This book shows media salespeople the optimal sales process using a structured step-by-step guide: Using a sales navigator, it accompanies sellers from the media business through different roads and guides them from the start - the search for suitable customer potential - to the goal: closing the sale.The author points out all the construction sites and detours, such as objections or tactical price negotiations, but also shortcuts, such as recognizing early buying signals. After all, the sales process always follows a clear structure, and knowing this structure, practicing the appropriate techniques, and applying them again and again can lead to noticeably more sales.A compact and easy-to-read book, peppered with personal experience reports from sales and media professional Ricky McKenna, whose tips will help you achieve ambitious sales goals even in difficult economic times.
Author(s): Ricky McKenna
Publisher: Springer
Year: 2023
Language: English
Pages: 223
City: Wiesbaden
Preface
Acknowledgment
Contents
About the Author
1 Follow the Course of the Road—The Preparation and Research Avenue
Abstract
1.1 Keep Your Sales Funnel Well-Filled
1.2 Qualifying and Disqualifying
1.2.1 Does the User Base of Your Medium Match the Target Audience of the Customer?
1.2.2 Looking at Your Existing Customer Lists
1.3 Where Can You Find New Customer Potentials?
1.4 In Slices or in One Piece? Call in One Piece!
1.5 Calculate Your Ratios
1.6 The Importance of Trust and How it Arises
1.7 Knowing Your Customers
Reference
2 Turn Right—Conversation Starter with Pattern Interruption
Abstract
2.1 The Phone Call with the Head Office
2.2 The Phone Call with the Assistant
2.2.1 The Technique of the Counter-Question
2.2.2 The Expert Technique I
2.2.3 Expert Technique II
2.2.4 The Methodology of Universally Transferable Statements
2.2.5 The Please-Help-Me Technique (Benjamin Franklin Effect)
2.2.6 The Role-Reversal Technique
2.2.7 The Amazement Technique
2.3 The Phone Call with the Decision Maker
2.3.1 Step 1: The Conversation Opening with the Anticipation Technique
2.3.2 Step 2: Building Trust
2.3.3 Step 3: Addressing Indisputable Personal Facts
2.3.4 Step 4: The Reason for Your Call
2.3.5 Step 5: Ask for Permission to Conduct Needs Assessment
References
3 Follow the Course of the Road—The Needs Analysis
Abstract
3.1 The Goal Assist
3.2 Be the Doctor
3.3 Shut Up and Listen!
3.4 Gain the Customer’s Trust
3.5 Who Asks, Leads
3.6 Top Sat Nav Questions in the Needs Analysis
3.7 The Power of Questions
3.8 The Popular One Asks Many Questions
3.9 Distance Zones According to Edward T. Hall—Each Question in its Own Time
3.10 Questioning Techniques in Sales Conversations
References
4 Accelerate—Making the Appointment
Abstract
4.1 Appointment with Reference Technique
4.2 Appointment with the Assumption Technique
4.3 Appointment Scheduling with the Perfect-World Technique
4.4 “I Can See You Through the Phone!”—Interview with Telemarketing Specialist Udo Peilicke
5 Diversions—Objections, Pretexts and Their Treatment
Abstract
5.1 The Law of Six
5.2 The Objection Handling as the Simplest Process in Sales
5.3 Handle Objections. Not Pretexts
5.3.1 The Pretext Terminator
5.3.2 Objection Handling Techniques
5.3.3 The Structure of Objection Handling
5.3.4 The Astonishment Technique
5.3.5 The Conditional Technique
5.3.6 The Provocation Technique
5.3.7 The Wish Technique
5.3.8 The Disaster Technique
5.3.9 The Perfect-World Technique
5.3.10 The Scenario Technique
5.3.11 Eleven Objection Handling Techniques at a Glance
Reference
6 No Speed Limit—Opening the Appointment with Trust Building
Abstract
7 Route Agreement—Have the Customer Confirm the Need
Abstract
8 Only a Few More Meters—The Presentation of the Offer
Abstract
8.1 Distinction of Feature, Advantage, Benefit
8.2 The FAB Technique in the Sales Conversation
8.3 One, Two or Three Offers?
9 Caution—Danger ahead—Techniques for Price Negotiation
Abstract
9.1 Is the Customer Bluffing?
9.2 Increasing Objectives Through Granting Discounts
9.3 The Blocking Technique
9.4 Unmasking the Offer from the Competition
9.5 The Customer has a Counteroffer—Detecting the Desired Supplier
9.6 Exploring the Willingness to Suffer through Renunciation of Performance
9.6.1 When the Customer wants to know the Price in Advance
9.6.2 A Well-Filled Sales Funnel Lets You Sleep Better
10 You have Reached Your Destination—Closing the Sale
Abstract
10.1 Looking for Buying Signals
10.1.1 Verbal Buying Signals
10.1.1.1 Yes, I Want to Buy
10.1.1.2 The Customer Asks Questions
10.1.1.3 The Customer Asks for References
10.1.1.4 The Customer Shares his Opinion with You Unsolicited
10.1.2 Body Language and Nonverbal Buying Signals
10.1.3 The Buying Readiness Question
10.2 Closing the Sale with the Next-Step Method
10.3 Closing the Sale with the AREA Method
10.4 The Technique of Irrelevance
References
11 The Service Stage for Successful Implementation of objectives
Abstract
11.1 Managing Too High Customer Expectations
11.2 Core Tasks of Advertising
11.3 The Design of Advertising Media—High Noon for Successful Advertising Impact
11.4 The USP As a New Customer Magnet
11.5 Asking the Customer for Service—Recommendation Marketing
References
Appendix
