Consultative selling in financial services: An observational study of the mortgage mediation process

Notes that the literature on personal selling and advising on services stresses the importance of analysing the actual client-adviser interaction process. Explores this process of interaction in a mortgage setting by observing 42 conversations between advisers and 26 clients. The exact content and characteristics of interactions were recorded and coded using a category system based on consultative selling. The results show vast differences between advisers in their selling approach. In most cases, the sequence of problem-solving phases that advisers employed differed from those of the ideal model. Advisers generally did not probe for the wishes of clients but instead started by presenting alternative product solutions, a typical feature of a hard selling approach. Demonstrates the effectiveness of direct observation for the study of client-server interaction in financial services.