training the trainers sales development tips from the rab
TRANSCRIPT
Training the Trainers Sales
Development Tips from the RAB
Training the Trainers Sales
Development Tips from the RAB
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1,814 GRADUATES TO DATE
1,814 GRADUATES TO DATE
RAB Radio Training AcademyRAB Radio Training Academy
Your sales Your sales people may not people may not know as much know as much as you think as you think they know!they know!
Your sales Your sales people may not people may not know as much know as much as you think as you think they know!they know!
Reality Check!Reality Check!
What Sales People Have Told or Shown Us They Want and Need
To Know
What Sales People Have Told or Shown Us They Want and Need
To Know
How Do I Get OrganizedHow Do I Get Organized
Typical Daily ActivitiesTypical Daily Activities
Prepare proposalsPrepare proposals Make presentationsMake presentations Prospect new businessProspect new business Conduct CNA’sConduct CNA’s Write copyWrite copy Return phone callsReturn phone calls Thank-you notesThank-you notes Co-op / funds researchCo-op / funds research Get a life!Get a life!
Prepare proposalsPrepare proposals Make presentationsMake presentations Prospect new businessProspect new business Conduct CNA’sConduct CNA’s Write copyWrite copy Return phone callsReturn phone calls Thank-you notesThank-you notes Co-op / funds researchCo-op / funds research Get a life!Get a life!
Plan & organizePlan & organize Sales meetingsSales meetings CollectionsCollections Service clientsService clients Make appointmentsMake appointments Pick up tapesPick up tapes Do computer runsDo computer runs Industry researchIndustry research Self-educationSelf-education
Plan & organizePlan & organize Sales meetingsSales meetings CollectionsCollections Service clientsService clients Make appointmentsMake appointments Pick up tapesPick up tapes Do computer runsDo computer runs Industry researchIndustry research Self-educationSelf-education
The Most Important Daily Activities...
The Most Important Daily Activities...
Asking for $$Asking for $$ProspectingProspectingServicingServicing
Asking for $$Asking for $$ProspectingProspectingServicingServicing
A Winning ScheduleA Winning Schedule
6:30AM Education/self improvement6:30AM Education/self improvement 7:30AM Paperwork, phone calls7:30AM Paperwork, phone calls 8:30AM8:30AM Face-to-face selling time Face-to-face selling time 4:00PM Pick up tapes, etc.4:00PM Pick up tapes, etc. 4:30PM Phone calls, paperwork, turn in orders.4:30PM Phone calls, paperwork, turn in orders. 5:00PM Write presentations, review, plan5:00PM Write presentations, review, plan
6:30AM Education/self improvement6:30AM Education/self improvement 7:30AM Paperwork, phone calls7:30AM Paperwork, phone calls 8:30AM8:30AM Face-to-face selling time Face-to-face selling time 4:00PM Pick up tapes, etc.4:00PM Pick up tapes, etc. 4:30PM Phone calls, paperwork, turn in orders.4:30PM Phone calls, paperwork, turn in orders. 5:00PM Write presentations, review, plan5:00PM Write presentations, review, plan
When are you scheduling sales meetings?When are you scheduling sales meetings?
Good schedule?Good schedule?
When Are Sales Made?When Are Sales Made?
Source: Walter Hailey
“How do I set realistic goals ?”
“How do I set realistic goals ?”
How Much Do You Want to Make?How Much Do You Want to Make?
“I hate filling out call reports!”
“I hate filling out call reports!”
Date_______________
12345678910
Account Need Plan $$ Results Next Action
Call Plan / Reporting System
Call Plan / Reporting System
“What’s the best way to prospect?”
“What’s the best way to prospect?”
Existing radio advertisersExisting radio advertisers New radio convertsNew radio converts
Existing radio advertisersExisting radio advertisers New radio convertsNew radio converts
Monitoring the CompetitionMonitoring the Competition
Never bad-mouth the competition!Never bad-mouth the competition!
