The Sales Sat Nav for Media Consultants : The Roadmap to More Revenue in the Sale of Advertising Materials

This book shows media salespeople the optimal sales process using a structured step-by-step guide: Using a sales navigator, it accompanies sellers from the media business through different roads and guides them from the start - the search for suitable customer potential - to the goal: closing the sale.The author points out all the construction sites and detours, such as objections or tactical price negotiations, but also shortcuts, such as recognizing early buying signals. After all, the sales process always follows a clear structure, and knowing this structure, practicing the appropriate techniques, and applying them again and again can lead to noticeably more sales.A compact and easy-to-read book, peppered with personal experience reports from sales and media professional Ricky McKenna, whose tips will help you achieve ambitious sales goals even in difficult economic times. Preface 5 Acknowledgment 11 Contents 12 About the Author 17 1 Follow the Course of the Road—The Preparation and Research Avenue 19 Abstract 19 1.1 Keep Your Sales Funnel Well-Filled 21 1.2 Qualifying and Disqualifying 26 1.2.1 Does the User Base of Your Medium Match the Target Audience of the Customer? 27 1.2.2 Looking at Your Existing Customer Lists 28 1.3 Where Can You Find New Customer Potentials? 30 1.4 In Slices or in One Piece? Call in One Piece! 31 1.5 Calculate Your Ratios 33 1.6 The Importance of Trust and How it Arises 37 1.7 Knowing Your Customers 39 Reference 42 2 Turn Right—Conversation Starter with Pattern Interruption 43 Abstract 43 2.1 The Phone Call with the Head Office 46 2.2 The Phone Call with the Assistant 47 2.2.1 The Technique of the Counter-Question 49 2.2.2 The Expert Technique I 49 2.2.3 Expert Technique II 50 2.2.4 The Methodology of Universally Transferable Statements 50 2.2.5 The Please-Help-Me Technique (Benjamin Franklin Effect) 52 2.2.6 The Role-Reversal Technique 53 2.2.7 The Amazement Technique 54 2.3 The Phone Call with the Decision Maker 55 2.3.1 Step 1: The Conversation Opening with the Anticipation Technique 58 2.3.2 Step 2: Building Trust 59 2.3.3 Step 3: Addressing Indisputable Personal Facts 60 2.3.4 Step 4: The Reason for Your Call 61 2.3.5 Step 5: Ask for Permission to Conduct Needs Assessment 61 References 63 3 Follow the Course of the Road—The Needs Analysis 64 Abstract 64 3.1 The Goal Assist 64 3.2 Be the Doctor 66 3.3 Shut Up and Listen! 67 3.4 Gain the Customer’s Trust 68 3.5 Who Asks, Leads 69 3.6 Top Sat Nav Questions in the Needs Analysis 72 3.7 The Power of Questions 78 3.8 The Popular One Asks Many Questions 79 3.9 Distance Zones According to Edward T. Hall—Each Question in its Own Time 79 3.10 Questioning Techniques in Sales Conversations 81 References 88 4 Accelerate—Making the Appointment 89 Abstract 89 4.1 Appointment with Reference Technique 90 4.2 Appointment with the Assumption Technique 92 4.3 Appointment Scheduling with the Perfect-World Technique 94 4.4 “I Can See You Through the Phone!”—Interview with Telemarketing Specialist Udo Peilicke 98 5 Diversions—Objections, Pretexts and Their Treatment 104 Abstract 104 5.1 The Law of Six 105 5.2 The Objection Handling as the Simplest Process in Sales 106 5.3 Handle Objections. Not Pretexts 107 5.3.1 The Pretext Terminator 108 5.3.2 Objection Handling Techniques 109 5.3.3 The Structure of Objection Handling 109 5.3.4 The Astonishment Technique 110 5.3.5 The Conditional Technique 114 5.3.6 The Provocation Technique 116 5.3.7 The Wish Technique 118 5.3.8 The Disaster Technique 121 5.3.9 The Perfect-World Technique 123 5.3.10 The Scenario Technique 124 5.3.11 Eleven Objection Handling Techniques at a Glance 125 Reference 128 6 No Speed Limit—Opening the Appointment with Trust Building 129 Abstract 129 7 Route Agreement—Have the Customer Confirm the Need 133 Abstract 133 8 Only a Few More Meters—The Presentation of the Offer 136 Abstract 136 8.1 Distinction of Feature, Advantage, Benefit 137 8.2 The FAB Technique in the Sales Conversation 140 8.3 One, Two or Three Offers? 143 9 Caution—Danger ahead—Techniques for Price Negotiation 148 Abstract 148 9.1 Is the Customer Bluffing? 153 9.2 Increasing Objectives Through Granting Discounts 154 9.3 The Blocking Technique 155 9.4 Unmasking the Offer from the Competition 158 9.5 The Customer has a Counteroffer—Detecting the Desired Supplier 159 9.6 Exploring the Willingness to Suffer through Renunciation of Performance 163 9.6.1 When the Customer wants to know the Price in Advance 169 9.6.2 A Well-Filled Sales Funnel Lets You Sleep Better 171 10 You have Reached Your Destination—Closing the Sale 173 Abstract 173 10.1 Looking for Buying Signals 175 10.1.1 Verbal Buying Signals 176 10.1.1.1 Yes, I Want to Buy 176 10.1.1.2 The Customer Asks Questions 176 10.1.1.3 The Customer Asks for References 177 10.1.1.4 The Customer Shares his Opinion with You Unsolicited 177 10.1.2 Body Language and Nonverbal Buying Signals 177 10.1.3 The Buying Readiness Question 179 10.2 Closing the Sale with the Next-Step Method 180 10.3 Closing the Sale with the AREA Method 182 10.4 The Technique of Irrelevance 186 References 187 11 The Service Stage for Successful Implementation of objectives 188 Abstract 188 11.1 Managing Too High Customer Expectations 189 11.2 Core Tasks of Advertising 189 11.3 The Design of Advertising Media—High Noon for Successful Advertising Impact 191 11.4 The USP As a New Customer Magnet 200 11.5 Asking the Customer for Service—Recommendation Marketing 203 References 213 Appendix 214