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Prospecting and Identifying Problems

Prospecting and Identifying Problems. The Six Steps Of Solutions Selling. Prospecting Identifying problems (discovery, qualifying) Generating solutions (research and strategy) Presenting Negotiating and closing Servicing. The Money Engine. |. |. |. |. |. |. Accounts. |. |. |. |.

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Prospecting and Identifying Problems

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  1. Prospecting and Identifying Problems

  2. The Six Steps Of Solutions Selling • Prospecting • Identifying problems (discovery, qualifying) • Generating solutions (research and strategy) • Presenting • Negotiating and closing • Servicing

  3. The Money Engine | | | | | | Accounts | | | | | | | | | | | | | | | | #1 “Keep the Prospects section full.” Prospects | | | | | | | S S S S S S Pending S #2 “Keep Pending accounts hot and close them.” S S S $ $ $ #3 “Make Active Accounts raving fans.” $ $ $ $ $ Active Accounts $ Renewals $ $ $ $ #4 “Advertisers don’t become customers until they renew.”

  4. Prospecting • Prospecting is creating opportunities to make a proposal. • Work smart. • Have an organized system. • Spend at least 7.5% of your productive time prospecting.

  5. Prospecting Methods • By current advertisers in other media • By season • By category/vertical • By geographic region • By inactive advertisers • By current advertisers • By business, civic, and other organizations

  6. Prospecting: Creating Opportunities • Finding prospects who have advertising or marketing problems • And for which you have a solution • Especially in a targeted audience • Especially for in-the-market consumers • Make contact: • Write out telephone pitch in advance • Use the prospect’s name, introduce yourself and your company • Use a referral if possible

  7. Prospecting • State the purpose of the call is to set up an appointment, not to sell anything. • Mention a motivating benefit (“special reason,” “special offer,” “profitable idea”). • The words “idea” and “profitable” are magic, solutions oriented. • But make sure you’re not exaggerating.

  8. Prospecting • Pacing is the key on the telephone • Get to the point quickly. • Pause often. • Match prospect’s pace. • Put a mirror on your desk and stand up. • More animated, friendly, dynamic

  9. Prospecting • On the phone, be persistent (but not obnoxious). • If you get a “yes” for an appointment, reconfirm the time and day. • “What’s your email address? I’ll send you an email confirming the day and time.” • Don’t reconfirm the day of the appointment • Have an assistant call after you’ve left.

  10. Prospecting • If you get the “don’t-come-see me” stopper: • Ask “why?” • Compliment their business. • “If one of your salespeople...” • “Thought you’d be interested in how to improve your ROI and media accountability on the Internet.” • Appointments are imperative. • Face-to-face is vitally important for initial meeting.

  11. Prospecting • Prospecting is about positive attitude. • Rejection is a given, so optimism is critical. • It’s not personal. • Enthusiasm for your products is key (increases credibility). • Believe that you can solve problems for everybody you see. • Prospecting is about commitment. • To the process. • To solving problems and helping customers get results as they define results.

  12. Set Activity Goals • Number of calls/contacts • Create a block of time (get off your computer, overcome your e-mail obsession). • Number of appointments • Minimum = Average five per week

  13. The Money Engine • Prospecting keeps the Money Engine fueled. • Prospecting keeps food on the table.

  14. Indentifying Problems • Two phases: • Qualifying • Indentifying problems • Qualifying is finding the right people to call on. • Quality, not quantity of calls is critical.

  15. Qualifying • Qualifying appointment • “Read their desk.” • Don’t take notes, build rapport (first impression). • Build trust. • Become a partner. • Qualify creditworthiness. • Assess perceptual set and readiness. • Get an appointment for a discovery meeting.

  16. Identifying Problems • Detective work • “Computers are useless. They only give you answers.” Picasso • Ask great questions. • Open-end questions • Closed-end questions • Verification questions • Start with open-end questions • Discovery Questions • Smart follow-up questions are the key.

  17. Now You’re Ready • To generate solutions that solve those problems • To generate solutions-based proposals • To deliver presentations that create value • To get prospects what they want

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