Salespeople use the consultative sales presentation because this customer-focused selling model results in increased customer satisfaction, more closed sales, and more repeat and referred business. 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 well-planned and well-executed consultative sales process is an important key to success in personal selling. 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.

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.

Beware of assuming information about the prospect, and be sure the language of your presentation is clearly understood. Listen attentively as the prospect responds to your questions or volunteers information. The effective use of confirmation questions to enhance active listening assures a mutual understanding of buying motives.

After making a good first impression during the approach and getting the customer’s full attention, the salesperson begins. During the process of (or shortly after) determining and/or confirming customer needs, the process of configuring a solution begins. The salesperson’s ability is tested during this part of the sale because this is where the prospect’s buying motives are matched with benefits, a solution is configured, and appropriate solutions are recommended.