Training the Trainers Sales

Development Tips from the RAB

Training the Trainers Sales

Development Tips from the RAB

19

233294

653615

0

100

200

300

400

500

600

700

1999 2000 2001 2002 2003

1,814 GRADUATES TO DATE

1,814 GRADUATES TO DATE

RAB Radio Training AcademyRAB Radio Training Academy

Your sales Your sales people may not people may not know as much know as much as you think as you think they know!they know!

Your sales Your sales people may not people may not know as much know as much as you think as you think they know!they know!

Reality Check!Reality Check!

What Sales People Have Told or Shown Us They Want and Need

To Know

What Sales People Have Told or Shown Us They Want and Need

To Know

How Do I Get OrganizedHow Do I Get Organized

Typical Daily ActivitiesTypical Daily Activities

Prepare proposalsPrepare proposals Make presentationsMake presentations Prospect new businessProspect new business Conduct CNA’sConduct CNA’s Write copyWrite copy Return phone callsReturn phone calls Thank-you notesThank-you notes Co-op / funds researchCo-op / funds research Get a life!Get a life!

Prepare proposalsPrepare proposals Make presentationsMake presentations Prospect new businessProspect new business Conduct CNA’sConduct CNA’s Write copyWrite copy Return phone callsReturn phone calls Thank-you notesThank-you notes Co-op / funds researchCo-op / funds research Get a life!Get a life!

Plan & organizePlan & organize Sales meetingsSales meetings CollectionsCollections Service clientsService clients Make appointmentsMake appointments Pick up tapesPick up tapes Do computer runsDo computer runs Industry researchIndustry research Self-educationSelf-education

Plan & organizePlan & organize Sales meetingsSales meetings CollectionsCollections Service clientsService clients Make appointmentsMake appointments Pick up tapesPick up tapes Do computer runsDo computer runs Industry researchIndustry research Self-educationSelf-education

The Most Important Daily Activities...

The Most Important Daily Activities...

Asking for $$Asking for $$ProspectingProspectingServicingServicing

Asking for $$Asking for $$ProspectingProspectingServicingServicing

A Winning ScheduleA Winning Schedule

6:30AM Education/self improvement6:30AM Education/self improvement 7:30AM Paperwork, phone calls7:30AM Paperwork, phone calls 8:30AM8:30AM Face-to-face selling time Face-to-face selling time 4:00PM Pick up tapes, etc.4:00PM Pick up tapes, etc. 4:30PM Phone calls, paperwork, turn in orders.4:30PM Phone calls, paperwork, turn in orders. 5:00PM Write presentations, review, plan5:00PM Write presentations, review, plan

6:30AM Education/self improvement6:30AM Education/self improvement 7:30AM Paperwork, phone calls7:30AM Paperwork, phone calls 8:30AM8:30AM Face-to-face selling time Face-to-face selling time 4:00PM Pick up tapes, etc.4:00PM Pick up tapes, etc. 4:30PM Phone calls, paperwork, turn in orders.4:30PM Phone calls, paperwork, turn in orders. 5:00PM Write presentations, review, plan5:00PM Write presentations, review, plan

When are you scheduling sales meetings?When are you scheduling sales meetings?

Good schedule?Good schedule?

When Are Sales Made?When Are Sales Made?

Source: Walter Hailey

“How do I set realistic goals ?”

“How do I set realistic goals ?”

How Much Do You Want to Make?How Much Do You Want to Make?

“I hate filling out call reports!”

“I hate filling out call reports!”

Date_______________

12345678910

Account Need Plan $$ Results Next Action

Call Plan / Reporting System

Call Plan / Reporting System

“What’s the best way to prospect?”

“What’s the best way to prospect?”

Existing radio advertisersExisting radio advertisers New radio convertsNew radio converts

Existing radio advertisersExisting radio advertisers New radio convertsNew radio converts

Monitoring the CompetitionMonitoring the Competition

Never bad-mouth the competition!Never bad-mouth the competition!

InternetInternet Classified AdsClassified Ads Trade PubsTrade Pubs Yellow PagesYellow Pages Tip GroupsTip Groups NewspaperNewspaper

InternetInternet Classified AdsClassified Ads Trade PubsTrade Pubs Yellow PagesYellow Pages Tip GroupsTip Groups NewspaperNewspaper

ReferralsReferrals Mail List BrokersMail List Brokers Fairs Trade ShowsFairs Trade Shows Legal/Biz. PapersLegal/Biz. Papers Zoning VariancesZoning Variances ChamberChamber

ReferralsReferrals Mail List BrokersMail List Brokers Fairs Trade ShowsFairs Trade Shows Legal/Biz. PapersLegal/Biz. Papers Zoning VariancesZoning Variances ChamberChamber

Prospecting: Where to Look!Prospecting: Where to Look!

