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Chapter 11 Creating the Consultative Sales Presentation © 2010 Education Canada Inc. 11- * Describe the characteristics of the consultative sales presentation Discuss the use of questions to determine needs Select solutions that match customer needs Learning Objectives © 2010 Education Canada Inc. 11- * List and describe three types of need-satisfaction presentation strategies Present general guidelines for creating value-added presentations Learning Objectives (continued) © 2010 Education Canada Inc. 11- * The effective use of questions is the starting point of the consultative sales presentation Questions are also used in: Building adaptive style selling relationships Understanding and adapting product solutions to meet customer needs One of the greatest challenges facing salespeople The Consultative Sales Presentation © 2010 Education Canada Inc. 11- * Consultative selling involves meeting customer needs by: Asking the right questions Listening to customers Understanding and caring about their problems Selecting the appropriate solution, and Following through after the sale The Consultative Sales Presentation (continued) © 2010 Education Canada Inc. 11- * Done effectively it results in: Increased customer satisfaction More sales Fewer cancellations and returns More repeat business More referrals The Consultative Sales Presentation (continued) © 2010 Education Canada Inc. 11- * Once you have established rapport with the prospect and captured the prospect’s full attention, then . . . State (or restate) the purpose of your sales call Get permission to ask questions Transitioning From the Approach © 2010 Education Canada Inc. 11- * Insert figure 11.2, page 243 The Consultative Sales Presentation Guide © 2010 Education Canada Inc. 11 - * Need discovery begins with precall preparation Ask permission to ask questions before you begin, then: Establish two-way communication through questioning Listen and acknowledge customer responses Establish a buying motive Need Discovery Activities That Create Value © 2010 Education Canada Inc. 11 - * The types of questions you ask, the timing of those questions, and how you pose them will greatly affect your ability to create customer value Most common types are survey, probing, confirmation and need-satisfaction Asking Questions © 2010 Education Canada Inc. 11- * Survey Question – a question used to help the salesperson collect information about the buyer’s existing situation and problem Used usually at the beginning of a sale Example: “Can you describe the problems you experience travelling to your various professional golf tournaments?” Survey Questions Reveal Problems © 2010 Education Canada Inc. 11- * General Survey Question – a question used early in the sales presentation to help the salesperson discover facts about the buyer’s existing situation Specific Survey Question – a question designed to give prospects a chance to describe in more detail a problem, issue, or dissatisfaction from their point of view Do your homework, do not waste a question you can get answered through other sources © 2010 Education Canada Inc. 11- * Survey Questions Reveal Problems (continued) Do not merely ask survey questions at the beginning of the sales presentation, be flexible, and ask when necessary Open Question – is a question that requires the prospect to respond with more than a ‘yes’ or ‘no’, or a brief response Closed Question – is a question that can be answered with a ‘yes’ or ‘no’, or a brief response © 2010 Education Canada Inc. 11- * Survey Questions Reveal Problems (continued) Probing Question – a question that helps the salesperson to uncover and clarify the prospect’s buying problem and the circumstances surround the problem Often uncovers why a problem is important Example: “How are the travel problems affecting your overall preparation for the tournament?” Probing Questions Reveal Customer’s Pain © 2010 Education Canada Inc. 11- * Confirmation Question – a question used throughout the sales process to verify the accuracy and assure a mutual understanding of information exchanged by the salesperson and the buyer Example: “So, you think the uncertainty associated with commercial air travel is having a negative effect on your game?” Confirmation Questions Reveal Mutual Understanding © 2010 Education Canada Inc. 11- * Buying conditions – is a qualification that must be available or fulfilled before the sale can be closed Surface as need discovery progresses Can be more than one Can take multiple calls to uncover Need to be revisited to see if they remain or have changed over time © 2010 Education Canada Inc. 11 - * Confirmation Questions Reveal Mutual Understanding (continued) Summary Confirmation Question – a question used to clarify and confirm buying conditions Example: “Let me summarize the major requirements you mentioned . . .” Once they are all confirmed a salesperson is ready to prepare a proposal Should result in a win-win situation Chances of closing the sale are improved © 2010 Education Canada Inc. 11- * Confirmation Questions Reveal Mutual Understanding (continued) Need-Satisfaction Question – a question designed to move the sales process toward commitment and action by helping to clarify the problem in the prospect’s mind, and by building a desire for your solution Example: “With time-sharing a private jet, what personal benefits would this bring to your performance in the 30 tournaments you play?” Need-Satisfaction Questions Reveal Pleasure © 2010 Education Canada Inc. 11- * Build desire for the solution and give ownership of the solution to the prospect Minimizing objections Help the prospect see how your product or service provides a solution to the problem you have uncovered (established a buying motive) © 2010 Education Canada Inc. 11- * Need-Satisfaction Questions Reveal Pleasure (continued) Questions, Questions, Everywhere © 2010 Education Canada Inc. 11 - * Insert “Selling Today” box page 252 Active Listening – is the process of sending back to the prospect what you as a listener think the person meant, in terms of both content and feelings Start with a listening attitude Take into consideration both verbal and nonverbal signals Listening to and Acknowledging the Customer’s Response © 2010 Education Canada Inc. 11- * Three practices: Focus your full attention Paraphrase the prospect’s meaning Take notes Listening to and Acknowledging the Customer’s Response (continued) © 2010 Education Canada Inc. 11- * Primary goal of questioning, listening, and acknowledging is to uncover prospect needs and establish buying motives Greatest time investment