggest sales challenges.

Are you looking for help expanding your sales force to reach revenue targets? Do you need an objective, outside perspective on your sales process? Are you ready to improve your sales strategy but unsure where to start? If so, you may want to consider hiring a sales consultant.

Sales consulting is a field that involves helping large and small businesses and entrepreneurs expand their sales reach and increase their profits. But what does a typical sales consultant do, how can they help a business grow, and how do you pick the right consultant for your business?

What is Sales Consulting?

Sales consulting is a type of business advisory that focuses on helping organizations develop strategies to grow their businesses. Sales consultants are experts in the field of sales; they work closely with clients to identify opportunities and challenges, provide advice and guidance, and then recommend solutions to those issues. This can include developing sales strategies, teaching sales techniques, providing ongoing coaching to sales reps and sales leaders, and helping you understand the psychology of selling and how to better connect with your customers. Sometimes, a sales consultant may be brought in as a Sales Manager for an organization’s entire sales operation.

A great sales consultant can transform businesses by taking a strategic, analytical, and creative approach to sales. First, they will work with you to understand what’s working and what’s not and where you want to be. Then they will develop a sales approach tailored to your specific needs and goals and combine that with sales coaching and training. When you work with a great sales consulting firm, you get a customized sales consulting experience that can help transform how your organization navigates sales, sales leadership, and sales-specific hiring processes.

The Different Types Of Sales Consulting Services Available

Sales consulting services come in many different shapes and sizes. Most businesses will offer various services, such as training programs, strategy development, and lead generation. However, there are also a number of specialized services that can be helpful for businesses looking to improve their sales process. A few examples include:

  1. Sales operations consulting: This type of consulting can help businesses optimize their sales process and improve efficiency. Services may include process redesign, performance tracking, and sales automation.
  2. Sales training consulting: When focusing on improving the effectiveness of a company’s sales team, sales training consultancies include training and development programs, one-on-one and/or team coaching, and performance benchmarking.
  3. Sales hiring and recruitment consulting: Companies specializing in sales hiring consulting help businesses find and hire qualified sales staff members. Services typically include assessment, recruiting, and selection support.
  4. Sales leadership consulting: Companies that offer sales leadership consulting services equip sales leaders, managers, and rising stars with the tools to help them build and lead high-performing sales teams to consistently exceed sales goals, attract top performers, and win against the competition.
  5. Sales outsourcing: This type of service involves contracting out certain aspects of the sales process to a third-party provider. Services may include lead generation, market research, or telesales.
  6. Social media sales consulting: A newer phenomenon that is quickly gaining popularity. This type of consulting is done via social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. The consultant will help the client to develop a presence on these platforms and then use that presence to drive sales (also commonly referred to as social selling), which can be an extremely effective way to reach new customers and grow a business.
gray and red modern building where companies do sales training

Challenges of a Modern Sales Environment

Facing a modern and digitally focused sales environment, sales professionals face a unique set of challenges that offer opportunities for growth and innovation. Sales consultants help businesses navigate these challenges by providing expertise and guidance on adapting to an evolving sales industry. Here are a few common challenges that sales professionals face:

Changing Customer Behavior

Modern customers expect businesses to provide personalized experiences, respond quickly, and anticipate evolving needs. A sales consultant can help companies adapt to these changing customer expectations by providing strategies for relationship building, customer service, and retention.

Digitization and Technology

There’s no doubt about it: technology is changing the way we do business. This means businesses must stay on top of emerging trends to remain competitive. Sales consultants can help organizations leverage new technologies, such as social media and AI, to reach more customers and close more deals without losing critical human connections.

Complex Sales Process

Buying journeys have become increasingly complex, involving multiple decision-makers and a longer buying cycle. A sales consultant can guide you in navigating this complexity and closing deals effectively without resorting to a traditional sales approach.

Competition in the Marketplace

With technology making it easier for businesses to enter different markets, competition has become fiercer than ever. A sales consultant can provide valuable insights into differentiating and standing out in a crowded marketplace while maintaining sight of your company’s unique value proposition.

What is a Sales Consulting Firm?

A sales consulting firm specializes in helping businesses improve their sales strategies, processes, and outcomes. These firms employ experts in sales and marketing (sales consultants) who analyze a company’s current sales practices, identify areas for improvement, and develop customized solutions to enhance sales performance. This can include training sales teams, implementing new sales technologies, optimizing sales funnel strategies, and improving lead generation and conversion rates. 

Sales consulting firms aim to boost their clients’ sales efficiency and effectiveness, ultimately increasing revenue and driving business growth. They work across various industries, offering tailored advice and strategies based on the specific challenges and goals of each client. Sales consulting firms are pivotal in transforming sales teams into productive, record-earning organizations. Leveraging their expertise, sales consultants provide services to enhance sales performance, streamline processes, and foster growth. 