InternetInternet Classified AdsClassified Ads Trade PubsTrade Pubs Yellow PagesYellow Pages Tip GroupsTip Groups NewspaperNewspaper
InternetInternet Classified AdsClassified Ads Trade PubsTrade Pubs Yellow PagesYellow Pages Tip GroupsTip Groups NewspaperNewspaper
ReferralsReferrals Mail List BrokersMail List Brokers Fairs Trade ShowsFairs Trade Shows Legal/Biz. PapersLegal/Biz. Papers Zoning VariancesZoning Variances ChamberChamber
ReferralsReferrals Mail List BrokersMail List Brokers Fairs Trade ShowsFairs Trade Shows Legal/Biz. PapersLegal/Biz. Papers Zoning VariancesZoning Variances ChamberChamber
Prospecting: Where to Look!Prospecting: Where to Look!
RAB CLIENT EVALUATION CHART
Client Name: XYZ BookstoreSalesperson: HydeDate: 1/15/02
CRITERION: LEVEL 1 LEVEL 2 LEVEL 3 SCOREStation/Customer Match Poor = 1 Good = 5 Great = 9Advertising Frequency Seldom = 1 Occasional = 2 Frequent = 3Monthly Ad Spending $1,000 = 1 $3,000 =- 2 $5,000+ = 3Gross Monthly Sales $10,000 = 1 $50,000=2 $75,000+ = 3Co-Op/Vendor Support Minimal = 1 Moderate = 2 Extensive = 3Industry Growth Potential Minimal = 1 Moderate = 2 Strong = 3Local Market Competition Minimal = 1 Moderate = 2 Intense = 3Local Access to Decision Maker Poor = 1 Good = 2 Great = 3TOTAL SCORE 0
(27+ = A (Excellent); 22-26 = B (Good); <21 = C (Questionable)
How to Value Prospects!How to Value Prospects!
“I hate trying to get appointments!”
“I hate trying to get appointments!”
Getting Appointments Getting Appointments
Why should the prospect meet with you?Why should the prospect meet with you?• Make a list of benefitsMake a list of benefits
The longer the conversation goes, the less The longer the conversation goes, the less chance you have of getting the appointment!chance you have of getting the appointment!
Tell prospect:Tell prospect:– Who you areWho you are– Who you’re withWho you’re with– What you doWhat you do– Purpose of the callPurpose of the call– Ask for the appointment*Ask for the appointment*
Why should the prospect meet with you?Why should the prospect meet with you?• Make a list of benefitsMake a list of benefits
The longer the conversation goes, the less The longer the conversation goes, the less chance you have of getting the appointment!chance you have of getting the appointment!
Tell prospect:Tell prospect:– Who you areWho you are– Who you’re withWho you’re with– What you doWhat you do– Purpose of the callPurpose of the call– Ask for the appointment*Ask for the appointment*
Who you are: I’m Bill Smith
Who you’re with: I’m a broadcast marketing specialist with WRAB Radio...
What you do: I specialize is creating successful advertising programs for retail
businesses here in...
Purpose of the call: I’m calling to arrange a time for us to meet to determine if I can be
of benefit to you and your business...
Ask for the appointment Could we meet next Wednesday at 2:15 PM?
Who you are: I’m Bill Smith
Who you’re with: I’m a broadcast marketing specialist with WRAB Radio...
What you do: I specialize is creating successful advertising programs for retail
businesses here in...
Purpose of the call: I’m calling to arrange a time for us to meet to determine if I can be
of benefit to you and your business...
Ask for the appointment Could we meet next Wednesday at 2:15 PM?
The Process The Process
Get the prospect to spend Get the prospect to spend time on a CNA? How? time on a CNA? How?
Get the prospect to spend Get the prospect to spend time on a CNA? How? time on a CNA? How?
Do Your HomeworkDo Your Homework
““Tell me about your business.”Tell me about your business.” ““Tell me about your business.”Tell me about your business.”
Do Your HomeworkDo Your Homework
Learn about the industry.Learn about the industry.Know prospect’s market situation.Know prospect’s market situation.Develop questions to ask.Develop questions to ask.**
Learn about the industry.Learn about the industry.Know prospect’s market situation.Know prospect’s market situation.Develop questions to ask.Develop questions to ask.**
q “ ” “ ” q “ ” “ ”
ControlControl
control.control.
control.control.
