1. The Five Step Sales Process The Five Step Sales Process Step Two: Evaluate Needs May 12, 2011

2. PLAN AND PREPARE EVALUATE NEEDS BUILD THE SOLUTION PRESENT AND CLOSE FOLLOW THROUGH

3. Golf club Name the target audience 45-52 yr olds? Young professionals? Women? Boomers? Home Buyers? Affluents? 35-44 yr olds? 22-34 yr olds? 52-67 yr olds? Job seekers? Moms? You never know… until you actually do

4. ? ? ? ? ? ? ? ? ? ? ? ? ? ? What purpose does a needs evaluation serve? ?

5. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations  Customers  Competition  Products/Services  Marketing Strategy

6. ? ? ? ? ? ? ? ? ? ? ? ? ? ? How does an evaluation of their needs improve our credibility? ?

7. “ ” It’s little wonder that when buyers are asked about... salespeople who annoy them the most, they always mention too many questions, irrelevant questions, leading questions, inappropriate questions or worst of all, manipulative questions. From Selling is a Team Sport by Eric Baron

8. Average Sales Person Scattered, leading questions World Class Sales Person Strategic, knowledge-based questions Methodical approach to Smart Questioning Questions Solutions Drill down Target Questions

9. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations  Customers  Competition  Products/Services  Marketing Strategy

10. ? ? ? ? ? ? ? ? ? ? ? ? ? ? What does a Needs Evaluation uncover? ?

11. Strategic questioning - CCPM Products/ServiceCustomerMarketing StrategyCompetition 12 43

12. Determine the Current and Desired State What is it now? Current State Desired State What would you like it to be? Quantify the GAP!

13. Customers Find out about the advertisers’ customers Helps configure solution and messaging DemographicsGeographiesBehaviors 1

14. Customers ACTIVITY Can someone give an example of the types of questions you asked your target accounts to better understand what types of customers the account was targeting? ? ? ? ? ? ? ? ? ? 1

15. Competition Uncover what the competitive category leaders are doing – Look at their ads – Look at how messaging differs per medium Understand how they are positioned against the competition Helps determine the media plan and creative 2

16. Products/Services Learn about all products/services Uncover competitive differentiation about each Determine which lend themselves to business growth Learn how the products are sold Drives creative and media plan 3

17. What type of questions did you or will you ask your target account to uncover the gap within products and services? Products/Services ACTIVITY ? ? ? ? ? ? ? ? ? 3

18. Marketing Strategy Leveraging what has worked and why Learning lessons from what hasn’t worked Feeds every aspect of the proposed solution 4

19. Marketing Strategy ACTIVITY Take two minutes to write down questions you asked or will ask to uncover the gap within the marketing strategy. How will those questions help build a solution? ? ? ? ? ? ? ? ? ? 4

20. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations  Customers  Competition  Products/Services  Marketing Strategy

21. ? ? ? ? ? ? ? ? ? ? ? ? ? ? What’s the value in reviewing the evaluation with the advertiser? ?

22. Knowledge check How does asking questions improve your credibility? Why is it important to understand your advertiser’s unique competitive differentiator? Why should we uncover the desired state AND the current state?