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The Six-Step Presentation Plan

The Six-Step Presentation Plan. 11.1. FIGURE. Consultative Sales Process Adds Value. Increased customer satisfaction More sales closed Fewer order cancellations and fewer returns Increased repeat business and referrals. Four-Part Consultative Sales Presentation Guide. 11.2. FIGURE.

ralph-alvarez
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The Six-Step Presentation Plan

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  1. The Six-Step Presentation Plan 11.1 FIGURE

  2. Consultative Sales Process Adds Value • Increased customer satisfaction • More sales closed • Fewer order cancellations and fewer returns • Increased repeat business and referrals

  3. Four-Part Consultative Sales Presentation Guide 11.2 FIGURE

  4. Need Discovery 11.3 FIGURE

  5. Four-Part Consultative Questioning Strategy SURVEY reveals PROBLEMS PROBING reveals PAIN CONFIRMATION reveals MUTUAL UNDERSTANDING NEED SATISFACTION reveals PLEASURE

  6. Preplanned Questions: Discover Buying Motives 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)

  7. Survey Questions Information and knowledge-gathering questions General survey questions Specific survey questions Not to be used for factual information acquired from other sources prior to sales call

  8. Probing Questions Reveal customer’s pain Uncover/clarify prospect’s buying problem and circumstances Referred to as implication or pain questions Used more frequently in large, complex sales Help salesperson/customer gain understanding of why a problem is important

  9. Confirmation Questions Reveal mutual understanding Summary-confirmation questions Buying conditions = Qualifications that must be available or fulfilled before sale can be closed

  10. Need-Satisfaction Questions Reveal pleasure Designed to move sales process forward Commitment and action Focus on specific benefits Build desire for the solution Give prospect ownership of solution

  11. Need Discovery: Listening and Acknowledging Develop active listening skills Focus your full attention Paraphrase the customer’s meaning Take notes

  12. Selecting Solutions that Add Value 11.4 FIGURE

  13. Selecting Solutions: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

  14. Selecting a Solution • Match benefits with buying motives • Product configuration • Make appropriate recommendations

  15. Recommending a Solution • Recommended solution: Customer buys immediately • Recommended solution: Salesperson makes need-satisfaction presentation • Recommend another source

  16. Need Discovery: Transactional Buyer • Some of guidelines for consultative presentation are abandoned or altered. • Buyers understand what they want/need. • Interested in product pricing and delivery. • Transactions create one-time value. • Consultative relationships create long-term value/stable business foundation.

  17. Involving the Prospect in Need Discovery 11.5 FIGURE

  18. Planning and Execution Strategic planning: need discovery and product selection Actions taken during need discovery and product selection process Re-establish relationship if appropriate Ask appropriate questions Record customer response Acknowledge and summarize customer needs Select and recommend appropriate product solutions Review consultative sales presentation model Review existing prospect information Preplan product options Review product options Plan to use time wisely 11.6 FIGURE

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