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Creating the Consultative Sales Presentation

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CHAPTER Selling Today 10th Edition Manning and Reece 11 Creating the Consultative Sales Presentation 11-* 11-* Six-Step Presentation Plan Approach (Chapter 10 ... – PowerPoint PPT presentation

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Title: Creating the Consultative Sales Presentation


1
11
Creating the Consultative Sales Presentation
2
Six-Step Presentation Plan
  1. Approach (Chapter 10)
  2. Presentation
  3. Demonstration
  4. Negotiation
  5. Close
  6. Servicing the Sale

?
3
Strategic Planning
FIGURE
11.2
4
Four-Part Consultative Sales Presentation Guide
11.3
FIGURE
5
Need Discovery
FIGURE
11.4
6
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.

7
Types of Questions
  • Survey
  • Probing
  • Confirmation
  • Need-satisfaction

8
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

9
Probing Questions
  • Help to uncover and clarify the prospects 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

10
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

11
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

12
Listening and Acknowledging
  • Develop active listening skills
  • Focus your full attention
  • Paraphrase the customers meaning
  • Take notes

13
Selecting Solutions that Add Value
FIGURE
11.5
14
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

15
Configure a Solution
  • Most salespeople have variety of products
  • Package solution from your array of products

16
Appropriate Recommendations Three Alternatives
  • Recommend solution customer buys immediately
  • Recommend solution salesperson makes
    need-satisfaction presentation
  • Recommend another source

17
Need Satisfaction Selecting Presentation Strategy
FIGURE
11.6
18
Informative Presentation Strategy
  • Emphasizes facts
  • Commonly used to introduce new products and
    services
  • Stress clarity, simplicity, and directness
  • Less is morebeware of information overload

19
Persuasive Presentation Strategy
  • To influence the prospects 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

20
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

21
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

22
General Guidelines for Value-Added Presentations
  • Demonstration adds strength
  • Plan negotiating and closing methods
  • Plan customer service to add value
  • Keep presentation simple, concise
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