MKTG 160 CH 11

When a salesperson uses active​ listening, he or she​ ________.

"sends back" to the prospect what he or she as a listener thinks the prospect meant

SPIN Selling Model

- Situation questions - problem questions - implication questions - need-payoff questions

three dimensions of need discovery

- selection of the solution - need-satisfaction presentation - servicing the sale

three dimensions of product selection

1. match benefits with buying motives 2. configure solution 3.make appropriate recommendations

Consultative Sales process guide

1. need discovery(emphasis on the question) 2. selection of the solution (a pivotal point) 3. need satisfaction through informing, persuading, and/or reminding (emphasis on statements) 4. servicing the sale (build repeat business)

need discovery

Begins with precall preparation when the salesperson is acquiring background information on the prospect

How Much Time on Need Discovery?

It depends on a variety of factors •Sophistication of product •Selling price •Customer's knowledge •Product applications •Time available

Which of the following refers to the activities that occur after closing the​ sale, which ensure maximum customer satisfaction and set the stage for a​ long-term relationship?

Servicing the sale

A way to ensure that both you and the customer have the same understanding is to paraphrase or restate the​ customer's meaning. The salesperson should then follow up with​ ________.

a confirmation question

The consultative sales presentation is used by salespersons because it is​ ________.

a​ customer-focused selling model that results in increased customer​ satisfaction, more closed​ sales, and more repeat and referred business

The third part of the consultative sales process consists of creating​ __________________: communicating​ value-added statements that​ inform, persuade, or remind the customer of the most suitable product or service.

a​ need-satisfaction sales presentation

The effective use of confirmation questions to enhance active listening assures a mutual understanding of​ ________.

buying motives

The salesperson can be challenged during the product configuration phase. It is the phase where​ ________.

buying motives are matched with​ benefits, and a solution is configured and recommended

In consultative​ selling, the salesperson has three basic​ ____________, also referred to as recommendation strategies.

counseling alternatives

Salespeople using the consultative sales presentation model are able to​ ________ in their markets.

create more value and gain competitive advantage

Salespeople using the consultative sales presentation model are able to​ ________.

create more value and gain competitive advantage in their markets

The emphasis in sales and marketing today is on determining customer needs and then selecting​ ________________ to satisfy those needs.

custom-fitted solutions

The process of configuring a solution begins shortly after determining and confirming​ the_______.

customer needs

increased customer satisfaction

customers prefer to purchase solutions that they truly meet their needs. the solution that is "just right" for the customer adds value, maximizes satisfaction, and sets the range for a partnership relationship and repeat business

The process of configuring a solution begins shortly after​ ________.

determining and confirming customer needs

part one- need discovery of the consultative sales process guide

diagnose and solve the customer's problems better than their competitors - known as "qualifying the prospect" •Need discovery begins with precall preparation when the salesperson is acquiring background information •It requires the effective use of questions -two-way communication by asking appropriate questions and listening carefully to the customer's responses is established

Research indicates​ high-performance salespeople have learned how to skillfully use the consultative model to​ ________.

diagnose and solve their​ customers' buying problems better than their competitors

A mark of the highest performing salespersons is a salesperson who​ ________.

matches specific benefits with specific buying motives

consultative selling

meeting customer needs by asking strategic questions, listening to customers, understanding and caring about their problems, selecting the appropriate solution, creating the sales presentation, and following through after the sale

When the selling strategy is focused on the​ customer, ___________________ enables salespeople to create​ value, meet the needs of their​ customers, and execute the​ firm's commitment to the marketing concept.

need discovery

To be most​ effective, the presentation should be viewed as a​ four-part process:​ ________.

need​ discovery; selection of the​ solution; need satisfaction through​ informing, persuading, or​ reminding; and servicing the sale

Which of the following types of questions goes beyond a simple​ yes/no response and generally provokes thoughtful and insightful​ answers?

open questions

In transactional​ selling, most of the buyers want the salesperson to configure a product solution that focuses on​ ___________________.

pricing and delivery issues

​_________________ questions often uncover the current level of customer​ concern, fear, or frustration related to their problem.

probing

active listening

process of sending back to the prospect what you as a listener think the person meant, both in terms of content and feelings

Solutions that meet the customer needs are the right solutions. Selecting the​ "right solution" is referred to as​ ____________________.

product configuration

part two- selection of the solution of the consultative sales process guide

product configuration is known as product selection.

