What does the term Guided Selling actually mean?

Before diving into the different interpretations of Guided Selling, let’s start with a brief explanation of the technology: Guided Selling solutions are built on sophisticated recommendation logic that processes large volumes of data to deliver product suggestions in real time. Individual user requirements are matched against the full range of product data to identify the most suitable recommendation.

For a more detailed explanation of how it works, see our blog post: What is Guided Selling?

When looking at English-language content on Guided Selling, it often refers to guiding sales representatives through targeted questions and persuasive selling arguments. In contrast, German-language content tends to focus on guiding customers through the consultation process to make their purchasing decision easier. Both are valid use cases for digital advisory solutions. But why does one term cover two different applications?

The difference in usage may stem from translating the term from English into German. In the English-speaking world, Guided Selling originally refers more accurately to guided selling by sales representatives. Accordingly, guiding customers would be better described as Guided Buying.

Today, however, Guided Selling is an established term in both English and German. Increasingly, sources acknowledge both applications and differentiate between B2B and B2C contexts.

• English-language content: Focus on guiding sales representatives
• German-language content: Focus on guiding customers

In the B2B context, Guided Selling solutions are primarily used to support sales representatives. From dynamic conversation guidance to automated quote generation, these solutions are often an integral part of the overall sales process. Examples of sales-focused Guided Selling solutions include interactive playbooks, visual configurators, and comprehensive CPQ (Configure, Price, Quote) systems.

The value of these solutions lies in their seamless integration into existing sales processes and systems. Digital advisory tools are often embedded directly into CRM systems (e.g., HubSpot or Salesforce) or existing sales enablement platforms (e.g., Showpad or Highspot). This allows sales teams to access them at any time within the software they already use.

• Dynamic conversation guides
• Persuasive selling arguments
• Automated quote generation
• Typical applications: interactive playbooks, configurators, CPQ software
• Easy integration into sales processes and systems

In the B2C context, Guided Selling solutions are typically implemented as digital product advisors on websites and online stores, providing customers with professional guidance even in an online environment. Customers can interact directly with the advisor, who acts as a virtual sales expert, asking about individual needs and requirements to deliver a perfectly tailored product recommendation.

For online stores, Guided Selling solutions are often integrated with the shopping cart, allowing customers to purchase recommended products immediately after the consultation. Websites without a store use digital advisors to generate leads, which is relevant for both B2C and B2B companies. These advisors not only capture contact inquiries and feed them into the CRM, but also pre-qualify leads for the sales team.

• Digital advisors for websites and online stores
• Interactive consultations
• Tailored product recommendations for faster purchase decisions
• Easy integration with e-commerce and CRM systems

Guided Selling has established itself in recent years as the umbrella term for digital advisory solutions. Whether the focus is on supporting sales representatives or guiding customers, the primary goal remains the same: to simplify and optimize complex decision-making processes. This makes Guided Selling a key component of modern sales and marketing strategies.