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How do you make your sales presentation consultative?

by Matthew North
9 replies
Hi everyone,

Since learning about consultative selling, I've been tuning nearly everything I do to be one hundred percent prospect-focused.

My problem is that during my presentation I seem to be falling into old habbits, of talking to much, of trying to persuade, of trying to sell, and it's like it completely changes the perception of who I am and what my products represent when I do this. I go from being a helpful adviser to just another telemarketer. I can hear in their voices when I am explaining voices that it's not really captivating their interest, and honestly this is my biggest weakness in selling.

I haven't really found a good resource to explain how to make the presentation consultative, most help is still in still rooted in the traditional features and benefits style of selling.. which I don't really like, and doesn't help me.

What I do right is I do my best to listen during qualification.. really listen.. and note down their problems, implications, pay offs of those problems and show in the presentation how it matches what they need or want.

The wall I keep running into is establishing the connection between the product and the prospect's wants or needs in their minds. I ask excellent questions, but still sometimes fail to position the product as the solution. How do you do this? Tell me what kind of questions you ask during the presentation, to solidify this belief. Is there anything else I should be mindful of, to help convince the prospect themselves that the product is the ideal fit and solution to their problems.

Long in depth explainations are appreciated.

Cheers,
#consultative #make #presentation #sales
  • Profile picture of the author jamesfreddyc
    I'd go right for the money. The money related to their problem(s) that is....

    If you are bringing up the pain-causing things in their business, quantify that pain with an actual dollar value. It's almost always much higher that what your solution costs and tends to just naturally put things into perspective for them.

    For example, I'm not selling something to my medical/dental practices. I let them tell me how many no-shows and last-minute cancellations their offices sees each week, get the average service fee that they charge, then just do some simple math.

    10 missed appointments each week * $250 avg fee = $2500 revenue leak

    Or...

    $125,000 per year. "Hey Mr. dentist, isn't that like the salary of two of your employees???? Yeah... maybe you should look into reducing those no-shows!"
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    • Profile picture of the author ewenmack
      Mathew, most people call a feature a benefit.

      Simple way to understand the difference...

      A feature is about you.

      A benefit is about them.

      Here's one way to stay on track to make the connection between what your prospect
      has told you in the way of a outcome, goal, want that he already has, is to match what you have to it.

      There's a little formula to do this.

      I'll give it to you plus an example in action
      so you can transfer it to your situation.

      Formula For Turning A Feature Into A Benefit/Advantage..

      Feature + So You Can + Which Means

      Example

      A mother of a baby and a toddler comes into a car dealer.

      She wants to upgrade to a bigger one because of the kids.

      You find out the little struggles she has when she goes for a drive with the kids.

      You then mention a feature which is swivel back sets in a wagon.

      Then you carry on with the bridge phrase, "so you can".

      It's keeps you on track to be an enabler.

      So in this case you could say, "so you can easy reach over to place little Suzy in her seat."

      The last part is a benefit on a benefit.

      The bridge phrase to use is, "which means".

      Carry on this talk, you could say, "which means now that Suzy is getting a wee bit heavier,
      you won't be straining your back."

      What we've done here is fully aligning to what she wants in a way
      she can visualize in a very typical situation she finds herself in.

      You've made it easy for her to buy.

      This is part of the process I took a 23 year old new to one call phone sales as a employee
      to be #1 in the phone room of 15 in his second month.

      You've also earned the right to make a recommendation.

      Hope that gives you and others some clarity.

      Best,
      Doctor E. Vile


      .
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      • Profile picture of the author Oziboomer
        Originally Posted by ewenmack View Post

        Feature + So You Can + Which Means
        Gold as usual...thanks Ewen.

        I've been testing something with a few of my staff to help reduce the interruption from telemarketers.

        You know as they get better we've got to adapt.

        My latest "script" that I've got staff testing to block them is...

        "Do we owe you money?....or...Do you owe us money?"

        Bad answer...you know what happens.

        From Matthew's point of view...

        Many business owners can pick a telemarketer from a mile off and often they are just too busy to even consider what is being offered.

        The relationship or rapport stage of the conversation is in many cases the vital part to help set up the value proposition.

        If you get past the gatekeeper you need to cement in the listener's mind that what you are presenting will absolutely solve their problem.

        You need to focus succinctly on the unique, desirable and specific benefits that your solution will deliver on.

        If your solution delivers on the promise you are making then you should use as many real examples of success as required to back up your claims.

        Start making lists of pain points and solutions.

        Once you are engaged in the conversation try to include short and benefit focussed answers that clearly state how the product you are offering solves the prospect's problem.

        Sell them already....

        The hardest part is getting them engaged.

        After that...well...
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  • Profile picture of the author bizgrower
    Perhaps better "doctor" questions will help:

    12 Dumb Sales Questions Smart Reps Ask
    Signature

    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author AlexTee
    Originally Posted by Matthew North View Post


    I go from being a helpful adviser to just another telemarketer. I can hear in their voices when I am explaining voices that it's not really captivating their interest, and honestly this is my biggest weakness in selling.
    Are you presenting over the phone?
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  • Profile picture of the author jamesfreddyc

    I can hear in their voices when I am explaining voices that it's not really captivating their interest, and honestly this is my biggest weakness in selling.
    I struggle with what I want to do sometimes on this. On the one hand I can be incredibly consultative in nature, very conversational and do well in the give and take of a discussion no hint of being salesie. On the other hand I'm very confident that the solution I offer can truly benefit and solve some real problems that cause real revenue loss and sometimes feel the prospects need me to convince them (to their benefit).

    The two extremes are opposite in approach/tact and seem to be mutually exclusive during the sales process, forcing me to make a choice to use one or the other. The problem is I don't have the time or energy to do both and I tend to stick to the consultative side --- often questioning myself if I am missing out on some good numbers because I'm not aggressive enough!
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