- 1. Transforming your SalesOrganization for Success in2014 and
BeyondThursday October 2, 201411:15am to 12:00pmGrowth Track 1
2. Discussion Topics:n What is it like selling advertising to a
small tomedium-sized business owner (SMB) in2014 and in the
future?n Well look at it from the perspective of theSMB, the sales
organization, the sales rep,and the front-line sales managern What
we found to be the Keys to Successselling in the Real World 3. The
following information comes fromworking with:n 36 Large Media Sales
Organizations (Ad AgenciesNewspapers, Yellow Pages, Direct Mail,
& Searchcompaniesin North America and 17 countries)n Chosen by
Google in 2011 to provide Sales Training tomany of their Premier
SMB Partnersn In 2014, we have worked with 3 TV station, 3 yellow
pagescompanies, 7 newspapers, and 5 search companiesgoingon
hundreds of sales callsn Much of our time is spent working with
sales reps and front-linesales managers in the real worldSelling in
the Real World! 4. Companies weve worked with:Newspaper Companiesn
E.W. Scrippsn Newsday Median Am New Yorkn McClatchyn Lee
Enterprisesn Advance Internetn Maine Today Median Orange County
Registern Transcontinental Canadan Dallas Morning Newsn Yellow
Pages Companiesn Dexn SuperMedian ATTn Local Bookn Global
Directoriesn New Zealand Yellow Pagesn Greek Yellow Pagesn InfoTel
Canadan Truvon European Directoriesn Mueller Mediann Marquette
Groupn DAC Groupn TMP WorldwideSearch Engine Marketing Companies
Google Yahoo Driven Local Wordstream Yext Matchcraft LocalLaunch
Trada Group Search Engine People Real Search Listings Impress Local
508 MediaDirect Mail Companies Advo ValpakTV Companies Comcast
Spotlight WCPO Cincinnati WXYZ Cincinnati KGTV San Diego WEWS
Cleveland WMAR Baltimore 5. Key Event that changed everything!n In
1996, I was fortunate enough to work ona project designed to figure
out the entireSales Call Processin the Real Worldn We were told
that we could take as longas we needed and choose any locationn We
chose Brooklyn, NYn It took four (long) yearsn This is our story
(and how it relates to youin 2014 and going forward) 6. Lets start
out by cutting right to thechasen Question: Whats the goal of the
SalesCall?n Answer: To make a Sale!n Question: Any Saleor the Right
Sale?n Answer: The Right Sale!n Question: Whats the Right Sale?n
Answer: Any Sale where the sales rep isable to successfully match a
solution witha need!! 7. What (weve noticed) most of thelarge sales
organizations focus on?n Most do a fair amount of productknowledge
training with their salesrepsn Some include some basic
sellingskills training with their sales repsn Few have been well
prepared for thisguy 8. Do you recognize this guyhes your
customer!! In a given month hemay have up to 39 sales repscalling
on him. Hes confusedand doesnt know who to trustDont be surprised
to hear:How do you gain credibility andtrust with a business owner
whois confused and being called on bydozens of sales repsall
sayingI can help you.No one reads thenewspaper anymoreand youre the
fifthperson this week to callme about my websiteand say youre
withGoogle 9. Imagine being a SMB in 2014n How manytimes per
monthon average doyou think abusiness owneris approachedby a
multi-mediasales rep?Recent Survey: Avg. = 39 sales reps per
monthThere may be more competition in this space todaythan ever
beforefor example: 10. How many companies exist today offering:n
Traditional Media solutions (selling TV, Radio, Newspaper,Magazine,
Yellow Pages, or Direct Mail) along with some mixof Internet
solutionsn Websites and/or Profile Pagesn Videon Google (Display,
SEM, SEO, also on Yahoo & Bing)n Listing your business
information on dozens of other localplatforms (Google Plus pages,
Yahoo local, IYPs, Yelp, etc.)n Mobilen Social Networking sites
(Facebook, Twitter, Google + ,etc.)n Email Marketingn Daily
DealsReputation ManagementWho should the SMB trustn Behavioral
Retargetingis it you? WHY???n n Native Advertisingn And much more
all offering clicks, calls, emails, forms,appointments, leads,
CPAs, etc. 11. Think of your next sales call this way--in the first
few minutes of the call, on a scaleof 1 to 10, where is10
10BusinessOwnersGuardSales RepsCredibilityWhatever you do in those
first few minutes of the sales interaction will have asignificant
