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The Consultative Selling—Customer Relationship Model
Steps in the Preapproach: Planning the Sale
information Used in Profile and Planning
Customer Profile and Planning Sheet
1. Name:
Address:
2. Type of business:
Name of buyer:
3. People who influence buying decision or aid in using or selling our product:
4. Buying hours and best time to see buyer:
5. Receptionist’s name:
6. Buyer’s profile:
7. Buyer’s personality style:
8. Sales call objectives:
9. What are customer’s important buying needs:

 Information Used in Profile and Planning
10. Sales presentation:
a. Sales approach:
b. Features, advantages, benefits:
c. Method of demonstrating FAB:
d. How to relate benefits to customer’s needs:
e. Trial close to use:
f. Anticipated objections:
g. Trial close to use:
h. How to close this customer:
i. Hard or soft close:
11. Sales made—product use/promotional plan agreed on:
12. Post sales call comments (reason did/did not buy; what to do on next call; follow-up promised):
 Examples of Topics Contained in the
Marketing Plan Segment of a Sales Presentation
 Advertising
 Geographical
 National
 Regional
 Local
 Co-op
 Type
 Television
 Radio
 Direct-mail
 Internet
 Examples of Topics Contained in the
Marketing Plan Segment of a Sales Presentation
 Availability
 Delivery
 Guarantee
 Installation
 Who does it?
 When?
 How?
 Maintenance/service
 Training on use
 Warranty
 Examples of Topics Contained in the Business Proposition Segment of a Sales Presentation
Resellers
 List price
 Shipping costs
 Discounts
 Cash
 Consumer
 Quantity
 Trade
 Financing
 Payment plans
 Interest rate
 Markup
 Profit
End-Users
 List price
 Shipping Costs
 Discounts
 Cash
 Quantity
 Financing
 Payment plans
 Interest rates
 ROI
 Value analysis
 Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation
 Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation
 The Prospect’s Five Mental Steps
in Buying
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 1. Prospecting
Salesperson locates and qualifies prospects
2. Preapproach
Salesperson
determines sales call objective, develops cus- tomer profile, customer benefit program, and selling strategies. Customer’s needs are determined.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 3. Approach
Salesperson obtains interview, meets prospect, and begins individualized sales presentation.
Needs are further uncovered.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 4. Presentation
Salesperson relates product benefits to needs, using
demonstration, dramatizations, visuals, and proof statements.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process5. Trial close
Salesperson asks prospect’s opinion on benefits during and after presentation.
6. Objections
Salesperson uncovers objections.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 7. Meet Objections
Salesperson satisfactorily answers objections.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 8. Trial Close
Salesperson uses another trial close to see if objections have been overcome; or if presentation went smoothly before the close, to determine if the prospect is ready to buy.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 9. Close
Salesperson has determined prospect is ready to buy and now asks for the order.
 The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Selling Process 10. Follow-Up
Salesperson provides customer service after the sale.