A Media Sales tutorial focused on influencer marketing, digital, and social media sales fundamental, yet relevant for all media salespeople and marketers.

1. DIGITAL & SOCIAL
SALES FUNDAMENTALS
A SalesTutorial—From Customer Discovery to Customer Retention
U.C.L.A. Strategic Marketing Professor: Javon Frazier
Guest Lecturer: Robert Sherry
02-27-18

2. SESSION 1:
SALES PROSPECTING
Customer Discovery
A journey of a thousand miles begins with a single step.
Lao-tzu

3. Jerry MaguireWatch Here

4. What Does “Jerry Maguire” Teach Us?
• Engage & NurtureYour Prospect—in Order to BecomeYour Client
• AddressYour Prospect’s Benefits vs.Your Product Features
• Build a Relationship by Developing a Trusting, Integrity-based Partnership
• Brand Yourself as Quality Advocate by Demonstrating an
Understanding of Prospect’s “Pain Points”
• Become a Passionate,Thorough Problem-solver
• Respect Prospect’s Timeline

5. SALES PROSPECTING
• Reach Key Decision Makers & Buying Influencers
• Prospect Funnel
• Prospect Tips
• Prospect Tools

6. 1. Reach Key Decision Makers & Buying Influencers
• Q: What is the #1 Sales Challenge Sellers Face?
• A: Over 75% of Sellers List “Lead Generation” as Their #1 Challenge
So… How DoYou Embrace & Master
The “Art & Science” of Lead Generation?

7. • Lead Generation: the Foundation for Building a Robust Sales
Pipeline—to Generate Scalable, Sustainable Revenues
• By Increasing # of Qualified ProspectsYou Connect with…
You IncreaseYour Odds of Achieving More Sales
• It’s A “Numbers” Game!!!
• Always be building and refreshing your leads
• You miss 100% of the shots you don’t take!
1. Reach Key Decision Makers & Buying Influencers

8. • TARGET by Industry, Brand, Size, Budget, Geography, Title, etc.
• QUALIFY byYour Client's Need & Buying Authority
• PRIORITIZE Opportunities To Secure Immediate & Scalable Sales
• ENGAGE Clients WithYour Personal CreativeVoice & Approach
• SECURE & Bundle Meetings on a Timely Basis
• GROW Your Client Base Through Referrals, etc.
2. Prospect Funnel

9. • Target New Companies &Verticals Based on Type of Media Spend
• Use Market Research, News, & Analysis To Help Qualify Leads
• Prioritize Leads By Focusing on “Real” Clients With $$ to Spend
• Set & Stick to a Daily Prospecting & Trade Research Schedule
• Ask Contacts (In Meetings & Post-deal) For Intros
3. Prospect Tips

10. • Use Entertaining to Deepen Client Relationships
• Use Client Personnel Changes to Make Fresh Intros
• Tap Referrals From Non-Competitive Industry Colleagues
• Reconnect With Old Contacts to Stay “Top of Mind”
• Use Email Threads as Reminders to Connect WithYou
• Send Timely, Industry, Market & Company News to Key Contacts
3. Prospect Tips

11. • Use Sizzles, Case Studies & Product News to ReinforceYourValue
• Make Calls Before or After Business Hours to Bypass Gatekeepers
• Offer Conferencing as Alternative to Face-To-Face Meetings
• Practice the “Art of Networking” at Industry Events
• Secure More Casual Breakfast or Drink Meetings With Clients
• SuggestYou'll Be “In The Neighborhood” on a Specific Day/Time
3. Prospect Tips

12. • Identify and FocusYour Energy on Buying Influencers
• Keep Email Intros Short & Without Attachments
• Build Internal Client & Agency Advocates
• PerfectYour “Elevator Pitches” For Quick Client Run-Ins
• Create a Market Demand or “Buzz” via Social Media
• Be Creative & Innovative In Securing Meetings (Door Crashers)
3. Prospect Tips

13. • Networking Events
• Conference Participation & Panels
• Trades
• Syndicated Data Sites
• Social Networks
• Utilize Prospecting Tools To Focus on Key Decision-Makers
• LinkedIn Sales Navigator
• SellerCrowd
4. Prospect Tools

14. SESSION 2:
PRE-MEETING BUILDING BLOCKS
CustomerValidation
“Along the journey we commonly forget its goal.”
Friedrich Nietzsche

15. MoneyballWatch Here

16. What Does “Moneyball” Teach Us?
• Be a Creative Problem Solver: Adapt or Die!
• “Think Differently”
• Focus on Solution-based Selling
• “BuyingWins, Not Players”
• Set Specific Goals & Priorities (KPIs) To Achieve Goals
• Focus on #Wins to Reach Playoffs
• Utilize Data To Help Set Strategy & Execution
• Game-Changing / Data-driven Approach