impact on how the rest of the conversation goes!!! 12. How quickly
do you discuss $$$?$$ PriceWhen the perceivedvalue in the mind of
theclient is worth more thanthe priceyou haveearned the right to
makeyour recommendationand discuss price $$Perceived ValueHas the
perceived value of your recommendation equaled or become greater
thanthe price you are asking the client to invest? 13. Is this Real
Life so far?n What % of the time do your clients say, Im gladyou
called (or stopped by)...I would really like tospend a significant
amount of money with you?n What % of the time do your clients say,n
- No one reads the newspaper anymore- I dont get the same results I
use toIm cutting back- Im already marketing my company online- Im
already working with another company- I tried Google AdWords before
with another company(or did it on my own) and it didnt work- My
organic ranking is working fine, I dont need aGoogle AdWords
campaign- I dont need to have a presence on the internet- Unless
you can guarantee results Im not interested- What is your
management fee? 14. How can a Sales Rep give themselves the
bestopportunity to match a solution to a need?n By following a
proven Sales Call Processn The first step is Planning-the
activities to help youprepare for the sales interaction before
speaking to thesales prospectn The second step is the Call
Opening-what you will saythat will allow you to successfully
transition to the NeedsAnalysis stepn The third step is the Needs
Analysis-uncovering,identifying, and establishing specific needs
andobjectivesn The fourth step is to Develop and Present
SpecificSolutions that will solve their sales prospects needs
andobjectivesn The fifth and final step is to Gain Agreement on
thesesolutions-first in Principle, then in Price. 15. Not as easy
as it might soundn Beware of the Perfect Storm!n Lets talk about
the Real World! 16. Due to Impatience many sales
organizationscreate their own Perfect Storm!!! Today advertisers
are confused anddont know who they should trust(even with sales
reps they know) andthey have less patience whendealing with them!
Many sales reps go into their salescalls immediately pushing a
newproduct offer and/or a discountedbundle (without being able to
tie itback to the SMBs needs)becausetheyre impatient and
underpressure to make a quick sale! Many sales organizations
pushtheir sales reps to make quicksalesbecause theyre behind
intheir #s and theyre also impatient!A lot of impatience going
around!! 17. Does your Style affect the wayyou
respond?Doer/Director/DriverThinker/AnalyticalRelator/FriendSocializer/ActorAsksMore
OftenTheyreRisk-Takers!!TellsMore Often(Correct)
(Control)(Relationships) (Recognition)Question: Where do most sales
reps fall on this chart?Question: Where do most small business
owners fall on this chart? 18. More on what causes the Perfect
StormBusiness Owners tend to beRisk-Takers which also meansthey
tend to be:- Impatient by nature- More of Teller vs. an Asker- Want
to do things Their Way- Go straight to the Bottom LineThe same goes
for Sales RepsThe same goes for Sales ManagersThePerfectStorm! 19.
Example Perfect Storm Sales Manager toSales Rep to Advertiser
scenario:n Sales Manager to Sales Rep: Ok, you know that you
arebehind in your SEM sales this weekI need you to makeat least two
SEM sales before the weeks out!n Sales Rep to Advertiser: Mr.
Advertiser, Ive been reallylooking forward to talking to you today
because we arenow working with Google and have a great way
ofgetting you found online(features & benefits) for onelow
package price!n Advertiser to Sales Rep: Ok, then lets cut to
thechasewhats your low package price?n Sales Rep to Advertiser: Its
only an investment ofn Advertiser to Sales Rep: Let me think about
it.Okay, this is a rough examplebut you get the point 20. To be
able to make the Right Sale and earn the SMBsTrusted Advisor status
requires 4 things:1. They want a sales rep who has done
theirhomework and who understands theirbusiness and
industry!Becomea mini-AdAgency2. They want a sales rep who is an
expert on allof their advertising solutions3. They want a sales rep
who is professional andis able to efficiently ask the right
questions tofully understand their business needs andobjectives4.
