Is consultative selling dying or dead???

Is consultative selling dying or dead???

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  DR WILFRED MONTEIRO EXECUTIVEDIRECTOR SYNERGY MANAGEMENT ASSOCIATES www.synergymanager.net
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  4C CONSULTATIVE SELLINGMODEL IS COPYRIGHT OF DR WILFRED MONTEIRO The material in this PDF FILE is copyright 2013 DR WILFRED MONTEIRO – all rights reserved any circulation should be done only with written permission DR WILFRED MONTEIRO EXECUTIVE DIRECTOR SYNERGY MANAGEMENT ASSOCIATES www.synergymanager.net
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  4C CONSULTATIVE SELLING MODEL WH A T IS IT ? 4C CONSULTATIVE SELLING MODEL W H A T IS IT ?
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  A Transactional sale isa simple, short-term sale in which the customer already knows what he needs, so little to no product knowledge is required on the sales side. Typically, these are product rather than service-based. Buying criteria usually hinges on price or ease of acquisition. Consultative selling is a more complex, long-term process involving collaboration of both buyer and seller, in which the latter must first develop an understanding of the customer’s business, industry, and needs, and then craft a solution to help the customer achieve their objectives. This is usually service or solution-based. A Transactional sale is a simple, short-term sale in which the customer already knows what he needs, so little to no product knowledge is required on the sales side. Typically, these are product rather than service-based. Buying criteria usually hinges on price or ease of acquisition. Consultative selling is a more complex, long-term process involving collaboration of both buyer and seller, in which the latter must first develop an understanding of the customer’s business, industry, and needs, and then craft a solution to help the customer achieve their objectives. This is usually service or solution-based.
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  C o ns u l t a t i v e S e l l i n g I s Yo u r S a l e s T e c h n i q u e C r e a t i n g R e a l D i f f e r e n t i a t i o n a t t h e P o i n t o f P u r c h a s e ? ? ?
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  Consultative selling isa need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution. Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution. CONSULTATIVE SELLING 6 Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution. Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
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  CONSULTATIVE SELLING • ASHORT DEFINITION OF A CONSULTATIVE SALES PERSON A consultative salesperson is one who can resist the temptation to “pitch” their product or solution until they have laid a solid foundation for their further selling: · They’ve built a high trust and high credibility relationship with the prospect. · They’ve had sufficient dialogue with the prospect to understand their business environment, critical business drivers, and existing high priority business initiatives. · They’ve thoroughly validated that their value proposition holds water in the prospect’s specific business environment. · They’ve discovered that a compelling business case can be built for their solution. • A SHORT DEFINITION OF A CONSULTATIVE SALES PERSON A consultative salesperson is one who can resist the temptation to “pitch” their product or solution until they have laid a solid foundation for their further selling: · They’ve built a high trust and high credibility relationship with the prospect. · They’ve had sufficient dialogue with the prospect to understand their business environment, critical business drivers, and existing high priority business initiatives. · They’ve thoroughly validated that their value proposition holds water in the prospect’s specific business environment. · They’ve discovered that a compelling business case can be built for their solution.
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  • Customer isa person to be served, not a prospect to be sold • Two-way communication identifies (diagnoses) customer’s needs; no high-pressure sales presentation • Emphasis on information giving, problem solving, and negotiation rather than manipulation • Emphasis on service after the sale Features of consultative selling include: • Customer is a person to be served, not a prospect to be sold • Two-way communication identifies (diagnoses) customer’s needs; no high-pressure sales presentation • Emphasis on information giving, problem solving, and negotiation rather than manipulation • Emphasis on service after the sale
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  Selling Value Continuum– What kind of relationship fits? Wasted Effort Investment by Supplier Lost Sales by Supplier Investment by Customer
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  CONSULTATIVE SELLING • .In consultative selling, the salesperson acts as an adviser (or consultant) by collecting information on a prospect's needs and then presenting him with a solution. Generally consultative selling is a more “warm and friendly” approach, using little or no hard selling. • The idea is that by the time you reach the end of the sales process the close is almost automatic, since you're able to demonstrate how your product meets the prospect's specific needs and requirements. • . In consultative selling, the salesperson acts as an adviser (or consultant) by collecting information on a prospect's needs and then presenting him with a solution. Generally consultative selling is a more “warm and friendly” approach, using little or no hard selling. • The idea is that by the time you reach the end of the sales process the close is almost automatic, since you're able to demonstrate how your product meets the prospect's specific needs and requirements.
