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Consultative Selling Presentation


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Consultative Selling Presentation

  1. 1. Principles of Consultative Selling Ohio University Innovation Center June 16, 2011
  2. 2. Ed Burghard Retired P&G Harley Procter Marketer OBDC Executive Director <ul><li>BA – State University of New York @ Potsdam in Mathematics </li></ul><ul><li>MBA – Syracuse University in Innovation Management and Marketing </li></ul><ul><li>Retired Procter & Gamble Harley Procter Marketer </li></ul><ul><li>33years in Procter & Gamble </li></ul><ul><li>Member of the Association of Ohio Commodores </li></ul><ul><li>Past Board Member Arthritis Foundation </li></ul><ul><li>Past Marketing Committee Member Dan Beard Council BSA </li></ul><ul><li>Founder & CEO The Burghard Group LLC </li></ul>
  3. 3. Agenda <ul><li>Consultative Selling Model </li></ul><ul><li>Benefits versus Features </li></ul><ul><li>Effective Objection Handling </li></ul>
  4. 4. Consultative Selling Model <ul><li>Determines how to lower the client’s costs and/or </li></ul><ul><li>Determines how to increase the client’s revenues </li></ul>
  5. 5. Process Steps <ul><li>Do your homework and prepare for the meeting </li></ul><ul><li>Create a rapport </li></ul><ul><li>Define the problem </li></ul><ul><li>Define the desired result </li></ul><ul><li>Create your unique selling proposition to close the gap </li></ul><ul><li>Present your proposed solution with a focus on the value it will deliver </li></ul><ul><li>Deliver on your promise </li></ul>
  6. 6. Create Rapport <ul><li>Find out what you have in common. Make it a priority to get to know the person as a person. </li></ul><ul><li>Learn the language and speak it. </li></ul><ul><li>Listen twice as much as you speak. </li></ul><ul><li>Take notes on personal information (e.g. spouse name, children’s names, hobbies) </li></ul>
  7. 7. Define The Problem <ul><li>What is the problem? </li></ul><ul><li>What other problems is this causing and for whom? </li></ul><ul><li>How long have you had this problem? </li></ul><ul><li>What have you already tried that did not work? </li></ul><ul><li>Why did it fail? </li></ul><ul><li>What will happen if the problem continues? </li></ul>
  8. 8. Define The Desired Result <ul><li>What do you want instead? (benefit drivers) </li></ul><ul><li>How will you know when you get it? (evaluative metrics) </li></ul><ul><li>What will the benefits be to the Company for resolving the problem? (visioning future state) </li></ul><ul><li>Who will be affected by the solution and who will be judging if it was effective? (insight into internal politics) </li></ul>
  9. 9. Problem Statement Template <ul><li>The problem we are having is ________ and this causes these problems _______ for these (people/departments) _______. </li></ul><ul><li>If the problem continues, this will happen _________________________. </li></ul><ul><li>In fact, this problem has already limited us from getting ___________________. </li></ul>
  10. 10. Define Your USP <ul><li>The problem is: (insert the specific problems) </li></ul><ul><li>This causes you not to get: (insert expected results) </li></ul><ul><li>What we will do is: (insert your tactic/solution) </li></ul><ul><li>Success will be measured by: (insert their criteria) </li></ul>
  11. 11. Present Your Proposal <ul><li>Answer these questions for the evaluators: </li></ul><ul><li>What is in it for me? </li></ul><ul><li>Why are you in business? </li></ul><ul><li>What is the problem? </li></ul><ul><li>How will you solve it? </li></ul><ul><li>How will I know? </li></ul>
  12. 12. Benefits vs. Features <ul><li>Features explain what your product or service is. </li></ul><ul><li>Benefits explain why it matters. </li></ul>
  13. 13. Feature or Benefit? <ul><li>ATMs available in over 1,000 locations </li></ul><ul><li>No blackout dates </li></ul><ul><li>America’s #1 supplier of pumps </li></ul><ul><li>30% reduction in your Company’s energy bill </li></ul><ul><li>Business news for multi-taskers </li></ul><ul><li>EPA certified </li></ul>
  14. 14. 5 Whys Model <ul><li>Why does that matter? </li></ul><ul><li>Why does that matter? </li></ul><ul><li>Why does that matter? </li></ul><ul><li>Why does that matter? </li></ul><ul><li>Why does that matter? </li></ul>
  15. 15. 5 Whys Example <ul><li>Made of steel </li></ul><ul><li>Why does that matter? </li></ul><ul><ul><li>Won’t break </li></ul></ul><ul><li>Why does that matter? </li></ul><ul><ul><li>Don’t have to replace as often </li></ul></ul><ul><li>Why does that matter? </li></ul><ul><ul><li>Purchasing doesn’t have to place as many orders </li></ul></ul><ul><li>Why does that matter? </li></ul><ul><ul><li>Lower operating cost </li></ul></ul><ul><li>Why does that matter? </li></ul><ul><ul><li>Improved profit margin </li></ul></ul>
  16. 16. Effective Objection Handling
  17. 17. Examples <ul><li>I didn’t realize your product was able to do that, I’ll have to keep it in mind. </li></ul><ul><li>I am sure for some companies that is important. </li></ul><ul><li>I’ve heard your product service isn’t very good. </li></ul><ul><li>I can see how that would be helpful. </li></ul>
  18. 18. Review <ul><li>Consultative Selling is a process and focuses on creating clients versus customers </li></ul><ul><li>Attitudes can be easily handled if you characterize them correctly and follow a proven process </li></ul><ul><li>Features tell, benefits sell </li></ul>
  19. 19. Question & Answer