THE CONSULTATIVE SALES
PRESENTATION
1. Need Discovery
2. Selection of Product
3. Need Satisfaction
through Informing,
Persuading,
and/or Reminding.
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NEED DISCOVERY
• Begins with
pre-call planning
and research
• Continues at presentation
with two-way
communication (dialogue).
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NEED DISCOVERYASKING QUESTIONS
• Survey Questions
– General and specific
• Probing Questions
• Confirmation Questions
– Summary confirmation question
• Need Satisfaction Questions
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NEED DISCOVERYASKING QUESTIONS
• Eliminate Unnecessary Questions.
– Many buyers expect the obvious information to be
known by the salesperson before ever meeting.
• Listen and Acknowledge the Customer’s
Response.
– Active Listening
• Focus your attention
• Paraphrase Meaning
• Take Notes
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SELECTION OF PRODUCT
• Match specific benefits
with buying motives.
• Configure a
custom-fitted solution.
• Make appropriate recommendations.
– Recommend and customer buys immediately
– Recommend and make need satisfaction presentation
– Recommend another source
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GUIDELINES FOR
PERSUASIVE PRESENTATIONS
• Special emphasis
on the relationship
• Sell benefits and
obtain reactions
• Minimize negative
impact of change
• Strongest appeals
at beginning or end (primacy/recency effect)
• Target emotional links
• Use metaphors, stories, and testimonials
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GENERAL PRESENTATION
GUIDELINES
• Whenever possible use a
demonstration
• Preplan negotiation, close,
and servicing the sale.
• Plan for the dynamic nature
of sales (expect the unexpected!)
• Keep it simple and concise
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