The Five Step Sales ProcessThe Five Step Sales Process

Step One: Plan and Prepare

May 11, 2011

PLAN AND PREPARE

EVALUATE NEEDS

BUILD THE SOLUTION

PRESENT AND CLOSEFOLLOW THROUGH

Targeting and New Client Prospecting

Existing Client and Prospect Planning

Planning for the “Ideal” sales call

The “Ledge”

Scripts

Objectives

Targeting and Prospecting

• Volume: Planned target prospect volume meets/exceeds goals attainment needs

• Timing: Proper time horizon

• Prioritization: Assessing the Prospect(s) High potential categories Biggest spenders in broadcast, radio Competitive media advertisers Entering their prime selling season

Existing Client and Prospect Planning

• Due diligence: research the company, competitors and using the internet

Determine website ranking

Examine website and profile page

Online reputation and social media strategy

News and articles about company

Spend history

Media usage and share info

Account Mapping: identify decision makers-roles

Maximize Your Understanding of the Customer

• What tools do you use in your market?

• Resources?

• Examples?

Value Grid

Smart Statements

Sales executives should prepare smart statement to be used when phone contacting prospects

• Leverage research with a key point about the business, industry or decision maker

• How AE, our media company or products can help the business

• Clearly set expectation that the appointment is to further discuss business goals and needs

• Prepare to set day and time to meet (with alternative) with decision maker

Smart Statement Examples

Let’s discuss and build a smart statement……

Plan and Prepare Worksheet

• Let’s walk through the worksheet….

Don’t Fall Off the

“Ledge”!

What is the “Ledge”?

• From Cold Calling Techniques by Stephen Schiffman• Something you can step on to regain your footing• Turns your call into a conversation, not a phone call• Keeps the conversation going• The first response is typically not the real reason• Turn around objections/resistance in the conversation

– How can a negative response turn into reason to meet?

“The PC is too expensive!”

• Your answer:– “Many of my customers had the same reaction when I

first started working with them too. However, once I was able to develop an effective solution for them they were able to see the benefits. You know, we should really get together…”

“I’m Not Interested in Advertising”

• Your answer:– “I’m just curious, how do you currently market your business?”– ….– “Many of my customers do a lot of those same things and I’ve

worked with them to get even better results using the PC as a complement to their current strategy. You know, we should really get together so I can share some ideas with you…”

“I’ve Tried The PC and it Didn’t Work!”

• Your answer:– “I’m just curious. How long ago was that? How has your

organization changed since then?”– “Well, it sounds like The PC would be a great fit to deliver

customers and drive results to your business. We really should meet because I’m confident I have many solutions that would deliver customers and drive results for your business.”

“I Don’t Have Time!”

• Your answer:– “That’s exactly what a lot of my customers said when I first met

them, but it’s also exactly why we should meet. I am eager to be put to work for you and based on the research that I’ve found on your business, I’m confident that I can deliver customers and drive results for your business. The reason I am calling is to set up a brief meeting with you to learn a little more about your business. Then, I can take care of all of your media planning for you! Can I take just a half hour of your time on Tuesday afternoon – 3:00?”

“Just Send Me Some Info”

• Your answer:– “I’m just curious, what kind of information would you be most

interested in?”– …– “Absolutely, I would be happy to get you that information. In

order to match your needs to the right solution for your business, I’d appreciate the opportunity to learn more about your business. We should really meet. May I stop by on Tuesday at 2:00 for a half-hour appointment?”

The Script

• Get the person’s attention (saying their name is enough)

• Identify yourself and your company• Give the reason for your call (to set

appointment)• Make a smart statement• Set the appointment

Sample Script - Generic

• “Hello _____, my name is _____ and I’m calling from The Post-Crescent. The purpose for my call is to find out more about your business because I believe I can deliver you customers and help you drive results.

• I have many multi-media solutions that have helped businesses just like yours, but in order to put together the most effective solution for your business I would like to ask you some questions first. Can we meet sometime this week for a half hour so I can do so for you? Maybe 9am on Wednesday?”

Sample Script – Special Section

• “Hello _____, my name is _____ and I’m calling from The Post-Crescent. The purpose for my call is to make you aware of a special section called _____. However, before I can make any recommendations, I’d like to find out more about your business, your goals, and your challenges. That way we can decide together whether this special section will work for you. Can I stop by tomorrow at 9am to discuss with you?”

Confidence!

• Be confident!

• You can deliver customers and help drive results!

• Let them know you are eager to put together a proposal specifically for them – no strings attached!