Then develop and customize the rightcombination of ideas and
solutions to helpthem achieve their specific business objectives!
21. So, where do you start?n Make it about them firstnot about
you!n Find out about them and be able to speaktheir language- Find
out what they sell?- Who they sell to (target groups)?- What are
the buying factors theirpotential customersCare About?- Why they
would be the best choice? 22. What if I dont know anything
abouttheir business or industry?n Put yourself in the shoes of one
of their potential customers(auto glass example)n Conduct a Google
search-Do Your Homeworkn Start your own industry-specific questions
libraryn Check out their web site (if they have one)n Develop at
least 2 to 3 Specific & Significantquestions that will disturb
the business ownerscomplacency for the Call Opening- Making the
Connectionn Also develop industry-specific Needs Analysis
questions-Understanding their business in depth!Critical Note: If
you are unable to develop these questionsyouare NOT ready to make
this sales call!!! Do more research! 23. Do your homework! 24. What
if you dont know anything aboutthe industry? 25. Vertical Specific
Questions 26. Now youre ready to Make the Connection!n During the
Call Opening phase of the sales call processyou will:- Tell the
business owner who you are- Tell the business owner who youre with-
Tell the business owner the purpose ofyour call- WIIFT (Short
positioning statement usually followed with ashort closed-ended
specific and significant question)- Gain agreement to proceedNote:
The goal of this stepis the opportunity to advance to the
NeedsAnalysis phase of the call, or set an appointment to do
so.Final Note: If this is a new prospect attempt to get
anappointment within the first 48 hoursor else the prospectwill
most likely not remember the appointment 27. Call Opening Example
contdMr. Landscaper, my name is _______________ with________ Media
Company here in the _________ area.The reason for my call is that I
noticed something onyour website that may allow me to help you
possibly wina few additional landscaping contracts with
residentialand maybe even some commercial clients. But first,
Iwanted to ask youit says on your website that you
offercomputerized design, would you be willing to physicallygo to
someones home or business and take a photo,then come back with two
or three different possible newlandscape designs that your company
would later beable to install for them?Note: Our research shows
that asking a short closed-ended Specific andSignificant question
will be answered over 95% of the timedont believeit? Well do an
exercise shortly that will show you how well this approachworks!
28. Making the Connection Example contdLandscape Contractor:Sure,
as long as its within aImportant 25 mile
radiusPhrase!!!Transitionwhy are you asking?Sales Rep:Thats
actually one of the reasons I wanted totalk to you today...I may be
able to help youattract a few more of these types of clients,as
well as few others. However, there may besome additional questions
they may needanswers to firstmay I check with you on a fewother
questions they may have? 29. Current StateDesired StateEst.
NeedsCustomers- What are themain focus areasof the Business?- What
are their keyselling points?NeedsAnalysisFunnelUncover, Identify
andEstablish SpecificNeeds& Business Objectives- Capabilityand
Capacity?- What are theirbusiness needs& objectives (inorder of
priority)?Can your sales reps answer these questionsafter speaking
to their clients? 30. What are the main focus areas/ profit centers
of the business:Landscape Design Lawn Maintenance Irrigation
Systems Landscape Lighting30% to 50% 20% to 30% 20% to 10% 30% to
10%-Are you able to provide- In addition to mowing,- Do you offer
systema wide variety of plants,do you also provide edging?check-ups
& inspections?trees, flowers, shrubs, etc.- Do you offer any
type of- Are you able to repair all- Do you offer seasonalpruning
for trees & bushes?types of irrigation systemscolor changes all
year?- Is there full clean-up after- Do you offer backflow- Can you
provide gradingeach mowing & edging?testing w/ maint.
