Creating Value - Charles Warner

Report
The AESKOPP System and
the Steps of Selling
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THE NEW SCHOOL
7/20/2015
Old Paradigms of Selling
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Don’t work because:
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Today’s media buyers are more sensitive to traditional
sales techniques, manipulation and tricks.
Today’s buyers have a multitude of complex
alternatives they can buy.
 They need help making decisions.
 They will let you help them only if they trust you.
 They need solutions to complex problems.
Procurement departments and consultants make
selling harder, more commodity oriented.
Solutions, insight and Big-Idea selling is a diagnoseand-deliver model, not and “tell and sell” one.
THE NEW SCHOOL
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Old Paradigms of Selling
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Don’t work because:
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7/20/2015
Your competitors provide buyers with more choices,
and they don’t have to deal with anyone who doesn’t
give them insights, new solutions, satisfy their personal
needs, who they don’t like or who they don’t trust.
Competitors are providing solutions, too, at reduced
prices.
So, you have to be better and smarter at creating
value and taking control of the conversation.
 Teaching, Tailoring, and Taking Control
THE NEW SCHOOL
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The New Paradigm
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The customer is not the opponent – not
someone to be overcome or beaten.
The customer is a partner who needs:
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A trusting relationship
Insights
Solutions
Big Ideas
Business and personal needs and wants met
Concerns addressed
A win-win, fair agreement
To get started before a competitor does
THE NEW SCHOOL
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The AESKOPP System
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Success in selling requires:
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Attitude
Emotional Intelligence
Skills
Knowledge
Opportunity
Preparation
Persistence
Multiplicative = No element can be zero,
or there is no success.
THE NEW SCHOOL
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Solution Selling Is NeedSatisfaction Selling
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Relationship Rule#1 (The New Golden Rule): “Do
unto others as they would have others do unto
them.”
Uncover and define problems (challenges) and
needs.
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Business problems (rational, often ill-defined – where
your insights come in)
Personal needs (emotional, unconscious)
THE NEW SCHOOL
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How To Recognize Needs
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Relationship Rule #2: “People like and trust
people exactly like themselves.”
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Get people to like and trust you by being as similar as
you can and they will open up and tell you who they
are.
Then you can position your proposal according to the
needs, focus and decision style you uncover.
 Needs = See List of Human Needs
 Focus = Promotion or Prevention
 Decision style = Male vs. Female
You can’t uncover needs in one conversation, it usually
takes a little time to understand someone’s complex
needs.
THE NEW SCHOOL
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Understand Personal/Emotional
Needs
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You must understand prospects
personal/emotional needs, focus and decision
style so you can position your features,
advantages, and benefits accordingly.
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Which would you prefer:
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Trying to sell something to (help) a total stranger?
Trying to sell something to (help) a friend who you
know intimately?
THE NEW SCHOOL
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Features, Advantages, Benefits
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Features = What you’ve got.
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Advantages = Why what you’ve got is better.
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Differential competitive advantage
Benefits = How it solves a problem.
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Channels, splash-screens, packages, RTB, special
programs and promotions
Always remember WIIFM
 The client is responding silently to every feature you
describe, “What’s In It For Me?”
THE NEW SCHOOL
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Solution, Insight, and Big-Idea
Selling
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Position features, advantages and benefits as
solutions.
Give insights on a prospect’s business
Tell them how to buy your medium, use your
product
Position features, advantages, and benefits
according to needs, focus (promotion or
prevention) and decision style (male vs. female)
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Business/rational needs
Personal/emotional needs
THE NEW SCHOOL
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Solution Selling
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Relationship Rule #3: “People don’t care how
much you know until they know how much you
care.”
The best way to let people know how much you
care is to listen.
THE NEW SCHOOL
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Solution Selling
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Position features, advantages and benefits
positively as solutions to advertising and
marketing problems.
Don’t knock the competition.
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You can’t sell what they don’t have.
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You can only sell the features, advantages
and benefits you have.
THE NEW SCHOOL
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The Six Steps of Selling
1.