Artful QuestioningArtful Questioning
It’ not what you say, it’s what you ask! Ask SMART questions. “Who, What, Why,Where, How, When” Go long and go deep.“Tell me more…” It’s not about you, it’s about the prospect!
*
It’ not what you say, it’s what you ask! Ask SMART questions. “Who, What, Why,Where, How, When” Go long and go deep.“Tell me more…” It’s not about you, it’s about the prospect!
*
“Features vs benefits? What’s the difference?”
“Features vs benefits? What’s the difference?”
Feature:Feature:
Attribute of your station from Attribute of your station from youryour point of view.point of view.
Usually begins with “Usually begins with “wewe””
Benefit:Benefit:
Attribute of your stations from the Attribute of your stations from the prospect’sprospect’s point of view. point of view.
AlwaysAlways begins with “ begins with “youyou””
Feature:Feature:
Attribute of your station from Attribute of your station from youryour point of view.point of view.
Usually begins with “Usually begins with “wewe””
Benefit:Benefit:
Attribute of your stations from the Attribute of your stations from the prospect’sprospect’s point of view. point of view.
AlwaysAlways begins with “ begins with “youyou””
Features vs benefits... what’s the difference ?
Features vs benefits... what’s the difference ?
“I don’t know how to write a good proposal?”
“I don’t know how to write a good proposal?”
► Are focused on the Are focused on the clientclient..► Approach matters from the client’s Approach matters from the client’s
point of view.point of view.► Identify and stay focused on client Identify and stay focused on client
objectives.objectives.► Establish credibility through category Establish credibility through category
& consumer research.& consumer research.► Position radio and your station as the Position radio and your station as the
logicallogical choice. choice.
► Are focused on the Are focused on the clientclient..► Approach matters from the client’s Approach matters from the client’s
point of view.point of view.► Identify and stay focused on client Identify and stay focused on client
objectives.objectives.► Establish credibility through category Establish credibility through category
& consumer research.& consumer research.► Position radio and your station as the Position radio and your station as the
logicallogical choice. choice.
The Best ProposalsThe Best Proposals
Advertising objectivesAdvertising objectives Competitive advantages / Competitive advantages /
disadvantagesdisadvantages Consumer researchConsumer research Media analysisMedia analysis Why radioWhy radio Why your station(s)Why your station(s) Creative strategyCreative strategy Plan summaryPlan summary Schedule and investmentSchedule and investment
Advertising objectivesAdvertising objectives Competitive advantages / Competitive advantages /
disadvantagesdisadvantages Consumer researchConsumer research Media analysisMedia analysis Why radioWhy radio Why your station(s)Why your station(s) Creative strategyCreative strategy Plan summaryPlan summary Schedule and investmentSchedule and investment
Proposal Components Proposal Components
Prepared exclusively for:
Mary Smith Media PlannerBrown Advertising
A Custom Marketing Program
for
Acme Acme ComputerComputer
Acme Acme ComputerComputer
on
Charlie JonesAccount ExecutiveOffice: 123-456-7890Cell: 123-456-78909E-mail: [email protected]
“Why are there certain accounts I just can’t seem to
connect with?”
“Why are there certain accounts I just can’t seem to
connect with?”
Analytical DriverDriverDriverDriver
AmiableAmiableAmiableAmiable ExpressiveExpressiveExpressiveExpressive
CONTROLCONTROLCONTROLCONTROL
EMOTEEMOTE
ASKASK TELLTELL
Understanding BuyersUnderstanding BuyersUnderstanding BuyersUnderstanding Buyers
“How do I make great presentations?”
“How do I make great presentations?”
Focus on the prospect – not the station Focus on the prospect – not the station Establish clear advertising objectivesEstablish clear advertising objectives Solicit agreement on each major pointSolicit agreement on each major point Keep the prospect focused onKeep the prospect focused on
ObjectivesObjectives ProblemsProblems
Clearly demonstrate station benefits as they relate to Clearly demonstrate station benefits as they relate to the prospect’s objectivesthe prospect’s objectives
Engage the prospect during presentationEngage the prospect during presentation Strive for feeling of collaboration & partnershipStrive for feeling of collaboration & partnership
Focus on the prospect – not the station Focus on the prospect – not the station Establish clear advertising objectivesEstablish clear advertising objectives Solicit agreement on each major pointSolicit agreement on each major point Keep the prospect focused onKeep the prospect focused on
ObjectivesObjectives ProblemsProblems
Clearly demonstrate station benefits as they relate to Clearly demonstrate station benefits as they relate to the prospect’s objectivesthe prospect’s objectives
Engage the prospect during presentationEngage the prospect during presentation Strive for feeling of collaboration & partnershipStrive for feeling of collaboration & partnership
Great PresentationsGreat Presentations
“I’m pretty good at overcoming objections?
