Consultative Selling- An Augmentative Selling Approach for Customer Satisfaction in Banks

Abstract

Complexity of financial se,vices made the task challeng ing for both buyer and the seller to close a deal. Financial industries are experiencing a vulnerable phase to deal with the elevation of prevailing unethical sales practices resulting in the customer dissatisfaction. Consultative selling has been emerged as a problem solving selling approach. Researcher has undertaken this study to investigate the applicability of consultative selling on the customer satisfaction in banks.