1. | Media – Sauce | Mellissa Norman
Accelerating Sales and Generating Income
DIGITAL 2012
MEDIA-SAUCE & Creative KTN
© C O P Y R I G H T M e d i a S a u c e

2. | Media – Sauce | Mellissa Norman
Workshop objectives
By the end of the workshop you will be able to :
• Understand the seven stage sales cycle
• Apply how the sales cycle to your business
• Explain how to find a need with your potential client
• Describe how to answer objections
28 March 2012
© C O P Y R I G H T M e d i a S a u c e

3. | Media – Sauce | Mellissa Norman
Mellissa Norman
• Ran a book selling business in USA @ college
• Worked as a sales consultant for corporates; Npower, Robert
Half
• Trained BBC suppliers & 200+ other companies
• Worked as a Producer for TV/Film for 12 years
• Work with digital, design and social media companies to
integrate off and online sales activities
• Directed Social Media Week in London, raised 75k in 4
months
• Am the Theme Champion for Business Models and Growth
28 March 2012
© C O P Y R I G H T M e d i a S a u c e

4. | Media – Sauce | Mellissa Norman
What attributes does the stereotypical
sales person have?
• Photo by Gusset
© C O P Y R I G H T M e d i a S a u c e

5. | Media – Sauce | Mellissa Norman
Shiny suit
Talks to much
Tries to sell you
Does not respect your time
• Photo by Gusset
Thinks more about their targets than you
Makes it hard for you to say no
© C O P Y R I G H T M e d i a S a u c e

6. Maybe Maybe Maybe Maybe Maybe| Mellissa Norman
| Media – Sauce Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
This is not good for your business
Maybe Maybe Maybe Maybe Maybe Maybe
Maybe Maybe Maybe Maybe Maybe Maybe
© C O P Y R I G H T M e d i a S a u c e

7. | Media – Sauce | Mellissa Norman
The Triangle of Sales
Attitude/mind set
© C O P Y R I G H T M e d i a S a u c e

8. | Media – Sauce | Mellissa Norman
The cycle of sales/biz dev
•
Preapproach Approach
Solidifying
Finding a
the
need
sale/referrals
Getting the
Pitch
deal
Objections
© C O P Y R I G H T M e d i a S a u c e

9. | Media – Sauce | Mellissa Norman
Apply it to your
company
© C O P Y R I G H T M e d i a S a u c e

10. | Media – Sauce | Mellissa Norman
Pre Approach
PRE THE APPROACH
© C O P Y R I G H T M e d i a S a u c e

11. | Media – Sauce | Mellissa Norman
THE APPROACH
© C O P Y R I G H T M e d i a S a u c e

12. | Media – Sauce | Mellissa Norman
Use Names
Give them many chances to say no
Modify your approach when using social
media
© C O P Y R I G H T M e d i a S a u c e

13. | Media – Sauce | Mellissa Norman
Ask the right questions
Active listening skills
© C O P Y R I G H T M e d i a S a u c e

14. | Media – Sauce | Mellissa Norman
Situational
Problem
Implication
Need/payoff
© C O P Y R I G H T M e d i a S a u c e

15. | Media – Sauce | Mellissa Norman
Objections
We don’t have that budget
Don’t have the time
We have a current supplier
I need to ask my boss...
Procrastination
Can get an agency cheaper
© C O P Y R I G H T M e d i a S a u c e

16. | Media – Sauce | Mellissa Norman
Uncovering the real objection...
Objections
‘I know you probably have a reason to
say that?’
Make it final -‘Is this the only reason
that you would not work with us?
© C O P Y R I G H T M e d i a S a u c e

17. | Media – Sauce | Mellissa Norman
VALUE V COST
Find out the difference between the price it is and the one they want
to pay.
© C O P Y R I G H T M e d i a S a u c e

18. | Media – Sauce | Mellissa Norman
Close
THE CLOSE- END SMALL
© C O P Y R I G H T M e d i a S a u c e

19. | Media – Sauce | Mellissa Norman
Join 5000+ companies on the business model &
Growth community on the TSB’s connect website.
connect.innovateuk.org/web/creativektn
3 Steps to join
• Join connect
• Join Creativektn
• Join Biz model group
For free reports, events & interviews
© C O P Y R I G H T M e d i a S a u c e

20. | Media – Sauce | Mellissa Norman
Thank you!
You can tweet at me here
@melmediasauce or follow
@creativektn
You can email me here
mel (at) media-sauce.org
© C O P Y R I G H T M e d i a S a u c e