CHAPTER
11
10th Edition
Selling Today
Manning and Reece
Creating the
Consultative Sales
Presentation
11-1
Six-Step Presentation Plan
1. Approach (Chapter 10)
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale
11-2
FIGURE 11.2
Strategic Planning
11-3
Four-Part Consultative Sales
Presentation Guide
FIGURE 11.3
11-4
Need Discovery
FIGURE 11.4
11-5
Value of Questioning
“The effective use of questions to achieve
need identification and need satisfaction
is the single greatest challenge facing
most professional salespeople. The types
of questions you ask, the timing of those
questions, and how you pose them
greatly impacts your ability to create
customer value.”
11-6
Types of Questions
• Survey
• Probing
• Confirmation
• Need-satisfaction
11-7
Survey Questions
• Information gathering questions designed
to obtain this knowledge
• General survey questions
• Specific survey questions
• Not to be used for factual information one
could acquire from other sources prior to
the sales call
11-8
Probing Questions
• Help to uncover and clarify the prospect’s
buying problem and circumstances
• Are referred to as implication or pain
questions and used more frequently in
large, complex sales
• Help the salesperson and customer gain a
mutual understanding of why a problem is
important
11-9
Confirmation Questions
• Verify accuracy and assure a mutual
understanding of information exchanged
• Summary-confirmation questions
• Buying conditions are those qualifications
that must be available or fulfilled before
the sale can be closed
11-10
Need-Satisfaction Questions
• Designed to move the sales process
toward commitment and action
• Focus on specific benefits
• Are powerful because they build desire for
the solution and give ownership of the
solution to the prospect
11-11
Listening and Acknowledging
• Develop active listening skills
• Focus your full attention
• Paraphrase the customer’s
meaning
• Take notes
11-12
Selecting Solutions
that Add Value
FIGURE 11.5
11-13
Match Specific Benefits
with Buying Motives
• Buying based on need-fulfillment
• Buyers seek cluster of satisfactions
• Focus on benefits related to each
dimension of value
11-14
Configure a Solution
• Most salespeople have variety of products
• Package solution from your array of
products
11-15
Appropriate Recommendations:
Three Alternatives
• Recommend solution: customer buys
immediately
• Recommend solution: salesperson makes
need-satisfaction presentation
• Recommend another source
11-16
Need Satisfaction:
Selecting Presentation Strategy
FIGURE 11.6
11-17
Informative Presentation Strategy
• Emphasizes facts
• Commonly used to introduce new products
and services
• Stress clarity, simplicity, and directness
• Less is more—beware of
information overload
11-18
Persuasive Presentation Strategy
• To influence the prospect’s beliefs,
attitudes, or behavior and to encourage
buyer action
• Used when a need is identified
• Subtle seller transition from rational to
emotional appeals
• Requires training and experience to be
effective
11-19
Reminder Presentation Strategy
• Also known as “reinforcement
presentations”
• Maintains product awareness
• Good when working with repeat customers
• Sometimes a dimension of service after
the sale
11-20
Developing Persuasive
Presentations that Create Value
• Emphasize relationship
• Sell benefits, obtain customer reactions
• Minimize negative impact of change
• Strongest appeal at start or end
• Target emotional links
• Use metaphors, stories, testimonials
11-21
General Guidelines for
Value-Added Presentations
• Demonstration adds strength
• Plan negotiating and closing methods
• Plan customer service to add value
• Keep presentation simple, concise
11-22