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99THTH EDITION EDITION

CHAPTER 10CHAPTER 10CREATING THE CREATING THE CONSULTATIVE CONSULTATIVE SALES SALES PRESENTATIONPRESENTATION

Manning and Reece

10-2

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

10-5

NEED DISCOVERY ASK RIGHT ASK RIGHT QUESTIONSQUESTIONS

LISTEN & LISTEN & ACKNOWLEDGE ACKNOWLEDGE CUSTOMER CUSTOMER RESPONSERESPONSE ESTABLISH

BUYING MOTIVE

10-6

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

10-8

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

10-9

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

10-11

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

10-12

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

10-13

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

10-15

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

10-16

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

10-17

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

10-18

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

10-19

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

Figure 10.7 10-20

TIME USED BY SALESPERSON

Figure 10.6 10-21

REVIEW OF THREE STRATEGIES

Last slide Chapter 10. 10-22

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