Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent 8−1 Chapter 8 Selling consultation

8−2 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation Approaches to conducting sales calls

8−3 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers Approaches to conducting sales calls  AIDA model  Attention  Interest  Desire  Action  Limitations of the AIDA model  lack of interactivity  inflexible  not conducive to relationship building Note: these limitations are a direct result of the delivery style used, as the nature of the AIDA model is derived originally from mass media advertising that has been adapted for use in personal selling.

8−4 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers Approaches to conducting sales calls  Consultative model  Discuss operational problems and issues with client.  Identify alternative solutions and evaluate the possible outcomes.  Reach agreement on the decision to purchase or not purchase as part of the preferred solution. Note: For many people, this style represents a change in the role of the salesperson from ‘enemy tactician’ to ‘allied problem solver’. This method is more satisfying to the client and to the salesperson in the long term and, undoubtedly, a better way to build a career in sales.

8−5 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers The consultative sales call

8−6 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers The consultative sales call

8−7 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers Planning a sales call  Setting call objectives  specific  achievable  measurable  Obtaining pre-call information  on the individual buyer  on their organisation (B2B selling)  on the industry/competition

8−8 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers Making the call  Positive first impressions  punctuality  appearance  attitude  first words and actions  Establish rapport  common background  common attitudes  common outcomes

8−9 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers Making the call  Identify the customer’s situation and need  Ask questions.  Listen carefully and encouragingly.  Identify and interpret the answers.  Ask further questions to confirm, clarify and probe fully.  Continue to listen in order to fully picture the buyer’s situation, problems and needs.

8−10 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Making the call  SPIN technique Selling consultation cont. Problem Need Pay off Need Identification Questioning SituationImplication

8−11 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers The solution-finding stage  Introduce the solution-finding stage.  Summarise understanding and restate problems.  Be concise and time sensitive.  Use the customer’s language.  Deal with each point separately.  Allow the buyer’s participation.

8−12 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers The solution-finding stage  Add value by showing and demonstrating.

8−13 Copyright  2006 McGraw-Hill Australia Pty Ltd PPTs t/a Selling: Managing Customer Relationships 3e by Peter Rix Slides prepared by Mark Vincent Selling consultation cont. The development of new customers The solution-finding stage  Relate features and benefits to the identified customer needs.  Match only the relevant features of the product to the benefits they provide to the buyer.  Make sure that product benefits are described clearly in reference to the needs they address.  Ensure that as many of the separate needs as possible are addressed with a product benefit.  Where a product solution provides a different set of benefits to a competitor’s or the buyer’s current item, compare and contrast the benefits that your product or service can offer (without berating the competitor). This will allow the buyer to make an informed judgement and may enhance your credibility.