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  CONSULTATIVE SELLING • Consultativeselling techniques are like the methods used by professional consultants. Think how a doctor or a lawyer treats a client. – They usually start by sitting down and asking a series of questions about the client's history, then a more specific series of questions about the current problem. – Then they combine this information with their professional knowledge and come up with a plan to solve the problem. • Consultative selling techniques are like the methods used by professional consultants. Think how a doctor or a lawyer treats a client. – They usually start by sitting down and asking a series of questions about the client's history, then a more specific series of questions about the current problem. – Then they combine this information with their professional knowledge and come up with a plan to solve the problem.
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  CONSULTATIVE SELLING Asking tacticalvs aspirational questions • • That’s why, in needs discovery, you need to ask aspirational questions. Get right to the root of their core business objectives, and their primary challenges and obstacles to hitting those goals. Find the objectives and priorities the prospect is thinking about, all day long. • If you can tie your product or service to those objectives, you’re getting somewhere. • For each customer or prospect group, what are the 2-3 common objectives or challenges they have? How would you crisply and succinctly connect & communicate your value proposition tied to those objectives and challenges? • • That’s why, in needs discovery, you need to ask aspirational questions. Get right to the root of their core business objectives, and their primary challenges and obstacles to hitting those goals. Find the objectives and priorities the prospect is thinking about, all day long. • If you can tie your product or service to those objectives, you’re getting somewhere. • For each customer or prospect group, what are the 2-3 common objectives or challenges they have? How would you crisply and succinctly connect & communicate your value proposition tied to those objectives and challenges?
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  CONSULTATIVE SELLING TYPES OFQUESTIONS CONSULTATIVE SELLING TYPES OF QUESTIONS
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  TYPE OF QUESTION DEFINITIONWHEN USED EXAMPLES Information- gathering questions Probing questions Confirmation questions Summary confirmation questions General questions designed to get the prospect to disclose certain types of basic information More specific questions designed to uncover and clarify the prospect’s perceptions and opinions Designed to find whether or not your message is understood by the prospect Designed to clarify your understanding of the prospect’s needs and buying condition Usually at the beginning of a sale When you feel the need to obtain more specific information that is needed to fully understand the problem and prescribe a solution After each important item of information is presented Usually used after several items of information have been presented “How many miles per year do you drive your company car?” (auto leasing) “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) “I would like to summarize what you have told me thus far. You want a four-bedroom home with a basement and a two-car garage. (real estate) TYPES OF QUESTIONS Information- gathering questions Probing questions Confirmation questions Summary confirmation questions General questions designed to get the prospect to disclose certain types of basic information More specific questions designed to uncover and clarify the prospect’s perceptions and opinions Designed to find whether or not your message is understood by the prospect Designed to clarify your understanding of the prospect’s needs and buying condition Usually at the beginning of a sale When you feel the need to obtain more specific information that is needed to fully understand the problem and prescribe a solution After each important item of information is presented Usually used after several items of information have been presented “How many miles per year do you drive your company car?” (auto leasing) “What type of image do you want your advertising to project to current and potential customers?” (newspaper advertising) “Do you see the merits of purchasing a copy machine with the document enlargement feature?” (office copy machine) “I would like to summarize what you have told me thus far. You want a four-bedroom home with a basement and a two-car garage. (real estate)
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  Match benefits withbuying motives STRUCTURE OF A CONSULTATIVE SELLING PRESENTATION Configure a solution Make appropriate recommendations
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  Need-Satisfaction Presentations • Informativepresentations that focus on factual information • Persuasive presentations that influence the prospect’s attitudes/beliefs and encourage buyer action • Reminder presentations that reinforce positive buyer actions from the past Three Strategies to Develop Effective Need- Satisfaction Presentations • Informative presentations that focus on factual information • Persuasive presentations that influence the prospect’s attitudes/beliefs and encourage buyer action • Reminder presentations that reinforce positive buyer actions from the past
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  CONSULTATIVE SELLING • Thereare six principles to the consultative sales process: • Research • Ask • Listen • Teach • Qualify • Close • There are six principles to the consultative sales process: • Research • Ask • Listen • Teach • Qualify • Close
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  CONSULTATIVE SELLING WILLFAIL IF YOU DON’T........ CONSULTATIVE SELLING WILL FAIL IF YOU DON’T........
