Transcript Evaluate Needs sales rep training

The Five Step Sales Process
Step Two:
Evaluate Needs
May 12, 2011
EVALUATE NEEDS
PLAN AND PREPARE
FOLLOW THROUGH
BUILD THE SOLUTION
PRESENT AND CLOSE
Home Buyers?
Young professionals?
35-44 yr olds?
52-67 yr olds?
45-52 yr olds?
Moms?
Women?
You never
know…
Golf club
until you actually do
Boomers?
Affluents?
Name the target audience
Job seekers?
22-34 yr olds?
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What purpose does a
needs evaluation serve?
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Objectives – Evaluate Needs
Build trust/rapport
Understand the
four key elements
to advertising
success
 Customers
 Competition
 Products/Services
 Marketing Strategy
Review to set
expectations
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How does an evaluation of their needs improve
our credibility?
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“
It’s little wonder that when buyers are asked about...
salespeople who annoy them the most, they always
mention too many questions, irrelevant questions,
leading questions, inappropriate questions or worst
of all, manipulative questions.
From Selling is a Team Sport by Eric Baron
”
Methodical approach
to Smart Questioning
Target Questions
Drill down
Drill down
Solutions
World Class Sales Person
Strategic, knowledge-based questions
Average Sales Person
Scattered, leading questions
Objectives – Evaluate Needs
Build trust/rapport
Understand the
four key elements
to advertising
success
 Customers
 Competition
 Products/Services
 Marketing Strategy
Review to set
expectations
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What does a Needs Evaluation uncover?
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Strategic questioning - CCPM
Customer
Products/Service
Competition
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2
4
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Marketing Strategy
Determine the Current and
Desired State
Current State
What is it now?
Quantify the GAP!
Desired State
What would you
like it to be?
Customers
1
Find out about the advertisers’ customers
Geographies
Demographics
Behaviors
Helps configure solution and messaging
Customers
1
Can someone give an example of the types
of questions you asked your target accounts
to better understand what types of customers
the account was targeting?
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2
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
Helps determine the media plan and creative
3
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
Drives creative and media plan
3
Products/Services
What type of questions did you or will you ask
your target account to uncover the gap
within products and services?
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Marketing Strategy
4
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Leveraging what has worked and why
Learning lessons from what hasn’t worked
Feeds every aspect of the proposed solution
4
Marketing Strategy
Take two minutes to write down questions
you asked or will ask to uncover the gap
within the marketing strategy.
How will those questions help build a
solution? ?
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Objectives – Evaluate Needs
Build trust/rapport
Understand the
four key elements
to advertising
success
 Customers
 Competition
 Products/Services
 Marketing Strategy
Review to set
expectations
?
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What’s the value in reviewing
the evaluation with the advertiser?
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Knowledge check
• How does asking questions improve your credibility?
• Why is it important to understand your advertiser’s unique
competitive differentiator?
• Why should we uncover the desired state
AND the current state?