9 TH EDITION

1. 9TH EDITION Selling Today Manning and Reece CHAPTER 10 CREATING THE CONSULTATIVE SALES PRESENTATION

2. SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 3. DEMONSTRATION 4. NEGOTIATION 5. CLOSE 6. SERVICE See details Figure 10.2.

3. FOUR-PART PRESENTATION PROCESS NEED DISCOVERY SELECTION OF PRODUCT/SOLUTION NEED SATISFACTION SERVICING THE SALE See Figure 10.3.

4. NEED DISCOVERY ASK RIGHT QUESTIONS LISTEN & ACKNOWLEDGE CUSTOMER RESPONSE ESTABLISH BUYING MOTIVE

5. VALUE OF QUESTIONING “Questions provide one of the most effective ways to involve the prospect. Appropriate questions reduce tension and build trust in a selling situation because they communicate interest in the other person’s problem.”

6. TYPES OF QUESTIONS • Information-gathering • Probing (for details) • Confirmation • Summary--confirmation questions See Table 10.1.

7. NEED DISCOVERY WORKSHEET PRE-PLANNED QUESTIONS ARE OFTEN USED TO IDENTIFY NEEDS OPEN-ENDED QUESTIONS “Tell me a little about your investment portfolio.” “What are your current investment objectives?” CLOSED-ENDED QUESTIONS “Are you familiar with annuity investments?” “Do you have a money market account?”

8. LISTENING AND ACKNOWLEDGING • Develop ______ listening skills • Focus ___ attention • _________ customer’s meaning • Take ________

9. SELECTION OF PRODUCT MATCH BENEFITS & MOTIVES CONFIGURE SOLUTION MAKE THE APPROPRIATE RECOMMENDATION See Figure 10.5.

10. MATCHING BENEFITS AND BUYING MOTIVES • Buying based on _____- fulfillment • Buyers seek ______ of satisfactions • More needs met, more satisfactions provided, higher chance of sale

11. CONFIGURE A SOLUTION • Most salespeople have ______ of products • Package solution from your _____ of products

12. APPROPRIATE RECOMMENDATIONSTHREE BASIC OPTIONS • Customer buys immediately • Salesperson makes need-satisfaction presentation • Recommend another source for product

13. NEED SATISFACTION PRESENTATION SELECT INFORMATIVE SELECT PERSUASIVE SELECT REMINDER See Figure 10.6.

14. INFORMATIVE PRESENTATION STRATEGY • Emphasizes facts • Works with complex or high priced products • Product stands on own merit • Stress clarity, directness, and simplicity

15. PERSUASIVE PRESENTATION STRATEGY • Used when real customer need exists • Subtle seller transition from rational to emotional appeals • Requires training and experience to be effective

16. REMINDER PRESENTATION STRATEGY • Also known as … “reinforcement presentations” • Maintains product awareness • Good when working with repeat customers

17. PERSUASIVE VALUE-ADDED PRESENTATIONS • 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

18. GENERAL GUIDELINES VALUE-ADDED PRESENTATIONS • Demonstration adds strength • Plan negotiating and closing methods • Plan customer service to add value • Keep presentation simple, concise

19. TIME USED BY SALESPERSON Figure 10.7

20. REVIEW OF THREE STRATEGIES Figure 10.6

21. TRANSACTIONAL BUYER TRANSACTIONAL BUYERS PRIMARILY INTERESTED IN PRICE AND CONVENIENCE --May have already done research, used Internet to gather product information --Most understand what they need and when they need it --Focus on price and delivery Last slide Chapter 10.