11-1

Creating the
Consultative Sales
Presentation
Selling Today
10
th
Edition
C
H
A
P
T
E
R

Manning and Reece
11
11-2
Learning Objectives
Describe the characteristics of the consultative
sales presentation
Explain how to determine the prospects needs
Discuss the use of questions to determine needs
Select products that match customer needs
List and describe three types of need-
satisfaction presentation strategies
Present general guidelines for creating value-
added presentations
11-3
Six-Step Presentation Plan
1. Approach (Chapter 10)
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale

11-4
Strategic Planning
Leads to Actions
11-5
Strategic Planning
FIGURE 11.2
11-6
Four-Part Consultative Sales
Presentation Guide
FIGURE 11.3
11-7
Need Discovery
FIGURE 11.4
11-8
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.
11-9
Types of Questions
Survey
Probing
Confirmation
Need-satisfaction
11-10
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
11-11
Discussion Questions
What sort of factual information should
you research and understand about the
customers company before meeting with
him/her?
From what sources could you derive this
information?

For suggestions, see Monster.com.
11-12
Need Discovery Worksheet
Strategically prepare tentative questions
before making the sales call
Prepare open and closed questions
Tell me a little bit about your investment
portfolio? (open/general survey)
What are your major concerns when
managing your financial affairs?
(open/specific survey)
See Table 11.2 in the text
11-13
Probing Questions
Help to uncover and clarify the prospects
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
11-14
Using Probing Questions
Probing questions can help a customer realize
how a problem (high employee turnover) can have
other consequences (undertrained staff, lower
customer satisfaction, and less revenue), building
more value for the salespersons offering (on-site
training). What are some questions you could ask
to discover the full extent of the following
problems?
High employee turnover Slow turnaround
Outdated technology High costs
11-15
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
11-16
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
11-17
Listening and Acknowledging
Develop active listening skills
Focus your full attention
Paraphrase the customers
meaning
Take notes
11-18
Develop Your Active Listening
You can develop your active listening skills
Try the suggestions on the following
Websites

studygs.net
mindtools.com
iamnext.com
11-19
Selecting Solutions
that Add Value
FIGURE 11.5
11-20
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

11-21
Configure a Solution
Most salespeople have variety of products
Package solution from your array of
products
11-22
Appropriate Recommendations:
Three Alternatives
Recommend solution: customer buys
immediately
Recommend solution: salesperson makes
need-satisfaction presentation
Recommend another source
11-23
Need Satisfaction:
Selecting Presentation Strategy
FIGURE 11.6
11-24
Informative Presentation Strategy
Emphasizes facts
Commonly used to introduce new products
and services
Stress clarity, simplicity, and directness
Less is morebeware of
information overload
11-25
Persuasive Presentation Strategy
To influence the prospects 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
11-26
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
11-27
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
11-28
General Guidelines for
Value-Added Presentations
Demonstration adds strength
Plan negotiating and closing methods
Plan customer service to add value
Keep presentation simple, concise

11-29
Time Used by Salesperson
FIGURE 11.7
11-30
Review of Strategies
11-31
Transactional Buyers
Primarily interested in price and
convenience
May have already done research, used
Internet to gather product information
Most understand what they need and
when they need it
Focus on price and delivery