Section 15 The Consultative Sales Process

The Consultative Sales Process

Principles of Buyers Decisions

In selling, certain principles are always present. These are known as The Five Buying Decisions. There is a specific order in which these decisions are made by your prospect. Our sales presentation must match this sequence for making purchase decisions.

The Five Buying Decisions: 1. The salesperson 2. The company (Aflac) 3. The product 4. The cost (in time and money) 5. The time to buy
If buyers are allowed to make decisions out of order, we usually lose the sale.

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The Consultative Sales Process

The Nine Acts or Steps of a Sale

There are nine acts or steps in the sales process that correspond to the five buying decisions. Act 1 Set a commitment objective. Set a goal for this call to gain an authorization, schedule an appointment, or obtain a signed application.

First Buying Decision Sell Yourself by Following Acts 2, 3, and 4.

Act 2 Leverage your people skills. Sell yourself during the interview by asking open-ended questions. Build rapport. Act 3 Ask the best questions. Uncover existing needs and determine your sales strategy. Act 4 Agree on need. Confirm that your prospect understands his or her needs and that you understand his or her needs, too.

Second Buying Decision Sell Aflac!

Act 5 Sell the company. Explain what Aflac does, what we are known for, and why we are a good match for the prospects company.

Third Buying Decision Sell the Product.

Act 6 Sell the product. Sell the benefits and features of your product by tying them to the prospects needs.

Fourth Buying Decision The Cost (In Time and Money)

Act 7 Ask for commitment. Summarize your sales features and quote costs in terms of time and/or money, then ask for commitment. Handle any objections and ask for commitment again.

Fifth Buying Decision The Time to Buy

During your presentation to the employer, it is important to confirm with the employer whether he or she prefers that you make an employee group presentation or individual presentations. The employer may leave the decision to you. Also, determine if the plan is Flex or non-Flex and the current plans renewal date. Close the sale! Act 8 Confirm the sale. The purpose of this step is to avoid buyers remorse (also known as FUD, for fear, uncertainty, and doubt). Assure your prospect that he or she has made a wise decision and that you will provide the best service possible. Schedule the next event. Act 9 Replay the call. Review the call in your own mind so that you can duplicate your successes and eliminate your failures. 150