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The Five Step Sales Process Step Two: Evaluate Needs May 12, 2011

The Five Step Sales Process Step Two: Evaluate Needs May 12, 2011. EVALUATE NEEDS. PLAN AND PREPARE. BUILD THE SOLUTION. PRESENT AND CLOSE. FOLLOW THROUGH. Home Buyers?. 35-44 yr olds?. Young professionals?. 52-67 yr olds?. 45-52 yr olds?. Golf club Name the target audience.

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The Five Step Sales Process Step Two: Evaluate Needs May 12, 2011

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  1. The Five Step Sales ProcessStep Two: Evaluate NeedsMay 12, 2011

  2. EVALUATE NEEDS PLAN AND PREPARE BUILD THE SOLUTION PRESENT AND CLOSE FOLLOW THROUGH

  3. Home Buyers? 35-44 yr olds? Young professionals? 52-67 yr olds? 45-52 yr olds? Golf club Name the target audience Boomers? Moms? You never know… until you actually do Affluents? Women? Job seekers? 22-34 yr olds?

  4. ? What purpose does a needs evaluation serve? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

  5. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations • Customers • Competition • Products/Services • Marketing Strategy

  6. ? How does an evaluation of their needs improve our credibility? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

  7. “ It’s little wonder that when buyers are asked about... salespeople who annoy them the most, they always mention too many questions, irrelevant questions, leading questions, inappropriate questions or worst of all, manipulative questions. From Selling is a Team Sport by Eric Baron ”

  8. Methodical approach to Smart Questioning Target Questions Drill down Questions Questions Drill down Questions Solutions Questions World Class Sales Person Strategic, knowledge-based questions Average Sales Person Scattered, leading questions

  9. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations • Customers • Competition • Products/Services • Marketing Strategy

  10. ? What does a Needs Evaluation uncover? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

  11. Strategic questioning - CCPM Products/Service Customer Marketing Strategy Competition 1 2 4 3

  12. Determine the Current and Desired State What is it now? Current State Quantify the GAP! What would you like it to be? Desired State

  13. Customers 1 Find out about the advertisers’ customers Geographies Demographics Behaviors Helps configure solution and messaging

  14. Customers 1 ACTIVITY Can someone give an example of the types of questions you asked your target accounts to better understand what types of customers the account was targeting? ? ? ? ? ? ? ? ? ?

  15. Competition Uncover what the competitive category leaders are doing Look at their ads Look at how messaging differs per medium Understand how they are positioned against the competition 2 Helps determine the media plan and creative

  16. Products/Services Learn about all products/services Uncover competitive differentiation about each Determine which lend themselves to business growth Learn how the products are sold 3 Drives creative and media plan

  17. Products/Services 3 ACTIVITY What type of questions did you or will you ask your target account to uncover the gap within products and services? ? ? ? ? ? ? ? ? ?

  18. Marketing Strategy Leveraging what has worked and why Learning lessons from what hasn’t worked 4 Feeds every aspect of the proposed solution

  19. Marketing Strategy 4 ACTIVITY Take two minutes to write down questions you asked or will ask to uncover the gap within the marketing strategy. How will those questions help build a solution? ? ? ? ? ? ? ? ? ?

  20. Objectives – Evaluate Needs Build trust/rapport Understand the four key elements to advertising success Review to set expectations • Customers • Competition • Products/Services • Marketing Strategy

  21. ? What’s the value in reviewing the evaluation with the advertiser? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

  22. Knowledge check How does asking questions improve your credibility? Why is it important to understand your advertiser’s unique competitive differentiator? Why should we uncover the desired state AND the current state?

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