Selling Skills

Skills covered: 1st Sales Call

• Stopping the prospect from thinking about how to get rid of you

• Turning the tables: getting the customer to need you more than you need him

• Taking control of a potential advertiser and learning to guide the sale

• Positioning yourself as an expert and not as a salesperson

• Eliminating the potential advertiser's incorrect theories and faulty logic about newspaper advertising

• Replacing the potential advertiser's theories with effective advertising techniques

• The epiphany Š getting the potential advertiser to say "I canÕt believe I blamed your newspapers for my failure."

• Critical questions to ask for maximum effectiveness and buy-in

Skills covered: Analysis/Developing a strategy

• The difference between an artist and an ad strategist

• Why Proctor & Gamble never simply says "be creative"

• How to quickly consolidate information/key components

• How to use our "Response Model" to develop a strategy that will produce strong results the very first time

• Better ways to determine ad size that even the customer will agree with

• Determining frequency based on specifics of a customer's business

• Better ways to communicate your strategy with creative to maximize their potential

Skills covered: Final sales presentation

• Preparing the account to appreciate the ad's analysis and strategy

• Eliminating objections before the presentation is made

• Justifying ad size: why it needs to be a certain size as well as why it can be

• Getting frequency buy-in based on the accounts own information

• Overcoming objections: tracing them back to the first sales call

• Managing retailer's expectations and tracking results

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