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Advertising Sales
Training
Cindy Ramsey
St. Petersburg Times
Advertising Sales Training
Agenda
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Needs-based selling philosophy
Large sale vs. small sale comparison
Psychology of selling
Questioning techniques
Advancing the sale
Advertising Sales Training
Spin Selling
Huthwaite & Associates
Advertising Sales Training
Characteristics of Major Sales
Large Sales vs. Small Sales
Advertising Sales Training
What is needs-based selling?
Needs vs. Wants
Advertising Sales Training
The Paragon Principle –
Stages of the Sale
Advertising Sales Training
Today’s training will focus on :
Profile
Probe
Advertising Sales Training
Profile Stage
Purpose:
Find out more about the customer and about
the customer’s current situation.
Advertising Sales Training
Profile Questions
Profile questions help you learn what the customer:
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Likes
Wants in a product
Does not want in a product
Currently has in the way of a product
Profile questions uncover information about the
customer’s current situation.
Advertising Sales Training
Examples of Profile Questions:
• Do you currently have an advertising budget?
• How do you determine your advertising
budget?
• How do you track response from advertising?
• Who is your target customer?
• Who is your competition?
Advertising Sales Training
As a result of asking profile questions,
you will build a customer “profile”
which details:
• The customer’s current situation, goals and
expectations.
• The customer’s comfort level with advertising
and marketing strategies.
Advertising Sales Training
Needs Assessment
In order to profile a customer, you must
dissect their present business situation and
future goals into four distinct categories:
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Business
Consumer
Marketing
Advertising
Advertising Sales Training
Business:
•Corporate structure
•SIC category
•Number of employees
•Square feet
•Decision makers
•Positioning within Industry
Consumer:
•Typical customer demographic
•Product usage
•Customer Value
Marketing:
•Present forms of marketing
•Promotions
•Point of sale philosophy
•Internet/web strategy
Advertising:
•Budget
•Knowledge of advertising
options
•Expectations
Advertising Sales Training
Probe Stage
Purpose:
Find out more about the customer’s needs
and dissatisfactions.
Advertising Sales Training
During the Probe stage of the sales discussion, a
variety of questions are used to obtain information
from the customer which help to identify and define
the customer’s needs and dissatisfactions.
An effective sales professional:
• Plans in advance some questions to ask the
customer
• Formulates appropriate follow-up questions, based
on how the customer responds to planned questions.
Advertising Sales Training
Once you have effectively profiled a customer, you
have a responsibility to the customer, in the Probe
stage, to uncover needs or voids in their planning
process.
Your customer has given you some very personal
information, it is now your task to use your expertise
and address the appropriate areas.
Advertising Sales Training
Medical Analogy
Asking probing questions is similar to visiting a
medical professional.
• First, you are asked to complete a comprehensive
medical profile (Profile)
• Secondly, routine tests are run to determine
problems (Probe)
• Finally, a medical diagnosis is rendered (Solution)
Advertising Sales Training
In advertising, tests are used to determine if there is a
problem. It the sales professional’s responsibility to:
• Perform the test
• Uncover the customer’s needs
Advertising Sales Training
There are certain predictable problems that face
certain market segments: For example:
• A health care company may be concerned about the
shortage of health care professionals.
• A builder may be concerned with the changing real
estate market
• A travel agency may be concerned about outbreaks of
viruses on cruise ships.
• A church may be concerned with the changing
demographics in their area.
Advertising Sales Training
Open-Ended Questions
Open-ended questions prompt the customer to
answer with more than one or two words.
Open-ended questions typically begin with:
• What
• When
• Where
• Why
• How
Advertising Sales Training
Probing Questions
Probing questions are used for uncovering a
customer’s difficulties and needs related to:
• Your products
• The products of your competitors
• His of her current situation
By discovering what the customer’s problems
are, you are in a position to offer the customer a
solution. This is the basis for needs-based
selling.
Advertising Sales Training
Examples of Probing Questions:
• Are you worried that you are losing too much
business to the internet?
• Does it make it difficult for you to balance your
inventory throughout the entire year?
• Are you concerned that you may not be reaching
the entire Tampa Bay marketplace?
Advertising Sales Training
As a result of effectively asking dissatisfaction
questions, you will learn:
• What the customer wants that he or she currently
does not get.
• What difficulties the customer is experiencing as a
result of the problem.
• What expectations the customer has regarding a
solution.
Advertising Sales Training
Profile
Do you presently advertise in the newspaper?
X
Has it ever been a problem knowing how to obtain
information about special offerings?
Do you use an advertising agency?
Probe
X
X
Do you find it difficult to reach consumers on the internet?
X
Advertising Sales Training
Obtaining Commitment
Simple (small) sales have only two possible call outcomes
– “yes” or “no.”
Large (complex) sales are different. It may take weeks or
months to get an order.
Therefore, in large sales, any individual call that results in
an action that moves it closer to a sale is called an
Advance and is considered a successful outcome.
Advertising Sales Training
Obtaining Commitment
The key measure of success in obtaining commitment is
getting the buyer’s agreement on an action that moves the
sale closer to a close.
An Advance shows the buyer’s commitment to moving the
sale forward, e.g., the buyer agrees to attend a demo or
arranges a meeting for the seller with other decision
makers.
Advertising Sales Training
Obtaining Commitment
An outcome of a call that does not reach agreement on an
action that moves the sale forward is called a continuation.
A continuation is unsuccessful, no matter how pleasant or
complimentary the buyer seems.
Advertising Sales Training
Obtaining Commitment
The only way to successfully utilize advances is to plan for
them by utilizing realistic call objectives.
Call objectives may be as simple as setting up a second
meeting. However, it is only considered an advance if the
second meeting results in an action that moves it forward
in the sales process.
An example of an advance could be getting the second
meeting arranged with “all” the members of the selection
team.
Advertising Sales Training
Advancing the Sale
Call Outcome
(Sale, No-Sale, Continuation
or Advance)
I’ll cut a purchase order today so we can
start right away.
Sale
No. Although we liked what you showed us, we’ve
decided to go with Google SEO.
No-Sale
I like what you’ve got to offer, and I enjoyed your
presentation.
Continuation
Let’s meet again to continue this discussion sometime
next month.
Continuation
I can’t make the decision alone, but I’ll arrange for you
to meet my partner next week.
Advance
Advertising Sales Training
Advancing the Sale
Call Outcome
(Sale, No-Sale, Continuation
or Advance)
We’ll think about it and probably call you in
the next few months.
Continuation
If you could include those schedule modifications in
your proposal, I’ll present it to my associates.
Advance
All I need is my accountant’s ok, we’ll review it against
our financial criteria and if it passes, you’ve got a deal,
Advance
We really need to see the system in action. Can you
arrange a local demonstration for me and my production
manager next Tuesday?
Advance
Questions?
Cindy Ramsey
St. Petersburg Times
Thank You.