CHAPTER 11 Creating the Consultative Sales Presentation 1

CHAPTER 11 Creating the Consultative Sales Presentation 1 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 2 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 3 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Creating the Sales Presentation Approach Presentation Demonstration Negotiation Close After Sale Service 4 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 5 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 6 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 The Consultative Sales Presentation Guide Need discovery Selection of the product Need satisfaction through informing, persuading, and/or reminding Servicing the sale 7 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Need Discovery Ask appropriate questions 8 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Need Discovery Ask appropriate questions Listen and acknowledge customer response 9 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Need Discovery Ask appropriate questions Listen and acknowledge customer response Establish buying motive Copyright 2004 Pearson Education Canada Inc. 10

CHAPTER 11 Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information “Can you describe Usually at the type of leasing beginning of a sales plan you presentation envision? ” Examples Probing Questions 11 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Types of Questions Used in Conjunction with Consultative Selling Type of Question Definition When Used Informationgathering questions General questions designed to get the prospect to disclose certain types of basic information “Can you describe Usually at the type of leasing beginning of a sales plan you presentation envision? ” Probing questions When you feel the More specific need to obtain more questions designed to specific information uncover and clarify the that is required to prospect’s perceptions fully understand the and opinions problem and prescribe a solution Copyright 2004 Pearson Education Canada Inc. Examples “What type of image do you want your advertising to project to current and potential customers? ” (newspaper advertising) 12

CHAPTER 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 merits of purchasing a After each important item of copy machine with the information is document presented enlargement feature? ” (office copy machine) Examples Summary Confirmation Questions 13 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 merits of purchasing a After each important item of copy machine with the information is 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) 14 Summary confirmation questions Copyright 2004 Pearson Education Canada Inc. Examples

CHAPTER 11 The “SPIN” Multiple-Question Approach • • Situation Questions Problem Questions Implication Questions Need-Payoff Questions 15 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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. 16 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Key “Active Listening” Practices • Focus and concentration • Paraphrase or restate to confirm customer’s meaning • Take notes 17 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Selection of the Product Match benefits with buying motives 18 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Selection of the Product Match benefits with buying motives Configure a solution 19 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Selection of the Product Match benefits with buying motives Configure a solution Make appropriate recommendations 20 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Need-Satisfaction Presentations Three Strategies to Develop Effective 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 21 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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) 22 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 23 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 11 Consultative Selling Skills Required • • • Questioning Skills Presenting Benefits Demonstrating Skills Negotiating Skills Closing Skills 24 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 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 Copyright 2004 Pearson Education Canada Inc. 25