Section 16
Review of the
Consultative Sales
Process
Review Of The Consultative Sales Process
Principles of Buyer’s Decisions
In selling, certain principles are always present. These are known as The Five Buying Decisions. There is a
specific order in which these decisions are made by your prospect. Our sales presentation must match this
sequence for making purchase decisions.
THE FIVE BUYING DECISIONS ARE:
1.
2.
3.
4.
5.
The salesperson
The company (Aflac)
The product
The cost (in time and money)
The time to buy
If buyers are allowed to make decisions out of order, we usually lose.
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Review Of The Consultative Sales Process
The Nine Acts or Steps of a Sale
There are nine acts or steps in the sales process that correspond to the five buying decisions.
Act 1 Commitment objective (Set a goal to gain an authorization,
schedule an appointment, or get a signed application during this call.)
FIRST BUYING DECISION – Sell yourself by following Acts 2, 3, and 4.
Act 2 People skills (Sell yourself during the interview by asking open-ended questions.
Build rapport.)
Act 3 Ask the right questions (Uncover existing needs and offer solutions. Don’t pitch.)
Act 4 Agree on needs (Confirm that your prospects understand their needs, and that
you understand their needs as well.)
SECOND BUYING DECISION – Sell Aflac!
Act 5 Sell the company (Sell Aflac and our products and services as the solution to
their problem.)
THIRD BUYING DECISION – Sell the Product
Act 6 Sell the product (Sell them on the benefits and features of your product. The
product must meet the prospect’s needs.)
FOURTH BUYING DECISION – The Cost (in time and money)
Act 7 Ask for commitment (Summarize what it will do for them and quote costs in
terms of time and/or money.)
FIFTH BUYING DECISION – The time to buy
During your presentation, it is important to confirm with the employer whether he/she prefers that you
make individual presentations or an employee group presentation. The employer may leave the decision to
you. Also determine if the plan is Flex or non-Flex and the current plan’s renewal date. Close the sale!
Act 8 Confirm the Sale (The purpose of this step is to avoid buyer’s remorse – also
known as FUD – fear, uncertainty, and doubt.) Assure the buyer that he/she has
made a wise decision, and that you will provide the best service possible; then
schedule the enrollment.)
Act 9 Replay the call (Review the call in your own mind so you can duplicate your
successes and eliminate your failures.)
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