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Creating the Consultative Sales Presentation

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Learning Objectives
Describe the characteristics of the consultative sales presentation Explain how to determine the prospects needs Discuss the use of questions to determine needs
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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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Learning Objectives (Continued)

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Creating the Sales Presentation

Approach Presentation

Demonstration
Negotiation Close

After Sale Service

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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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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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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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Need Discovery
Ask appropriate questions

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Need Discovery
Ask appropriate questions

Listen and acknowledge customer response

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Need Discovery
Ask appropriate questions

Listen and acknowledge customer response

Establish buying motive

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Types of Questions Used in Conjunction with Consultative Selling

Type of Question
Definition When Used Examples

Informationgathering 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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Types of Questions Used in Conjunction with Consultative Selling

Type of Question
Definition When Used Examples

Informationgathering 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? What type of image do you want your advertising to project to current and potential customers? (newspaper advertising) 11-12

Probing questions

When you feel the need to obtain More specific more specific questions designed to information that is uncover and clarify the required to fully prospects perceptions understand the and opinions problem and prescribe a solution
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Types of Questions Used in Conjunction with Consultative Selling

Type of Question

Definition

When Used

Examples

Confirmation questions

Designed to find whether or not your message is understood by the prospect

Do you see the After each merits of purchasing a important item of copy machine with information is the document presented enlargement feature? (office copy machine)

Summary Confirmation Questions

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Types of Questions Used in Conjunction with Consultative Selling

Type of Question

Definition

When Used

Examples

Confirmation questions

Designed to find whether or not your message is understood by the prospect

Do you see the After each merits of purchasing a important item of copy machine with information is the document presented enlargement feature? (office copy machine) I would like to summarize what you Usually used have told me thus far. after several You want a fouritems of bedroom home with a information have basement and a twobeen presented car garage? (real estate) 11-14

Summary confirmation questions

Designed to clarify your understanding of the prospects needs and buying conditions

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The SPIN Multiple-Question Approach

Situation Questions Problem Questions Implication Questions Need-Payoff Questions

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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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Key Active Listening Practices

Focus and concentration Paraphrase or restate to confirm customers meaning Take notes

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Selection of the Product

Match benefits with buying motives

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Selection of the Product

Match benefits with buying motives

Configure a solution

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Selection of the Product

Match benefits with buying motives

Configure a solution

Make appropriate recommendations

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Need-Satisfaction Presentations
Three Strategies to Develop Effective NeedSatisfaction Presentations
Informative presentations that focus on factual information Persuasive presentations that influence the prospects attitudes/beliefs and encourage buyer action Reminder presentations that reinforce positive buyer actions from the past

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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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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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Consultative Selling Skills Required

Questioning Skills Presenting Benefits Demonstrating Skills Negotiating Skills Closing Skills
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Time Used by Salesperson and Customer During a Consultative Sales Presentation

Part One Salesperson Part Two Part Three

Involvement

Prospect

Time Need Discovery Product Selection Need Satisfaction

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