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99THTH EDITION EDITION
CHAPTER 10CHAPTER 10CREATING THE CREATING THE CONSULTATIVE CONSULTATIVE SALES SALES PRESENTATIONPRESENTATION
Manning and Reece
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LEARNING OBJECTIVES Describe characteristics of a consultative
sales presentation Explain how to determine prospect needs Discuss use of questions to determine needs Select products matching needs List and describe three types of need-satisfaction strategies Present general effectiveness guidelines
See details Figure 10.2. 10-3
SIX-STEP PRESENTATION PLAN
1. APPROACH
2. PRESENTATION
4. NEGOTIATION
3. DEMONSTRATION
6. SERVICE
5. CLOSE
See Figure 10.3. 10-4
FOUR-PART PRESENTATION PROCESS
NEED DISCOVERYNEED DISCOVERY
SELECTION OF PRODUCT/SOLUTIONSELECTION OF PRODUCT/SOLUTION
SERVICING THE SALE SERVICING THE SALE
NEED SATISFACTIONNEED SATISFACTION
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NEED DISCOVERY ASK RIGHT ASK RIGHT QUESTIONSQUESTIONS
LISTEN & LISTEN & ACKNOWLEDGE ACKNOWLEDGE CUSTOMER CUSTOMER RESPONSERESPONSE ESTABLISH
BUYING MOTIVE
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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.”
See Table 10.1. 10-7
TYPES OF QUESTIONS
Information-gatheringInformation-gathering ProbingProbing ConfirmationConfirmation Summary--Summary--confirmation confirmation questionsquestions
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NEED DISCOVERY NEED DISCOVERY WORKSHEETWORKSHEET
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?”
PRE-PLANNED QUESTIONS ARE OFTEN PRE-PLANNED QUESTIONS ARE OFTEN USED TO IDENTIFY NEEDSUSED TO IDENTIFY NEEDS
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LISTENING AND ACKNOWLEDGING
Develop active Develop active listening listening skillsskills Focus full attentionFocus full attention Paraphrase customer’s Paraphrase customer’s
meaningmeaning Take notes Take notes
See Figure 10.5. 10-10
SELECTION OF PRODUCT MATCH MATCH BENEFITS & BENEFITS & MOTIVESMOTIVES
CONFIGURE CONFIGURE SOLUTION SOLUTION
MAKE THE APPROPRIATE RECOMMENDATION
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MATCHING BENEFITS AND BUYING MOTIVES
Buying based on need- Buying based on need- fulfillmentfulfillment Buyers seek cluster of Buyers seek cluster of satisfactionssatisfactions More needs met, more More needs met, more satisfactions provided, satisfactions provided, higher chance of salehigher chance of sale
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CONFIGURE A SOLUTION
Most salespeople have Most salespeople have variety of products variety of products
Package solution from Package solution from your array of your array of
productsproducts
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APPROPRIATE RECOMMENDATIONS
THREE BASIC OPTIONS Customer buysCustomer buys immediatelyimmediately Salesperson makes Salesperson makes need-satisfaction need-satisfaction presentation presentation Recommend another Recommend another source for productsource for product
See Figure 10.6. 10-14
NEED SATISFACTION PRESENTATION
SELECT SELECT INFORMATIVEINFORMATIVE
SELECT SELECT PERSUASIVE PERSUASIVE
SELECT REMINDER
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INFORMATIVE PRESENTATION STRATEGY Emphasizes facts Emphasizes facts Works with complex or Works with complex or
high priced products high priced products Product stands on own Product stands on own
meritmerit Stress clarity, directness, Stress clarity, directness,
and simplicityand simplicity
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PERSUASIVE PRESENTATION STRATEGY Used when real customer Used when real customer
need exists need exists Subtle seller transition Subtle seller transition
from from rational to rational to emotionalemotional appeals appeals Requires training and Requires training and
experience to be experience to be effective effective
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REMINDER PRESENTATION STRATEGY Also known as …Also known as …“reinforcement “reinforcement presentations” presentations” Maintains product Maintains product awarenessawareness Good when working with Good when working with
repeat customers repeat customers
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PERSUASIVE VALUE-ADDED PRESENTATIONS Emphasize relationshipEmphasize relationship Sell benefits, obtain customer Sell benefits, obtain customer reactionsreactions Minimize negative impact of changeMinimize negative impact of change Strongest appeal at start or endStrongest appeal at start or endTarget emotional linksTarget emotional links Use metaphors, stories, testimonialsUse metaphors, stories, testimonials
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GENERAL GUIDELINES VALUE-ADDED
PRESENTATIONS Demonstration adds strength Demonstration adds strength Plan negotiating and closing Plan negotiating and closing methodsmethods Plan customer service to add Plan customer service to add value value Keep presentation simple, concise Keep presentation simple, concise