The Five Step Sales ProcessThe Five Step Sales Process

Step Two: Evaluate Needs

May 12, 2011

PLAN AND PREPARE

EVALUATE NEEDS

BUILD THE SOLUTION

PRESENT AND CLOSEFOLLOW THROUGH

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?

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?What purpose does a needs evaluation serve?

?

Objectives – Evaluate Needs

Build trust/rapport

Understand the four key elements

to advertising success

Review to set expectations

Customers Competition Products/Services Marketing Strategy

???

???? ?

?? ?

??

?How does an evaluation of their needs

improve our credibility?

?

“”

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

Average Sales PersonScattered, leading questions

World Class Sales PersonStrategic, knowledge-based questions

Methodical approach to Smart Questioning

QuestionsQuestions

QuestionsQuestions

QuestionsQuestions

QuestionsQuestions

SolutionsSolutions

Drill downDrill down

Drill down Drill down

Target Questions Target

Questions

Objectives – Evaluate Needs

Build trust/rapport

Understand the four key elements

to advertising success

Review to set expectations

Customers Competition Products/Services Marketing Strategy

???

???? ?

?? ?

??

?What does a Needs Evaluation uncover?

?

Strategic questioning - CCPM

Products/Service

Customer

Marketing Strategy

Competition

1 2

4 3

Determine the Current and Desired State

What is it now?Current State

Desired State What would you like it to be?

Quantify the GAP!

CustomersFind out about the advertisers’ customers

Helps configure solution and messaging

DemographicsGeographies Behaviors

1

CustomersACTIVIT

Y

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

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

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

What type of questions did you or will you ask your target account to uncover the gap within products and services?

Products/ServicesACTIVIT

Y

??

? ? ? ??

? ?

3

Marketing Strategy

• Leveraging what has worked and why• Learning lessons from what hasn’t worked

Feeds every aspect of the proposed solution

4

Marketing StrategyACTIVIT

Y

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

Objectives – Evaluate Needs

Build trust/rapport

Understand the four key elements

to advertising success

Review to set expectations

Customers Competition Products/Services Marketing Strategy

???

???? ?

?? ?

??

?What’s the value in reviewing

the evaluation with the advertiser?

?

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?