APN SALES APPROACHWelcome to the 2-day Programme

Programme Agenda

• House-keeping and session ground rules

• Participant introductions• Characteristics of a successful sales

professional• Lead Generation• 7 Stage APN Sales Approach

House keeping

• Emergency exits• Toilets• Break times

Session Ground Rules

• Cell off – not on silence• Be aware of your talk-time• Be prompt from breaks• One person speaking at a time• Keep an open mind• Support each other • Constructive comments and

feedback only

Participant Introductions

Colour, Animal, Sport:Write down two words that describe:

Your favourite colour

Your favourite animal or pet

Your favourite or least favourite sport

Session Objectives

By the end of this session you should be able to:• State what makes for a successful sales

person• Decide your workload for a week• Generate Sales Leads• Complete the APN seven step sales

process

Characteristics of a Successful Sales Professional

• 10 min to brainstorm with your partner

• List a minimum of 15 characteristics

Characteristics of a Successful Sales Professional 2.0

A Word on Time Management

“Put First Things First”, Stephen Covey

Ask yourself will this task help me sustainably achieve my goals?

Time Management 101A. What is your weekly goal?B. How much is your average

sale?C. What is your success rate?

A÷B÷C = Number of Leads

Per Week

Lead Generation

What Makes a

Good Lead?

Geographic Location

Potential For ChangeProduct Fit

Lead Generation

Summary• Utilise a variety of generation methods• Use social media• Target categories• Qualify the leads so hitting high value prospects

first• Investigate and research – the company you want

to call; the person• Research a sales story which adds value• Create a value proposition – what will motivate

them to buy from you and the company

Lead Generation Worksheet

Our Sales Approach

PRE-CALL PLANNINGBe ready to hit the ground running

What do we need to research and plan?

Some categories to consider:

A. Our Customer – The Person/ PeopleB. Our Customer’s BusinessC. Product KnowledgeD. Industry ResearchE. Tools and Resources

What do you need to research and plan?

Key Question Categories - Business

1. Business information – brand; products; services; locations; seasonal patterns etc.

2. Their Customers3. Their Competition4. Their Current Marketing and

Advertising5. Business Goals6. Relationship

Our Products – Advertising

Advertising one of the few products that has a direct impact on the success

of a business

Our Products – Advertising

AIDA

AttentionInterestDesireAction

Our Products – Print Newspapers

Reference: apn.co.nz/newspapers/nzherald/about/(Regional papers are in the menu)

• Massive reach – Including the communities TMC• Persistent – They are kept• Advertising is part of the reader experience –

content• Around for 150 years – A proven medium

Our Products – Print Magazines

Reference: apn.co.nz/publication/nz-woman's-weekly/about/ (Other magazines are in the menu)

• Targeted audiences• Advertising can be given context• Flexible editorial opportunities• Long shelf life – Great persistence

Our Products – Online

Reference: apn.co.nz/digital/nzherald.co.nz/about/ (Other online products are in the menu)

• Flexible – Can be international to just a neighborhood

• Advertising can be made in context of location, topic and even customer behavior – Topical and immediate

• Multimedia – can include sound and video, even shorter TV ads

Our Products – Mobile Apps

Reference: apn.co.nz/digital/nzherald.co.nz-apps/about/• Includes phone and tablet apps• Access further non- print audience• GPS allows precise location targeting• Highly personal – the have the content in their

hands• Anywhere any time access to the audience

The modern adult has their phone within one meter of them 95% of the time.

The Competition

And many, many more…..

Tools

What tools do you need before a call or meeting?

A Word on Salesforce

• Salesforce was voted the best online CRM for the seventh year running July 2013

• On average a sales rep using Salesforce (well) will see:

• 27% increase in sales revenue• 28% increase in the number of deals• 32% increase in sales productivity

https://www.salesforce.com/form/pdf/gartner-sfa-magic-quadrant-2013.jsp

SALESFORCE SALES QUICK GUIDE

STEP 1: COMPANYFind the company or create a new lead

STEP 2: OPPORTUNITYLoad the opportunity

STEP 3: CONVERSATION**Add a conversation to the opportunity every time you contact the customer

STEP 4: PRODUCT**Add products as soon as you know what you plan to sell

USED IN EVERY SALES CONTACTAny time advertising is mentioned follow the four steps below.

