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Creating the Consultative Sales Presentation

Selling Today. 10 th Edition. CHAPTER. Manning and Reece. 11. Creating the Consultative Sales Presentation. Six-Step Presentation Plan. Approach (Chapter 10) Presentation Demonstration Negotiation Close Servicing the Sale. . Four-Part Consultative Sales Presentation Guide. 11.3.

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Creating the Consultative Sales Presentation

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  1. Selling Today 10th Edition CHAPTER Manning and Reece 11 Creating the Consultative Sales Presentation

  2. Six-Step Presentation Plan • Approach (Chapter 10) • Presentation • Demonstration • Negotiation • Close • Servicing the Sale 

  3. Four-Part Consultative Sales Presentation Guide 11.3 FIGURE

  4. Need Discovery 11.4 FIGURE

  5. Types of Questions • Survey • Probing • Confirmation • Need-satisfaction

  6. 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

  7. Need Discovery Worksheet • Strategically prepare ________________ before making the sales call • Prepare open and closed questions • “Tell me a little bit about your investment portfolio?” (open/general survey) • “What are your major concerns when managing your financial affairs?” (open/specific survey) • See Table 11.2 in the text

  8. Probing Questions • Help to uncover and clarify the prospect’s 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 __________________ of why a problem is important

  9. Using Probing Questions (Small Group) Probing questions can help a customer realize how a problem (high employee turnover) can have other consequences (under trained staff, lower customer satisfaction, and less revenue), building more value for the salesperson’s offering (on-site training).

  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 customer’s meaning • Take notes

  13. Selecting Solutionsthat Add Value 11.5 FIGURE

  14. Match Specific Benefitswith Buying Motives • Buying based on need-fulfillment • Buyers seek cluster of ___________ • Focus on __________ related to each dimension of value

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

  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 11.6 FIGURE

  18. Informative Presentation Strategy • Emphasizes _________ • Commonly used to introduce new products and services • Stress clarity, simplicity, anddirectness • Less is more—beware ofinformation overload

  19. Persuasive Presentation Strategy • To influence the prospect’s beliefs, attitudes, or behavior and to encourage _____________ • 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 ___________ • Good when working with _____ customers • Sometimes a dimension of service after the sale

  21. Developing Persuasive Presentations that Create Value • Emphasize relationship • Sell benefits, obtain customer _________ • Minimize __________ impact of change • Strongest appeal at start or end • Target emotional links • Use metaphors, stories, testimonials

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

  23. Time Used by Salesperson 11.7 FIGURE

  24. Review of Strategies

  25. Transactional Buyers • Primarily interested in price and convenience • May have already done research, used Internet to gather _________________ • Most understand what they need and when they ___________ • Focus on price and delivery

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