1. Marketing 362 – Week 2 Know Thyself, Questions, Objections and the Gatekeeper with Duane Weaver

2. Outline  Know Thyself (to be covered in seminar) True Colours Overview Working with other colours  Open and Closed-Ended Questioning  Managing the Gatekeeper  Handling Objections

3. Open and Closed Ended- Questioning  Closed Ended Questions: Encourages Yes or No answers  Can you think of a few?  Open Ended Questions: Usually uses the “5 Ws” and sometimes How: Who?Where? What?Why? When?HOW?

4. Open and Closed Ended- Questioning  Quick Exercise 1.Think of a product or service you would like to sell and… Take 2 minutes to write an open ended question you could use when greeting a customer for the first time to learn more about their needs… 2.Next, turn to a person next to you and ask each other your question (observe the response)…provide feedback regarding the question used (Is it effective? Why/why not?)

5. Managing the Gatekeeper (Getting to know VITO)  What is a VITO? Very Important Top Officer Titles?  CEO  President  Founder  Chairman of the Board

6.  Why Vito: “…salespeople spend a lot of time worrying about how to get our foot in the door. [sic] Usually we’re pretty good at it, [sic] but sometimes we need to stop and ask ourselves whether or not the doorway we’re sticking our foot into is the right one!” Managing the Gatekeeper (Getting to know VITO)

7.  Three Groups of VITOs: Brand New Accounts (key focus and workload) – VITO shortens cycle In-process Opportunities (grid-lock sets in to a long process – VITO unlocks the secret information bottle) Existing Customers – solidifying your relationship by knowing the “highest up” Managing the Gatekeeper (Getting to know VITO)

8.  VITO pays attention to things that add value to VITO’s day  FIND some way that you can convey the important message that YOU CAN ADD VALUE  LOOK absolutely, utterly different (not your wardrobe, your personal commitment!) Managing the Gatekeeper (Add value to VITOs Day)

9.  Change Your Focus: STOP BEING a “salesperson” START THINKING like a “businessperson” BE a “problem solver” THINK LIKE A VITO - Focus on issues that affect VITO’s bottom line (the gold) Managing the Gatekeeper (Add value to VITOs Day)

10.  The GOLD – CEO SPEAK: 1.increase market share % 2.earnings per share increase by 1-2%+ 3.employee morale issues resolved 4.profit increase in $1millions 5.beat the competition 6.cost containment/reduction in % improvement or raw dollars (profit gains).  ALL in ALL you should be able to demonstrate leverage within a short period of time by taking the risk of spending precious time with you. YOU MUST do this in less than 3 minutes. THEN DELIVER on it and LISTEN intently. Managing the Gatekeeper (Add value to VITOs Day)

11.  Two types of GATEKEEPERS: RECEPTIONIST or FRONTLINE person:  All calls to VITO’s organization VITO’s own personal secretary  DO NOT CONFUSE with standard secretary  OFTEN THEE 2 nd MOST IMPORTANT person in the company  It is a tactical mistake to confuse VITO’s personal secretary with the standard secretary: Why? Managing the Gatekeeper (How to get to VITO - GATEKEEPERS)

12.  Dealing with the STANDARD gatekeeper: Do not talk down (put yourself in their situation)  They are keeping track of all the company’s phone traffic and that is hard work  Time is short (precious)  Some do’s and don’ts in the book (next slide) Managing the Gatekeeper (How to get to VITO - GATEKEEPERS)

13.  Never ask for VITO directly (looking for personal secretary)  When pressed do not get flustered  Don’t Lie  Using a Global Hook  Don’t Identify your product or service  Avoid sending information (always go in person)  Avoid leaving messages (get VITOs fax number) Managing the Gatekeeper (How to get to VITO - GATEKEEPERS)

14.  Deal with VITO’s secretary as if they were VITO themselves  Ask them what “They think of it…” not what VITO thought.  RECOVERY: Fax – send a “WHILE YOU WERE OUT” memo (the little pink slip) Letter – copy of VITO letter attached to Fax Managing the Gatekeeper Connecting with the Executive Suite

15. HANDLING OBJECTIONS  Now that you have VITO, how do you handle objections? Let’s see Next week’s seminar we will practice

16. THANK YOU!