consultative selling presentation

Principles of Consultative Selling

Ohio University Innovation Center

June 16, 2011

Ed BurghardRetired P&G Harley Procter Marketer

OBDC Executive Director

BA – State University of New York @ Potsdam in Mathematics

MBA – Syracuse University in Innovation Management and Marketing

Retired Procter & Gamble Harley Procter Marketer

33years in Procter & Gamble

Member of the Association of Ohio Commodores

Past Board Member Arthritis Foundation

Past Marketing Committee Member Dan Beard Council BSA

Founder & CEO The Burghard Group LLC

Agenda

• Consultative Selling Model

• Benefits versus Features

• Effective Objection Handling

Consultative Selling Model

• Determines how to lower the client’s costs and/or

• Determines how to increase the client’s revenues

Process Steps1. Do your homework and prepare for the

meeting2. Create a rapport3. Define the problem4. Define the desired result5. Create your unique selling proposition to close

the gap6. Present your proposed solution with a focus on

the value it will deliver7. Deliver on your promise

Create Rapport

• Find out what you have in common. Make it a priority to get to know the person as a person.

• Learn the language and speak it.

• Listen twice as much as you speak.

• Take notes on personal information (e.g. spouse name, children’s names, hobbies)

Define The Problem

• What is the problem?• What other problems is this causing and for

whom?• How long have you had this problem?• What have you already tried that did not work?• Why did it fail?• What will happen if the problem continues?

Define The Desired Result

• What do you want instead? (benefit drivers)• How will you know when you get it?

(evaluative metrics)• What will the benefits be to the Company for

resolving the problem? (visioning future state)• Who will be affected by the solution and who

will be judging if it was effective? (insight into internal politics)

Problem Statement TemplateThe problem we are having is ________ and this causes these problems _______ for these (people/departments) _______.

If the problem continues, this will happen _________________________.

In fact, this problem has already limited us from getting ___________________.

Define Your USPThe problem is: (insert the specific problems)

This causes you not to get: (insert expected results)

What we will do is: (insert your tactic/solution)

Success will be measured by: (insert their criteria)

Present Your Proposal

Answer these questions for the evaluators:

• What is in it for me?

• Why are you in business?

• What is the problem?

• How will you solve it?

• How will I know?

Benefits vs. Features

• Features explain what your product or service is.

• Benefits explain why it matters.

Feature or Benefit?

• ATMs available in over 1,000 locations• No blackout dates• America’s #1 supplier of pumps• 30% reduction in your Company’s energy bill• Business news for multi-taskers• EPA certified

5 Whys Model

1. Why does that matter?





5 Whys ExampleMade of steel

1. Why does that matter?– Won’t break

2. Why does that matter?– Don’t have to replace as often

3. Why does that matter?– Purchasing doesn’t have to place as many orders

4. Why does that matter?– Lower operating cost

5. Why does that matter?– Improved profit margin

Effective Objection Handling

Examples

• I didn’t realize your product was able to do that, I’ll have to keep it in mind.

• I am sure for some companies that is important.

• I’ve heard your product service isn’t very good.

• I can see how that would be helpful.

Review

• Consultative Selling is a process and focuses on creating clients versus customers

• Attitudes can be easily handled if you characterize them correctly and follow a proven process

• Features tell, benefits sell

Question & Answer