advertising the power of yes-sabatier
DESCRIPTION
TRANSCRIPT
![Page 1: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/1.jpg)
ADVANCED MAGAZINE TRAINING
The Power of YES: Advertising Sales Planning
Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
![Page 2: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/2.jpg)
Strategic Selling, Planning and Prospecting
Setting Goals
Short-term and long-term selling
Develop Client History
Use Competitive Information
Develop Editorial and Reader Positioning – what’s your story?
![Page 3: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/3.jpg)
Presentations
Goal: to generate a focused change of ideas…to deepen dialogue “…it’s hard to have interaction if you are simply giving a speech. Bringing visuals along can open a dialogue between you and your customer and provide points of reference throughout your presentation.” former publisher & CEO
![Page 4: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/4.jpg)
Presentations
Four questions to ask prior to creating a presentation 1. Am I going to talk about something the client is
interested in?
2. Has the client heard this before?
3. Does the presentation fit the client’s needs and the allotted time for the meeting?
4. Will this presentation encourage dialogue?
![Page 5: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/5.jpg)
Presentations
Preparation is almost as important as the delivery. Determine the goal and objective of the presentation. Don’t try to cover more than one or two key points. Determine in advance how much time you will have
![Page 6: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/6.jpg)
Presentations
Preparation is almost as important as the delivery. Organize the presentation. A good sales presentation starts with a quick review of the customer’s goals and objectives.
![Page 7: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/7.jpg)
Presentations
Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
![Page 8: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/8.jpg)
Presentations
Start by asking a couple questions. Grab the client’s attention early. Be memorable. Use visuals. Get to the point quickly. Constantly monitor how attentive your audience is.
![Page 9: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/9.jpg)
Proposals
What is the purpose of a sales proposal? It provides a good way of documenting and reminding a buyer: 1. Of their need to change (the original problem) 2. How to deal with the consequences of buying 3. Why they should buy from you (the value) 4. Why he/she should buy now
![Page 10: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/10.jpg)
Proposals
What should go into a sales proposal? Our understanding of your situation – executive summary of conversations that have taken place Method and approach (i.e. the solution and benefits) Associated timing and costs Next steps
![Page 11: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/11.jpg)
Proposals
Common problems: Many proposals are unsuccessful. A poorly developed proposal can sink a sale by showing the buyer that you don’t really understand their requirements. Often sales proposals are presented at the wrong time in the buying/selling process or they are done instead of closing the sale verbally.
![Page 12: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/12.jpg)
Sales Follow-up
Questions to ask yourself before you write a sales follow-up: 1. What do you want the client to do as a result of
reading this communication?
2. What benefit are you offering the client if he does what you want him to do?
3. How can you prove that doing what you ask the client to do will result in the benefits you have stated?
![Page 13: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/13.jpg)
Sales Follow-up
1. Build trust. 2. Get to bona fides, quick. 3. Make it memorable. 4. Include a call to action.
![Page 14: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/14.jpg)
A D V A N C E D M A G A Z I N E I N S T I T U T E 2 0 1 2
The Power of YES: Overcoming Objections
![Page 15: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/15.jpg)
E L E A N O R R O O S E V E L T
A M E R I C A N F I R S T L A D Y
15
“Never allow a person to tell you no who doesn't have the power to say yes.”
![Page 16: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/16.jpg)
S E S S I O N H I G H L I G H T S
* B U Y E R E X P E C T A T I O N S
* U N C O V E R I N T E R E S T S / M O T I V E S
* P O W E R O F Y E S S T R A T E G Y
* P O W E R O F Y E S S T A T E M E N T S
* S E L L T H R O U G H O B J E C T I O N S
* Y E S A P P R O A C H B E N E F I T S
16
The Power of YES: Overcoming Objections
![Page 17: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/17.jpg)
Sale Dichotomy
17
![Page 18: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/18.jpg)
Sales Goal
INITIATE COLLABORATIVE, BUSINESS -BUILDING DISCUSSIONS THAT PRODUCE SOLUTIONS -ORIENTED SALES
18
![Page 19: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/19.jpg)
Make Yourself A Valuable Resource
Adversarial posture
Same old, same old
Short-term benefit to you
Inflexibility
Boilerplate offerings
Take it or leave it attitude
Retort to previous objections
19
![Page 20: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/20.jpg)
Make Yourself A Valuable Resource
An understanding of their business and the issues they are facing
Questions that engage the buyer
Empathy for hard economic times
Shared solutions for beating the system (e.g. you both have competitors) Reasons why a relationship
with you is better for them.
