11-1

Creating the Consultative Sales Presentation

Selling TodaySelling Today10th Edition

CH

AP

TE

R Manning and Reece

11

11-2

Six-Step Presentation PlanSix-Step Presentation Plan

1. Approach (Chapter 10)

2. Presentation

3. Demonstration

4. Negotiation

5. Close

6. Servicing the Sale

11-3

Four-Part Consultative Sales Presentation Guide

Four-Part Consultative Sales Presentation Guide

FIGURE 11.3

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Need DiscoveryNeed Discovery

FIGURE 11.4

11-5

Types of QuestionsTypes of Questions

• Survey

• Probing

• Confirmation

• Need-satisfaction

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Survey QuestionsSurvey Questions

• Information gathering questions designed to obtain this knowledge

• General survey questions

• Specific survey questions

• Not to be used for factual information one could acquire from other sources prior to the sales call

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Need Discovery WorksheetNeed Discovery Worksheet

• Strategically prepare ________________ before making the sales call

• Prepare open and closed questions

• “Tell me a little bit about your investment portfolio?” (open/general survey)

• “What are your major concerns when managing your financial affairs?” (open/specific survey)

• See Table 11.2 in the text

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Probing QuestionsProbing Questions

• Help to uncover and clarify the prospect’s buying problem and circumstances

• Are referred to as implication or pain questions and used more frequently in large, complex sales

• Help the salesperson and customer gain a __________________ of why a problem is important

11-9

Using Probing Questions (Small Group)Using Probing Questions (Small Group)

Probing questions can help a customer realize how a problem (high employee turnover) can have other consequences (under trained staff, lower customer satisfaction, and less revenue), building more value for the salesperson’s offering (on-site training).

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Confirmation QuestionsConfirmation Questions

• Verify accuracy and assure a mutual understanding of information exchanged

• Summary-confirmation questions

• Buying conditions are those qualifications that must be available or fulfilled before the sale can be closed

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Need-Satisfaction QuestionsNeed-Satisfaction Questions

• Designed to move the sales process toward commitment and action

• Focus on specific benefits

• Are powerful because they build desire for the solution and give ownership of the solution to the prospect

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Listening and AcknowledgingListening and Acknowledging

• Develop active listening skills

• Focus your full attention

• Paraphrase the customer’s meaning

• Take notes

11-13

Selecting Solutionsthat Add Value

Selecting Solutionsthat Add Value

FIGURE 11.5

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Match Specific Benefitswith Buying Motives

Match Specific Benefitswith Buying Motives

• Buying based on need-fulfillment

• Buyers seek cluster of ___________

• Focus on __________ related to each dimension of value

11-15

Configure a SolutionConfigure a Solution

• Most salespeople have variety of products

• Package solution from your _________________________

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Appropriate Recommendations: Three Alternatives

Appropriate Recommendations: Three Alternatives

• Recommend solution: customer buys immediately

• Recommend solution: salesperson makes need-satisfaction presentation

• Recommend another source

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Need Satisfaction:Selecting Presentation Strategy

Need Satisfaction:Selecting Presentation Strategy

FIGURE 11.6

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Informative Presentation StrategyInformative Presentation Strategy

• Emphasizes _________

• Commonly used to introduce new products and services

• Stress clarity, simplicity, and directness

• Less is more—beware ofinformation overload

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Persuasive Presentation StrategyPersuasive Presentation Strategy

• To influence the prospect’s beliefs, attitudes, or behavior and to encourage _____________

• Used when a need is identified

• Subtle seller transition from rational to emotional appeals

• Requires training and experience to be effective

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Reminder Presentation StrategyReminder Presentation Strategy

• Also known as “reinforcement presentations”

• Maintains product ___________

• Good when working with _____ customers

• Sometimes a dimension of service after the sale

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Developing Persuasive Presentations that Create Value

Developing Persuasive Presentations that Create Value

• Emphasize relationship

• Sell benefits, obtain customer _________

• Minimize __________ impact of change

• Strongest appeal at start or end

• Target emotional links

• Use metaphors, stories, testimonials

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General Guidelines forValue-Added Presentations

General Guidelines forValue-Added Presentations

• Demonstration adds strength

• Plan negotiating and ________ methods

• Plan customer service to add value

• Keep presentation simple, concise

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Time Used by SalespersonTime Used by Salesperson

FIGURE 11.7

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Review of StrategiesReview of Strategies

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Transactional Buyers Transactional Buyers

• Primarily interested in price and convenience

• May have already done research, used Internet to gather _________________

• Most understand what they need and when they ___________

• Focus on price and delivery