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  • If you’refeeling “unfinished”, it may be that you are spending too much time asking empty questions. You should never feel like you are firing off questions. The questions you ask should be the result of pre-call analysis that reveals what you know and what you need to find out. Questions should be strategically woven into the conversation to produce the desired result. The most fulfilling consultative sales situation is when you help the customer uncover a better means of accomplishing their goals. Asking the right questions is key to getting to that point. However, questions are like the tools of a mechanic. You don’t pull out a wrench when you need a hammer. CONSULTATIVE SELLING WILL FAIL IF YOU DON’T........ • If you’re feeling “unfinished”, it may be that you are spending too much time asking empty questions. You should never feel like you are firing off questions. The questions you ask should be the result of pre-call analysis that reveals what you know and what you need to find out. Questions should be strategically woven into the conversation to produce the desired result. The most fulfilling consultative sales situation is when you help the customer uncover a better means of accomplishing their goals. Asking the right questions is key to getting to that point. However, questions are like the tools of a mechanic. You don’t pull out a wrench when you need a hammer.
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  If you haveany questions at all please do not hesitate to send a note My email address is: [email protected] If you have any questions at all please do not hesitate to send a note My email address is: [email protected] 20
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  • is anationally acclaimed stalwart in the field of business management with an illustrious career spanning over 30 years • He is a consultant and advisor to Board of Directors of leading companies & Chambers of Commerce; • a management trainer of high repute who has conducted over 2250 seminars in India and abroad in areas of business strategy, marketing & organization development. • a Visiting Professor to premier management institutes and staff training colleges throughout India. Dr WILFRED MONTEIRO • is a nationally acclaimed stalwart in the field of business management with an illustrious career spanning over 30 years • He is a consultant and advisor to Board of Directors of leading companies & Chambers of Commerce; • a management trainer of high repute who has conducted over 2250 seminars in India and abroad in areas of business strategy, marketing & organization development. • a Visiting Professor to premier management institutes and staff training colleges throughout India. 21website: www.synergymanager.net
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  – http://wilfredmonteiro.blogspot.in/ – http://negotiating-wizard.blogspot.in –http://salescoach-india.blogspot.in – http://the-sales-champ.blogspot.in – http://salesforce-excellence.blogspot.in – http://strategic-selling.blogspot.in – http://hrm-excellence.blogspot.in – http://personal-growth-guru.blogspot.in – http://thegreatmanager.blogspot.in – http://leadership-by-values.blogspot.in – http://therightetiquette.blogspot.in Dr WILFRED MONTEIRO please view the blogspots I have developed for my participant ongoing learning – http://wilfredmonteiro.blogspot.in/ – http://negotiating-wizard.blogspot.in – http://salescoach-india.blogspot.in – http://the-sales-champ.blogspot.in – http://salesforce-excellence.blogspot.in – http://strategic-selling.blogspot.in – http://hrm-excellence.blogspot.in – http://personal-growth-guru.blogspot.in – http://thegreatmanager.blogspot.in – http://leadership-by-values.blogspot.in – http://therightetiquette.blogspot.in 22website: www.synergymanager.net
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  CONTACT US Dr WilfredMonteiro TELE : 91 22 9819843927 EMAIL: [email protected] Website: www.synergymanager.net SYNERGY MANAGEMENT ASSOCIATES sales force development expertise since 1993 SYNERGY MANAGEMENT ASSOCIATES sales force development expertise since 1993 OUR AREAS OF CLIENT SERVICE INCLUDE: • Formulating Sales Strategic Plans • Designing of Sales Systems & Process • Auditing Sales Processes & Practices • Leadership & Salesforce Development • Key Customer-Account Management • Improvising Salesforce Motivation & Engagement • Installing Performance Measurement Systems • Building Customer Centric Organizations