Platform for future business
20
![Page 21: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/21.jpg)
Make Yourself A Valuable Resource
Understand your client’s business
Risk and success factors
Products and processes
Identify needs that client has not articulated
Co-create solutions with client
Earn the right to ask for the client’s business
21
![Page 22: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/22.jpg)
The Value of Hypothesis
IF YOU DON’T KNOW WHAT IS IMPORTANT TO A SPECIFIC CLIENT, HYPOTHESIZING IS A GOOD WAY TO GET THEM TO ARTICULATE THEIR NEEDS, INTERESTS OR FEARS.
22
![Page 23: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/23.jpg)
Uncover Buyer Interests & Motives
23
Make a series of observations about things you both (could) know and likely agree upon
Listen carefully
What is important
Concerns and fears
Problems
![Page 24: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/24.jpg)
Power of “Yes”
R E C O G N I Z E T H A T S O M E I N T E R E S T S A R E S H A R E D A N D S O M E A R E O P P O S E D .
T H E ‘ P O W E R O F Y E S ’ A P P R O A C H C O N C E N T R A T E S O N A R E A S W H E R E B O T H P A R T I E S C A N A G R E E .
24
![Page 25: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/25.jpg)
‘Power of Yes’ Strategy
Focus on interests behind positions
Shared, opposed, differing
Develop options for mutual gain
Expand vs. divide existing pie
25
![Page 26: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/26.jpg)
‘Power of Yes’ Strategy
Results
Helps client become involved
Helps client save face (when/if changing historical response)
Helps client yield to reason, not pressure
26
![Page 27: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/27.jpg)
‘Power of Yes’ Strategy
27
Soft Relationship
building Goal:
agreement Behavior: Flexible Provide options Amicable
Hard Adversarial Goal:
winning Behavior: Dig Heels in Hold to
position Confrontation
![Page 28: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/28.jpg)
‘Power Of Yes’ Statements
You compete with ‘xyz’ brand for customers
Your point of difference vs. your competitors is:
a)
b)
Your customer profile looks something like:
a)
b)
28
![Page 29: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/29.jpg)
‘Power Of Yes’ Statements
You expect to get new customers from Greater penetration of same demographic Greater penetration of same geographic Expansion into new market segment, e.g. _____ Presenting new benefits to old customers Other
29
![Page 30: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/30.jpg)
‘Power Of Yes’ Statements
You’ve been in business since 19__ Making you the newest competitor for those interested in
being innovative Giving you the advantage of being oldest, best; one to beat
30
![Page 31: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/31.jpg)
‘Power Of Yes’ Statements
Your customers consider you #1 (or #2, etc.)
Your current market share is x%
Your long-term goal is to _______
Your toughest competitor(s) is/are _____, because _________
31
![Page 32: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/32.jpg)
‘Power Of Yes’ Statements
Your biggest obstacle for 2011 is _______
Sales in your industry grew x% last year
You must be proud that your company was singled out for _______ recognition or achievement
32
![Page 33: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/33.jpg)
Process-Oriented ‘Yes’ Statements
I believe you prefer to work on annual plans, and lock in a contract rate and positions all at once.
I think I remember you need to have your budget remain ‘flexible’ and make commitments on a month-to-month basis.
33
![Page 34: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/34.jpg)
Power of “Yes”
R E - S T A T E W H A T Y O U B E L I E V E T H E B U Y E R H A S S A I D .
