When we think we know…

When we think we know…When we think we know…

When we think we know…When we think we know…

BalanceBalanceOK – Package SellingOK – Package SellingWe assume we know the We assume we know the

client’s needs client’s needs

OK – Package SellingOK – Package SellingWe assume we know the We assume we know the


BalanceBalance

Better – CNA and RecommendationBetter – CNA and RecommendationDetermine prospect valueDetermine prospect value

Short/long termShort/long termPresent immediate recommendationPresent immediate recommendation







Best – CNA and PresentationBest – CNA and PresentationFollow the Seven Steps to Selling SuccessFollow the Seven Steps to Selling Success

Best – CNA and PresentationBest – CNA and PresentationFollow the Seven Steps to Selling SuccessFollow the Seven Steps to Selling Success

BalanceBalance









ResearchResearch

Learn about the industryLearn about the industryLearn about the industryLearn about the industry

Learn about prospect’sLearn about prospect’s

market situationmarket situation

Learn about prospect’sLearn about prospect’s

market situationmarket situation

Develop questions to askDevelop questions to askDevelop questions to askDevelop questions to ask

Kinds of questionsKinds of questions


PermissionPermissionPermissionPermission

““May I ask May I ask youyou

more about more about that?”that?”

““May I ask May I ask youyou

more about more about that?”that?”


““What modelsWhat modelsdo you do you carry?”carry?”

““What modelsWhat modelsdo you do you carry?”carry?”

Fact-findingFact-findingFact-findingFact-finding



““What do you What do you like about like about

your current your current advertising?”advertising?”

““What do you What do you like about like about

your current your current advertising?”advertising?”

Feeling-findingFeeling-findingFeeling-findingFeeling-finding




““Would you Would you say it is more say it is more important to important to bring people bring people

in early week, in early week, or late week?”or late week?”

““Would you Would you say it is more say it is more important to important to bring people bring people

in early week, in early week, or late week?”or late week?”

PriorityPriorityPriorityPriority





““So you are So you are saying early saying early week is your week is your

best best opportunity to opportunity to

increase increase revenues?”revenues?”

““So you are So you are saying early saying early week is your week is your

best best opportunity to opportunity to

increase increase revenues?”revenues?”RestatementRestatementRestatementRestatement

PriorityPriorityPriorityPriority




The Best QuestionsThe Best Questions

Open-endedOpen-endedOpen-endedOpen-ended

InformedInformedInformedInformed

ProfessionProfessionalal

ProfessionProfessionalal

Write an INFORMED, Write an INFORMED, PROFESSIONAL question using PROFESSIONAL question using

RAB category researchRAB category research

Write an INFORMED, Write an INFORMED, PROFESSIONAL question using PROFESSIONAL question using

RAB category researchRAB category research

ExerciseExercise

ApproachApproach

Take your timeTake your timeTake your timeTake your timeThe one askingThe one askingthe questions isthe questions is

the one in controlthe one in control

The one askingThe one askingthe questions isthe questions is

the one in controlthe one in control

Start withStart withnon-threateningnon-threatening

questionsquestions

Start withStart withnon-threateningnon-threatening

questionsquestionsThe more prospectsThe more prospectstalk, the more thetalk, the more thewall comes downwall comes down

The more prospectsThe more prospectstalk, the more thetalk, the more thewall comes downwall comes down

The more the wall The more the wall comes down thecomes down the

more they will tell youmore they will tell you

The more the wall The more the wall comes down thecomes down the

more they will tell youmore they will tell you

Inquire, don’t interrogateInquire, don’t interrogate

AdversarialAdversarialAdversarialAdversarial““Don’t you want to…”Don’t you want to…”““Don’t you want to…”Don’t you want to…”


““Don’t you want Don’t you want

to…”to…”

““Why haven’t Why haven’t

you…”you…”


to…”to…”


you…”you…”

AccusativeAccusativeAccusativeAccusative

AdversarialAdversarialAdversarialAdversarial



to…”to…”


you…”you…”

““Shouldn’t you…”Shouldn’t you…”


to…”to…”


you…”you…”


ImpoliteImpoliteImpoliteImpolite





to…”to…”


you…”you…”


““Aren’t you…”Aren’t you…”


to…”to…”


you…”you…”



FrontalFrontalFrontalFrontal




Inquire, Don’t InterrogateInquire, Don’t Interrogate


to…”to…”


you…”you…”



““So you don’t So you don’t

care…”care…”


to…”to…”


you…”you…”



““So you don’t So you don’t

care…”care…”

TactlessTactlessTactlessTactless

FrontalFrontalFrontalFrontal




Great CNAsGreat CNAsGet the prospect to:Get the prospect to:Get the prospect to:Get the prospect to:

Focus on problemsFocus on problemsFocus on problemsFocus on problems

Think about the businessThink about the businessThink about the businessThink about the business

Dream about possibilitiesDream about possibilitiesDream about possibilitiesDream about possibilities

Consider making changesConsider making changesConsider making changesConsider making changes

Get comfortable working with youGet comfortable working with youGet comfortable working with youGet comfortable working with you

CNA TechniquesCNA Techniques

Before you leave: who, what, Before you leave: who, what, where, why, when, howwhere, why, when, how

Before you leave: who, what, Before you leave: who, what, where, why, when, howwhere, why, when, how

Ask long and Ask long and deep deep

questions!questions!

Ask long and Ask long and deep deep

questions!questions!““Tell me more…”Tell me more…”““Tell me more…”Tell me more…”

It’s not about you, it’s allIt’s not about you, it’s allabout the prospect!about the prospect!

It’s not about you, it’s allIt’s not about you, it’s allabout the prospect!about the prospect!

Areas of questionsAreas of questionsCompanyCompanyCompanyCompany

Products/ServicesProducts/ServicesProducts/ServicesProducts/Services

CustomersCustomersCustomersCustomersCompetitionCompetitionCompetitionCompetition

ObjectivesObjectivesObjectivesObjectives

AdvertisingAdvertisingAdvertisingAdvertising

Wrap-upWrap-upWrap-upWrap-up

CNA Wrap-UpCNA Wrap-Up

Find out if there areFind out if there areothers involved in makingothers involved in making

advertising decisionsadvertising decisions

Find out if there areFind out if there areothers involved in makingothers involved in making

advertising decisionsadvertising decisions

Set the next appointmentSet the next appointmentSet the next appointmentSet the next appointment

““Do you haveDo you havean agency?”an agency?”

““Do you haveDo you havean agency?”an agency?”

TipsTipsRemember the goal of this callRemember the goal of this call

Get the informationGet the informationGet “the Wall” to come downGet “the Wall” to come down

Remember the goal of this callRemember the goal of this callGet the informationGet the information

Get “the Wall” to come downGet “the Wall” to come down

Ask, don’t tell or sellAsk, don’t tell or sellAsk, don’t tell or sellAsk, don’t tell or sellMemorize as manyMemorize as manyquestions as possiblequestions as possible

Memorize as manyMemorize as manyquestions as possiblequestions as possible

Refer to yourRefer to yournotes as needednotes as needed

Refer to yourRefer to yournotes as needednotes as neededCustomize your questionsCustomize your questionsCustomize your questionsCustomize your questions

Take copious notesTake copious notesTake copious notesTake copious notesBe enthusiastic aboutBe enthusiastic aboutyour ability to helpyour ability to help

Be enthusiastic aboutBe enthusiastic aboutyour ability to helpyour ability to help

Documents

When we think we know…