12-1
Chapter 12
CREATING VALUE WITH THE
CONSULTATIVE PRESENTATION
EXTENDED PRESENTATION OUTLINE
1. Need satisfaction can be achieved through:
2. Salespersons may use a combination of the three presentation strategies.
B. Informative presentation strategy – emphasizes factual information.
1. Clarity is important in any presentation, but it needs special attention in a presentation
whose primary purpose is to inform.
2. Factual information may be taken from technical reports, company-prepared sales
literature, or written testimonials from persons who have used the product.
3. Commonly used to introduce new products, highly complex products, and services of
a technical nature.
4. Important to keep in mind the partner/problem-solver role of salesperson when
making an informative presentation.
5. To use this strategy effectively, salesperson must transition from an information
1. Persuasive sales presentations include subtle transition stage where dialogue shifts
from intellectual emphasis to emotional appeal.
2. Persuasion is acceptable strategy once a need has been identified and a suitable
product has been selected.
3. Requires high level of training and experience.
4. When handled improperly, can trigger fear or distrust.
12-2
Copyright © 2018 Pearson Education, Inc.
D. Reminder presentation strategy – a reinforcement strategy used to remind customers of
products/services.
1. Used to maintain market share.
2. Reminder presentation is sometimes a dimension of service after the sale (see
Chapter 15).
3. In B2B sales: Working with repeat customers to remind them of products or services
they offer
4. In B2C sales: Retail sales personnel can remind regular customers of additional
5. Often used by salespeople who may have been unsuccessful in a previous call.
6. To keep customers focused on value rather than price, remind them (from time-to–
1. Memorized or scripted presentation.
2. Built around a standard set of steps.
3. Ignores unique needs of each customer.
4. Presented in the form of a repetitive speech given to all customers interested in a
particular item.
5. In some group selling situations, variation of canned presentation has to be presented
because audience has such a wide variety of needs.
6. Strategic planning sets the stage for an effective consultative presentation that adds
value to the sale (Figure 12.3).
7. Planned consultative presentation – the salesperson is considered a strategic resource
and partner for the customer, rather than just a provider of a product or service.
8. In some group selling situations, variation of the canned presentation has to be
1. Salespersons that master adaptive selling skills adjust sales strategies in ways that
better fit customer needs and preferences.
2. Every aspect of sales presentation should be adapted to needs or problems mutually
identified by prospect and salesperson.
3. Try to avoid “depersonalization” of the selling/buying process where the customer
feels like a number.
4. B2B sales situations: Would be a mistake to present all of the product benefits, as
some benefits have no interest to customer.
5.
Effective precall preparation and well-executed need-discovery activities minimize
1. Pace the demonstration so the customer does not become confused.
2. In response to what was learned in the need discovery, offer one idea at a time.
12-3
3. Be sure the customer understands each point before moving on.
4. Two types of sales presentations doomed to fail: Too basic or too detailed is likely to
fail.
5. Make your presentation as concise and to the point as possible.
6. Never make your presentation more complex than it needs to be.
7.
Make sure the terms you use and ideas you present are familiar to your customers.
D. Use proof devices to demonstrate buyer benefits.
1. Well-planned and well-executed sales demonstration is one of the most convincing
forms of proof.
2. When trust is present, customers are more open to the sales presentation.
3. Proof devices enhance trust and credibility.
4. Proof devices can take the form of a statement, a report, a testimonial, customer data,
1. In conducting an effective value-added sales presentation, appeal to as many senses
as appropriate.
2. Each of the five senses represents a way by the salesperson can attract the prospect’s
attention and build desire.
3.
When more than one sense is involved, sales presentation is more informative and
1. A Chinese proverb says, “Tell me, I’ll forget; show me, I may remember; but involve
me, and I’ll understand.”
2. Some of the most effective sales demonstrations combine telling, showing, and
involvement of the prospect.
3. To plan an effective demonstration, consider developing a presentation worksheet
(Figure 12.4)
4. Try to involve customer in the presentation.
5. Leave behind: Sales literature, pictures, or brochures in the person’s hands when
1. Creativity needed to adapt a sales presentation that gains attention, increases desire,
and adds value.
2. Creativity enhanced by expertise in the field of endeavor.
3. Creativity also enhanced by capacity for divergent thinking and willingness to take
risks.
4. Choose the right setting.
5. Document the value proposition – a set of key benefits and values the salesperson
1. Humor: use in moderation
2. If used appropriately, can break down barriers, build rapport, and foster long-term
and mutually beneficial customer relationships.
3. Should never be used to attack anybody, nor should it be used during the transition to
the close.
12-4
Copyright © 2018 Pearson Education, Inc.
I. Choose the right setting
1.
Presentation should be conducted in a controlled environment free of noise and other
1. Value proposition: A set of key benefits and values the salesperson promises to
deliver to satisfy customer’s needs.
2. Must be prepared to substantiate the points presented during the sales presentation.
3. Failure to demonstrate and document claims is a common barrier to closing the sale.
4. Most effective value proposition focuses on favorable points of difference between
your product and the next best alternative.
5. Most effective value proposition describes the few elements that matter most to the
customer.
6. Focus on favorable points of difference between your product and the next best
1. The process of determining whether or not a sales proposal adds value is called
quantifying the solution.
2. One way to quantify the solution is simple cost-benefit analysis. This involves listing
the costs to the buyer and the savings to be achieved from the purchase.
