integrated solutions selling: what’s changed

Integrated Solutions Selling:

What’s Changed

Solutions Selling

• Be essential! • Advertisers divide their marketing activities into two

categories - Essential and Non-Essential

• Prove your value!

• Maximize the opportunity to be a customer centric solutions seller

• Leverage your assets!

• Stay positive – attitude is contagious

• Understand the client up front • Do your homework and build a strategic framework

and tactical plan for each account

What Can I Do?

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Advertising Share of Marketing is Declining

1963: Marketing Spend = $17 Billion

70% Advertising = $12 Billion

25.5% Advertising = $183 Billion

2010: Marketing Spend = $716 Billion

2011: Advertising = ?

GAINING SHARE

Event MarketingPremiums/PromotionsP-O-P DisplaysInternet (Email, SEM)MobileSocial NetworkingSponsorshipsCouponsSpecialty PrintingLicensingPublic RelationsLoyaltyGames & ContestsSweepstakesProduct SamplingProduct Placement

3Source: Veronis Suhler

Awareness

Familiarity

Opinion

Consideration

Preference(demand)

Shopping

Sales (Market Share)

Mass TV/Radio

Contextual Magazines

Internet - Static/Video

Local Newspapers

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Key Philosophies & Insights: The Role of Media Types & Media Mix

…It’s about driving sales, driving traffic

and engaging and changing

consumer behavior

It’s Not About Media…

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Sellers• Develop deeper, longer-term client relationships• Take greater ownership of what you sell• Improve your selling skills • Provide customer centric solutions• Exceed budget

Manufacturers/Sales/Marketing• Control marketing dollars• Increase sell-through• Improve brand equity • Touch consumers directly • Improve relationships with retailers

Retailers & Dealers• Increase traffic• Increase sales• Increase exposure • Highlight community involvement

Deep Account Selling Benefits

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Make More Money!

RAB 7 Steps to Successful Selling

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STEPS TO SUCCESSFUL SELLING

Prospecting• Before the call, know thy customer• Headquarters contact information• Fiscal year• Background information• Organizational structure• Marketing practices• New and major products or services• Sponsorships and corporate interests

Prospecting & Research

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ADVERTISING BRANDMARKETING

SALES

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Three Pools of Money

Know the Flow

• Who are the gatekeepers• Who screens the ideas• Who signs the deals

Follow the Money

• Sales• Marketing• Digital• Corporate Communications• Event Marketing

Research

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Advertising Manager/Planner/Buyer• To place and manage media buys

Brand Manager• To increase brand awareness & loyalty across the country

Marketing Manager• To increase market share across the country

Sales Manager• To increase sales for a given territory

Interactive/Digital Manager• To oversee the interactive and digital strategy for the

company or agency

Decision-Maker Roles

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• Owner• VP of Sales / Marketing• EVP Emerging Media• VP Digital• VP of Engagement• VP of Social Media• Event Marketing Manager• National/Regional Sales Manager

• Trade Marketing Manager• Account/Territory/Zone Manager• Brand/Product Manager• Director of Marketing• Business Development Manager• Government Affairs Representative• Branch Manager• Marketing Communications Manager

ProspectingDecision Maker Titles

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Integrated Solutions Selling: RTTR Presentations

Leslie Edwards – Columbus, OHJen LaMontagne – New York, NYSarah Dobbins – San Diego, CATina Philbrook – Seattle, WA

Ashley Testa – Jacksonville, FLAna Rivera – Laredo, TX

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