From The Patterson Foundation's BlockbyBlock 2012 indie online news summit. Eleanor Cippel runs sales at EW Scripps. Here Cippel shares how to close the deal. To see a video and read more visit www.blockbyblock.us .

1. Cold Calls
Proposals Needs
Analysis
Report Prospect
Campaign Referral
Iteration s
Retain
Sales and Business
Development

2. Sales and Business Development
 Structuring Sales Activity
 Effective Sales Process
 Retain the Business
 Overall Tactics for Success

3. The Secret Sauce for Sales
Success is…
 Consistent
 Deliberate
 Urgent
 Focused
 Persistent
Sales Activity

4. What are the activities that make
up an ideal sales day?

5. Critical Sales Activities
New Business  Current Client Calls  Contact Management
Development
 Reporting/Follow-up  Procuring
 In-person/Telephone
Prospecting
Testimonials Top
 Campaign Iteration
 Pre-call Planning  Creative Redesign,
 Presentation
Development
sellers
 Needs Analysis
Swaps and
Promotional Creative  Business/Industry
make
Meetings Strategy Trends every
 Idea Generation &
Strategizing
 Presentations to Grow  Networking
Revenue minute
 Presentations to  Referrals of every
Prospects
Account Management day
Account Development
count.

6. What is the schedule that makes
up an ideal sales day?

7. Sales Activity Everyday
Monday Tuesday Wednesday Thursday Friday
8:00 8:00 8:00 8:00 8:00
In office In office In office In office In office
8-8:15 8-8:15 8-8:15 8-8:15 8-8:15
Sales training Sales training Sales training Sales training Sales training
8:15-9:30 8:15-9:30 8:15-9:30 8:15-9:30 8:15-9:30Email,
Email Email Email Email VM, CRM
Voice mail Voice mail Voice mail Voice mail 9:30-3:30
CRM input CRM input CRM input CRM input Field Calls
9:30-4:30 9:30-11:00 9:30-4:30 9:30-3:30 - 3 sales calls
Field Calls Power Hour Field Calls Field Calls - 2 current client calls
- 10 cold calls
- 3 sales calls - 3 sales calls - 3 sales calls
11:00-4:30
- 2 current client calls - 2 current client calls - 2 current client calls 3:30-5:00
Field Calls
- 10 cold calls
- 3 sales calls
- 10 cold calls - 10 cold calls Sales Meeting
- 2 current client calls 3:30-5:00 - Cover the numbers
Power Hour - Monthly projections
- 10 cold calls
- Celebrate weekly wins
-Address any issues
10,3,2 = 10 Cold Calls, 3 Sales Calls , 2 Current Client Calls

8. Simple Sales Activity Summary
 180 Dials a week - Selling the appointment
 10 cold call door knocks. Used to gather info, build your database
makes the phone calls warm.
 3 Sales calls per day (15 per week) In pursuit of business, needs
analysis and proposal appointments
 2Current client calls a day (10 per week) quick follow up to report,
iterate, check in on results and measure/manage expectations
 3 Referrals per month
 3 Testimonials per month

9. Work the Activity Numbers
 15 sales calls per week (3 a day) x
 20% close (minimum) =
 3 contracts x
 4 weeks =
 12 contracts x
 Average or minimum contract amount =
 High Growth and BIG Money

10. The Numbers
 15 sales calls w/ 20% close rate
 3 deals a week = 12 deals per month
 An average sale of $250 per month annualized = $3000 per year
 12 deals per month at $3000 per year = $36,000 in gross
contract value
 12 months of consistent sales activity = $36,000 x 12 = $432,000
in gross contract sales
 What does this really mean?
 Year 2 = monthly $36,000 per month in actual revenue!

11. Reverse Engineer Commission
Earnings With Your Reps
 Help them see the path to earning $
 Ask them to determine their personal earnings goal
for the next 12 months
 Reverse engineer the number back based on
commission paid each month to determine what
they have to sell to get there
 Have them design their 100 day plan to take action
and get there

12. Consistent Sales Activities
 Set the expectation with sellers for full throttle sales activity
 Provide the structure and measurement for success from
the start
 You set the structure for:
 Power Hour
 Cold calls
 Sales calls
 Client calls
 Admin work
 Training and Team time
 Manage the numbers, Mange the numbers, Manage the
numbers!

13. For Sales Progress
Confidence
Competence
Belief
Realize We All Sell Everyday and
You Are Able to Sell!

14. HOWyou sell is just as important
asWHATyou sell

15. Types of Sellers
 Product or Feature Seller ~ All about me and
my product
 Price Seller ~ Leads with cost, highlights the
deal.
 Relationship Seller - ~ Relies on personality,
charm and shared interests.
 Consultative Seller – The Trusted Advisor- ~
Determines need, matches solution and
provides advertising advice and expertise.
3

16. Whythe Emphasis on
Consultative Selling?

17. Competitive Media
Landscape in Your Market
 Newspapers
 Magazine  Mobile
 Yellow pages  Social
 Direct mail  Relationship management
 Internet solutions  Email marketing
 SEM, SEO  Lead generation
Business owners are constantly being called on by sales
reps. Why would they choose you?

