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