Clarify and identify.
34
![Page 35: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/35.jpg)
Sell Through Objections
While acknowledging the buyer’s objection, identify the potential opportunity within his/her statement.
35
![Page 36: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/36.jpg)
Sell Through Objections
We don’t have the budget. Is there no budget, or is that
budget already allocated, and if so, how was it allocated?
36
![Page 37: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/37.jpg)
Sell Through Objections
We are satisfied with our current schedule. Let’s discuss the next
schedule or possible additions/changes to your current schedule.
37
![Page 38: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/38.jpg)
Sell Through Objections
Your rates are too high. Would you define too high? If
we produce more prospects and/or more sales, does this factor into your definition?
38
![Page 39: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/39.jpg)
Sell Through Objections
We already reach your market. Are you interested in
exploring whether you are reaching the market in the most effective and/or complementary manner?
39
![Page 40: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/40.jpg)
Sell Through Objections
We don’t need more sales right now. Are you interested in
producing quality leads for future sales?
40
![Page 41: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/41.jpg)
Sell Through Objections
Will think it over. Call me next week (or month, etc.) I will be more than happy to
come back and review this with you. What other materials should I bring and what questions should I plan for?
41
![Page 42: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/42.jpg)
Sell Through Objections
I don’t have time to see you. What would be a more
convenient time?
42
![Page 43: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/43.jpg)
Sell Through Objections
The program is locked up. Does that mean the ads have
run and the money is spent?
43
![Page 44: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/44.jpg)
Sell Through Objections
Your content doesn’t interest our customers or prospects. Can we review the reading
interests of your buyers?
44
![Page 45: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/45.jpg)
Sell Through Objections
45
• I don’t see ads for my type of product in your magazine. Is this a criterion for all of
your ad placements? Do more competitor ads validate the market for you?
![Page 46: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/46.jpg)
Sell Through Objections
46
• Your magazine is too cluttered. What are you looking for in
terms of design? We carry many ads because companies desire to reach our market. That is a sign of success.
![Page 47: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/47.jpg)
Sell Through Objections
47
• We get a better deal from your competition. I’m sorry we can’t change
our rates because there is value attached to our audience. Perhaps we can discuss added value.
![Page 48: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/48.jpg)
Sell Through Objections
48
• Business is poor, so we are cutting back. Will cutting back improve
the business outlook?
![Page 49: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/49.jpg)
Sell Through Objections
49
• There’s only room for one more title in my schedule. What would it take for my
publication to be that title?
![Page 50: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/50.jpg)
Sell Through Objections
50
• We are not interested in your market this year. When did the criteria
change and do you anticipate another change next year
![Page 51: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/51.jpg)
Sell Through Objections
51
• We are not ready to move on that right now. I realize that these things
take time, but is there something that I can do in the meantime to make the decision easier – more information?
![Page 52: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/52.jpg)
Sell Through Objections
52
• The decision is up to… When may I see him/her?
![Page 53: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/53.jpg)
‘Yes’ Approach Benefits
Look for areas of agreement, harmony, being in accord
Provide and gain value from (each) meeting
Introduce side-by-side problem solving
Avoid traditional confrontation
53
![Page 54: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/54.jpg)
‘Yes’ Approach Benefits
Amicable vs. adversarial
Concentrate on long-term results vs. short-term gains (while still encouraging both long and short-term decisions)
Create positive environment more conducive to building business (together)
Lessen resistance/avoidance to future calls/conversations
54
![Page 55: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/55.jpg)
‘Yes’ Approach Benefits
55
Build strong and productive relationships
![Page 56: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/56.jpg)
Questions
Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
56
![Page 57: Advertising the power of yes-sabatier](https://reader031.vdocuments.site/reader031/viewer/2022020306/5499c498ac79592f2e8b5985/html5/thumbnails/57.jpg)
57
Lou Ann Sabatier Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635/212.213.1550 [email protected] www.SabatierConsulting.com