18. Business Owner Defensive vs.
Seller Credibility
On a scale of 1 to 10 with 10 being high…
1 2 3 4 5 6 7 8 9 10
Your Credibility The Business Owners
Defensive
For the Price Seller – The price has no perceived value
For the Product Seller –The product has no perceived value
For the Relationship Seller - the relationship has no perceived
value!

19. The Effective Sales Process
Idea &
Agree- Follow
Door Needs Solution
Planning Proposal ment & up &
Opener Analysis Develop
Close Iterate
ment

20. The Goal of a sales Call is to
Make a Sale…
By successfully matching advertising
solutions with the business owner’s
needs

21. To Make The Right Kind of Sale
Reps Must:
1. Ask the right questions to understand business
needs and objectives.
2. Do a little homework to understand the
business and industry
3. Be an an expert on all of their advertising
solutions
4. Develop the right combination of ideas and
solutions to help them achieve their goals
5. Understand how advertising works when it
works and help advise accordingly

22. Asking The Right Questions
 Look for opportunities to ask questions that are both
Specific & Significant
 What do they sell
 Who do they sell to
 What buying factors their potential customers “Care
About” when considering which company to
choose
 (USP) Why would they be the best choice for their
products or services?

23. Precall Planning - Quickly Learn
About the Business or Industry

24. Specific and Significant
Questions
 With Specific, Significant, Closed-ended- The prospect will
respond (95% of the time)
 This alllows you the opportunity to successfully transition to the Needs
Analysis most of the time

25. Keys Insights from a
Successful Needs Analysis
 Understand how to properly “Promote”
their business
 The buying factors their potential
customers “Care About”
 Identify the Opportunity/Gap based on
the businesses’ capabilities and capacity
 Establish specific business
needs/objectives

26. Campaign Intent and
Desired Result
Branding
Targeting
Direct Response

27. Getting to Yes
 Develop and present specific solutions that
will solve the advertisers needs and
objectives
 Gain agreement throughout the proposal
 Sell to ensure retention, pointing back to the
specific business needs and objectives
uncovered in the needs analysis
 Use their words in the creative, in the
presentation and in the approach

28. Tips to Close
 Steal Share –
 Are you the dominant media player?
 Take a piece of the pie
 Compliment sale rather competitively sell
 This is a sales call, not a date, ask for the
order
 Assume the close
 Use the creative concept design to gain
agreement

29. SELL
… …
Sell the business and then keep it!
Consistent Contact and Value After the Sale

30. Retentionbegins before the
Sale Closes
1. Start with the right questions to understand
business needs and objectives.
2. Develop the right combination of ideas and
solutions to help them achieve their goals
3. Find the Opportunity/Gap based on the
businesses’ capabilities and capacity
4. Establish an expectation of ad campaign and
strategy iteration campaign and adjustment
for best results
5. Know the intent of the ad campaign
(branding, targeting direct response)

31. The 2…4… Sell Program
 Designed to support and reinforce your sales
 Increases advertiser retention, satisfaction and
results
 High touch with advertisers until
recommendations have yielded success
 Earning the right to ask for more $

32. 2,4, Sell Approach
 Post-sale Strategy: The 2… 4… Sell! Model
Report Rapport Rapport Rapport Rapport
Rapport Reinforce Reinforce Reinforce
Reinforce Reinforce
Reinforce Report Testimonials Report
Recalibrate Referral
Week Week Wee
Week Week Week Week
2 4 k66 8 10 12
Sell Sell Sell
or or or
Resell Resell Resell

33. The R’s to Retention
 Rapport- Build a bond of mutual trust around
meeting your advertiser’s needs.
 Reinforce- After the sale, restate the specific
business benefits of the program.
 Resell- If retention is at risk, go back to the NA.
 Report- Metrics, performance, and actions
 Recalibrate- Adjusting the campaign to meet
expectations through audience, creative,
placement or product.
 Referral- A recommendation for your services to
another business.

34. Tips to Retaining the Business
 Change the Dang Creative!!!
 Be Proactive, plan, take them suggestions and ideas
 Get in Front of it, know what they are doing at what time
of year, merchandise drives, specials and events etc.
 Consider their full media campaign – remember how
advertising works when it works
 Talk about the results
 The Needs Analysis never ends - continue to look at the
business through the lens of their customer and use every
opportunity to dig in for understanding
 Change the Dang Creative!!!
 Change the Dang Creative!!!

35. Questions?