Advertising: The Power of Yes

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Advertising: The Power of Yes

  1. 1. The Power of YES:Advertising Sales Planning ADVANCED MAGAZINE TRAINING Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
  2. 2. Strategic Selling, Planning and Prospecting Setting Goals Short-term and long-term selling Develop Client History Use Competitive Information Develop Editorial and Reader Positioning – what’s your story?
  3. 3. Presentations Goal: to generate a focused change of ideas…to deepen dialogue “…it’s hard to have interaction if you are simply giving a speech. Bringing visuals along can open a dialogue between you and your customer and provide points of reference throughout your presentation.” former publisher & CEO
  4. 4. Presentations Four questions to ask prior to creating a presentation 1. Am I going to talk about something the client is interested in? 2. Has the client heard this before? 3. Does the presentation fit the client’s needs and the allotted time for the meeting? 4. Will this presentation encourage dialogue?
  5. 5. Presentations Preparation is almost as important as the delivery. Determine the goal and objective of the presentation. Don’t try to cover more than one or two key points. Determine in advance how much time you will have
  6. 6. Presentations Preparation is almost as important as the delivery. Organize the presentation. A good sales presentation starts with a quick review of the customer’s goals and objectives.
  7. 7. Presentations Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
  8. 8. Presentations Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
  9. 9. Proposals What is the purpose of a sales proposal? It provides a good way of documenting and reminding a buyer: 1. Of their need to change (the original problem) 2. How to deal with the consequences of buying 3. Why they should buy from you (the value) 4. Why he/she should buy now
  10. 10. Proposals What should go into a sales proposal? Our understanding of your situation – executive summary of conversations that have taken place Method and approach (i.e. the solution and benefits) Associated timing and costs Next steps
  11. 11. Proposals Common problems: Many proposals are unsuccessful. A poorly developed proposal can sink a sale by showing the buyer that you don’t really understand their requirements. Often sales proposals are presented at the wrong time in the buying/selling process or they are done instead of closing the sale verbally.
  12. 12. Sales Follow-upQuestions to ask yourself before you write a sales follow-up:1. What do you want the client to do as a result of reading this communication?2. What benefit are you offering the client if he does what you want him to do?3. How can you prove that doing what you ask the client to do will result in the benefits you have stated?
  13. 13. Sales Follow-up 1. Build trust. 2. Get to bona fides, quick. 3. Make it memorable. 4. Include a call to action.
  14. 14. The Power of YES:Overcoming ObjectionsADVANCED MAGAZINE INSTITUTE 2012
  15. 15. “Never allow a person to tell you no who doesnt have the power to say yes.” ELEANOR ROOSEVELT AMERICAN FIRST LADY15
  16. 16. The Power of YES: Overcoming Objections SESSION HIGHLIGHTS *BUYER EXPECTATIONS *UNCOVER INTERESTS/MOTIVES *POWER OF YES STRATEGY *POWER OF YES STATEMENTS *SELL THROUGH OBJECTIONS *YES APPROACH BENEFITS16
  17. 17. Sale Dichotomy17
  18. 18. Sales Goal INITIATE COLLABORATIVE, BUSINESS-BUILDING DISCUSSIONS THAT PRODUCE SOLUTIONS- ORIENTED SALES18
  19. 19. Make Yourself A Valuable Resource  Adversarial posture  Same old, same old  Short-term benefit to you  Inflexibility  Boilerplate offerings  Take it or leave it attitude  Retort to previous objections19
  20. 20. Make Yourself A Valuable Resource  An understanding of their business and the issues they are facing  Questions that engage the buyer  Empathy for hard economic times  Shared solutions for beating the system (e.g. you both have competitors)  Reasons why a relationship with you is better for them.  Platform for future business20
  21. 21. Make Yourself A Valuable Resource  Understand your client’s business  Risk and success factors  Products and processes  Identify needs that client has not articulated  Co-create solutions with client  Earn the right to ask for the client’s business21
  22. 22. The Value of Hypothesis IF YOU DON’T KNOW WHAT IS IMPORTANT TO A SPECIFIC CLIENT, HYPOTHESIZING IS A GOOD WAY TO GET THEM TO ARTICULATE THEIR NEEDS, INTERESTS OR FEARS.22
  23. 23. Uncover Buyer Interests & Motives  Make a series of observations about things you both (could) know and likely agree upon  Listen carefully  What is important  Concerns and fears  Problems23
  24. 24. Power of “Yes” RECOGNIZE THAT SOME INTERESTS ARE SHARED AND SOME ARE OPPOSED. THE ‘POWER OF YES’ APPROACH CONCENTRATES ON AREAS WHERE BOTH PARTIES CAN AGREE.24
  25. 25. ‘Power of Yes’ Strategy  Focus on interests behind positions  Shared, opposed, differing  Develop options for mutual gain  Expand vs. divide existing pie25
  26. 26. ‘Power of Yes’ Strategy  Results  Helps client become involved  Helps client save face (when/if changing historical response)  Helps client yield to reason, not pressure26
