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When we think we know…

When we think we know…. When we think we know…. Balance. OK – Package Selling We assume we know the client’s needs. Balance. OK – Package Selling We assume we know the client’s needs. Better – CNA and Recommendation Determine prospect value Short/long term

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When we think we know…

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  1. When we think we know…

  2. When we think we know…

  3. Balance OK – Package Selling We assume we know the client’s needs

  4. Balance OK – Package Selling We assume we know the client’s needs Better – CNA and Recommendation Determine prospect value Short/long term Present immediate recommendation

  5. Balance OK – Package Selling We assume we know the client’s needs Better – CNA and Recommendation Determine prospect value Short/long term Present immediate recommendation Best – CNA and Presentation Follow the Seven Steps to Selling Success

  6. Research Learn about the industry Learn about prospect’s market situation Develop questions to ask

  7. Kinds of questions

  8. Kinds of questions Permission “May I ask you more about that?”

  9. Kinds of questions Permission “What models do you carry?” Fact-finding

  10. Kinds of questions Permission “What do you like about your current advertising?” Fact-finding Feeling-finding

  11. Kinds of questions Permission “Would you say it is more important to bring people in early week, or late week?” Fact-finding Feeling-finding Priority

  12. Kinds of questions “So you are saying early week is your best opportunity to increase revenues?” Permission Fact-finding Feeling-finding Priority Restatement

  13. The Best Questions Open-ended Informed Professional

  14. Exercise Write an INFORMED, PROFESSIONAL question using RAB category research

  15. Approach The one asking the questions is the one in control Take your time Start with non-threatening questions The more prospects talk, the more the wall comes down The more the wall comes down the more they will tell you

  16. Inquire, don’t interrogate Adversarial “Don’t you want to…”

  17. Inquire, don’t interrogate Adversarial “Don’t you want to…” “Why haven’t you…” Accusative

  18. Inquire, don’t interrogate Adversarial “Don’t you want to…” “Why haven’t you…” “Shouldn’t you…” Accusative Impolite

  19. Inquire, don’t interrogate Adversarial “Don’t you want to…” “Why haven’t you…” “Shouldn’t you…” “Aren’t you…” Accusative Impolite Frontal

  20. Inquire, Don’t Interrogate “Don’t you want to…” “Why haven’t you…” “Shouldn’t you…” “Aren’t you…” “So you don’t care…” Adversarial Accusative Impolite Frontal Tactless

  21. Great CNAs Get the prospect to: Focus on problems Think about the business Dream about possibilities Consider making changes Get comfortable working with you

  22. CNA Techniques Before you leave: who, what, where, why, when, how Ask long and deep questions! “Tell me more…” It’s not about you, it’s all about the prospect!

  23. Areas of questions Company Products/Services Customers Competition Objectives Advertising Wrap-up

  24. CNA Wrap-Up “Do you have an agency?” Find out if there are others involved in making advertising decisions Set the next appointment

  25. Tips Remember the goal of this call Get the information Get “the Wall” to come down Memorize as many questions as possible Ask, don’t tell or sell Refer to your notes as needed Customize your questions Take copious notes Be enthusiastic about your ability to help

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