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Creating the Consultative Sales Presentation

Selling TodaySelling Today10th Edition

CH

AP

TE

R Manning and Reece

11

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Learning ObjectivesLearning 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

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Six-Step Presentation PlanSix-Step Presentation Plan

1. Approach (Chapter 10)

2. Presentation

3. Demonstration

4. Negotiation

5. Close

6. Servicing the Sale

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Strategic PlanningLeads to Actions

Strategic PlanningLeads to Actions

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Strategic PlanningStrategic PlanningFIGURE 11.2

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Four-Part Consultative Sales Presentation Guide

Four-Part Consultative Sales Presentation Guide

FIGURE 11.3

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Need DiscoveryNeed Discovery

FIGURE 11.4

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Value of QuestioningValue 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.”

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Types of QuestionsTypes of Questions

• Survey

• Probing

• Confirmation

• Need-satisfaction

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Survey QuestionsSurvey 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

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Discussion QuestionsDiscussion 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.

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Need Discovery WorksheetNeed 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

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Probing QuestionsProbing 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

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Using Probing QuestionsUsing Probing QuestionsProbing 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

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Confirmation QuestionsConfirmation 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

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Need-Satisfaction QuestionsNeed-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

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Listening and AcknowledgingListening and Acknowledging

• Develop active listening skills

• Focus your full attention

• Paraphrase the customer’s meaning

• Take notes

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Develop Your Active ListeningDevelop Your Active Listening

• You can develop your active listening skills

• Try the suggestions on the following Websites

studygs.net

mindtools.com

iamnext.com

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Selecting Solutionsthat Add Value

Selecting Solutionsthat Add Value

FIGURE 11.5

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Match Specific Benefitswith Buying Motives

Match Specific Benefitswith Buying Motives

• Buying based on need-fulfillment

• Buyers seek cluster of satisfactions

• Focus on benefits related to each dimension of value

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Configure a SolutionConfigure a Solution

• Most salespeople have variety of products

• Package solution from your array of products

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Appropriate Recommendations: Three Alternatives

Appropriate Recommendations: Three Alternatives

• Recommend solution: customer buys immediately

• Recommend solution: salesperson makes need-satisfaction presentation

• Recommend another source

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Need Satisfaction:Selecting Presentation Strategy

Need Satisfaction:Selecting Presentation Strategy

FIGURE 11.6

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Informative Presentation StrategyInformative Presentation Strategy

• Emphasizes facts

• Commonly used to introduce new products and services

• Stress clarity, simplicity, and directness

• Less is more—beware ofinformation overload

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Persuasive Presentation StrategyPersuasive 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

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Reminder Presentation StrategyReminder Presentation Strategy

• Also known as “reinforcement presentations”

• Maintains product awareness

• Good when working with repeat customers

• Sometimes a dimension of service after the sale

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Developing Persuasive Presentations that Create Value

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

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General Guidelines forValue-Added Presentations

General Guidelines forValue-Added Presentations

• Demonstration adds strength

• Plan negotiating and closing methods

• Plan customer service to add value

• Keep presentation simple, concise

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Time Used by SalespersonTime Used by Salesperson

FIGURE 11.7

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Review of StrategiesReview of Strategies

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Transactional Buyers 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