creating the consultative sales presentation c h a p t e r 11
TRANSCRIPT
Copyright2004 Pearson Education Canada Inc.
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C H A P T 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
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C H A P T 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
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C H A P T E R 11
Creating the Sales Presentation
Approach
Presentation
Demonstration
Negotiation
Close
After Sale Service
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C H A P T 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
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C H A P T 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
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C H A P T 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 H A P T E R 11
Need Discovery
Ask appropriate questions
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C H A P T E R 11
Need Discovery
Ask appropriate questions
Listen and acknowledge customer response
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C H A P T E R 11
Need Discovery
Ask appropriate questions
Listen and acknowledge customer response
Establish buying motive
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C H A P T E R 11
Types of Questions Used in Conjunction with Consultative Selling
Type of Question
Definition When Used Examples
Information-gathering 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
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C H A P T E R 11
Types of Questions Used in Conjunction with Consultative Selling
Type of Question
Definition When Used Examples
Information-gathering 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
More specific questions designed to uncover and clarify the prospect’s perceptions and opinions
When you feel the need to obtain more specific information that is required to fully understand the problem and prescribe a solution
“What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising)
Copyright2004 Pearson Education Canada Inc.
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C H A P T E R 11Types of Questions Used in
Conjunction with Consultative SellingType of Question
Definition When Used Examples
Confirmation questions
Designed to find whether or not your message is understood by the prospect
After each important item of information is presented
“Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine)
Summary Confirmation Questions
Copyright2004 Pearson Education Canada Inc.
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C H A P T E R 11Types of Questions Used in
Conjunction with Consultative SellingType of Question
Definition When Used Examples
Confirmation questions
Designed to find whether or not your message is understood by the prospect
After each important item of information is presented
“Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine)
Summary confirmation questions
Designed to clarify your understanding of the prospect’s needs and buying conditions
Usually used after several items of information have been presented
“I would like to summarize what you have told me thus far. You want a four-bedroom home with a basement and a two-car garage?” (real estate)
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C H A P T E R 11
The “SPIN” Multiple-Question Approach
• Situation Questions
• Problem Questions
• Implication Questions
• Need-Payoff Questions
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C H A P T 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.
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C H A P T E R 11
Key “Active Listening” Practices
• Focus and concentration
• Paraphrase or restate to confirm customer’s meaning
• Take notes
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C H A P T E R 11
Selection of the Product
Match benefits with buying motives
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C H A P T E R 11
Selection of the Product
Match benefits with buying motives
Configure a solution
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C H A P T E R 11
Selection of the Product
Match benefits with buying motives
Configure a solution
Make appropriate recommendations
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C H A P T E R 11
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
Three Strategies to Develop Effective Need-Satisfaction Presentations
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C H A P T 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)
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C H A P T 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
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C H A P T E R 11
Consultative Selling Skills Required
• Questioning Skills
• Presenting Benefits
• Demonstrating Skills
• Negotiating Skills
• Closing Skills