2 The Six Steps Of Solutions Selling ProspectingIdentifying problems (discovery, qualifying)Generating solutions (research and strategy)PresentingNegotiating and closingServicing
3 | | | | | | | The Money Engine | | | S S S $ $ $ | | | | | $ | | | | S Accounts|||||||||||||||||Prospects#1 “Keep the Prospects section full.”|||||||SSSSSPendingSSS#2 “Keep Pending accounts hot and close them.”SS$$$#3 “Make Active Accounts raving fans.”$$$$$Active Accounts$Renewals$$$$#4 “Advertisers don’t become customers until they renew.”
4 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.
5 Prospecting Methods By current advertisers in other media By season By category/verticalBy geographic regionBy inactive advertisersBy current advertisersBy business, civic, and other organizations21
6 Prospecting: Creating Opportunities Finding prospects who have advertising or marketing problemsAnd for which you have a solutionEspecially in a targeted audienceEspecially for in-the-market consumersMake contact:Write out telephone pitch in advanceUse the prospect’s name, introduce yourself and your companyUse a referral if possible14
7 ProspectingState 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 you’re not exaggerating.15
8 Prospecting Pacing is the key on the telephone Get to the point quickly.Pause often.Match prospect’s pace.Put a mirror on your desk and stand up.More animated, friendly, dynamic16
9 Prospecting On the phone, be persistent (but not obnoxious). If you get a “yes” for an appointment, reconfirm the time and day.“What’s your address? I’ll send you an confirming the day and time.”Don’t reconfirm the day of the appointmentHave an assistant call after you’ve left.17
10 Prospecting If you get the “don’t-come-see me” stopper: Ask “why?”Compliment their business.“If one of your salespeople...”“Thought you’d 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.18
11 Prospecting Prospecting is about positive attitude. Rejection is a given, so optimism is critical.It’s 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.22
12 Set Activity Goals Number of calls/contacts Number of appointments Create a block of time (get off your computer, overcome your obsession).Number of appointmentsMinimum = Average five per week12
13 The Money Engine Prospecting keeps the Money Engine fueled. Prospecting keeps food on the table.
14 Indentifying Problems Two phases:QualifyingIndentifying problemsQualifying is finding the right people to call on.Quality, not quantity of calls is critical.
15 Qualifying Qualifying appointment “Read their desk.” Don’t 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.
16 Identifying Problems Detective work Discovery Questions “Computers are useless. They only give you answers.” PicassoAsk great questions.Open-end questionsClosed-end questionsVerification questionsStart with open-end questionsDiscovery QuestionsSmart follow-up questions are the key.
17 Now You’re Ready To generate solutions that solve those problems To generate solutions-based proposalsTo deliver presentations that create valueTo get prospects what they want