Transcript Basic Sales Skills

What Is Media
Selling?
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Basic Assumptions
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People are complex and basically
trustworthy.
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Can’t have a peaceful society if you believe
the opposite.
Selling is a worthy calling.
The media are highly visible, important
for an informed society and under attack,
especially from the right.
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What Is Selling?
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Selling is about getting customers and keeping
them.
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Media selling (B2B) is about getting results for
customers.
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It involves a process of helping customers get
what they need, and often they don’t know what
they need.
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In today’s frenetic business environment
relationships are not necessarily easy to establish
before a sales proposal or are always the key to
success.
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Insights are the key to success.
Research from the Corporate Executive Board, as
indicated in The Challenger Sale, shows that in the
current business environment, customers don’t always
know what they don’t know and crave insights and
solutions that can help them run their businesses more
effectively and efficiently.
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Thus, the most powerful sales approach is based
on:
1.
2.
3.
Teaching
Tailoring
Taking control of the customer conversation
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What Is the Purpose of Your
Business?
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To “create a customer” Peter Drucker
“To bring our audience and advertisers together”
- KOMC/KRZK, Branson, MO
“To help people sell more Fords,” Lowry Mays,
former CEO Clear Channel Communications
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What Are Your Sales Goals In the
Media?
1.
To get results for customers
2.
To develop new business
3.
To retain and increase current business
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4.
Presell
Upsell
Increase customer loyalty
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Teach (give insights)
Tailor (not one size fits all)
Easy to buy
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What Are Your Sales Strategies?
1.
To provide insights into problems, challenges
and solutions that potential customers and
customers weren’t aware of.
2.
To sell solutions to marketing and advertising
problems (“challenges”)
−
3.
Complete customer focus – delight customers
To reinforce the value of advertising and of your
medium’s benefits
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Understand the ecosystem
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Strategies
4.
To create value for your product
5.
To become the preferred supplier
−
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To continually provide insights and ideas
To establish, maintain, and improve relationships at all
levels of the client and agency (keep agency informed)
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Strategies
5.
To manage expectations
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Underpromise and overdeliver
6.
To innovate
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New insights
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New packages, new products, new promotions
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New creative approaches
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New technology
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“The only functions of an enterprise: marketing
and innovation.” Peter Drucker
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What Are a Salesperson’s Key
Functions?
1.
To position your product to have a differential
competitive advantage
2.
To align the features and advantages of your
medium and your offer with an advertiser’s
objectives (KPIs – Key Performance Indicators)
3.
To provide insights and solutions, which create
value, after which you can build relationships
and trust
− To empathize (understand their business)
− To develop partnerships
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Key Functions
4.
5.
6.
To educate (evangelize)
To create a sense of urgency
To communicate effectively internally – up,
down and across
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Keep your management and coordinator informed
From the street, bring back market and competitor
information
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Biggest Problem
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People do what they are paid to do.
Wrong incentives lead to wrong, counterproductive behavior.
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Wall Street and bankers had the wrong
incentives, and the sub-prime mortgage
debacle led to The Great Recession
Paying salespeople based solely on
commissions on their revenue makes them
focus on their interests not customers’
interests.
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How Do You Start Doing It Right?
1.
With an ethical, non-manipulative, insightoriented, solutions-based sales approach
2.
With the attitude that you are helping your
customers get results, as they define results
3.
With a well-organized, analytics-based, strategic,
disciplined sales system
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The right process that creates an excellent sales
experience
The right approach that provides insights and solutions
(The Challenger Sale)
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