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Ambro com 5 secrets of the masters webinar

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How do the very best advertising sales people out perform the others? Here are the 5 Secrets of the Masters of Media Selling.

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Ambro com 5 secrets of the masters webinar

  1. 1. 5 SecretsHow the Masters of Media Sales Win More Business by Daniel Ambrose, August 15, 2012 Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  2. 2. Agenda Introduction Why 5 Secrets? What are the 5 Secrets? How to improve your ability to use the 5 Secrets? Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  3. 3. My background Advertising Sales;  American Film & House Beautiful Sales Management  Hearst Magazines, Cahners, Ziff Davis Publisher  New York Times Co. -- Child Consulting & Training  Internet, Consumer magazine, B2B magazine, Cable, Video, National, Local  140+ clients in 18 years including About.com, BZ Media, Gulf Publishing, Hearst, iVillage, Kaboose.com, MGM, New York Magazine, Palm Springs Life, Parade, PC World, Primedia Consumer Mags., Sporting News Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  4. 4. My background Some personal experiences with Internet media:  Beliefnet  iVillage  Kaboose  Mediabistro  Multimedia Digital, Pr int, Sampling, Selling at the Top Being an Expert Logical Persuasion TV, Video Loving the Objections Asking for Action © ambro.com, corp. 2012
  5. 5. Why 5 Secrets? “All in favor of putting the sales staff on performance-enhancing drugs?”Reprinted with permission; Harvard Business Review. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  6. 6. What 5 Secrets? Sales people too often call exclusively on „buyers;‟ not enough on the influencers who hire or direct those buyers, people who‟s opinion makes a big difference in results Prospects won‟t allow you the time to ask a lot of questions until you have earned their respect Sales presentations are like a bad blind date; sales people start out talking bout their medium, then finally ask what the buyers thinks of their property; ugh! Objections are not a problem, they are a requirement of successful sales interactions If you can‟t ask for the business on the spot – because the buyer can‟t give it to you – what can you ask for?Reprinted with permission; Harvard Business Review. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  7. 7. The Three Skill-Sets of the Masters Time and Territory Management  Get yourself to the right place at the right time with the right information to make a sale Your Presentation; client-centric and logical  Whether delivered verbally, or through a presentation, it starts with easy agreement and proceeds through logical steps to an inescapable conclusion Interactions  Opening  Probing  Handling objections  Closing  Negotiating Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  8. 8. The Five Secrets Selling at the top Be an expert Use logic that is persuasive – starting with agreement Love the objections Ask for action you can get Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  9. 9. Masters of Media SellingDraws from the most successful media sales organizations; including Ziff Davis, 13-30, Time Inc.From the latest thinking in selling to businesses in the business environment of the 21st century.From the most up-to-date approaches of the sales best sellers. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  10. 10. Masters of sales know how to get to the top executives Too many media sales people accept the “delegation” Influence flows down, not up. Get to the top and you‟ll win more business. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  11. 11. Your first call is always at the top Start at theWhere is your “top?” top and stay in touch Even a delegating boss has an opinion Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  12. 12. Do you know the top executive‟s language? “I told you to screen my calls.”Reprinted with permission; Harvard Business Review. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  13. 13. Be an expert You don‟t have to know everything, but you must know something very well.  Case studies of success  Comparison metrics Prepare yourself to show you understand your client’s business Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  14. 14. “Marketing is in ferment as traditional advertising declines in efficacy. With buyers increasingly savvy, how can companies resist relentless commodification and distinguish themselves from rivals? An increasingly popular approach is to emphasize one‟s expertise in the business, as distinct from the quality of ones product. Such competence-based marketing is especially persuasive in business-to-business relationships that involve hard-to-assess goods and services.” You can grow your business by displaying your understanding of your customers‟ business and what it takes to move the needle for them.Source: Harvard Business Review, 2005 Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  15. 15. In order to sell at the top, you must deliverexpertise One principle of sales is to show your prospect you have earned the „right‟ to be in his or her office;  You‟ve done your homework, you understand his or her needs, you have earned the right to be in their office.  You won’t waste their time, so they’ll take another meeting. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  16. 16. What can you be an expert upon? How things are changing in the client‟s market How purchase decisions are made in the client‟s market How the clients customers (your readers) are changing How to make their advertising more effective How different advertising strategies perform based on data from your media Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  17. 17. How do we influence contacts to agree with our salespitch? I‟ve tried threats, they don‟t work. Successful persuasion starts with shared agreement Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  18. 18. There are seven forms of influence; we use them all. Reciprocation Commitment and consistency Social proof Liking Authority Scarcity Instant influence Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  19. 19. Client Centric Logic Logic of the sale starts from a client need you have defined; that will lead to the media forms you propose, your properties, and to the specific package you are selling. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  20. 20. The irresistible logic of advertising sales What is the The client highly values key part of information on his or her the client‟s market market? Reach Define how the Show how Pitch your agreement market makes your proposed on the decisions- property package client‟s where they go meets as market for buying info. interests optimum definition best impact Change creates How is the market opportunity, AND creates the changing? „reason‟ or „excuse‟ to change one‟s own point-of-view Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  21. 