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Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
Eleanor Cippel: Sales for online news publishers
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Eleanor Cippel: Sales for online news publishers

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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 …

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 .

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  • There is a secret sauce to sales success is ConsistentDeliberateUrgentFocusedPersistentSales Activity
  • 15 sales calls w/ 20% close rate3 deals a week = 12 deals per monthAn average sale of $250 per month annualized = $3000 per year 12 deals per month at $3000 per yr = $36,000 in gross contract value12 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!
  • 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 thereHave them design their 100 day plan to take action and get there
  • If the expectations are set and clear and results are not there you can point to one of theseConfidence Competence Belief
  • Business owners are constantly being called on by sales reps. Why would they choose you? NewspapersMagazineYellow pagesDirect mailInternet solutionsSEM, SEOMobileSocialRelationship managementEmail marketingLead generationBusiness owners are constantly being called on by sales reps. Why would they choose you?
  • An effective sales process:Planning Door OpenerNeeds AnalysisIdea & Solution DevelopmentProposalAgreement & CloseFollow up & Iterate
  • To Make The Right Kind of Sale Reps Must: Ask the right questions to understand business needs and objectives. Do a little homework to understand the business and industryBe an an expert on all of their advertising solutionsDevelop the right combination of ideas and solutions to help them achieve their goalsUnderstand how advertising works when it works and help advise accordingly
  • The Art of the Interview – The Customer Needs AnalysisVirginia sald last night As a journalist I know how to ask questions, I can get the story!Lower the advertisers defenses and build some credibility You have to build some trust for your customer to open up to you and tell you his business needs and goals
  • Okay, this is one of the greatest and easiest ways to sound competent and gain knowledge quickly. Choosing an assisted living facility Or how to choose… Reps can Google this on the car…this is efficient precall planning!
  • Specific and Significant QuestionsWith 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 timeExample of a specific and significant question to an assisted living facility might be:if a son or daughter wanted to check out your independent living facility for their mother or father, would they be able to walk in here and speak to any of the residents…“Mr. Business Owner, I tried put myself in the shoes of one of your potential customers.I actually made a list of questions that I thought a potential customer interested in your facility might want answers to. I wanted to see if I could run some of these questions by you to see if they would be relevant for you and I to discussWould that be all right?”
  • Keys Insights from a Successful Needs Analysis or successful advertiser interview Understand how to properly “Promote” their businessThe buying factors their potential customers “Care About” Identify the Opportunity/Gap based on the businesses’ capabilities and capacityEstablish specific business needs/objectives
  • Be sure to understand the Campaign Intent and Desired ResultIs it:BrandingTargeting Direct Response
  • Getting to Yes Develop and present specific solutions that will solve the advertisers needs and objectivesGain agreement throughout the proposalSell to ensure retention, pointing back to the specific business needs and objectives uncovered in the needs analysisUse their words in the creative, in the presentation and in the approach
  • Tips to Close Steal Share – Are you the dominant media player? Take a piece of the pieCompliment sale rather competitively sell This is a sales call, not a date, ask for the orderAssume the close Use the creative concept design to gain agreement
  • The 2…4… Sell ProgramDesigned to support and reinforce your salesIncreases advertiser retention, satisfaction and resultsHigh touch with advertisers until recommendations have yielded successEarning the right to ask for more $
  • QUICK touch points every 2 weeks for the first 90 days 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 actionsRecalibrate- Adjusting the campaign to meet expectations through audience, creative, placement or product. Referral- A recommendation for your services to another business.
  • The R’s to RetentionRapport- 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 actionsRecalibrate- Adjusting the campaign to meet expectations through audience, creative, placement or product. Referral- A recommendation for your services to another business.
  • Tips to Retaining the Business Change the Dang Creative!!!Be Proactive, plan, take them suggestions and ideasGet 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 worksTalk 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 understandingChange the Dang Creative!!!Change the Dang Creative!!!
  • Transcript

    • 1. Cold Calls Proposals Needs Analysis Report Prospect Campaign Referral Iteration s RetainSales and BusinessDevelopment
    • 2. Sales and Business Development Structuring Sales Activity Effective Sales Process Retain the Business Overall Tactics for Success
    • 3. The Secret Sauce for SalesSuccess is… Consistent Deliberate Urgent Focused PersistentSales Activity
    • 4. What are the activities that makeup an ideal sales day?
    • 5. Critical Sales ActivitiesNew 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 dayAccount Development count.
    • 6. What is the schedule that makesup 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 CommissionEarnings 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 importantasWHATyou 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 onConsultative 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 toMake a Sale… By successfully matching advertising solutions with the business owner’s needs
    • 21. To Make The Right Kind of SaleReps Must:1. Ask the right questions to understand business needs and objectives.2. Do a little homework to understand the business and industry3. Be an an expert on all of their advertising solutions4. Develop the right combination of ideas and solutions to help them achieve their goals5. 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 LearnAbout the Business or Industry
    • 24. Specific and SignificantQuestions 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 aSuccessful 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 andDesired 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 theSale Closes1. 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 goals3. Find the Opportunity/Gap based on the businesses’ capabilities and capacity4. Establish an expectation of ad campaign and strategy iteration campaign and adjustment for best results5. 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?

    ×