  27. 27. ‘Power of Yes’ Strategy  Soft  Hard  Relationship  Adversarial building  Goal:  Goal: winning agreement  Behavior:  Behavior:  Dig Heels in  Flexible  Hold to  Provide options position  Amicable  Confrontation27
  28. 28. ‘Power Of Yes’ Statements  You compete with ‘xyz’ brand for customers  Your point of difference vs. your competitors is: a) b)  Your customer profile looks something like: a) b)28
  29. 29. ‘Power Of Yes’ Statements  You expect to get new customers from  Greater penetration of same demographic  Greater penetration of same geographic  Expansion into new market segment, e.g. _____  Presenting new benefits to old customers  Other29
  30. 30. ‘Power Of Yes’ Statements  You’ve been in business since 19__  Making you the newest competitor for those interested in being innovative  Giving you the advantage of being oldest, best; one to beat30
  31. 31. ‘Power Of Yes’ Statements  Your customers consider you #1 (or #2, etc.)  Your current market share is x%  Your long-term goal is to _______  Your toughest competitor(s) is/are _____, because _________31
  32. 32. ‘Power Of Yes’ Statements  Your biggest obstacle for 2011 is _______  Sales in your industry grew x% last year  You must be proud that your company was singled out for _______ recognition or achievement32
  33. 33. Process-Oriented ‘Yes’ Statements  I believe you prefer to work on annual plans, and lock in a contract rate and positions all at once.  I think I remember you need to have your budget remain ‘flexible’ and make commitments on a month-to-month basis.33
  34. 34. Power of “Yes” RE-STATE WHAT YOU BELIEVE THE BUYER HAS SAID. Clarify and identify.34
  35. 35. Sell Through Objections  While acknowledging the buyer’s objection, identify the potential opportunity within his/her statement.35
  36. 36. Sell Through Objections  We don’t have the budget.  Is there no budget, or is that budget already allocated, and if so, how was it allocated?36
  37. 37. Sell Through Objections  We are satisfied with our current schedule.  Let’s discuss the next schedule or possible additions/changes to your current schedule.37
  38. 38. Sell Through Objections  Your rates are too high.  Would you define too high? If we produce more prospects and/or more sales, does this factor into your definition?38
  39. 39. Sell Through Objections  We already reach your market.  Are you interested in exploring whether you are reaching the market in the most effective and/or complementary manner?39
  40. 40. Sell Through Objections  We don’t need more sales right now.  Are you interested in producing quality leads for future sales?40
  41. 41. Sell Through Objections  Will think it over. Call me next week (or month, etc.)  I will be more than happy to come back and review this with you. What other materials should I bring and what questions should I plan for?41
  42. 42. Sell Through Objections  I don’t have time to see you.  What would be a more convenient time?42
  43. 43. Sell Through Objections  The program is locked up.  Does that mean the ads have run and the money is spent?43
  44. 44. Sell Through Objections  Your content doesn’t interest our customers or prospects.  Can we review the reading interests of your buyers?44
  45. 45. Sell Through Objections • I don’t see ads for my type of product in your magazine.  Is this a criterion for all of your ad placements? Do more competitor ads validate the market for you?45
  46. 46. Sell Through Objections • Your magazine is too cluttered.  What are you looking for in terms of design? We carry many ads because companies desire to reach our market. That is a sign of success.46
  47. 47. Sell Through Objections • We get a better deal from your competition.  I’m sorry we can’t change our rates because there is value attached to our audience. Perhaps we can discuss added value.47
  48. 48. Sell Through Objections • Business is poor, so we are cutting back.  Will cutting back improve the business outlook?48
  49. 49. Sell Through Objections • There’s only room for one more title in my schedule.  What would it take for my publication to be that title?49
  50. 50. Sell Through Objections • We are not interested in your market this year.  When did the criteria change and do you anticipate another change next year50
  51. 51. Sell Through Objections • We are not ready to move on that right now.  I realize that these things take time, but is there something that I can do in the meantime to make the decision easier – more information?51
  52. 52. Sell Through Objections • The decision is up to…  When may I see him/her?52
  53. 53. ‘Yes’ Approach Benefits  Look for areas of agreement, harmony, being in accord  Provide and gain value from (each) meeting  Introduce side-by-side problem solving  Avoid traditional confrontation53
  54. 54. ‘Yes’ Approach Benefits  Amicable vs. adversarial  Concentrate on long-term results vs. short-term gains (while still encouraging both long and short- term decisions)  Create positive environment more conducive to building business (together)  Lessen resistance/avoidance to future calls/conversations54
  55. 55. ‘Yes’ Approach Benefits Build strong and productive relationships55
  56. 56. Questions56 Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
  57. 57. Lou Ann Sabatier Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635/212.213.1550 louann@sabatierconsulting.com www.SabatierConsulting.com57

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