Creating the Consultative Sales Presentation C H A P T E R 11 Creating the Consultative Sales Presentation

Copyright2004 Pearson Education Canada Inc. Learning Objectives Describe the characteristics of the consultative sales presentation Explain how to determine the prospect’s needs Discuss the use of questions to determine needs Copyright2004 Pearson Education Canada Inc.

Learning Objectives (Continued) Select products and services that match customer needs List and describe three types of need-satisfaction presentation strategies Present general guidelines for developing effective presentations Copyright2004 Pearson Education Canada Inc.

Creating the Sales Presentation Approach Presentation Demonstration Negotiation Close After Sale Service Copyright2004 Pearson Education Canada Inc.

Strategic Planning for the Presentation Preplan questions Review product strategies Prepare to recommend other sources Prepare to use appropriate presentation strategy Review presentation guidelines Copyright2004 Pearson Education Canada Inc.

Action Taken During The Presentation Ask appropriate questions Record customer response Acknowledge and summarize customer needs Select and recommend appropriate solution Make appropriate presentation Copyright2004 Pearson Education Canada Inc.

The Consultative Sales Presentation Guide Need discovery Selection of the product Need satisfaction through informing, persuading, and/or reminding Servicing the sale Copyright2004 Pearson Education Canada Inc.

Need Discovery Ask appropriate questions Copyright2004 Pearson Education Canada Inc.

Need Discovery Ask appropriate questions Listen and acknowledge customer response Copyright2004 Pearson Education Canada Inc.

Need Discovery Ask appropriate questions Listen and acknowledge customer response Establish buying motive Copyright2004 Pearson Education Canada Inc.

Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Examples Information-gathering questions General questions designed to get the prospect to disclose certain types of basic information Usually at the beginning of a sales presentation “Can you describe the type of leasing plan you envision?” Probing Questions Copyright2004 Pearson Education Canada Inc.

Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Examples Information-gathering questions General questions designed to get the prospect to disclose certain types of basic information Usually at the beginning of a sales presentation “Can you describe the type of leasing plan you envision?” Probing questions More specific questions designed to uncover and clarify the prospect’s perceptions and opinions When you feel the need to obtain more specific information that is required to fully understand the problem and prescribe a solution “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) Copyright2004 Pearson Education Canada Inc.

Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Examples Confirmation questions Designed to find whether or not your message is understood by the prospect After each important item of information is presented “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) Summary Confirmation Questions Copyright2004 Pearson Education Canada Inc.

Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Examples Confirmation questions Designed to find whether or not your message is understood by the prospect After each important item of information is presented “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) Summary confirmation questions Designed to clarify your understanding of the prospect’s needs and buying conditions Usually used after several items of information have been presented “I would like to summarize what you have told me thus far. You want a four-bedroom home with a basement and a two-car garage?” (real estate) Copyright2004 Pearson Education Canada Inc.

The “SPIN” Multiple-Question Approach Situation Questions Problem Questions Implication Questions Need-Payoff Questions Copyright2004 Pearson Education Canada Inc.

Copyright2004 Pearson Education Canada Inc. Active Listening Is the process of sending back to the person what you as a listener think the individual meant, in terms of both content and feelings. It involves taking into consideration both verbal and nonverbal signals. Copyright2004 Pearson Education Canada Inc.

Key “Active Listening” Practices Focus and concentration Paraphrase or restate to confirm customer’s meaning Take notes Copyright2004 Pearson Education Canada Inc.

Selection of the Product Match benefits with buying motives Copyright2004 Pearson Education Canada Inc.

Selection of the Product Match benefits with buying motives Configure a solution Copyright2004 Pearson Education Canada Inc.

Selection of the Product Match benefits with buying motives Configure a solution Make appropriate recommendations Copyright2004 Pearson Education Canada Inc.

Need-Satisfaction Presentations Three Strategies to Develop Effective Need-Satisfaction Presentations Informative presentations that focus on factual information Persuasive presentations that influence the prospect’s attitudes/beliefs and encourage buyer action Reminder presentations that reinforce positive buyer actions from the past Copyright2004 Pearson Education Canada Inc.

Guidelines for Developing a Persuasive Presentation Strategy Emphasize the relationships Sell Benefits Involve the customer and get a reaction Minimize the negative impact of change Begin strong, finish strong Target emotional links Use Proof! (Narratives/Testimonials) Copyright2004 Pearson Education Canada Inc.

Guidelines for Creating Effective Presentations Use Effective Demonstrations Preplan for Negotiating and Closing the Sale Plan for the dynamic nature of selling Keep it simple/concise Copyright2004 Pearson Education Canada Inc.

Consultative Selling Skills Required Questioning Skills Presenting Benefits Demonstrating Skills Negotiating Skills Closing Skills Copyright2004 Pearson Education Canada Inc.

Copyright2004 Pearson Education Canada Inc. Time Used by Salesperson and Customer During a Consultative Sales Presentation Need Discovery Product Selection Need Satisfaction Time Prospect Salesperson Part One Part Two Part Three Involvement Copyright2004 Pearson Education Canada Inc.