integrated solutions selling: what’s changed
DESCRIPTION
Integrated Solutions Selling: What’s Changed. What Can I Do?. 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 - PowerPoint PPT PresentationTRANSCRIPT
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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