ADVANCED MAGAZINE TRAINING
The Power of YES: Advertising Sales Planning
Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
Strategic Selling, Planning and Prospecting
Setting Goals
Short-term and long-term selling
Develop Client History
Use Competitive Information
Develop Editorial and Reader Positioning – what’s your story?
Presentations
Goal: to generate a focused change of ideas…to deepen dialogue “…it’s hard to have interaction if you are simply giving a speech. Bringing visuals along can open a dialogue between you and your customer and provide points of reference throughout your presentation.” former publisher & CEO
Presentations
Four questions to ask prior to creating a presentation 1. Am I going to talk about something the client is
interested in?
2. Has the client heard this before?
3. Does the presentation fit the client’s needs and the allotted time for the meeting?
4. Will this presentation encourage dialogue?
Presentations
Preparation is almost as important as the delivery. Determine the goal and objective of the presentation. Don’t try to cover more than one or two key points. Determine in advance how much time you will have
Presentations
Preparation is almost as important as the delivery. Organize the presentation. A good sales presentation starts with a quick review of the customer’s goals and objectives.
Presentations
Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
Presentations
Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
Proposals
What is the purpose of a sales proposal? It provides a good way of documenting and reminding a buyer: 1. Of their need to change (the original problem) 2. How to deal with the consequences of buying 3. Why they should buy from you (the value) 4. Why he/she should buy now
Proposals
What should go into a sales proposal? Our understanding of your situation – executive summary of conversations that have taken place Method and approach (i.e. the solution and benefits) Associated timing and costs Next steps
Proposals
Common problems: Many proposals are unsuccessful. A poorly developed proposal can sink a sale by showing the buyer that you don’t really understand their requirements. Often sales proposals are presented at the wrong time in the buying/selling process or they are done instead of closing the sale verbally.
Sales Follow-up
Questions to ask yourself before you write a sales follow-up: 1. What do you want the client to do as a result of
reading this communication?
2. What benefit are you offering the client if he does what you want him to do?
3. How can you prove that doing what you ask the client to do will result in the benefits you have stated?
Sales Follow-up
1. Build trust. 2. Get to bona fides, quick. 3. Make it memorable. 4. Include a call to action.
A D V A N C E D M A G A Z I N E I N S T I T U T E 2 0 1 2
The Power of YES: Overcoming Objections
E L E A N O R R O O S E V E L T
A M E R I C A N F I R S T L A D Y
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“Never allow a person to tell you no who doesn't have the power to say yes.”
S E S S I O N H I G H L I G H T S
* B U Y E R E X P E C T A T I O N S
* U N C O V E R I N T E R E S T S / M O T I V E S
* P O W E R O F Y E S S T R A T E G Y
* P O W E R O F Y E S S T A T E M E N T S
* S E L L T H R O U G H O B J E C T I O N S
* Y E S A P P R O A C H B E N E F I T S
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The Power of YES: Overcoming Objections
Sale Dichotomy
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Sales Goal
INITIATE COLLABORATIVE, BUSINESS -BUILDING DISCUSSIONS THAT PRODUCE SOLUTIONS -ORIENTED SALES
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Make Yourself A Valuable Resource
Adversarial posture
Same old, same old
Short-term benefit to you
Inflexibility
Boilerplate offerings
Take it or leave it attitude
Retort to previous objections
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Make Yourself A Valuable Resource
An understanding of their business and the issues they are facing
Questions that engage the buyer
Empathy for hard economic times
Shared solutions for beating the system (e.g. you both have competitors) Reasons why a relationship
with you is better for them.
Platform for future business
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Make Yourself A Valuable Resource
Understand your client’s business
Risk and success factors
Products and processes
Identify needs that client has not articulated
Co-create solutions with client
Earn the right to ask for the client’s business
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The Value of Hypothesis
IF YOU DON’T KNOW WHAT IS IMPORTANT TO A SPECIFIC CLIENT, HYPOTHESIZING IS A GOOD WAY TO GET THEM TO ARTICULATE THEIR NEEDS, INTERESTS OR FEARS.
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Uncover Buyer Interests & Motives
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Make a series of observations about things you both (could) know and likely agree upon
Listen carefully
What is important
Concerns and fears
Problems
Power of “Yes”
R E C O G N I Z E T H A T S O M E I N T E R E S T S A R E S H A R E D A N D S O M E A R E O P P O S E D .
T H E ‘ P O W E R O F Y E S ’ A P P R O A C H C O N C E N T R A T E S O N A R E A S W H E R E B O T H P A R T I E S C A N A G R E E .
