Download Creating the Consultative Sales Presentation

C HAPT E R
11
Creating the Consultative
Sales Presentation
C HAPT E R
11
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
11-2
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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
11-3
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C HAPT E R
11
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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C HAPT E R
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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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C HAPT E R
11
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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C HAPT E R
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Need Discovery
Ask appropriate
questions
11-8
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Need Discovery
Ask appropriate
questions
Listen and acknowledge
customer response
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C HAPT E R
11
Need Discovery
Ask appropriate
questions
Listen and acknowledge
customer response
Establish buying
motive
11-10
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C HAPT E R
11
Types of Questions Used in
Conjunction with Consultative Selling
Type of
Question
Definition
When Used
Examples
Informationgathering
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
11-11
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C HAPT E R
11
Types of Questions Used in
Conjunction with Consultative Selling
Type of
Question
Definition
When Used
Examples
Informationgathering
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
When you feel the
need to obtain
More specific
more specific
questions designed to
information that is
uncover and clarify the
required to fully
prospect’s perceptions
understand the
and opinions
problem and
prescribe a solution
Copyright2004 Pearson Education Canada Inc.
“What type of
image do you want
your advertising to
project to current
and potential
customers?”
(newspaper
advertising) 11-12
C HAPT E R
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Types of Questions Used in
Conjunction with Consultative Selling
Type of
Question
Definition
When Used
Confirmation
questions
Designed to find
whether or not your
message is
understood by the
prospect
“Do you see the
After each
merits of purchasing a
important item of copy machine with
information is
the document
presented
enlargement feature?”
(office copy machine)
Examples
Summary
Confirmation
Questions
11-13
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C HAPT E R
11
Types of Questions Used in
Conjunction with Consultative Selling
Type of
Question
Definition
When Used
Confirmation
questions
Designed to find
whether or not your
message is
understood by the
prospect
“Do you see the
After each
merits of purchasing a
important item of copy machine with
information is
the document
presented
enlargement feature?”
(office copy machine)
Designed to clarify
your understanding of
the prospect’s needs
and buying conditions
“I would like to
summarize what you
Usually used
have told me thus far.
after several
You want a fouritems of
bedroom home with a
information have
basement and a twobeen presented
car garage?” (real
estate)
11-14
Summary
confirmation
questions
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Examples
C HAPT E R
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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
11-17
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11
Selection of the Product
Match benefits with buying motives
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Selection of the Product
Match benefits with buying motives
Configure a solution
11-19
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C HAPT E R
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Selection of the Product
Match benefits with buying motives
Configure a solution
Make appropriate recommendations
11-20
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C HAPT E R
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Need-Satisfaction Presentations
Three Strategies to Develop Effective NeedSatisfaction 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
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C HAPT E R
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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
11-23
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C HAPT E R
11
Consultative Selling Skills
Required
•
•
•
•
•
Questioning Skills
Presenting Benefits
Demonstrating Skills
Negotiating Skills
Closing Skills
11-24
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Time Used by Salesperson and Customer
During a Consultative Sales Presentation
Part One
Part Two
Part Three
Involvement
Salesperson
Prospect
Time
Need
Discovery
Product
Selection
Need
Satisfaction
Copyright2004 Pearson Education Canada Inc.
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