checks?and water drainage?- Do you use your own staff?- Offer
re-configurations?________________________________________________________________________________________________________________________________________________________________________________________________-Are
you able to offerall types of outdoor lightssuch as, spot lights,
flood,deck, hardscape, LED, areapath and well lighting?- Can you
offer all typesarchitectural
lighting?__________________________________________________________________Summary
of Business Needs and Objectives 31. Critical Needs Analysis
Points:1. If the sales repexecutes this wellthe SMB should
beselling the sales repnot the other wayaround!!!2. Also, once the
salesrep is completely soldon the SMB, based onthe answers they
givethe SMB has to lovethe creative ideaslaterthey were
theirideas!!!3. One final critical point on the Needs Analysis
step.Once the sales rep has started to conduct the Needs
Analysis,Its critical they stop the call after 7 to 10 min to tell
the SMBwhy they are asking these questionsand whats in it for them
to continue!!! 32. Solutions MeetingSales Rep After the Sales Rep
has conductedA thorough Needs AnalysisIts time to meet with the
solutionsExperts to brainstorm and developThe right solutions for
the SMB basedOn their specific needsto makeThe Right SaleThe people
who attend this meeting could be: The Sales Reps Sales Manager
Artists (print solutions) Your Platform experts
www.yourwebsite.com) SEM & SEO experts Social Networking
experts Display & Behavioral Targeting experts And othersNote:
The members of the Solutions Team should have the rightto ask the
sales rep if they can answer the following questions:1. What are
the main focus areas 2. What are their key selling points (for each
focus area)3. What is their Capability and Capacity (#s & $s)
4. What are their Business Needs (in priority) 33. Solutions
Meeting Additional things to consider: What are the creative
messagesthat will make potential customerswant to buy these
products /services? Is this a product or service that youcan create
the desire or need for? Whats the demand for the SMBsproducts or
services in theirdesired geographic areas? How much competition is
therefor those products or servicesin those geographic areas? How
much additional businessdoes the SMB want (or need)? What is the
average value ofthe order (AVO), as well as thelifetime value of
the customer? Which solutions will give the SMBthe best results
(products, frequency)?Critical Note:Success cannot be defined
asmaking a saleit must be definedas making the Right Sale if
youwant to keep this client as a long-termcustomer! 34. Your
Proposal and Solutions Deck should always tieback to the SMBs
Business Needs and Objectives!!Note: Its still all about
them!TitlePageSMBsObjectivesSMBsTargetMarketsSMBs KeySelling
Pts.Number ofEyeballsAdditionalStatisticsCreativeMessageNumber
ofEyeballsCreativeMessageCampaignSummaryFinalProposalTestimonialIf
this is done well,the SMB should beexcited to put thesecreative
messageIn front of thoseeyeballs!Its critical to gainagreement
inprinciplebeforeattempting to gainagreement in price! 35. Heres an
example of showing the potential Number of EyeballsAnd the Creative
Message to gain agreement in principle 36. Gaining Agreement in
Principle before Gaining Agreement in PriceQuestion: How many of
your sales reps make sure they gainagreement in principle before
gaining agreement in price?Lets properly define what Agreement in
Principle means: It does not mean simply asking the SMB,So, what do
you these of these ideas? It also means asking the SMB,How well do
you think these ideas will work? It means setting realistic
expectations with the SMBBEFORE discussing the total investment
price! By discussing the how well you think the ideasand solutions
will work before discussing priceit will keep the guard down, allow
you todetermine the SMBs perceived value of theideasand if you dont
set realisticexpectations nowthey will on their own later! 37. In
Summary, to be successful selling media to SMBs in2014 and
retaining their business in the long term?n Your Sales Reps will
need to become Mini-AdAgenciesn It starts with your sales reps
becoming experts onthe SMBs business (by doing the right
homeworkfirst)n Asking the right questions and customizing theright
solutionsn Staying disciplined to the Sales Call Processn Make the
Right Sale and become the SMBsTrusted Advisor!Best of success the
rest of 2014!
