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CHAPTER11CreatingtheConsultativeSalesPresentation1LearningObjectivesDescribethecharacteristicsoftheconsultativesalespresentationDiscusstheuseofquestionstodetermineneedsSelectsolutionsthatmatchcustomerneedsListanddescribethreetypesofneed-satisfactionpresentationstrategiesPresentgeneralguidelinesforcreatingvalue-addedpresentationsSix-StepPresentationPlanApproach(Chapter10)PresentationDemonstrationNegotiationCloseServicingtheSale

TheSix-StepPresentationPlanFIGURE11.1Four-PartConsultativeSalesPresentationGuideFIGURE11.2NeedDiscoveryFIGURE11.3ValueofQuestioningNeilRackham,authorofSpinSelling,saysthatmasteringtheuseofquestionscanincreaseone’ssuccessinsales17percent.TypesofQuestionsSurveyProbingConfirmationNeed-satisfactionSurveyQuestionsInformationgatheringquestionsdesignedtoobtainknowledgeGeneralsurveyquestionsSpecificsurveyquestionsNottobeusedforfactualinformationonecouldacquirefromothersourcespriortothesalescallNeedDiscoveryStrategicallypreparetentativequestionsbeforemakingthesalescallPrepareopenandclosedquestions“Tellmealittlebitaboutyourinvestmentportfolio?〞(open/generalsurvey)“Whatareyourmajorconcernswhenmanagingyourfinancialaffairs?〞(open/specificsurvey)ProbingQuestionsHelptouncoverandclarifytheprospect’sbuyingproblemandcircumstancesArereferredtoasimplicationorpainquestionsandusedmorefrequentlyinlarge,complexsalesHelpthesalespersonandcustomergainamutualunderstandingofwhyaproblemisimportantConfirmationQuestionsVerifyaccuracyandassureamutualunderstandingofinformationexchangedSummary-confirmationquestionsBuyingconditionsarethosequalificationsthatmustbeavailableorfulfilledbeforethesalecanbeclosedNeed-SatisfactionQuestionsDesignedtomovethesalesprocesstowardcommitmentandactionFocusonspecificbenefitsArepowerfulbecausetheybuilddesireforthesolutionandgiveownershipofthesolutiontotheprospectNeedSatisfaction:

SelectingPresentationStrategyFIGURE11.5ListeningandAcknowledgingDevelopactivelisteningskillsFocusyourfullattentionParaphrasethecustomer’smeaningTakenotesSelectingSolutions

thatAddValueFIGURE11.4MatchSpecificBenefits

withBuyingMotivesBuyingbasedonneed-fulfillmentBuyersseekclusterofsatisfactionsFocusonbenefitsrelatedtoeachdimensionofvalueConfigureaSolutionMostsalespeoplehavevarietyofproductsPackagesolutionfromyourarrayofproductsAppropriateRecommendations:ThreeAlternativesRecommendsolution:customerbuysimmediatelyRecommendsolution:salespersonmakesneed-satisfactionpresentationRecommendanothersourceDiscoveringCustomerNeedsDuaneSparks,whodevelopedActionSelling,says,“Thesuccessrateofsalescallsrisessignificantlywhenmorethantwospecificcustomerneedsareuncoveredbyquestioning.〞Seethe

WebsiteCARQUEST:DeliveringWhatCustomersNeedSeethe

WebsiteInformativePresentationStrategyEmphasizesfacts CommonlyusedtointroducenewproductsandservicesStressclarity,simplicity,and

directnessLessismore—bewareofinformationoverloadPersuasivePresentationStrategyToinfluencetheprospect’sbeliefs,attitudes,orbehaviorandtoencouragebuyeractionUsedwhenaneedisidentifiedSubtlesellertransitionfromrationaltoemotionalappealsRequirestrainingandexperiencetobeeffectiveReminderPresentationStrategyAlsoknownas“reinforcementpresentations〞 MaintainsproductawarenessGoodwhenworkingwithrepeatcustomersSometimesadimensionofserviceafterthesaleDevelopingPersuasivePresentationsthatCreateValueEmphasizerelationshipSellbenefits,obtaincustomerreactionsMinimizenegativeimpactofchangeStrongestappealatstartorendTargetemotionallinksUsemetaphors,stories,testimonialsGeneralGuidelinesfor

Value-AddedPresentationsDemonstrationaddsstrengthPlannegotiatingandclosingmethodsPlancustomerservicetoaddvalueKeeppresentationsimple,conciseTimeUsedbySalespersonFIGURE11.6Review:PlanningandExecutionFIGURE11.7

KeyConcept

DiscussionQuestions

DescribethecharacteristicsoftheconsultativesalespresentationDiscusstheuseofquestionstodetermineneedsDescribetheprocesstoselectsolutionsthatmatchcustomerneeds

KeyConcept

DiscussionQuestions

Listanddescribethreetypesofneed-satisfactionpresentationstrategiesPresentgeneralguidelinesforcreatingvalue-addedpresentations11-31Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyf

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