When we think we know

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When we think we know…. When we think we know…. Balance. OK – Package Selling We assume we know the client’s needs. Balance. OK – Package Selling We assume we know the client’s needs. Better – CNA and Recommendation Determine prospect value Short/long term - PowerPoint PPT Presentation

Text of When we think we know

  • When we think we know

  • When we think we know

  • BalanceOK Package SellingWe assume we know the clients needs

  • BalanceBetter CNA and RecommendationDetermine prospect value Short/long termPresent immediate recommendationOK Package SellingWe assume we know the clients needs

  • Best CNA and PresentationFollow the Seven Steps to Selling SuccessBalanceBetter CNA and RecommendationDetermine prospect value Short/long termPresent immediate recommendationOK Package SellingWe assume we know the clients needs

  • ResearchLearn about the industryLearn about prospectsmarket situationDevelop questions to ask

  • Kinds of questions

  • Kinds of questionsPermissionMay I ask youmore about that?

  • Kinds of questionsWhat modelsdo you carry?Fact-findingPermission

  • Kinds of questionsWhat do you like about your current advertising?Feeling-findingFact-findingPermission

  • Kinds of questionsWould you say it is more important to bring people in early week, or late week?PriorityFeeling-findingFact-findingPermission

  • Kinds of questionsSo you are saying early week is your best opportunity to increase revenues?RestatementPriorityFeeling-findingFact-findingPermission

  • The Best QuestionsOpen-endedInformedProfessional

  • Write an INFORMED, PROFESSIONAL question using RAB category researchExercise

  • ApproachTake your timeThe one askingthe questions isthe one in controlStart withnon-threateningquestionsThe more prospectstalk, the more thewall comes downThe more the wall comes down themore they will tell you

  • Inquire, dont interrogateAdversarialDont you want to

  • Inquire, dont interrogateDont you want toWhy havent youAccusativeAdversarial

  • Inquire, dont interrogateDont you want toWhy havent youShouldnt youImpoliteAccusativeAdversarial

  • Inquire, dont interrogateDont you want toWhy havent youShouldnt youArent youFrontalImpoliteAccusativeAdversarial

  • Inquire, Dont InterrogateDont you want toWhy havent youShouldnt youArent youSo you dont careTactlessFrontalImpoliteAccusativeAdversarial

  • Great CNAsGet the prospect to:Focus on problemsThink about the businessDream about possibilitiesConsider making changesGet comfortable working with you

  • CNA TechniquesBefore you leave: who, what, where, why, when, howAsk long and deep questions!Tell me moreIts not about you, its allabout the prospect!

  • Areas of questionsCompanyProducts/ServicesCustomersCompetitionObjectivesAdvertisingWrap-up

  • CNA Wrap-UpFind out if there areothers involved in makingadvertising decisionsSet the next appointmentDo you havean agency?

  • TipsRemember the goal of this callGet the informationGet the Wall to come downAsk, dont tell or sellMemorize as manyquestions as possibleRefer to yournotes as neededCustomize your questionsTake copious notesBe enthusiastic aboutyour ability to help

  • Additional thoughtsHow much are you willing to spend on a radio campaign?What is the advertising budget?

  • Heres how we can make a quick sale, yet maintain professionalismHeres how we can make a quick sale, yet maintain professionalismHeres how we can make a quick sale, yet maintain professionalismMike-Good place to talk about the wall again.Mike-Good place to talk about the wall again.Mike-Good place to talk about the wall again.Mike-Good place to talk about the wall again.Mike-Good place to talk about the wall again.Talk about a three step method:

    Factual StatementPersonal ObservationQuestionTalk about a three step method:

    Factual StatementPersonal ObservationQuestionTalk about a three step method:

    Factual StatementPersonal ObservationQuestion