Chapter 11
Creating the Consultative
Sales Presentation
Six Step Presentation Plan
 Step
1--Approach
 Step 2--Presentation
Step Two
Presentation
 Determine
prospect needs
 Select solution
 Initiate sales presentation
Four-Part Sales Presentation
Need discovery (emphasis on questions)
 Selection of a solution (a pivotal point)
 Need satisfaction through informing,
persuading, and/or reminding
(emphasis on statements)
 Servicing the sale (build repeat
business)

Need Discovery
 Sometimes
called needs analysis
 Ask appropriate questions
 Listen and acknowledge customer
response
 Establish buying motive
Asking Questions

Survey or information-gathering
questions reveal problems
– General and specific
– Open and closed

Probing questions reveal pain
– uncover and clarify the prospect’s buying
problem and the circumstances
surrounding the customer’s buying problem
Asking Questions (con’t)

Confirmation questions reveal mutual
understanding
– to verify the accuracy and assure a mutual
understanding of information exchanged
by the salesperson and the buyer

Need-satisfaction questions reveal
pleasure
– to move the sales process toward
commitment and action
Listening and Acknowledging

Active listening--process of sending
back to the prospect what you as a
listener think the person meant, both in
terms of content and in terms of
feelings
– focus your full attention
– paraphrase the customer’s meaning
– take notes
Selection of the Solution
Match specific benefits with buying
motives
 Configure a solution
 Make appropriate recommendations

– Recommend solution--customer buys
immediately
– Recommend solution--salesperson makes
need-satisfaction presentation
– Recommend another source
Need Satisfaction
 Informative--emphasizes
factual
information
 Persuasive--influences the
prospect’s beliefs, attitudes, or
behavior
 Reminder or reinforcement--remind
customers of their products
Persuasive Presentation
Strategy






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 end
Target emotional links--connectors between
your messages and the internal emotions of
the prospect
Use metaphors, stories and testimonials
General Guides for Creating
Value-Added Presentations
Strengthen with an effective
demonstration
 Preplan methods for negotiating and
closing the sale
 Preplan customer service methods that
add value
 Keep your presentation simple and
concise
