PROFESSIONAL SELLINGGOLDENCHAPTER 11 THE CONSULTATIVE SALES PRESENTATION 1.Need Discovery 2.Selection of Product 3.Need Satisfaction through Informing, Persuading, and/or Reminding.

PROFESSIONAL SELLINGGOLDENCHAPTER 11 NEED DISCOVERY Begins with pre-call planning and research Continues at presentation with two-way communication (dialogue).

PROFESSIONAL SELLINGGOLDENCHAPTER 11 NEED DISCOVERY- ASKING QUESTIONS Survey Questions –General and specific Probing Questions Confirmation Questions –Summary confirmation question Need Satisfaction Questions

PROFESSIONAL SELLINGGOLDENCHAPTER 11 NEED DISCOVERY- ASKING QUESTIONS Eliminate Unnecessary Questions. –Many buyers expect the obvious information to be known by the salesperson before ever meeting. Listen and Acknowledge the Customer’s Response. –Active Listening Focus your attention Paraphrase Meaning Take Notes

PROFESSIONAL SELLINGGOLDENCHAPTER 11 SELECTION OF PRODUCT Match specific benefits with buying motives. Configure a custom-fitted solution. Make appropriate recommendations. –Recommend and customer buys immediately –Recommend and make need satisfaction presentation –Recommend another source

PROFESSIONAL SELLINGGOLDENCHAPTER 11 GUIDELINES FOR PERSUASIVE PRESENTATIONS Special emphasis on the relationship Sell benefits and obtain reactions Minimize negative impact of change Strongest appeals at beginning or end (primacy/recency effect) Target emotional links Use metaphors, stories, and testimonials

PROFESSIONAL SELLINGGOLDENCHAPTER 11 GENERAL PRESENTATION GUIDELINES Whenever possible use a demonstration Preplan negotiation, close, and servicing the sale. Plan for the dynamic nature of sales (expect the unexpected!) Keep it simple and concise