Home page>SearchorHomepage>Create New> Company

Home page> Search*> Company> New Opportunity

Home page> Search*> Opportunity> Enhanced View> New Conversation

Home page> Search*> Opportunity> Enhanced View> Product

* Recent items can be used instead of a search **Steps currently use different screens in the regions

CONTACT ENGAGEMENTGet their attention by giving them value

Not just getting a foot in the door.

Your first message to the customer must give them a reason to invest their time in you. Your first sentence in a cold call or your frame in a meeting or account management call must contain value for the customer

Creating a Credible First Message

First Contact with an Initial Value Statement (IVS)

Greeting

• Hi...• Good morning / Afternoon

Identification

• My name is......

Representati

on

• From...

IBS

• I am calling to..... (IVS)

Closed Questi

on

• How does that sound?

The Initial Value Statement

An IVS is:

• Short • Straight to the point• Value focussed• You and your focussed

How do you create an IVS withreal impact?

Working out the Value

Why do businesses want what you are offering…

…really?

Your Small Business

Working out the Value - FBV

Feature Benefit Value

A fact about my product like: (all sourced from apn.co.nz)

The Wanganui Chronicle has a estimated readership of 30,000

Over a third of New Zealand Herald readers have a household income over $80,000pa

Approx ¾ of Simply You readers bought something advertised.

What does that do for the customer:

Giving your ad the opportunity to reach over half of the people in Wanganui

Putting your products in front of households with money

Giving you a highly effective advertising medium

Which means:

Bringing more local people to your business

Bringing you higher value customers

Helping to generate more sales in your business

A Word on Gatekeepers

CUSTOMER MEETING & RESEARCHSeek to understand before you seek to be understood

Call Objectives – keep it specific

• Gives clarity and focus for the call• Enables you to prepare and plan

Examples:• Arrange a meeting with the decision

maker• Confirm your customer research• Present solutions to their business needs

and gain sign off

Meeting Etiquette

List key tips under each part

– Before – on arrival at premises

– At reception/entering the shop

– During the meeting

– After the meeting

Body Language

What is your body language saying about you?

Research has shown in face to face communication

– 55% is body language– 38% tone– 7% words

Be aware of both your and your client’s body language

The Client Meeting

Opening– Build credibility and rapport

Setting the scene– Set the scene so they’ll give you the information

and so you position yourself in the mind of the customer that is confident and credible

Needs Analysis – information gathering– Depending on your call objective ask the

appropriate questions in a conversational manner while taking notes

Effective Questioning

Questions put the spotlight on the clientBenefits• Keeps us in control of the conversation• Enables the client to speak about themselves

‘therefore engaged’• Uncover information which you can add to

your client tool kit• Helps uncover a need for the client –

therefore identifying opportunities for you• Qualify sales opportunities

Open Questions

Probing Questions

Closed Questions

Review: Key Question Categories

1. Business information – brand; products; services; locations; seasonal patterns etc.

2. Their Customers3. Their Competition4. Their Current Marketing and

Advertising5. Business Goals6. Relationship

Match Questions to your Call Objectives

PRACTICE PRACTICE PRACTICE your questions – so you know

them off by heart

Pose your questions in a conversational manner

Questions you’d ask a New Client

EXERCISE – create key questions for the call objective ‘New Client Research Meeting’ (brand new client)

Part 1: Select key questions for the assigned call objective

Part 2: Present findings to main group

Listening Skills

Listen carefully, afterwards you will be asked to name all 10 theme tunes

Listening

L isten for meaning and opportunities

E xplore gather underlying information

A cknowledge e.g. nod; be attentive; re-state; acknowledgement statement

R espond appropriately

N ote taking

L

E

A

R

N

Summarise the Opportunities

So what you need is….Your current challenge is…What you want is…The change you would like is…

TAKE NOTES!

