Consultative Selling Process Overview

PREPARING FOR THE SALES CALL
Start by researching the potential customer. Doing your research, comparing our products to competitors, and using this knowledge to explain Valvoline's strengths in
the market will help you be successful. Make sure your sales call is focused and productive.
CONNECTING TO OPEN
Create a strong impression. Set the tone and agenda. Build credibility and rapport with the prospective customer as if it is a job interview. Explain why you are
meeting with them and how you are excited for the opportunity.
FACILITATING AN EFFECTIVE NEEDS DIALOGUE
The needs dialogue is the heart of the Valvoline sales process. Ask questions and actively listen to help determine what your customer needs. Prepare questions in
advance and use open-ended questions to discover your customer's needs. Properly determining your customer's needs allows you to tailor the solutions you
recommend to them.
POSITIONING THE SOLUTION
Position the potential solution(s) in a solutions dialogue. Persuasively offer the Valvoline solutions that you've identified for their needs. Prepare for your dialogue by
framing up why your customer should choose Valvoline. Think of how you will answer or explain: Why is Valvoline the best? How is Valvoline positioned in the
customer's industry? What differentiates Valvoline in your customer's business? Solicit questions about your solutions and handle any objections.
CLOSING THE SALE
The goal of closing the sale is to leave the most positive impression possible. Remember, you're treating your interactions with your customer as if it is a job interview.
Position your closing summary and benefits. Check for any feedback the customer may have. Check for understanding before asking for their business. Ask for their
business and confirm next steps.
DELIVERING CONTINUOUS VALUE THROUGH FOLLOW-UP
Making sure you are delivering on your sales promises. You'll want to keep a running dialogue with your customers to ensure you are meeting their needs and you are
leveraging all the benefits that Valvoline has to offer. Check to ensure that all customer expectations are being met.
Successful consultative sellers are good listeners, confident, assertive, accountable, well prepared, and goal
oriented.
PROFESSIONAL PRESENCE
Demonstrate confidence and interest in the customer. Display a professional presence that shows
your intent to provide a trusted partnership.
ACTIVE LISTENING
Actively listen—listen to the verbal conversation and observe nonverbal cues.
ASKING EFFECTIVE QUESTIONS

Ask effective questions to discover your customer's needs.
PERSUASIVE POSITIONING
Position your value through the customer's needs.
CHECKING
Keep the conversations interactive and check for understanding.
HANDLING OBJECTIONS
Manage customer objections as opportunities to explain your value.
CONNECTING OR RELATING
Build rapport with your customers. Find opportunities to build a true relationship.
High-performing consultative sellers must work to establish themselves not as transactional sales representative but
as a trusted resource for customers. Valvoline sellers must show how they can provide value and support as a trusted
business partner.
Change Your Perspective
A vendor sells products and focuses on the sale. A business partner seeks to improve business performance.
Changing your perspective makes it possible to earn the loyalty and confidence of your customers. Reinforce that trust by helping them
overcome conflicts and meeting their strategic goals. Share your expertise freely and help transform possibilities into practical, proven
solutions. By earning their confidence early in the sales process, you create a supportive foundation that will generate customer revenue in
the short and long term.
Talk Less, Listen More

When we allow our customers to speak freely, we easily acquire the insights and information we need to meet their objectives. This means
asking more questions about your customer, individually and organizationally. Be sure you understand their needs and goals before talking
about your solution.
Once you understand their needs, demonstrate your value—how your product or service alleviates their pain points and provides benefits
across the business.
Solve Real Problems

Solving the customer's problems is the true value you bring as a trusted business partner. Explain how well the products and services
address a customer's most pressing business issues. Demonstrate your understanding of their environment by showing how your
promotions and services will positively affect their day-to-day activities and long-term goals.
A true business partner appreciates the bigger picture and readily shares ideas for solving complex issues. And as a basic principle of value
selling, you can cultivate trust by quantifying how and where your solution provides direct and indirect financial value.
THE PATH TO PARTNERSHIP
To build trust, you must adopt a trusted partnership model.
PREFERRED SUPPLIER
To be a preferred supplier, you must deliver great service and become preferred over other vendors. You must be service-oriented and attentive to the
customer. You should be approachable, dependable, and personable, and reply quickly and consistently to customer requests. You should take ownership of
relationships as well as problems. You are the representation of your brand. This step is pivotal to progressing through the next two steps.
APPROVED VENDOR
You must be able to supply the products that your customers need, and this will position you to be a potential vendor. However, if you cannot fulfill
customers' "must-have" requirements and add value, it is unnecessary to think about anything else. You must demonstrate and prove your value above your
essential products.
SOLUTIONS CONSULTANT
As a solutions consultant, you go beyond great service and truly excel. You exceed expectations to surprise and delight customers. You are able to offer
suggestions to help customers improve their businesses, often selling your expertise as a consultative service.
TRUSTED PARTNERSHIP
Once you achieve this step, you are often described as a trusted adviser and/or a true business partner. Colleagues and customers seek advice from you
personally. You are considered an extension of your customer's own business and a truly valued partner.
STRATEGIC CONTRIBUTOR
A strategic contributor is proactive; you know your customer's business as well as you know your own. You work with the client on long-term business
issues and offer creative solutions to help your customer's business thrive.

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What are the steps in an effective sales call?

What are the components of an effective needs dialogue?

PREPARING FOR THE SALES CALL

FACILITATING AN EFFECTIVE NEEDS DIALOGUE

POSITIONING THE SOLUTION

CLOSING THE SALE

DELIVERING CONTINUOUS VALUE THROUGH FOLLOW-UP

ASKING EFFECTIVE QUESTIONS

Talk Less, Listen More

Solve Real Problems

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