17. Pre-meeting Building Blocks
• Set Growth Goals & Priorities KPIs (Key Performance Indicators)
• Product Knowledge & USPs (Unique Selling Propositions)
• Competitive Knowledge & Market Trends
• Client & Industry Segment Knowledge
• Buying Influencers
• Meeting Preparation

18. • Use Key Performance Indicators (KPIs) to Monitor Path to Success
• Employ Specific Weekly, Monthly, Quarterly Action Plans:
• Set # weekly face-to-face meetings with top priority accounts
• Make # client introductions per week
• Maintain # accounts in pipeline
• Secure # monthly “Get Ahead of the RFP” opportunities
• Exceed quarterly revenues-to-goal by %
1. Set Growth Goals & Priorities (KPIs)

19. Corporate
Individual
KPIs
&

20. • Position Unique Assets as Client Benefits… not Product Features
• Studio71 USP Example:
• Premium Content &Talent DNA (Streamy Awards/ Sizzle Reel)
• COMPASS: Social Platform Executions
• Original,Authentic Content Programming
• Customized Brand Integration Process:“Our Secret Sauce”
• Case Study Successes
2. Product Knowledge & USPs

21. • Position Unique Assets as Client Benefits… not Product Features
• BBTV USP Example:
• Largest Creator Network in theWorld
• StrongTechnology Backbone
• Strategic Partnership Programming
• Targeted Media Offerings
• #1 Channel Services
2. Product Knowledge & USPs

22. • KnowYour Competitors and Market Landscape (MCN Example):
• Influencer Marketing Trends & the Power of Creators
• Millennials as Customers: Buying & Engagement Habits
• Brand Engagement Connection Model (vs.Traditional Exposure Model)
• Positioning Among Key Competitors
• YouTube Market Trends (i.e. Brand Safety)
• Social Mobile 1st Platform Trends (i.e. Instagram vs. Snapchat)
3. Competitive Knowledge & Market Trends

23. • Research Client’s Marketing Strategies, Product Launches, etc.
• Utilize Client Requests & Brand Briefs to Gather Intel
• Understand & Align Brand Objectives withYour Assets
• Know Client’s Digital Marketing Strategies & Usage
• Stay Informed of Brand Launches, New Products, Acquisitions, etc.
4. Client & Industry Segment Knowledge

24. Client Research Request Form Template
Google Search
• Client marketing strategies, product launches, company &
competitive news, industry trends, financials, etc.
Syndicated Data
• Client news, audience & budget data
LinkedIn Sales Navigator
• Key contacts & company news
Social Media
• Audience metrics on FB,Twitter, Snapchat, Instagram
Company Dashboard
• Channel overview,. engagement, demos, social, etc.

25. Brand Brief Template
Name of Brand
• • Overview
• Objectives
• Product
• Competitive Set
Campaign
• • Challenges Insights
• Flight,Tone, Mood
Creators
• Scope / Criteria
Budget
• • Media
• Brand Integration
Consumer Target
• • Target Demos
• • Behavioral / Psychos
Social Platforms
• YT, Snap,Twitter, Insta, FB
Proposal Submission Date

26. • Identify Buying Influencers (+ / -)
• Establish Credible Internal Advocates to SupportYour Case
• Identify Criteria that Program is Being Judged Upon
• Understand HowYour Solution Fits
• IsYour Product a “Driver” or Ancillary ElementWithin Brand’s Overall
Marketing Strategy?
• WillYour Product Impact the Bottom Line?
5. Buying Influencers

27. 6. Meeting Preparation
• Establish Meeting Objectives & Outcomes:
• SPECIFIC: (i.e leave with an RFP)
• CLEAR: (i.e. showcase specific products that align with brand’s objectives)
• CONCISE: (i.e. discuss specific programs based on brand’s objectives)
• DEFINABLE: (i.e. grasp brand’s key criteria for successful product launch)
• MEASURABLE: (i.e. demonstrate your successes with client case studies)
• TIE TO TIMELINE: (i.e. determine parameters of brand’s marketing initiative)

28. SESSION 3:
MEETING & CLOSING PRACTICES
Customer Creation
“The essential thing is action. Action has three stages: the decision born
of thought, the preparation for execution, and the execution itself.”
SunTzu

29. Glengarry Glen RossWatch Here

30. • ABC:
• “Always Be Closing”
• AIDA:
• Attention / Interest / Decision / Action
• Prospecting:
• The Foundation of Selling
• Accountability & Results:
• 1st Place = new car / 2nd place = steak knives / 3rd Place = your fired!)
What Does “Glengarry Glen Ross” Teach Us?