in personal selling, which creates the greatest value for the customer, is on the front end of the sales process: Plan the sales call Conduct a need discovery Establishing Buying Motive © 2010 Education Canada Inc. 11 - * Selecting Solutions That Add Value © 2010 Education Canada Inc. 11 - * Product Company Salesperson Three counselling alternatives: Recommend prospect buys immediately Recommend solution salesperson makes need-satisfaction presentation Recommend another source Make Appropriate Recommendations © 2010 Education Canada Inc. 11- * Decisions here are more complex: Longer sales cycles Multiple buying influences Emphasis on repeat sales and referrals Greater emphasis on custom-fitting solutions Building long-term relationships Need-Satisfaction – Selecting a Presentation Strategy © 2010 Education Canada Inc. 11- * Informative presentation – emphasizes factual information, which is often taken from technical reports, company-prepared sales literature, or written testimonials from people who have used the product Less is more Need-Satisfaction – Selecting a Presentation Strategy (continued) © 2010 Education Canada Inc. 11- * Persuasive presentation – influences the prospect’s beliefs, attitudes, or behaviour and encourages buyer action Subtle transition stage where the dialogue shifts from intellectual to emotional Need-Satisfaction – Selecting a Presentation Strategy (continued) © 2010 Education Canada Inc. 11- * Reminder presentation – assumes that the prospect has already been involved in an informative or persuasive presentation and understands at least the basic product features and buyer benefits Why missionary people are employed Sometimes a dimension of service after the sale; need to be given high priority Need-Satisfaction – Selecting a Presentation Strategy (continued) © 2010 Education Canada Inc. 11- * Place special emphasis the relationship Sell specific benefits and obtain customer reactions Minimize the negative impact of change Place the strongest appeal at the beginning or the end Target emotional links Use metaphors, stories, testimonials Developing a Persuasive Presentation That Creates Value © 2010 Education Canada Inc. 11- * Strengthen the presentation strategy with an effective demonstrations Preplan methods for negotiating and closing the sale Preplan customer service methods that add value Keep presentation simple and concise General Guidelines for Creating Value-added Presentations © 2010 Education Canada Inc. 11- * Time Used by Salesperson and Customer During Each Part of a Consultative Sales Presentation © 2010 Education Canada Inc. 11 - * Planning and Execution – Final Thoughts Results in increased customer satisfaction, more sales, fewer cancellations and returns, more repeat business, and more referrals © 2010 Education Canada Inc. 11 - * The Consultative Sales Presentation Guide © 2010 Education Canada Inc. 11 - * Questions, Questions, Everywhere © 2010 Education Canada Inc. 11 - * Consultative selling involves meeting customer needs by: Asking the right questions, Listening to customers, Understanding and caring about their problems, Selecting the appropriate solution, and Following through after the sale. The Consultative Sales Presentation (continued) © 2010 Education Canada Inc. 11- * The types of questions you ask, the timing of those questions, and how you pose them will greatly affect your ability to create customer value Most common types are survey, probing, confirmation, and need-satisfaction Asking Questions © 2010 Education Canada Inc. 11- * Survey Question – a question used to help the salesperson collect information about the buyer’s existing situation and problem Usually used at the beginning of a sale Example: “Can you describe the problems you experience travelling to your various professional golf tournaments?” Survey Questions Reveal Problems © 2010 Education Canada Inc. 11- * General Survey Question – a question used early in the sales presentation to help the salesperson discover facts about the buyer’s existing situation Specific Survey Question – a question designed to give prospects a chance to describe in more detail a problem, issue, or dissatisfaction from their point of view Do your homework, do not waste a question you can get answered through other sources © 2010 Education Canada Inc. 11- * Survey Questions Reveal Problems (continued) Do not merely ask survey questions at the beginning of the sales presentation, be flexible, and ask when necessary Open Question – is a question that requires the prospect to respond with more than a ‘yes’ or ‘no’, or a brief response Closed Question – is a question that can be answered with a ‘yes’ or ‘no’, or a brief response © 2010 Education Canada Inc. 11- * Survey Questions Reveal Problems (continued) Probing Question – a question that helps the salesperson to uncover and clarify the prospect’s buying problem and the circumstances surrounding the problem Often uncovers why a problem is important Example: “How are the travel problems affecting your overall preparation for the tournament?” Probing Questions Reveal Customer’s Pain © 2010 Education Canada Inc. 11- * Buying condition – is a qualification that must be available or fulfilled before the sale can be closed Surface as need discovery progresses Can be more than one Can take multiple calls to uncover Need to be revisited to see if they remain or have changed over time © 2010 Education Canada Inc. 11 - * Confirmation Questions Reveal Mutual Understanding (continued) Selecting Solutions That Add Value © 2010 Education Canada Inc. 11 - * Product Company Salesperson Reminder presentation – assumes that the prospect has already been involved in an informative or persuasive presentation and understands at least the basic product features and buyer benefits Why missionary people are employed Sometimes a dimension of service after the sale; need to be given high priority Need-Satisfaction – Selecting a Presentation Strategy (continued) © 2010 Education Canada Inc. 11- * Place special emphasis on the relationship Sell specific benefits and obtain customer reactions Minimize the negative impact of change Place the strongest appeal at the beginning or the end Target emotional links Use metaphors, stories, testimonials Developing a Persuasive Presentation That Creates Value © 2010 Education Canada Inc. 11- * Strengthen the presentation strategy with effective demonstrations Preplan methods for negotiating and closing the sale Preplan customer service methods that add value Keep presentation simple and concise General Guidelines for Creating Value-added Presentations © 2010 Education Canada Inc. 11- *