Wrapping up the Call

Two options to take at the end of the call …

Close in this call• Discuss a benefit/value based solution with the client • Resolve any questions• Ask for the businessORSummarise and state where to from here• Summarise the information you have gathered• Make a new meeting time to come back and present

Always create an opportunity and need to go back

BEFORE you close the meeting!

DAY ONE WRAP UP10 min debrief

DAY TWOAgenda

EVALUATE AND CREATEEstablish the value

Give Back

Utilise the information you’ve just collected and position against

your product.

Sell F.B.V

Communication Triangle

Tool to create the link between the IVS and the FBV statement.

Start and end with a benefit.

F

B

Examples IVS: I can show you how to attract more

qualified buyers into your car yard on the weekends.

FBV: We are running a weekend buyers guide in our motoring section that is targeted towards the serious buyers in the market, and will therefore attract more qualified buyers to your business. How does that sound?

F.B.V Selling – WIIFM

Feature • Tangible or physical attribute

Benefit• What it does

Value• WIIFM the client• Will include ‘you’ or ‘your’

F.B.V Statement

• Use every time you are describing a product or an item

• Add extra value by following up with a direct or closed question. E.g. How does that sound?

• Listen for buying signals, then close straight away if you are getting them

‘what will motivate this person to do business with me?’

Evaluate & Create a Powerful Proposal

Use the comprehensive information you have gathered to create a client centric proposal!

1. Work out a marketing campaign2. Design a creative concept3. Create a proposal that explains and

sells the above two items

Evaluate & Create a Powerful Proposal

Key to this proposal• Meeting customer needs not ours• Ensuring our appropriate products are

used to meet those needs

Sample Proposal Sections

• Title Page• Customer Information• Proposed Solution• Creative Approach• Investment Opportunity• Summary, Bid to action and Expiry date• Creating Value – additional research etc.• Contact Details• Case Study or Testimonial

PRESENT PROPOSALValue First

Tips for presenting a proposal

When you are going to present a proposal, it is important to understand that the business is not won yet, therefore, your preparation should be better than when you saw the customer for the first time.

• Should summarise what was discussed during your last meeting (e.g. “So what you told me at our last meeting was…”)

• Ideally delivered face-to-face. Avoid emailing or posting

• Should clearly show how you will provide value to the customer

• Contain an inspiring scenario or description of how the recommended media strategy will help the customer achieve the business objective

Before the Presentation

• Practise, practise, practise!

• Know – where the meeting will be and who will be there

• Prepare – appropriate material, props, research, testimonials, solutions to possible objections, examples

During the Presentation

• 2-way interactive conversation!• Concentrate on WIIFM – What’s in in for me (the

customer)• Maintain eye contact with the customer• Maintain positive body language• Respect the customer’s personal space, be polite• Go over your proposal one page at a time• Move on together, don’t rush• Handle objections• ASK FOR THE BUSINESS

HANDLING OBJECTIONS, CLOSING AND GAININGAsk for the business

Objection Handling ProcessListen carefully •Listen carefully

Understand - Ask an open question •Understand – ask an open question

Acknowledge their point of view •Acknowledge from client’s point of view

Answer the objection •Answer the objection

Check that you have met the concern •Check you have met their concern

Ask for the business •Ask for the business

Buying Signals

What do we need to look for?

Closing Strategies

Be confident and ASK FOR THE BUSINESS

ACCOUNT MANAGEMENTGrow the Business

Post Sales Follow-up

Account Management

• Do what you said you were going to do• Document activities• Be accessible and available• Increase client contact• Connect online• Send useful information/articles • Telephone them regularly• Remember events (birthdays, anniversaries, etc)• Obtain tickets to events• Review customer’s advertising strategies regularly to

ensure they still meet needs• Place them in the correct Sales Force cycle

PROGRAMME WRAP UPProgramme Debrief

Signed

CERTIFICATIONLicence to Sell

Is accredited to represent brands and products.