creating the consultative sales presentation c h a p t e r 11

Creating the Consultative Sales Presentation

C H A P T E R 11

Copyright2004 Pearson Education Canada Inc.

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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


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Learning Objectives (Continued)

• Select products and services that match customer needs

• List and describe three types of need-satisfaction presentation strategies

• Present general guidelines for developing effective presentations


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Creating the Sales Presentation

Approach

Presentation

Demonstration

Negotiation

Close

After Sale Service


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Strategic Planning for the Presentation

• Preplan questions

• Review product strategies

• Prepare to recommend other sources

• Prepare to use appropriate presentation strategy

• Review presentation guidelines


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Action Taken During The Presentation

• Ask appropriate questions

• Record customer response

• Acknowledge and summarize customer needs

• Select and recommend appropriate solution

• Make appropriate presentation


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The Consultative Sales Presentation Guide

Need discovery

Selection of the product

Need satisfaction through informing,

persuading, and/or reminding

Servicing the sale


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Need Discovery

Ask appropriate questions


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Need Discovery


Listen and acknowledge customer response


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Need Discovery


Listen and acknowledge customer response

Establish buying motive


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Types of Questions Used in Conjunction with Consultative Selling

Type of Question

Definition When Used Examples

Information-gathering questions

General questions designed to get the prospect to disclose certain types of basic information

Usually at the beginning of a sales presentation

“Can you describe the type of leasing plan you envision?”

Probing Questions


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Types of Questions Used in Conjunction with Consultative Selling

Type of Question


Information-gathering questions

General questions designed to get the prospect to disclose certain types of basic information

Usually at the beginning of a sales presentation

“Can you describe the type of leasing plan you envision?”

Probing questions

More specific questions designed to uncover and clarify the prospect’s perceptions and opinions

When you feel the need to obtain more specific information that is required to fully understand the problem and prescribe a solution

“What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising)


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Conjunction with Consultative SellingType of Question


Confirmation questions

Designed to find whether or not your message is understood by the prospect

After each important item of information is presented

“Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine)

Summary Confirmation Questions


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C H A P T E R 11Types of Questions Used in

Conjunction with Consultative SellingType of Question


Confirmation questions

Designed to find whether or not your message is understood by the prospect

After each important item of information is presented

“Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine)

Summary confirmation questions

Designed to clarify your understanding of the prospect’s needs and buying conditions

Usually used after several items of information have been presented

“I would like to summarize what you have told me thus far. You want a four-bedroom home with a basement and a two-car garage?” (real estate)


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The “SPIN” Multiple-Question Approach

• Situation Questions

• Problem Questions

• Implication Questions

• Need-Payoff Questions


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Active Listening

Is the process of sending back to the person what you as a listener think the individual meant, in terms of both content and feelings. It involves taking into consideration both verbal and nonverbal signals.


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Key “Active Listening” Practices

• Focus and concentration

• Paraphrase or restate to confirm customer’s meaning

• Take notes


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Selection of the Product

Match benefits with buying motives


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Configure a solution


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Configure a solution

Make appropriate recommendations


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Need-Satisfaction Presentations

• Informative presentations that focus on factual information

• Persuasive presentations that influence the prospect’s attitudes/beliefs and encourage buyer action

• Reminder presentations that reinforce positive buyer actions from the past

Three Strategies to Develop Effective Need-Satisfaction Presentations


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Guidelines for Developing a Persuasive Presentation Strategy• Emphasize the relationships• Sell Benefits• Involve the customer and get a reaction• Minimize the negative impact of change• Begin strong, finish strong• Target emotional links• Use Proof! (Narratives/Testimonials)


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Guidelines for Creating Effective Presentations

• Use Effective Demonstrations

• Preplan for Negotiating and Closing the Sale

• Plan for the dynamic nature of selling

• Keep it simple/concise


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Consultative Selling Skills Required

• Questioning Skills

• Presenting Benefits

• Demonstrating Skills

• Negotiating Skills

• Closing Skills


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Time Used by Salesperson and Customer During a Consultative Sales Presentation

Need Discovery

Product Selection

Need Satisfaction

Time

Prospect

Salesperson

Part One Part Two Part Three

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creating the consultative sales presentation c h a p t e r 11

Documents

p t e r

pearson education canada

questions general questions

appropriate presentation

types of questions

probing questions

specific questions

use of questions