In other words, the role the salesperson must play has to be identified. The narrative approach depends on the salesperson moving quickly into a standardised presentation. Every buyer receives the same presentation.
Emphasis is on highlighting benefits and how the product or service can help the buyer.
This is an effective approach if the buying motive for all customers is basically the same. This process is well suited where there are a great number of prospects to be called on. The suggestive approach depends on the seller being in a position to offer alternative recommendations . This is quite different from the narrative approach as the presentation is tailored to the individual customer. Here, the salesperson must initiate some discussion in order to get the buyer in a positive frame of mind.