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

2. 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
Select products that match customer needs
List and describe three types of need-satisfaction presentation strategies
Present general guidelines for creating value-added presentations

3. Six-Step Presentation Plan
Approach (Chapter 10)
Presentation
Demonstration
Negotiation
Close
Servicing the Sale 

4. Strategic Planning Leads to Actions

5. Strategic Planning
FIGURE
11.2

6. Four-Part Consultative Sales Presentation Guide
FIGURE
11.3

7. Need Discovery
FIGURE
11.4

8. Value of Questioning
“The effective use of questions to achieve need identification and need satisfaction is the single greatest challenge facing most professional salespeople. The types of questions you ask, the timing of those questions, and how you pose them greatly impacts your ability to create customer value.”

9. Types of Questions
Survey
Probing
Confirmation
Need-satisfaction

10. 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. Discussion Questions
What sort of factual information should you research and understand about the customer’s company before meeting with him/her?
From what sources could you derive this information?
For suggestions, see Monster.com.

12. Need Discovery Worksheet
Strategically prepare tentative questions 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

13. 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 mutual understanding of why a problem is important

14. Using Probing Questions
Probing questions can help a customer realize how a problem (high employee turnover) can have other consequences (undertrained staff, lower customer satisfaction, and less revenue), building more value for the salesperson’s offering (on-site training). What are some questions you could ask to discover the full extent of the following problems?
High employee turnover • Slow turnaround
Outdated technology • High costs

15. 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

16. 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

17. Listening and Acknowledging
Develop active listening skills
Focus your full attention
Paraphrase the customer’s meaning
Take notes

18. Develop Your Active Listening
You can develop your active listening skills
Try the suggestions on the following Websites
studygs.net
iamnext.com
mindtools.com

19. Selecting Solutions that Add Value
FIGURE
11.5

20. Match Specific Benefits with Buying Motives
Buying based on need-fulfillment
Buyers seek cluster of satisfactions
Focus on benefits related to each dimension of value

21. Configure a Solution Most salespeople have variety of products
Package solution from your array of products

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

23. Need Satisfaction: Selecting Presentation Strategy
FIGURE
11.6

24. Informative Presentation Strategy
Emphasizes facts
Commonly used to introduce new products and services
Stress clarity, simplicity, and directness
Less is more—beware of information overload

25. Persuasive Presentation Strategy
To influence the prospect’s beliefs, attitudes, or behavior and to encourage buyer action
Used when a need is identified
Subtle seller transition from rational to emotional appeals
Requires training and experience to be effective

26. Reminder Presentation Strategy
Also known as “reinforcement presentations”
Maintains product awareness
Good when working with repeat customers
Sometimes a dimension of service after the sale

27. Developing Persuasive Presentations that Create Value
Emphasize relationship
Sell benefits, obtain customer reactions
Minimize negative impact of change
Strongest appeal at start or end
Target emotional links
Use metaphors, stories, testimonials

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

29. Time Used by Salesperson
FIGURE
11.7

30. Review of Strategies

31. Transactional Buyers Primarily interested in price and convenience
May have already done research, used Internet to gather product information
Most understand what they need and when they need it
Focus on price and delivery