“I’m pretty good at overcoming objections?
AddressAddress, don’t , don’t OvercomeOvercome objectionsobjections Remain calm and relaxed.Remain calm and relaxed. Show respect and use diplomacy. Show respect and use diplomacy. Uncover the real question / concern. Uncover the real question / concern. Check your ego & emotions at the door. Check your ego & emotions at the door. Remember: The prospect is questioning Remember: The prospect is questioning
your your proposalproposal, not rejecting , not rejecting youyou!!
AddressAddress, don’t , don’t OvercomeOvercome objectionsobjections Remain calm and relaxed.Remain calm and relaxed. Show respect and use diplomacy. Show respect and use diplomacy. Uncover the real question / concern. Uncover the real question / concern. Check your ego & emotions at the door. Check your ego & emotions at the door. Remember: The prospect is questioning Remember: The prospect is questioning
your your proposalproposal, not rejecting , not rejecting youyou!!
Handling ObjectionsHandling Objections
1. 1. Acknowledge:Acknowledge: “It sounds like you have a concern about ...”“It sounds like you have a concern about ...”
2. 2. Clarify:Clarify: “Tell me why you feel that ...”“Tell me why you feel that ...”
3. 3. Bring down the WallBring down the Wall: : “I want to make sure I understand your concerns about …”“I want to make sure I understand your concerns about …” Encourage the prospect to talk. Encourage the prospect to talk.
““Tell me more.”Tell me more.” The more she talks, the lower the wall becomes.The more she talks, the lower the wall becomes.
4. 4. Calm and Disarm:Calm and Disarm: “I can certainly understand why you might feel that way…”“I can certainly understand why you might feel that way…”
5. 5. ReviewReview: : “You’ll recall we’ve agreed that…”“You’ll recall we’ve agreed that…” Review the key points of your proposal.Review the key points of your proposal. Review the benefits you bring to the table.Review the benefits you bring to the table.
6. 6. Ask for the Order:Ask for the Order: “So if you’ll initial here, we can get started next Monday as “So if you’ll initial here, we can get started next Monday as proposed.”proposed.”
1. 1. Acknowledge:Acknowledge: “It sounds like you have a concern about ...”“It sounds like you have a concern about ...”
2. 2. Clarify:Clarify: “Tell me why you feel that ...”“Tell me why you feel that ...”
3. 3. Bring down the WallBring down the Wall: : “I want to make sure I understand your concerns about …”“I want to make sure I understand your concerns about …” Encourage the prospect to talk. Encourage the prospect to talk.
““Tell me more.”Tell me more.” The more she talks, the lower the wall becomes.The more she talks, the lower the wall becomes.
4. 4. Calm and Disarm:Calm and Disarm: “I can certainly understand why you might feel that way…”“I can certainly understand why you might feel that way…”
5. 5. ReviewReview: : “You’ll recall we’ve agreed that…”“You’ll recall we’ve agreed that…” Review the key points of your proposal.Review the key points of your proposal. Review the benefits you bring to the table.Review the benefits you bring to the table.
6. 6. Ask for the Order:Ask for the Order: “So if you’ll initial here, we can get started next Monday as “So if you’ll initial here, we can get started next Monday as proposed.”proposed.”
