现代销售学：创造顾客价值(第11版)Manning_11e_11.pptVIP

Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 for creating value-added presentations The Six-Step Presentation Plan Need Satisfaction:Selecting Presentation Strategy Match Specific Benefitswith Buying Motives Buying based on need-fulfillment Buyers seek cluster of satisfactions 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-satisfaction presentation Recommend another source Discovering Customer Needs CARQUEST: Delivering What Customers Need 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 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 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 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, testimo