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1、Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall 11-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth lev
2、el,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall 11-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall 11-,*,CHAPTER,11,Creating the Consultative Sa
3、les Presentation,1,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 need-satisfaction presentation strategies,Present general guidelines
4、for creating value-added presentations,Six-Step Presentation Plan,Approach,(Chapter 10),Presentation,Demonstration,Negotiation,Close,Servicing the Sale,The Six-Step Presentation Plan,FIGURE,11.1,Four-Part Consultative Sales Presentation Guide,FIGURE,11.2,Need Discovery,FIGURE,11.3,Value of Questioni
5、ng,Neil Rackham,author of,Spin Selling,says that mastering the use of questions can increase ones success in sales 17 percent.,Types of Questions,Survey,Probing,Confirmation,Need-satisfaction,Survey Questions,Information gathering questions designed to obtain knowledge,General survey questions,Speci
6、fic survey questions,Not to be used for factual information one could acquire from other sources prior to the sales call,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
7、/general survey),“What are your major concerns when managing your financial affairs?(open/specific survey),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,Hel
8、p the salesperson and customer gain a mutual understanding of why a problem is important,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 bef
9、ore the sale can be closed,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,Need Satisfaction:Selecting Presentation Strate
10、gy,FIGURE,11.5,Listening and Acknowledging,Develop active listening skills,Focus your full attention,Paraphrase the customers meaning,Take notes,Selecting Solutionsthat Add Value,FIGURE,11.4,Match Specific Benefitswith Buying Motives,Buying based on need-fulfillment,Buyers seek cluster of satisfacti
11、ons,Focus on benefits related to each dimension of value,Configure a Solution,Most salespeople have variety of products,Package solution from your array of products,Appropriate Recommendations:Three Alternatives,Recommend solution:customer buys immediately,Recommend solution:salesperson makes need-s
12、atisfaction presentation,Recommend another source,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.,See theWebsite,CARQUEST:Delivering What Customers
13、Need,See theWebsite,Informative Presentation Strategy,Emphasizes facts,Commonly used to introduce new products and services,Stress clarity,simplicity,and,directness,Less is morebeware of information overload,Persuasive Presentation Strategy,To influence the prospects beliefs,attitudes,or behavior an
14、d 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,Reminder Presentation Strategy,Also known as“reinforcement presentations,Maintains product awareness,Good when working with repeat c
15、ustomers,Sometimes a dimension of service after the sale,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,
16、General Guidelines forValue-Added Presentations,Demonstration adds strength,Plan negotiating and closing methods,Plan customer service to add value,Keep presentation simple,concise,Time Used by Salesperson,FIGURE,11.6,Review:Planning and Execution,FIGURE,11.7,Key ConceptDiscussion 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,Key ConceptDiscussion Que
現(xiàn)代銷(xiāo)售學(xué)創(chuàng)造顧客價(jià)值(第11版)Manning11e11