Handling ObjectionsHandling Objections
Your Job:Your Job:
Hire rightHire right Provide good initial trainingProvide good initial training Establish good systemsEstablish good systems Hold sellers accountableHold sellers accountable Foster team spiritFoster team spirit Show supportShow support Reward individual accomplishmentReward individual accomplishment
Hire rightHire right Provide good initial trainingProvide good initial training Establish good systemsEstablish good systems Hold sellers accountableHold sellers accountable Foster team spiritFoster team spirit Show supportShow support Reward individual accomplishmentReward individual accomplishment
Coaching:Coaching:
The ability to help others improve The ability to help others improve performance to each individual’s performance to each individual’s maximum abilitymaximum ability
Development is incrementalDevelopment is incremental Improvement should be continuousImprovement should be continuous Process must be supportive Process must be supportive
The ability to help others improve The ability to help others improve performance to each individual’s performance to each individual’s maximum abilitymaximum ability
Development is incrementalDevelopment is incremental Improvement should be continuousImprovement should be continuous Process must be supportive Process must be supportive
Training Tips:Training Tips: Ask them what they want / needAsk them what they want / need
Sellers must see relevanceSellers must see relevance Train to reinforce or modify behaviorTrain to reinforce or modify behavior Establish skill / result relationshipEstablish skill / result relationship Prepare and practice your training skillsPrepare and practice your training skills
Behavior that can’t be practiced can’t be Behavior that can’t be practiced can’t be learnedlearned
Behavior that can’t be measured can’t be Behavior that can’t be measured can’t be enforcedenforced
Ask them what they want / needAsk them what they want / need Sellers must see relevanceSellers must see relevance
Train to reinforce or modify behaviorTrain to reinforce or modify behavior Establish skill / result relationshipEstablish skill / result relationship Prepare and practice your training skillsPrepare and practice your training skills
Behavior that can’t be practiced can’t be Behavior that can’t be practiced can’t be learnedlearned
Behavior that can’t be measured can’t be Behavior that can’t be measured can’t be enforcedenforced
Limit contentLimit content Show them exactly what you wantShow them exactly what you want Communicate skill / result relationshipCommunicate skill / result relationship Test for skill comprehensionTest for skill comprehension Role play to reinforce / modify behaviorRole play to reinforce / modify behavior
Limit contentLimit content Show them exactly what you wantShow them exactly what you want Communicate skill / result relationshipCommunicate skill / result relationship Test for skill comprehensionTest for skill comprehension Role play to reinforce / modify behaviorRole play to reinforce / modify behavior
Training Tips:Training Tips:
Great Role PlayGreat Role Play
Make role play safe and fun Make role play safe and fun Group participation and feed-backGroup participation and feed-back Positively reinforce the good thingsPositively reinforce the good things Constructively correct areas for Constructively correct areas for
improvementimprovement Concentrate on progressive Concentrate on progressive
improvement, not just ultimate skill improvement, not just ultimate skill masterymastery
Make role play safe and fun Make role play safe and fun Group participation and feed-backGroup participation and feed-back Positively reinforce the good thingsPositively reinforce the good things Constructively correct areas for Constructively correct areas for
improvementimprovement Concentrate on progressive Concentrate on progressive
improvement, not just ultimate skill improvement, not just ultimate skill masterymastery
Evaluate Your TrainingEvaluate Your Training
Did they like it?Did they like it? Did they learn the material?Did they learn the material? Are they using what they’ve learned?Are they using what they’ve learned? Did behaviors change?Did behaviors change? Were desired results achieved? Were desired results achieved?
Did they like it?Did they like it? Did they learn the material?Did they learn the material? Are they using what they’ve learned?Are they using what they’ve learned? Did behaviors change?Did behaviors change? Were desired results achieved? Were desired results achieved?
Don’t assume what they know.Don’t assume what they know. Do a knowledge and skills assessment.Do a knowledge and skills assessment. Make in-house training a priority.Make in-house training a priority. Ride with and coach your sellers.Ride with and coach your sellers. Invest in additional outside training.Invest in additional outside training. Let them know you care about them Let them know you care about them moremore
than you can about any single sale!than you can about any single sale!
Don’t assume what they know.Don’t assume what they know. Do a knowledge and skills assessment.Do a knowledge and skills assessment. Make in-house training a priority.Make in-house training a priority. Ride with and coach your sellers.Ride with and coach your sellers. Invest in additional outside training.Invest in additional outside training. Let them know you care about them Let them know you care about them moremore
than you can about any single sale!than you can about any single sale!
Final ThoughtsFinal Thoughts