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3.
4.
5.
6.
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Prospecting
Identifying problems (prospect research,
qualifying)
Generating insights and solutions (research,
strategy and Big Ideas)
Presenting
 Teaching, tailoring, and taking control
Negotiating and closing
Servicing
 Account management
Set objectives for each step
THE NEW SCHOOL
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Goals/Objectives
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Set time-spent objectives for the six steps of selling in
Salesforce, for example:
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Prospecting
10%
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Identifying problems (discovery)
15%
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Generating solutions
10%
Presenting
40%
Closing
20%
Servicing
5%
 How much time spent on each varies according the
the experience of the person, type of account list,
etc.
THE NEW SCHOOL
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Set Activity Objectives As Well
As Revenue Objectives
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Calls/Contacts
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Meetings
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Critical skills:
 Building rapport and trust
 Presenting
 Solving problems/presenting solutions, insights and Big
Ideas
 Overcoming objections (best way – insights)
 Addressing concerns
There is a direct correlation between properly prospected
meetings and revenue.
THE NEW SCHOOL
Set Activity Objectives As Well As
Revenue Objectives
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Revenue objectives don’t work for everyone.
Calls, appointments and presentations lead to
revenue.
By focusing on activities that lead to revenue,
the control of stays with the salesperson.
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Salespeople can’t always control the size of the order
they get.
But they can control how many properly researched
calls they make and how effective their presentation is.
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HBR Guide to Persuasive Presentations
THE NEW SCHOOL
Set Activity Goals As Well As
Revenue Goals
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There must be a well-organized system in
Salesforce for tracking and reporting on calls,
meetings, presentations, opportunities, sales and
revenue.
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Must have details on why opportunities were
won or lost.
 No recriminations or blame
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Must have an honest pipeline.
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Predictable Revenue
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Prospecting: Creating Opportunities
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Developing new business: finding prospects who
have advertising and marketing problems
(“challenges”)
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No one is completely satisfied with their advertising.
Big Ideas
Insights on how to buy
 Especially social media and mobile
THE NEW SCHOOL
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Identifying Problems (Research
and Qualifying)
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Prospect research requires solid detective work.
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Marketing/research department/function.
Information is power.
Qualifying (right fit, can you help?)
The more information you get, the more problems, the
more dissatisfaction you uncover, the more objections
and concerns you uncover, the more precise and
helpful your solutions will be.
Research has to be conducted pre-call. People don’t
have time to tell you their goals, strategies, etc.
THE NEW SCHOOL
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Generating Solutions and
Presenting
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Generating solutions is the process of
preparation.
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Matching opportunities in your medium to prospects’
problems (challenges) based on your insights.
Framing your benefits according to business and
personal needs.
THE NEW SCHOOL
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Presenting
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Presenting:
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Confidence is everything.
Confidence is an attitude, which you control:
 Optimism
 Positive objectives (winning, not avoiding a loss)
 Visualization
 Mental rehearsal
 Do the right thing (honesty)
THE NEW SCHOOL
Negotiating and Closing
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Don’t negotiate until you’ve created value.
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The goal of negotiating is to close.
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Closing
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Help buyers make the right decision.
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Create a sense of urgency.
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Once you reach an agreement, get out!
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Don’t be around when buyer’s remorse sets in.
THE NEW SCHOOL
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Be careful about trying to close too
aggressively.
You can create a sense of urgency, but the
timetable has to be theirs.
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Too much pressure can kill a prospective sale.
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High pressure raises suspicion.
People want to buy, they don’t like being “sold”or
“closed.”
THE NEW SCHOOL
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Servicing (Account Management)
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You are the unique competitive advantage.
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Set servicing and business-increase goals.
THE NEW SCHOOL
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Partnerships Are the Ultimate Goal
of Selling
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Remember, the purpose of selling is to get
results for customers.
And building a customer into a partner is the
ultimate goal.
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A partnership is a when both sides benefit
mutually and grow each other’s businesses.
THE NEW SCHOOL
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