Need-Satisfaction Questions

CHAPTER

11 Creating the Consultative Sales Presentation

Learning Objectives • Describe the characteristics of the consultative sales presentation • Discuss the use of questions to determine needs • Select solutions that match customer needs • List and describe three types of needsatisfaction presentation strategies • Present general guidelines for creating value-added presentations Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Six-Step Presentation Plan 1. 2. 3. 4. 5. 6.

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Approach (Chapter 10) Presentation Demonstration Negotiation Close Servicing the Sale

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The Six-Step Presentation Plan

FIGURE 11.1

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Four-Part Consultative Sales Presentation Guide FIGURE 11.2

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Need Discovery

FIGURE 11.3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Value of Questioning Neil Rackham, author of Spin Selling, says that mastering the use of questions can increase one’s success in sales 17 percent.

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Types of Questions • Survey • Probing

• Confirmation • Need-satisfaction

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Survey Questions • Information gathering questions designed to obtain 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

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Need Discovery • 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)

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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

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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

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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

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Need Satisfaction: Selecting Presentation Strategy

FIGURE 11.5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Listening and Acknowledging • • • •

Develop active listening skills Focus your full attention Paraphrase the customer’s meaning Take notes

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Selecting Solutions that Add Value

FIGURE 11.4

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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

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Configure a Solution • Most salespeople have variety of products • Package solution from your array of products

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Appropriate Recommendations: Three Alternatives • Recommend solution: customer buys immediately • Recommend solution: salesperson makes need-satisfaction presentation • Recommend another source

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Discovering Customer Needs Duane Sparks, who developed Action Selling, says, “The success rate of sales calls rises significantly when more than two specific customer needs are uncovered by questioning.”

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CARQUEST: Delivering What Customers Need

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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

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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

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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

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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

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General Guidelines for Value-Added Presentations • • • •

Demonstration adds strength Plan negotiating and closing methods Plan customer service to add value Keep presentation simple, concise

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Time Used by Salesperson

FIGURE 11.6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Review: Planning and Execution

FIGURE 11.7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Key Concept Discussion Questions • Describe the characteristics of the consultative sales presentation • Discuss the use of questions to determine needs • Describe the process to select solutions that match customer needs

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Key Concept Discussion Questions • List and describe three types of needsatisfaction presentation strategies • Present general guidelines for creating value-added presentations

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