Presentation on theme: "Prospecting and Identifying Problems. The Six Steps Of Solutions Selling Prospecting Identifying problems (discovery, qualifying) Generating solutions."— Presentation transcript:
The Six Steps Of Solutions Selling Prospecting Identifying problems (discovery, qualifying) Generating solutions (research and strategy) Presenting Negotiating and closing Servicing
$ $ $ $ $ $ $ $$ $ S S S S | The Money Engine | Prospects Pending Renewals $ $ S S S | | | | | Accounts | | | | | | | | | Active Accounts S | | | | | | | | | | | | | $ S S #1 Keep the Prospects section full. #2 Keep Pending accounts hot and close them. #4 Advertisers dont become customers until they renew. #3 Make Active Accounts raving fans.
Prospecting Prospecting is creating opportunities to make a proposal. – Work smart. – Have an organized system. – Spend at least 7.5% of your productive time prospecting.
Prospecting Methods By current advertisers in other media By season By category/vertical By geographic region By inactive advertisers By current advertisers By business, civic, and other organizations
Prospecting: Creating Opportunities Finding prospects who have advertising or marketing problems – And for which you have a solution Especially in a targeted audience Especially for in-the-market consumers Make contact: – Write out telephone pitch in advance – Use the prospects name, introduce yourself and your company – Use a referral if possible
Prospecting – State the purpose of the call is to set up an appointment, not to sell anything. – Mention a motivating benefit (special reason, special offer, profitable idea). – The words idea and profitable are magic, solutions oriented. – But make sure youre not exaggerating.
Prospecting Pacing is the key on the telephone – Get to the point quickly. – Pause often. – Match prospects pace. Put a mirror on your desk and stand up. – More animated, friendly, dynamic
Prospecting On the phone, be persistent (but not obnoxious). If you get a yes for an appointment, reconfirm the time and day. – Whats your email address? Ill send you an email confirming the day and time. – Dont reconfirm the day of the appointment Have an assistant call after youve left.
Prospecting If you get the dont-come-see me stopper: – Ask why? – Compliment their business. – If one of your salespeople... – Thought youd be interested in how to improve your ROI and media accountability on the Internet. Appointments are imperative. – Face-to-face is vitally important for initial meeting.
Prospecting Prospecting is about positive attitude. – Rejection is a given, so optimism is critical. – Its not personal. – Enthusiasm for your products is key (increases credibility). – Believe that you can solve problems for everybody you see. Prospecting is about commitment. – To the process. – To solving problems and helping customers get results as they define results.
Set Activity Goals Number of calls/contacts – Create a block of time (get off your computer, overcome your e-mail obsession). Number of appointments – Minimum = Average five per week
The Money Engine Prospecting keeps the Money Engine fueled. Prospecting keeps food on the table.
Indentifying Problems Two phases: – Qualifying – Indentifying problems Qualifying is finding the right people to call on. – Quality, not quantity of calls is critical.
Qualifying Qualifying appointment – Read their desk. – Dont take notes, build rapport (first impression). – Build trust. – Become a partner. – Qualify creditworthiness. – Assess perceptual set and readiness. – Get an appointment for a discovery meeting.
Identifying Problems Detective work – Computers are useless. They only give you answers. Picasso – Ask great questions. Open-end questions Closed-end questions Verification questions – Start with open-end questions Discovery Questions – Smart follow-up questions are the key.
Now Youre Ready To generate solutions that solve those problems To generate solutions-based proposals To deliver presentations that create value To get prospects what they want