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Digital and the five-step sales process

Digital and the five-step sales process. The five-step sales process. EVALUATE NEEDS. PLAN AND PREPARE. BUILD THE SOLUTION. PRESENT AND CLOSE. FOLLOW THROUGH. Plan and prepare. Plan and prepare: Targeted targeting. Industries Hot segments Companies

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Digital and the five-step sales process

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  1. Digital and the five-step sales process

  2. The five-step sales process EVALUATE NEEDS PLAN AND PREPARE BUILD THE SOLUTION PRESENT AND CLOSE FOLLOW THROUGH

  3. Plan and prepare

  4. Plan and prepare: Targeted targeting Industries • Hot segments Companies • Existing accounts with limited digital spend • High potential categories (high spend, low share) • Broadcast advertisers • Entering peak seasons

  5. Plan and prepare: Due diligence ACTIVITY • Run a search to find out where they rank. Are they a category leader? • Examine their website to see how they operate. What tangibles and intangibles can you learn about the company? • Leverage social media—follow them on Twitter, become a fan on Facebook. • Review competing media web sites to determine where they advertise.

  6. Plan and prepare: Smart Statements What I know about your industry, your business, or you personally How I THINK I can help Ask for an Evaluate Needs appointment

  7. Evaluate Needs

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

  9. Use smart questions to build trust and report ACTIVITY Use what you learned about their business, their industry (maybe it was even in your smart statement) and plant specific questions. EXAMPLE: “I saw that you specialize in x, tell me more about that.”

  10. Determine current vs desired What is it now? Current State Quantify the GAP! What would you like it to be? Desired State

  11. Methodical questioning Products/Service Customer Marketing Strategy Competition 1 2 4 3

  12. 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 1

  13. Customers 2 Find out about the advertisers’ customers Geographies Demographics Behaviors

  14. Marketing Strategy Leveraging what has worked and why Learning lessons from what hasn’t worked 3

  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 4

  16. Pricing and packaging

  17. Build the Solution

  18. Key Findings Prioritizes the customer’s most critical needs • Products and Services • Target customer • Marketing Strategy • Competition • Gap from current to desired state

  19. The BIG IDEAthe what, not the how Focus on solutions, not ad space Capitalize on market opportunities Resolve challenges Include relevant marketing strategy Infuse creativity into the sales process Create a competitive edge

  20. Example of BIG IDEAS

  21. What’s the BIG IDEA? exercise Auto dealer targeting affluent 40-somethings ACTIVITY Appliance store targeting young couples Women’s Consignment Shop promoting maternity and clothing for new mothers Pizza parlor targeting prospects in a ten mile radius

  22. The Media Plan

  23. Creating the Media Plan • - Determine the product(s) that will deliver the advertiser’s best customer and reach their business goals • - Determine the campaign • Delivers reach, targeting and boosters • Effective levels for reach and frequency • Minimum thresholds for online • At the right time • With the right creative

  24. Reach, targeting and boosters The Right Audience, The Right Solution, The Right Time

  25. ReachLarge audience Hit home the “value of the view”

  26. Reach: Setting Customer Expectations Does this users’ click effectively measure the impact of exposing the other 999 users to the same ad?

  27. TargetingLayering in specific audiences and interests

  28. BoostersLayering immediate traffic drivers, lead generation tools

  29. Determining Reach, Targeting & Boosters ACTIVITY Step 1: Identify products for each component- reach, targeting and boosters Step 2: What role does each product play? Effective Campaigns Always have Reach & Targeting

  30. Establishing Thresholds Drives Results Newspaper.com • 100k impressions monthly • At least 25% in ROS • 25k impressions per targeting method

  31. Determine campaign duration What will you need to consider to determine your recommended campaign duration? • Choose the campaign duration • 3 months – 5 months • 6 months – 11 months • 12 months

  32. Right time • Focuses on advertiser’s sales cycle • Customer created peaks • Acquire new customers during natural peak sales times when consumers are likely looking for product/service • Heavy up in peaks • Maintain during off peaks

  33. Overall value Does it meet the advertiser objectives? Does it provide enough Reach & Targeting to deliver an audience that will drive results? Does this align with the advertisers peak seasons? Does this demonstrate value?

  34. Present and Close

  35. The Presentation Agenda 1 Summarize the objectives Introduce the audience 2 Introduce the solution (BIG IDEA) 3 4 Present the media plan (with value) 5 Show the investment 6 Handle objections 7 Ask for the business

  36. INSERT YOUR ENTIRE PRESENTATION HERE AND DO ROLE PLAY FOR NEWSPAPER.COM

  37. Follow through

  38. Example advertiser campaign report

  39. Sample Campaign Performance Review Presentation

  40. EXAMPLE: Campaign Expectations… What you told us Campaign: Act your age. Look like the age you tell people. Campaign goals: Attract more women 40+ who are interested in cosmetic surgery Grow business from women 25-54 with multiple spa services Grow massage business in McLean

  41. EXAMPLE: How we’ve reached Mary • Mary is a 40 year old woman who has a household income of $125,000 • She spends significant time online searching for articles related to health and wellness • Mary is considering cosmetic surgery McLean Medical Spa FPO • Users like Mary in McLean have seen your ad 750,412 times this month • 549 users like Mary responded directly to your message for more information about your services • CTR: .07%

  42. EXAMPLE: Next steps Event was a success; leverage your new customer base with loyalty program Send email blast to all new customers gained at Spa-Lidays event highlighting loyalty program with a 10% coupon. Introduce Spa Services campaign for March & April Idea: Rest. Relax. Rejuvinate Offer special discount for purchasing multiple spa services at one time Goal: Increase spa service from 25-54 year olds Creative: Showcase multiple services (facial, massage, pedicure) Consider how to capitalize on bridal parties in the summer

  43. Key Takeaways

  44. Thank you

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