1. CHAPTER 11
Creating the Consultative Sales Presentation 1

2. Learning Objectives
Describe the characteristics of the consultative sales presentation
Discuss the use of questions to determine needs
Select solutions 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. The Six-Step Presentation Plan
FIGURE
11.1

5. Four-Part Consultative Sales Presentation Guide
FIGURE
11.2

6. Need Discovery
FIGURE
11.3

7. Value of Questioning
Neil Rackham, author of Spin Selling, says that mastering the use of questions can increase one’s success in sales 17 percent.

8. Types of Questions
Survey
Probing
Confirmation
Need-satisfaction

9. Survey Questions
Information gathering questions designed to obtain 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

10. Need Discovery
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)

11. 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

12. 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

13. 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

14. Need Satisfaction: Selecting Presentation Strategy
FIGURE
11.5

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

16. Selecting Solutions that Add Value
FIGURE
11.4

17. 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

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

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

20. Discovering Customer Needs
Duane Sparks, who developed Action Selling, says, “The success rate of sales calls rises significantly when more than two specific customer needs are uncovered by questioning.”
See the Website

21. CARQUEST: Delivering What Customers Need
See the Website

22. 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

23. 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

24. 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

25. 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

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

27. Time Used by Salesperson
FIGURE
11.6

28. Review: Planning and Execution
FIGURE
11.7

29. Key Concept Discussion Questions
Describe the characteristics of the consultative sales presentation
Discuss the use of questions to determine needs
Describe the process to select solutions that match customer needs

30. Key Concept Discussion Questions
List and describe three types of need-satisfaction presentation strategies
Present general guidelines for creating value-added presentations

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Copyright © 2010 Pearson Education, Inc.  
Publishing as Prentice Hall
11-31