Advertising Sales Training Cindy Ramsey St. Petersburg Times

Advertising Sales Training Agenda Needs-based selling philosophy Large sale vs. small sale comparison Psychology of selling Questioning techniques Advancing the sale

Spin Selling Huthwaite & Associates Advertising Sales Training

Characteristics of Major Sales Large Sales vs. Small Sales

What is needs-based selling? Needs vs. Wants Advertising Sales Training

The Paragon Principle – Stages of the Sale Advertising Sales Training

Today’s training will focus on : Advertising Sales Training Profile Probe

Profile Stage Purpose: Find out more about the customer and about the customer’s current situation. Advertising Sales Training

Profile Questions Profile questions help you learn what the customer: Likes Wants in a product Does not want in a product Currently has in the way of a product Profile questions uncover information about the customer’s current situation. Advertising Sales Training

Examples of Profile Questions: Do you currently have an advertising budget? How do you determine your advertising budget? How do you track response from advertising? Who is your target customer? Who is your competition? Advertising Sales Training

As a result of asking profile questions, you will build a customer “profile” which details: The customer’s current situation, goals and expectations. The customer’s comfort level with advertising and marketing strategies. Advertising Sales Training

Needs Assessment In order to profile a customer, you must dissect their present business situation and future goals into four distinct categories: Business Consumer Marketing Advertising Advertising Sales Training

Business: Corporate structure SIC category Number of employees Square feet Decision makers Positioning within Industry Marketing: Present forms of marketing Promotions Point of sale philosophy Internet/web strategy Consumer: Typical customer demographic Product usage Customer Value Advertising: Budget Knowledge of advertising options Expectations Advertising Sales Training

Probe Stage Purpose: Find out more about the customer’s needs and dissatisfactions. Advertising Sales Training

During the Probe stage of the sales discussion, a variety of questions are used to obtain information from the customer which help to identify and define the customer’s needs and dissatisfactions. An effective sales professional: Plans in advance some questions to ask the customer Formulates appropriate follow-up questions, based on how the customer responds to planned questions. Advertising Sales Training

Once you have effectively profiled a customer, you have a responsibility to the customer, in the Probe stage, to uncover needs or voids in their planning process. Your customer has given you some very personal information, it is now your task to use your expertise and address the appropriate areas. Advertising Sales Training

Medical Analogy Asking probing questions is similar to visiting a medical professional. First, you are asked to complete a comprehensive medical profile (Profile) Secondly, routine tests are run to determine problems (Probe) Finally, a medical diagnosis is rendered (Solution) Advertising Sales Training

Perform the test Uncover the customer’s needs Advertising Sales Training In advertising, tests are used to determine if there is a problem. It the sales professional’s responsibility to:

A health care company may be concerned about the shortage of health care professionals. A builder may be concerned with the changing real estate market A travel agency may be concerned about outbreaks of viruses on cruise ships. A church may be concerned with the changing demographics in their area. Advertising Sales Training There are certain predictable problems that face certain market segments: For example:

Open-ended questions typically begin with: What When Where Why How Advertising Sales Training Open-Ended Questions Open-ended questions prompt the customer to answer with more than one or two words.

Your products The products of your competitors His of her current situation Advertising Sales Training Probing Questions Probing questions are used for uncovering a customer’s difficulties and needs related to: By discovering what the customer’s problems are, you are in a position to offer the customer a solution. This is the basis for needs-based selling.

Examples of Probing Questions: Are you worried that you are losing too much business to the internet? Does it make it difficult for you to balance your inventory throughout the entire year? Are you concerned that you may not be reaching the entire Tampa Bay marketplace? Advertising Sales Training

What the customer wants that he or she currently does not get. What difficulties the customer is experiencing as a result of the problem. What expectations the customer has regarding a solution. Advertising Sales Training As a result of effectively asking dissatisfaction questions, you will learn:

Advertising Sales Training Do you presently advertise in the newspaper? ProfileProbe X Has it ever been a problem knowing how to obtain information about special offerings? X Do you use an advertising agency? Do you find it difficult to reach consumers on the internet? X X

Advertising Sales Training Obtaining Commitment Simple (small) sales have only two possible call outcomes – “yes” or “no.” Large (complex) sales are different. It may take weeks or months to get an order. Therefore, in large sales, any individual call that results in an action that moves it closer to a sale is called an Advance and is considered a successful outcome.

Advertising Sales Training Obtaining Commitment The key measure of success in obtaining commitment is getting the buyer’s agreement on an action that moves the sale closer to a close. An Advance shows the buyer’s commitment to moving the sale forward, e.g., the buyer agrees to attend a demo or arranges a meeting for the seller with other decision makers.

Advertising Sales Training Obtaining Commitment An outcome of a call that does not reach agreement on an action that moves the sale forward is called a continuation. A continuation is unsuccessful, no matter how pleasant or complimentary the buyer seems.

Advertising Sales Training Obtaining Commitment The only way to successfully utilize advances is to plan for them by utilizing realistic call objectives. Call objectives may be as simple as setting up a second meeting. However, it is only considered an advance if the second meeting results in an action that moves it forward in the sales process. An example of an advance could be getting the second meeting arranged with “all” the members of the selection team.

Advancing the Sale Advertising Sales Training I’ll cut a purchase order today so we can start right away. No. Although we liked what you showed us, we’ve decided to go with Google SEO. I like what you’ve got to offer, and I enjoyed your presentation. Let’s meet again to continue this discussion sometime next month. Call Outcome (Sale, No-Sale, Continuation or Advance) I can’t make the decision alone, but I’ll arrange for you to meet my partner next week. Sale No-Sale Continuation Advance

Advancing the Sale Advertising Sales Training We’ll think about it and probably call you in the next few months. If you could include those schedule modifications in your proposal, I’ll present it to my associates. All I need is my accountant’s ok, we’ll review it against our financial criteria and if it passes, you’ve got a deal, We really need to see the system in action. Can you arrange a local demonstration for me and my production manager next Tuesday? Advance Continuation Advance Call Outcome (Sale, No-Sale, Continuation or Advance)

Questions? Cindy Ramsey St. Petersburg Times

Thank You.