Chapter 11 Creating the Consultative Sales Presentation

Six Step Presentation Plan n Step 1--Approach n Step 2--Presentation

Step Two Presentation n Determine prospect needs n Select solution n Initiate sales presentation

Four-Part Sales Presentation n Need discovery (emphasis on questions) n Selection of a solution (a pivotal point) n Need satisfaction through informing, persuading, and/or reminding (emphasis on statements) n Servicing the sale (build repeat business)

Need Discovery n Sometimes called needs analysis n Ask appropriate questions n Listen and acknowledge customer response n Establish buying motive

Asking Questions n Survey or information-gathering questions reveal problems –General and specific –Open and closed n Probing questions reveal pain –uncover and clarify the prospect’s buying problem and the circumstances surrounding the customer’s buying problem

Asking Questions (con’t) n Confirmation questions reveal mutual understanding –to verify the accuracy and assure a mutual understanding of information exchanged by the salesperson and the buyer n Need-satisfaction questions reveal pleasure –to move the sales process toward commitment and action

Listening and Acknowledging n Active listening--process of sending back to the prospect what you as a listener think the person meant, both in terms of content and in terms of feelings –focus your full attention –paraphrase the customer’s meaning –take notes

Selection of the Solution n Match specific benefits with buying motives n Configure a solution n Make appropriate recommendations –Recommend solution--customer buys immediately –Recommend solution--salesperson makes need-satisfaction presentation –Recommend another source

Need Satisfaction n Informative--emphasizes factual information n Persuasive--influences the prospect’s beliefs, attitudes, or behavior n Reminder or reinforcement--remind customers of their products

Persuasive Presentation Strategy n Place special emphasis on the relationship n Sell specific benefits and obtain customer reactions n Minimize the negative impact of change n Place the strongest appeal at the beginning or end n Target emotional links--connectors between your messages and the internal emotions of the prospect n Use metaphors, stories and testimonials

General Guides for Creating Value-Added Presentations n Strengthen with an effective demonstration n Preplan methods for negotiating and closing the sale n Preplan customer service methods that add value n Keep your presentation simple and concise