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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 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Creating the Sales Presentation Approach Presentation Demonstration Negotiation Close After Sale Service 11-4 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Strategic Planning for the Presentation • • • • Preplan questions Review product strategies Prepare to recommend other sources Prepare to use appropriate presentation strategy • Review presentation guidelines 11-5 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Action Taken During The Presentation • Ask appropriate questions • Record customer response • Acknowledge and summarize customer needs • Select and recommend appropriate solution • Make appropriate presentation 11-6 Copyright2004 Pearson Education Canada Inc. 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 11-7 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Need Discovery Ask appropriate questions 11-8 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Need Discovery Ask appropriate questions Listen and acknowledge customer response 11-9 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Need Discovery Ask appropriate questions Listen and acknowledge customer response Establish buying motive 11-10 Copyright2004 Pearson Education Canada Inc. 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 Copyright2004 Pearson Education Canada Inc. 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 Copyright2004 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 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) Examples Summary Confirmation Questions 11-13 Copyright2004 Pearson Education Canada Inc. 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 Copyright2004 Pearson Education Canada Inc. Examples C HAPT E R 11 The “SPIN” Multiple-Question Approach • • • • Situation Questions Problem Questions Implication Questions Need-Payoff Questions 11-15 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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. 11-16 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Key “Active Listening” Practices • Focus and concentration • Paraphrase or restate to confirm customer’s meaning • Take notes 11-17 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Selection of the Product Match benefits with buying motives 11-18 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Selection of the Product Match benefits with buying motives Configure a solution 11-19 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Selection of the Product Match benefits with buying motives Configure a solution Make appropriate recommendations 11-20 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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 11-21 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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) 11-22 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 Consultative Selling Skills Required • • • • • Questioning Skills Presenting Benefits Demonstrating Skills Negotiating Skills Closing Skills 11-24 Copyright2004 Pearson Education Canada Inc. C HAPT E R 11 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 Copyright2004 Pearson Education Canada Inc. 11-25