Creating the Consultative Sales Presentation

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Creating the Consultative Sales Presentation
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Six-Step Presentation Plan

1. Approach (Chapter 10)
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale

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Four-Part Consultative Sales Presentation Guide
11.3
FIGURE
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Need Discovery
FIGURE
11.4
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Types of Questions

• Survey
• Probing
• Confirmation
• Need-satisfaction

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Survey 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 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 Questions

• Help to uncover and clarify the prospects 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

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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 salespersons
  offering (on-site training).

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Confirmation 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 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 Acknowledging

• Develop active listening skills
• Focus your full attention
• Paraphrase the customers meaning
• Take notes

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Selecting Solutionsthat Add Value
FIGURE
11.5
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Match Specific Benefitswith Buying Motives

• Buying based on need-fulfillment
• Buyers seek cluster of ___________
• Focus on __________ related to each dimension of
  value

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Configure a Solution

• Most salespeople have variety of products
• Package solution from your _______________________
  __

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Appropriate Recommendations Three Alternatives

• Recommend solution customer buys immediately
• Recommend solution salesperson makes
  need-satisfaction presentation
• Recommend another source

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Need SatisfactionSelecting Presentation Strategy
FIGURE
11.6
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Informative Presentation Strategy

• Emphasizes _________
• Commonly used to introduce new products and
  services
• Stress clarity, simplicity, and directness
• Less is morebeware ofinformation overload

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Persuasive Presentation Strategy

• To influence the prospects 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 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

• 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

• Demonstration adds strength
• Plan negotiating and ________ methods
• Plan customer service to add value
• Keep presentation simple, concise

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Time Used by Salesperson
11.7
FIGURE
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Review of Strategies
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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