1. The Consultative Sales Approach “CSA”
Welcome participants to class
Instructor will introduce him or herself and have each participant identify themselves, where they are from, their background, work history and their expectations for this class.
Note: if flip chart or dry erase board available list these points for easier reference by class.
Name
Dealership
Background
Expectations

2. Consultative Sales Approach
What is the Consultative Sales Approach?
A sales experience that:
Enhances the customer engagement
Allows the consultant to align with the customer and their needs
Basic philosophy
View EVERYTHING from the customer’s perspective
Identify the customers wants and needs
Provide solutions for those wants and needs

3. Conventional Selling (Salesperson)
Consulting vs. Selling
Conventional Selling (Salesperson)
vs.
Consultative Sales Approach (Consultant)
Salesperson:
Selling is done from the Salesperson’s perspective
Selling is done by questions & statements to accomplish the Salesperson’s goals
The Salesperson is trying to get commitments to see what the customer will do to accomplish the Salesperson’s goals

4. Consultative Sales Approach (Consultant)
Consulting vs. Selling
Conventional Selling (Salesperson)
vs.
Consultative Sales Approach (Consultant)
Consultant:
Consulting Is done from the CUSTOMER’S perspective
Consulting Is done by questions & statements to accomplish the CUSTOMER’S goals
Consultant is attempting to get an understanding of what the CUSTOMER’S goals are
Consultants get what they want by helping the CUSTOMER accomplish their goals.

5. Consulting vs. Selling Keeping Pace:
Identifying a client’s personality traits and characteristics and adjusting your process tempo to coincide
Customer Engagement:
When the customer feels enthusiastic about being actively involved in the sales experience.
Keeping “Pace” with a customer will keep them “Engaged”!

6. Conventional Selling Approach Consultative Sales Approach
Consulting vs. Selling
How do we spend our time?
Conventional Selling Approach
Consultative Sales Approach
Review Conventional Selling vs the Consultative approach to performing the steps to the sale.
Key Points:
The more time you sell the less time you negotiate
The less time you negotiate the less stress the customer endures
Less negotiating time equals more dollars and higher CSI
Follow the customers lead on how much time to spend in each area
Remember to keep at your customers pace - not your own
Ask for feedback i.e do you have any more questions?
More time consulting = less time negotiating = Higher Customer Engagement

7. Time flies when THEY’RE having fun!
Consulting vs. Selling
How do our customers perceive time?
Perception of time is directly related to the customer engagement
Dragging
Real
Flying
Customers-Not Engaged
Customers-Somewhat Engaged
Customers-Fully Engaged
<<<<<<<<Selling vs. Consulting>>>>>>>
Review each of the three perceptions people have and what contributes to that.
Key Points:
The more the customer is engaged the less time becomes a factor.
Have class relate when they have experienced time flying and when time drags for them.
Relate that we will be discussing in more detail how to get the customer to talk about themselves.
Engagement is directly related to you keeping pace with your customer
Time flies when THEY’RE having fun! 7

8. Consulting vs. Selling
Lets compare the different styles of interaction…
Does anyone go somewhere with the intent of being “closed/sold”?
Why not?
Don’t want someone to impose their will on them
Does anyone go somewhere seeking advice or consultation?
Why?
They trust and respect that person’s opinion or knowledge on the given subject better than their own
They feel that it will lead them to a better decision
They will not only take the advice but they will even pay for it

9. Selling:____________ Consulting:__________
Consulting vs. Selling
Which would you rather be, a salesperson or consultant?
Why is that?
Selling:____________
Defenses heightened
Information withheld
Skeptical to suggestion/advice
Negotiating to “Win”
Skeptical to say “Yes”
Potential “Buyers Remorse”
Consulting:__________
Is at ease
Information is flowing
Is open to suggestion/advice
Is negotiating to be “Fair”
Comfortable saying “Yes”
Feels good about their decision (CSI)
To be able to use the CSA properly you must first understand how people communicate and what's effective

10. How People Communicate
How People Receive Messages – Face to Face
Words 7%
Tone
38%
Body Language
55%
Click on pie for State Farm “Jacked Up” commercial

11. How People Communicate
5 Vocal turn offs…
Fake or Phony
Hesitant or Uncertain
Apathetic
Irritated
Rushed