Top 8 Ways a Sales Consulting Firm Helps Its Clients

  1. Sales Strategy Development: Consultants can develop customized sales strategies that align with the client’s business goals and conditions, including identifying target markets, setting sales targets, and crafting unique value propositions.
  2. Sales Process Optimization: Introducing and streamlining a sales process followed by all, implementing best practices, and ensuring the sales cycle is optimized, resulting in shorter sales cycles and higher conversion rates.
  3. Sales Training and Coaching: By providing tailored sales training and coaching, sales consultants can sharpen the skills of the sales team, focusing on areas like pain discovery, prospecting, and closing. Training is often participatory, promoting critical thinking and problem-solving skills.
  4. CRM Implementation and Optimization: Consultants can help select, implement, or optimize Customer Relationship Management (CRM) systems to ensure that sales teams and sales leaders are maximizing their use of technology for better tracking, analysis, and management of customer interactions.
  5. Sales Talent Acquisition and Development: Sales consultants can assist with recruiting and developing top sales talent, using specialized sales hiring processes to ensure candidates have the right skills and fit the company culture and values.
  6. Performance Metrics and Analysis: By coaching sales leaders to define and track key performance indicators (KPIs), consultants can help sales managers track their team’s results, measure success accurately, and make data-driven decisions to improve sales performance.
  7. Sales Compensation and Incentive Plans: They can work alongside sales leaders and managers to help design or revamp sales compensation and incentive plans to motivate sales teams effectively, ensuring alignment with company goals and industry standards.
  8. Change Management and Transformation: In times of change, sales consultants can guide sales teams through transitions, such as mergers, acquisitions, or shifts in strategic direction, minimizing disruption and maintaining sales momentum.

A sales consulting firm, acting as a trusted advisor and expert, can provide invaluable support and expertise to sales teams looking to grow their revenue-generating machine.

How Does Sales Consulting Work?

A sales consultant provides analysis and recommendations to clients in order to help them improve their sales performance and close more sales. The role of a sales consultant can vary depending on the client’s needs, but generally, they will provide expert advice on sales strategies, techniques, and processes. They may also conduct training sessions or workshops to help sales teams learn new skills and strategies.

Sales consultants can also develop marketing plans and identify new business opportunities. Depending on the sales consultant you partner with, they may provide support during the sales process, such as helping negotiate deals or providing customer service.

Sales consultants exist to alleviate any pain or problems that your organization is experiencing in regard to sales. Here’s a list that should help you gain a better understanding of where you can benefit from working with a sales consultant.

20 Pain Points a Sales Consultant Can Help Make Go Away

  1. Stagnant Sales Growth: Injecting new strategies and tactics to kickstart sales growth.
  2. Low Conversion Rates: Enhancing sales techniques to improve conversion from leads to customers.
  3. Inefficient Sales Processes: Streamlining operations to reduce time and resource waste.
  4. Poor Lead Quality: Implementing better lead generation and qualification methods.
  5. High Customer Churn: Developing strategies to improve customer retention and loyalty.
  6. Lack of Sales Team Motivation: Introducing incentive programs and motivational training.
  7. Insufficient Sales Training: Providing comprehensive training programs to boost team skill levels.
  8. Ineffective Use of Sales Technologies: Optimizing or recommending the right CRM and sales tools.
  9. Unclear Sales Metrics and Goals: Setting clear, achievable targets and metrics for success.
  10. Misalignment Between Sales and Marketing: Facilitating better collaboration and alignment.
  11. Difficulty in Scaling Sales Efforts: Creating scalable sales models for business growth.
  12. Inconsistent Sales Messaging: Ensuring consistent brand messaging across all channels.
  13. Competition Pressure: Developing competitive strategies to stand out in the market.
  14. Lack of Sales Strategy: Crafting a clear, actionable sales strategy tailored to the company’s goals.
  15. Poor Customer Insights: Leveraging data analytics to gain deeper customer insights.
  16. Inadequate Sales Leadership: Coaching sales leaders to inspire and lead teams effectively.
  17. Sales Team Burnout: Implementing strategies to manage workload and prevent burnout.
  18. Difficulty in Entering New Markets: Guiding companies through market entry.
  19. Complex Product or Service Offering: Simplifying sales approaches for complex offerings.
  20. Limited Sales Resources: Maximizing outcomes with limited sales resources and budget.

A skilled sales consultant can diagnose these issues and implement tailored solutions, ultimately helping companies improve their sales performance and business outcomes.

If you’re interested in learning more about our programs or speaking directly with a member of our team, contact us and give us the opportunity to get to know your company and your unique needs and goals.

