Sarcouncil Journal of Economics and Business Management

Abstract: The increasing complexity of enterprise buying environments has necessitated a strategic shift from transactional sales approaches toward consultative selling models that emphasize value co-creation, trust-building, and solution-oriented engagement. This study investigates the role of consultative selling in transforming enterprise sales performance by examining the influence of Consultative Selling Intensity, Strategic Leadership Alignment, Sales Capability Maturity, and Digital Enablement on key performance outcomes. Using a mixed-method explanatory framework integrating regression modeling and multivariate analysis, the findings reveal that consultative selling significantly enhances enterprise sales performance, revenue growth, deal size expansion, and client retention. The mediation effects of Customer Trust and Value Co-Creation further highlight the relational mechanisms through which strategic engagement translates into measurable outcomes. Cluster-based classification of transformation maturity indicates that organizations demonstrating higher levels of consultative adoption consistently outperform their counterparts across multiple performance metrics. The results underscore the importance of aligning leadership vision, workforce competencies, and digital infrastructure to enable sustainable enterprise sales transformation. Overall, the study contributes to the understanding of consultative selling as a systemic strategic capability that drives competitive advantage in complex enterprise markets.