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‘Power of Yes’ Strategy
Focus on interests behind positions
Shared, opposed, differing
Develop options for mutual gain
Expand vs. divide existing pie
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‘Power of Yes’ Strategy
Results
Helps client become involved
Helps client save face (when/if changing historical response)
Helps client yield to reason, not pressure
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‘Power of Yes’ Strategy
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Soft Relationship
building Goal:
agreement Behavior: Flexible Provide options Amicable
Hard Adversarial Goal:
winning Behavior: Dig Heels in Hold to
position Confrontation
‘Power Of Yes’ Statements
You compete with ‘xyz’ brand for customers
Your point of difference vs. your competitors is:
a)
b)
Your customer profile looks something like:
a)
b)
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‘Power Of Yes’ Statements
You expect to get new customers from Greater penetration of same demographic Greater penetration of same geographic Expansion into new market segment, e.g. _____ Presenting new benefits to old customers Other
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‘Power Of Yes’ Statements
You’ve been in business since 19__ Making you the newest competitor for those interested in
being innovative Giving you the advantage of being oldest, best; one to beat
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‘Power Of Yes’ Statements
Your customers consider you #1 (or #2, etc.)
Your current market share is x%
Your long-term goal is to _______
Your toughest competitor(s) is/are _____, because _________
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‘Power Of Yes’ Statements
Your biggest obstacle for 2011 is _______
Sales in your industry grew x% last year
You must be proud that your company was singled out for _______ recognition or achievement
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Process-Oriented ‘Yes’ Statements
I believe you prefer to work on annual plans, and lock in a contract rate and positions all at once.
I think I remember you need to have your budget remain ‘flexible’ and make commitments on a month-to-month basis.
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Power of “Yes”
R E - S T A T E W H A T Y O U B E L I E V E T H E B U Y E R H A S S A I D .
Clarify and identify.
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Sell Through Objections
While acknowledging the buyer’s objection, identify the potential opportunity within his/her statement.
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Sell Through Objections
We don’t have the budget. Is there no budget, or is that
budget already allocated, and if so, how was it allocated?
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Sell Through Objections
We are satisfied with our current schedule. Let’s discuss the next
schedule or possible additions/changes to your current schedule.
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Sell Through Objections
Your rates are too high. Would you define too high? If
we produce more prospects and/or more sales, does this factor into your definition?
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Sell Through Objections
We already reach your market. Are you interested in
exploring whether you are reaching the market in the most effective and/or complementary manner?
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Sell Through Objections
We don’t need more sales right now. Are you interested in
producing quality leads for future sales?
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Sell Through Objections
Will think it over. Call me next week (or month, etc.) I will be more than happy to
come back and review this with you. What other materials should I bring and what questions should I plan for?
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Sell Through Objections
I don’t have time to see you. What would be a more
convenient time?
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Sell Through Objections
The program is locked up. Does that mean the ads have
run and the money is spent?
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Sell Through Objections
Your content doesn’t interest our customers or prospects. Can we review the reading
interests of your buyers?
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Sell Through Objections
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• I don’t see ads for my type of product in your magazine. Is this a criterion for all of
your ad placements? Do more competitor ads validate the market for you?
Sell Through Objections
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• Your magazine is too cluttered. What are you looking for in
terms of design? We carry many ads because companies desire to reach our market. That is a sign of success.
Sell Through Objections
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• We get a better deal from your competition. I’m sorry we can’t change
our rates because there is value attached to our audience. Perhaps we can discuss added value.
Sell Through Objections
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• Business is poor, so we are cutting back. Will cutting back improve
the business outlook?
Sell Through Objections
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• There’s only room for one more title in my schedule. What would it take for my
publication to be that title?
Sell Through Objections
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• We are not interested in your market this year. When did the criteria
change and do you anticipate another change next year
Sell Through Objections
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• We are not ready to move on that right now. I realize that these things
take time, but is there something that I can do in the meantime to make the decision easier – more information?
Sell Through Objections
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• The decision is up to… When may I see him/her?
‘Yes’ Approach Benefits
Look for areas of agreement, harmony, being in accord
Provide and gain value from (each) meeting
Introduce side-by-side problem solving
Avoid traditional confrontation
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‘Yes’ Approach Benefits
Amicable vs. adversarial
Concentrate on long-term results vs. short-term gains (while still encouraging both long and short-term decisions)
Create positive environment more conducive to building business (together)
Lessen resistance/avoidance to future calls/conversations
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‘Yes’ Approach Benefits
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Build strong and productive relationships
Questions
Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
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Lou Ann Sabatier Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635/212.213.1550 [email protected] www.SabatierConsulting.com