How Sales Consultants Help Your Business Grow

Sales consultants bring a wealth of experience, knowledge, and expertise. They offer an objective perspective on your business and can identify areas for improvement that you may have yet to consider. By taking the time to understand your sales strategy, processes, and team dynamics, a sales consultant can provide valuable insights on how to optimize and grow your business.

group of salespeople and laptops doing sales training

Plus, sales consultants can provide training (digital or in-person) programs to address your organization’s specific needs and goals. This can help improve the skills and techniques of your sales team, leading to better performance and increased revenue.

By utilizing the skills and expertise of a sales consultant, businesses can unlock new growth opportunities and realize their full potential. A sales consultant can help businesses grow in a number of ways, including:

  • Helping to identify a target market
  • Developing a sales strategy tailored to a target market and specific business needs
  • Implementing a sales strategy while providing guidance and support along the way
  • Training and coaching sales teams to be more effective in their roles
  • Tracking progress and adjusting your strategy as needed
  • Acting as a sounding board and offering feedback on how the business can improve its sales operations
  • Providing ongoing support and advice as the business grows

Ultimately, a sales consultant is crucial in helping your business succeed by providing valuable guidance, support, and training to improve your team’s performance and grow your bottom line.

At Topaz, we offer a range of services to help businesses grow, including:

Why Should You Hire a Sales Consultant?

Sales consulting services come in many shapes and sizes and can be an invaluable resource for any business looking to expand. Most companies will offer various services, such as training and coaching programs, strategy development, and lead generation.

So, how do you know you need a consultant? The first step is to take a sales performance assessment to determine your specific needs and identify whether you really need help.

If you have concluded that you cannot achieve your goals with the current resources and expertise you have, you might benefit from getting consulting help. Then, assess your readiness. Is improving your sales a high priority? Do you have the time, money, and resources to invest?

There are several reasons why hiring a sales consultant might make sense for your company. A great sales consultant can:

  1. Meet you where you are to learn about your business, opportunities, and goals, uncover your most significant challenges of getting there, and build a sales organization geared for long-term success and increase your company’s bottom line.
  2. Give your sales team the skills and tools needed to close more sales and exceed their sales goals.
  3. Use objective assessments to help you understand the strengths and weaknesses of the entire sales team.
  4. Implement a sales hiring process to attract top performers and become a team of winners.
  5. Develop crucial sales leadership skills to motivate, hold your sales team accountable, and implement a sales process followed by all.

These benefits are the top reasons you should consider when contacting a sales consulting firm. And, if you haven’t considered working with a sales consultant, you’re encouraged to reach out and speak with several sales consultants about how they can help your business.

Want to stay in touch with the Topaz Sales Consulting team? Subscribe to our quarterly newsletter to hear major updates in the sales and hiring industries.

Finding Your Ideal Sales Consultant

Many different types of sales consulting services are available, so choosing the right one for your business is important. If you’re unsure which type of service is best for you, make a commitment and decision to grow your sales and reach out to sales consultants like us here at Topaz to see if we’re the right fit to address your business challenges.

As you’re screening sales consultants, pay attention to their sales process. The way they’re selling to you is how they will teach you to sell. Are they asking you the right questions for your business?


While interviewing sales consultants, ask yourself these 9 questions.


large red number 9 on white slat fence

If you figure you need outside expertise, how do you know which consultant is right for your business? As you are now armed with the nine areas to pay attention to for what they are saying, here is a list of thirteen additional questions you may want to ask a sales consultant when determining whether there is a good mutual fit.

13 Questions to Ask a Potential Sales Consultant

  1. Who is an ideal client for you?
  2. What recommendations do you have for us to maximize the effectiveness of sales training?
  3. What is your belief system about sales?
  4. What types of sales training and coaching do you offer?
  5. What is your training model? What is your reason and method for delivery?
  6. How do you help companies reach their full potential?
  7. What does ongoing support and advice look like as our business grows?
  8. How do you assess the strengths and weaknesses of a sales team and develop a training and coaching plan?
  9. How do you measure the effectiveness of your training? How do you track progress?
  10. How do you plan to communicate and work with our sales managers and other stakeholders?
  11. How do you plan to support our sales team’s ongoing development and growth?
  12. Can you walk me through a typical coaching session and how you structure your feedback and guidance?
  13. How do you plan to support and follow up with our sales team after the coaching engagement?

In short, a sales consultant can be an invaluable resource for any business looking to expand, so choosing the right one is essential. Don’t wait until it’s too late. Make a commitment and decision to grow your sales. Determine why you need consulting services, and reach out to several sales consultants until you find the right fit to address your business challenges and help you build your revenue-generating machine.

Bring your lists and questions, and we’ll be more than happy to discuss your needs, determine the type of consulting services appropriate for you, and help you grow your sales!

Topaz is changing the way the world perceives, values, hires, and trains salespeople.

We transform not only how people sell, hire, and manage salespeople, but also how they build relationships with others.  Many of our clients tell us how they use the skills they have learned through our training and coaching to improve how they communicate with their family and friends, and the positive impact it has had on all their relationships.

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