11-1 Creating the Consultative Sales Presentation Selling Today 10 th Edition CHAPTER Manning and Reece 11

11-2 Six-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 FIGURE 11.3

11-4 Need Discovery FIGURE 11.4

11-5 Types of Questions Survey Probing Confirmation Need-satisfaction

11-6 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

11-7 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

11-8 Probing 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) 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).

11-10 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

11-11 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

11-12 Listening and Acknowledging Develop active listening skills Focus your full attention Paraphrase the customer’s meaning Take notes

11-13 Selecting Solutions that Add Value FIGURE 11.5

11-14 Match Specific Benefits with Buying Motives Buying based on need-fulfillment Buyers seek cluster of ___________ Focus on __________ related to each dimension of value

11-15 Configure a Solution Most salespeople have variety of products Package solution from your _________________________

11-16 Appropriate Recommendations: Three Alternatives Recommend solution: customer buys immediately Recommend solution: salesperson makes need-satisfaction presentation Recommend another source

11-17 Need Satisfaction: Selecting Presentation Strategy FIGURE 11.6

11-18 Informative Presentation Strategy Emphasizes _________ Commonly used to introduce new products and services Stress clarity, simplicity, and directness Less is more—beware of information overload

11-19 Persuasive 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

11-20 Reminder Presentation Strategy Also known as “reinforcement presentations” Maintains product ___________ Good when working with _____ customers Sometimes a dimension of service after the sale

11-21 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

11-22 General Guidelines for Value-Added Presentations Demonstration adds strength Plan negotiating and ________ methods Plan customer service to add value Keep presentation simple, concise

11-23 Time Used by Salesperson FIGURE 11.7

11-24 Review of Strategies

11-25 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