31. • SALES CYCLE: Manage The Sales Process
• PRESENTATION & MEETING: Prep & Manage Quality Meetings
• CLIENT DIALOGUE: Pose Insightful Questions & Handle Objections
• SALES CONVERSATION: Improve Closing Ratios
• CLIENT SERVICING: Foster Trust & Credibility
• RENEW & SCALE BUSINESS: The “Always On” Sales Process
Meeting & Post Meeting Practices

32. 1. Sales Cycle
• Manage The Sales Process
• INTEREST DEVELOPMENT: Learn and Qualify Client Needs
• EDUCATE: Build Foundation of Understanding
• QUALIFY: Money / Method / Authority / Need
• DEMONSTRATE: Prove Product Benefits
• SURVEY: Develop Tentative Implementation Plan
• PRE-TEST: Set Stage For Formal RFP
• PROPOSE & CLOSE: Recap Benefits / Obtain Decision / Next Steps

33. 2. Presentation & Meeting Skills
• Orchestrate Quality Meetings
• Simply ArticulateYourValue Proposition, USP, and Competitive Fit
• Practice Elevator Pitches
• Practice Handling Objections & Negotiating Deals
• Tailor Dialogue toYour Audience, Environment, Sales Funnel & Timing
• Be Prepared to Provide Specific Creative, Solution-Based Benefits
• Focus on Client Benefits vs.Your Features
• Move Discussion FromValue vs. Price

34. • Tell Me More AboutYour Brand and Key Differentiators
• What IsYour Campaign Idea?
• What Problem Are you Trying To Solve With This Campaign?
• Who AreYour Closest Competitors?
• Tell Me AboutYour Key Marketing Objectives
• What New Product Launches Are Being Planned?
• What’sYourYT or Digital Marketing Strategy?
• Who IsYour Target Audience?
• How DoYou SegmentYour Audience?
• How AreYou Currently Reaching This Audience?
• How Are Decisions Made:What’sYour Org. Structure
• Who AreYou Currently Working With?
• Who’s Involved in the Decision-Making Process?
• What’sYour Planning Period?
• What AreYour Budgets & Media Mix
• How DoYou Measure Campaign Effectiveness?
• What Consumer Trends Are ImpactingYour Brand?
• Have you Ever Worked With Influencers?
• Who Else Should I Be Working With InYour Group?
• What Are My Next Steps?
3. Client Dialogue
• Pose Insightful Questions, Handle Objections & Negotiate Deals

35. 4. Sales Conversions
• Improve Closing Ratios
• Get “Ahead of the RFP” By Actively Pitching Creative Solutions
• Focus on Key Client Decision Makers & Advocates (i.e. Coaches)
• Nurture Clients by Using a CreativeVoice & Timely Communications
• Build & Maintain an Active Sales Pipeline & Revenue Funnel
• Track Client Interactions & Activities to Improve Effectiveness

36. 5. Client Service & Relationship-building
• Apply Client & Sector Knowledge To Build Trust & Credibility
• Deliver “White Glove” Service & Timely Follow-Up
• Become aVertical Expert Through The Trades
• Stay “Top-of-Mind” By Sharing Insights & Information
• Be Prepared to Discuss Issues Relevant to Client’s Sector
• UnderstandYour Company’s History with Client
• Understand Decision-Maker Roles and Challenges

37. 6. Renew & Scale Business
• Establish & Execute an “Always On” Sales Process
• Leverage “Campaign Wrap Reports" To DemonstrateYour Success
• Opportunistically Present New Initiatives
• Maintain Existing & Build New Client Connections
• Present New, Scalable, Custom Opportunities to Strengthen Partnership

38. SESSION 4:
SIX SUCCESSFUL SALES TRAITS
Customer Retention
“The key is to set realistic customer expectations, and then not to just meet
them but to exceed them—preferably in unexpected and helpful ways.”
Sir Richard Branson

39. Wolf of Wall StreetWatch Here

40. What Does “Wolf of Wall Street” Teach Us?
• What Not to Do:
• It’s All About Him, Not the Company or Product He Represents
• He’s Selling “Fairy Dust”—Not A Product Customers Want or Need
• He’s Consumed By Greed, Ego & Instant Excess
MANTRA… STAY HUMBLE MY FRIENDS!!!

41. Six Successful Sales Traits
• SOLUTION-BASED, CREATIVE SELLING:
• Convey Features vs. Benefits… Move Customer From Price toValue
• CLIENT SERVICING:
• Deliver ”White Glove” Service & Follow-Up
• NURTURING CLIENT RELATIONSHIPS:
• Stay Relevant by Sharing Insights & Info
• COMMUNICATION & COLLABORATION:
• Provide Clear Internal & External Communications, PlusTeamwork
• TIME MANAGEMENT:
• Organization & Accountability
• SALES PROFESSIONALISM:
• Exhibit Honesty, Integrity & Passion

42. THANKYOU
Robert Sherry
Strategic Business Development Advisor
https://www.linkedin.com/in/robertpsherry/
02-27-18