Achieving need identification and need satisfaction is one of the greatest challenges facing most professional salespersons. To meet this​ challenge, effective professional salespersons use​ ________.

questions effectively

When using active listening a salesperson​ _________________.

sends back to the prospect what he or she as a listener thinks the prospect meant

Although active listening and the use of confirmation questions is​ important, the salesperson might use​ ________ to control the flow of information and draw out the customer.

silence

When there is a need to collect basic facts about the​ buyer's existing situation or​ problem, __________________questions, or​ information-gathering questions, are designed to obtain this knowledge.

survey

what are the four part consultative questioning strategy

survey - discover basic facts - beginning of sale probing - clarify situation - when you need more info confirmation - verify accuracy - after information exchange need-satisfaction - move sales process forward - when shifting to solution

creating the sales presentation

the consultative sales process involves adding value by accurately determining the prospect's needs and selecting an appropriate product or service.

Increased customer​ satisfaction, more closed​ sales, fewer order​ cancellations, and increased repeat business are the direct result of​ ______________________.

the consultative​ problem-solving capability of the sales team

more sales closed

the extra time taken to carefully solve the customer's buying problem will set the stage for closing more sales. a certain amount of buying resistance surfaces in nearly every selling solution.

Fewer order cancellations and fewer returns

the frequency of order cancellations can be reduced with consultative style selling.

part four- servicing the sale of the consultative sales process guide

these activities will occur after closing hte sale, ensure maximum customer satisfaction and set the sage for long term relationship

part three- need satisfaction through informing, persuading, or reminding of the consultative sales process guide

third part of the consultative sales process consists of creating a need-satisfaction sales presentation and communicating to the customer, both verbally and non verbally, the satisfaction that the product or service can provide

Research results reveal that the highest performing salespeople used questions to build​ clear, complete, mutual​ understanding; guide the direction of the sales​ call; and_____________________________.

used questioning strategy to facilitate an open exchange of information

Consultative​ selling, a very​ customer-centric form of​ selling, is beneficial in that it creates​ ________.

value for the customer and for the firm

​A(n) ____________________________ consultative sales process is an important key to success in personal selling.

well-planned and​ well-executed

increased repeat business and referrals

word of mouthj able to create more value and gain competitive advantage in their markets

Situation​ questions, probing​ questions, confirmation​ questions, and​ need-satisfaction questions are four types of questions in the​ __________________________.

​four-part consultative questioning strategy

The most effective sales process is characterized by​ two-way communication. It should be encouraged with​ ________.

​survey, probing,​ confirmation, summary-confirmation, and​ need-satisfaction questions

What is the six step presentation plan

•Approach •Need discovery •Presentation •Negotiation •Close •Servicing the sale

Practices to Learn Active Listening

•Focus full attention •Paraphrase customer's meaning •Take notes

using consultative problem-solving translates into many sources of value for sales people

•Increased customer satisfaction •More sales closed •Fewer order cancellations •Fewer returns •Increased repeat business •Increased referrals

Need Discovery Questions

•Survey questions reveal customer problems •Probing questions reveal customer pain •Confirmation questions reveal mutual understanding •Need-satisfaction questions reveal pleasure

Question Strategies of Effective Salespeople

•Use effective questions to gather information about customer needs •Use open and closed questions to guide the direction of a sales call •Use questioning strategy to facilitate an open exchange of information