21. Strategic Sales Logic Half the conversation occurs BEFORE you Must include mention your own key details property. that favor your property Reach Show how Pitch your Define how the agreement your proposed market makes on the property package decisions- client‟s meets as where they go market interests optimum for buying info. definition best impact Encourage discussion & seek agreement on the details of the marketing needs definitionIn a long-sales-cycle you might only cover the first two parts in early meetings Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  22. 22. The irresistible logic of advertising sales Must include key details that favor your property Reach Define how the Show how Pitch your agreement market makes your proposed on the decisions- property package client‟s where they go meets as market for buying interests optimum definition information. best impact Be sure to include what buyers look for in the way of editorial AND advertising Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  23. 23. Another way of looking at their purchase decision process is the„purchase funnel‟ Aim for agreement with your …and the assessment client will of how to buy your increase solution sales… that addresses that need Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  24. 24. Three things about presentations We know people “don‟t like” presentations We know that audio + visuals communicates far more powerfully than verbal only We know we are supposed to ask more questions A properly developed and delivered presentation solves these problems Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  25. 25. What NOT to do with a presentation Don‟t make it self-centered  Make it about their „problem‟ & the solution you offer Don‟t make it long  Your job as a sales person is not to tell them everything you know, but to make understanding and buying easy. That means summarizing key concepts. Don‟t read the presentation  The presentation is a „visual aid‟ not a text. Don‟t regurgitate the media kit Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  26. 26. When you are delivering your presentation Make it conversational Breeze quickly through the early parts to achieve consensus but not belabor any part without invitation Stop at the end of each section to probe for discussion, input, objections or agreement Try to “close” on agreement at each stage; you get an easy “yes,” followed by more important “yesses” as you approach the actual sale Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  27. 27. Objections are your friends There is a epidemic of “good sales calls,” that have no result, in the media sales business If there are no objections or difficult questions in the meeting you have not engaged the prospect Too often, there are no objections, just an agreement to stay in touch. This means you have no traction in the sales process. Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  28. 28. Objection handling skills start with rewarding the prospect Whether your prospect is telling you they are too busy to see you, they are not buying your category, or your property is too expensive; this is the crucial point of engagement to make progress Acknowledge the importance of even the most trivial or obviously evasive objection to draw out more key ones Know key probing questions to draw out the objections that will be hidden – and preventing the prospect from taking you seriously Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  29. 29. Objection handling skills start with rewarding the prospect Whether your prospect is telling you they are too busy to see you, they are not buying your category, or your property is too expensive; this is the crucial point of engagement to make progress Acknowledge the importance of even the most trivial or obviously evasive objection to draw out more key ones Know key probing questions to draw out the objections that will be hidden – and preventing the prospect from taking you seriously Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  30. 30. If you haven‟t had any objections, you are not gettingwhere you need to go You are not calling on a decision maker…only an information gatherer They are hiding their objections because they don‟t want to get in a debate, and they think the already know what they want – and it isn‟t your property The prospect isn‟t thinking critically – or seriously – about your opportunity…just wants to get the meeting over and on to the next one with out offending you When they nod and smile and even say “yes,” they are saying “I know what you mean” not “I agree with you” Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  31. 31. What can you “close on?” Advancing the sale requires a commitment of time or effort or “political capital” from your prospect  They help you get an appointment with their boss or subordinate or client; or set up a group presentation  They tell you what it will take to win the business (in a detailed way beyond “give me your best price.”  They tell you about the hot-buttons that will make your proposal stand out  They agree to review a draft proposal and give you feedback in advance Agreement to send you an RFP is not enough  Requires no time or political capital from your prospect Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  32. 32. National ad decisions are mostly group decisions “Close” on getting to make a group presentation because  They can see their boss agreeing your property is good (you can‟t call on their boss and tell them afterward “she liked it.”)  The boss has to show comfort; but you can catalyze that in a group meeting  You can present your special ideas to the group giving credit for them to your internal champion Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  33. 33. Sign up for Masters of Media Selling; October 1st and 2nd For a 10% discount for 5 Secrets Attendees use one of these codes: MMPF67 - Day 1 MKAB22 - Day 2 MPMG83 - Both Days (Theres a "CODE" box at the bottom of the registration form - thats where these codes should be entered.) https://www.mediapost.com/mastersofmediaselling/register/ Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012
  34. 34. Thank youVisit ambro.com Web site and sign up for email newsletter Daniel Ambrose ambro.com, corp. Media Management Consulting & Strategic Sales Training 3810 Vine Maple Eugene, OR 97405 541-431-4500 Dan.Ambrose@ambro.com Selling at Being an Logical Loving the Asking for the Top Expert Persuasion Objections Action © ambro.com, corp. 2012

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