3. There are several ways to quantify the solution – return on investment (ROI) is
most common.
4.
Some of the additional ways: Payback period, opportunity cost, net present value,
1. Be sure to check every item to be used in conjunction with the sales presentation.
2. Be prepared for technological snags and have the customary multiple backups.
M. Summarize major points
1. Salesperson should occasionally use a summary-confirmation question to summarize
1. People make decisions based primarily on what they feel and then test or rationalize
their choice with logic (see Table 12.1)
2. Technical communication (first column of Table 12.1), would be more appropriate
for the informative presentation strategy introduced in Chapter 11.
3. Appropriately used, persuasive communication enhances the success of the
persuasive presentation strategy.
4. Incorporating persuasion into a presentation strategy (if used appropriately) will
1. Relationships are enhanced by the salesperson’s ability to communicate in compelling
and creative ways.
12-5
2. Good rapport between salesperson and prospect establishes a foundation for an open
exchange of information.
3. Salespeople, acting as relationship managers, play a key role in the development and
management of partnering relationships.
1. Emotional links are the connectors between your messages and the internal emotions
of the prospect.
2. Examples of emotional links: Quality improvements, on-time delivery, increased
market share, innovation, customer service, and reduction of operating expenses.
3. When you target emotional links, use persuasive words.
D. Sell benefits and obtain customer reactions.
1. People do not buy things; they buy what the things can do for them.
2. Every product or service offers the customer certain benefits.
3. State the feature and convert it into a buyer benefit, then obtain a reaction from the
customer by using confirmation or need-satisfaction questions (refer to Table 11.1).
4. Always check to see if you are on the right track and prospect is following the logic
of the presentation.
5. Use the feature-benefit-reaction (FBR) approach: Translate product feature into
1. Showmanship is defined as an interesting and attractive way of communicating an
idea to others.
2. Can do a lot to improve the persuasiveness and effectiveness of a sales presentation.
3. Need not be equated with sensational or bizarre events.
4. Act of presenting product features and benefits in a manner that will gain attention
and increase desire.
5. Never a substitute for thorough preparation and knowledge of customer, company,
and product.
6. Effective showmanship never based on deceit or trickery. Should not be gaudy or
1. Help customers view change in a positive way.
2. More acceptable to people who understand the benefits of it and do not see it as a
threat.
3.
To minimize the impact of change, personalize the benefit with specific reference to
1. Appeals made at beginning or end of a presentation are more effective than those
given in the middle.
2. Gets the prospect’s attention and possibly develops interest if at beginning.
3.
Made near the end of the presentation, the appeal sets the stage for closing the sale.
12-6
Copyright © 2018 Pearson Education, Inc.
H.
Use the power of association with metaphors, stories, and testimonials.
1. Salespeople who use the power of association through sharing information previously
2. Metaphors, sometimes referred to as “figurative language,” are highly persuasive
sales tools.
3. Stories can help you maintain the customer’s attention and enrich relationships.
4. A third-party testimonial can increase the customer’s confidence in your product.
1. Meeting the diverse needs of the audience can be very challenging.
2. Several rules in meeting the needs of a group audience include:
a. Rule one: Identify the titles and roles of the people who will attend. Among those
attending, who is most likely to influence the buying decision?
1. Mental imagery is the ability to visualize an object, concept, or action not actually
present.
2. A sales demonstration can be greatly enhanced with the use of auditory and visual
1. Many companies provide their salespeople with audiovisual or media tools such as
DVDs or -computer-based presentations.
2. Suggestions on how to use audiovisual presentations to achieve maximum impact:
a. Never rely too heavily on “bells and whistles” to sell your products. Video
provides support for the major points in your presentation, but it does not replace
12-7
Copyright © 2018 Pearson Education, Inc.
V. Selling Tools for Effective Demonstrations
A. Nearly every sales organization provides staff with proof devices and sales tools of one
kind or another to use in the demonstration part of the consultative presentation.
1. Some companies refer to these as “marketing tools.”
2. When used correctly, add value to the sales effort.
3. If company does not provide these items, creative salesperson secures or develops
sales tools independently.
4. In addition to technology-based presentations, sales personnel can utilize a wide
1. Products are often the bestselling tools.
2. Plant tours provide an excellent source of product information.
C. Models
1. Appropriate when product is too large or immobile.
2. Easier to demonstrate a small-scale model or cross-section of the original equipment.
3.
Working model, like the actual product, can give the prospect a clear picture of how a
piece of equipment operates.
4.
With the aid of modern visualization technology, it’s possible to create a model in
1. “A picture is worth a thousand words.”
2. Great deal of valuable information can be given to the prospect with the aid of photos
and illustrations.
3. Brochures can be effective during the initial discussion of needs when the salesperson
1. A portfolio is a portable case or loose-leaf binder containing a wide variety of sales-
2. Examples: An advertising salesperson’s portfolio might contain previously successful
advertisements, selected illustrations, testimonial letters, and client case histories.
3. Used in fields of interior decorating and architectural services, insurance, real estate,
1. An inexpensive, forceful selling tool.
2. Example: Company using favorable medical journal report.
G. Catalogs
1. A well-designed catalog shows the range and comprehensiveness of your product
line.
2. May include specifications needed for installation and current price information.
3. If you plan to give customers a copy of your catalog, review the important features
1. A graph is a diagram used to illustrate a change of some variable.
a. Line and bar graphs.