RAB CLIENT EVALUATION CHART

Client Name: XYZ BookstoreSalesperson: HydeDate: 1/15/02

CRITERION: LEVEL 1 LEVEL 2 LEVEL 3 SCOREStation/Customer Match Poor = 1 Good = 5 Great = 9Advertising Frequency Seldom = 1 Occasional = 2 Frequent = 3Monthly Ad Spending $1,000 = 1 $3,000 =- 2 $5,000+ = 3Gross Monthly Sales $10,000 = 1 $50,000=2 $75,000+ = 3Co-Op/Vendor Support Minimal = 1 Moderate = 2 Extensive = 3Industry Growth Potential Minimal = 1 Moderate = 2 Strong = 3Local Market Competition Minimal = 1 Moderate = 2 Intense = 3Local Access to Decision Maker Poor = 1 Good = 2 Great = 3TOTAL SCORE 0

(27+ = A (Excellent); 22-26 = B (Good); <21 = C (Questionable)

How to Value Prospects!How to Value Prospects!

“I hate trying to get appointments!”

“I hate trying to get appointments!”

Getting Appointments Getting Appointments

Why should the prospect meet with you?Why should the prospect meet with you?• Make a list of benefitsMake a list of benefits

The longer the conversation goes, the less The longer the conversation goes, the less chance you have of getting the appointment!chance you have of getting the appointment!

Tell prospect:Tell prospect:– Who you areWho you are– Who you’re withWho you’re with– What you doWhat you do– Purpose of the callPurpose of the call– Ask for the appointment*Ask for the appointment*

Why should the prospect meet with you?Why should the prospect meet with you?• Make a list of benefitsMake a list of benefits

The longer the conversation goes, the less The longer the conversation goes, the less chance you have of getting the appointment!chance you have of getting the appointment!

Tell prospect:Tell prospect:– Who you areWho you are– Who you’re withWho you’re with– What you doWhat you do– Purpose of the callPurpose of the call– Ask for the appointment*Ask for the appointment*

Who you are: I’m Bill Smith

Who you’re with: I’m a broadcast marketing specialist with WRAB Radio...

What you do: I specialize is creating successful advertising programs for retail

businesses here in...

Purpose of the call: I’m calling to arrange a time for us to meet to determine if I can be

of benefit to you and your business...

Ask for the appointment Could we meet next Wednesday at 2:15 PM?

Who you are: I’m Bill Smith

Who you’re with: I’m a broadcast marketing specialist with WRAB Radio...

What you do: I specialize is creating successful advertising programs for retail

businesses here in...

Purpose of the call: I’m calling to arrange a time for us to meet to determine if I can be

of benefit to you and your business...

Ask for the appointment Could we meet next Wednesday at 2:15 PM?

The Process The Process

Get the prospect to spend Get the prospect to spend time on a CNA? How? time on a CNA? How?

Get the prospect to spend Get the prospect to spend time on a CNA? How? time on a CNA? How?

Do Your HomeworkDo Your Homework

““Tell me about your business.”Tell me about your business.” ““Tell me about your business.”Tell me about your business.”

Do Your HomeworkDo Your Homework

Learn about the industry.Learn about the industry.Know prospect’s market situation.Know prospect’s market situation.Develop questions to ask.Develop questions to ask.**

Learn about the industry.Learn about the industry.Know prospect’s market situation.Know prospect’s market situation.Develop questions to ask.Develop questions to ask.**

q “ ” “ ” q “ ” “ ”

ControlControl

control.control.

control.control.

Artful QuestioningArtful Questioning

It’ not what you say, it’s what you ask! Ask SMART questions. “Who, What, Why,Where, How, When” Go long and go deep.“Tell me more…” It’s not about you, it’s about the prospect!

*

It’ not what you say, it’s what you ask! Ask SMART questions. “Who, What, Why,Where, How, When” Go long and go deep.“Tell me more…” It’s not about you, it’s about the prospect!

*

“Features vs benefits? What’s the difference?”

“Features vs benefits? What’s the difference?”

Feature:Feature:

Attribute of your station from Attribute of your station from youryour point of view.point of view.

Usually begins with “Usually begins with “wewe””

Benefit:Benefit:

Attribute of your stations from the Attribute of your stations from the prospect’sprospect’s point of view. point of view.

AlwaysAlways begins with “ begins with “youyou””

Feature:Feature:

Attribute of your station from Attribute of your station from youryour point of view.point of view.

Usually begins with “Usually begins with “wewe””

Benefit:Benefit:

Attribute of your stations from the Attribute of your stations from the prospect’sprospect’s point of view. point of view.

AlwaysAlways begins with “ begins with “youyou””

Features vs benefits... what’s the difference ?

Features vs benefits... what’s the difference ?

“I don’t know how to write a good proposal?”

“I don’t know how to write a good proposal?”

► Are focused on the Are focused on the clientclient..► Approach matters from the client’s Approach matters from the client’s

point of view.point of view.► Identify and stay focused on client Identify and stay focused on client

objectives.objectives.► Establish credibility through category Establish credibility through category

& consumer research.& consumer research.► Position radio and your station as the Position radio and your station as the

logicallogical choice. choice.

► Are focused on the Are focused on the clientclient..► Approach matters from the client’s Approach matters from the client’s

point of view.point of view.► Identify and stay focused on client Identify and stay focused on client

objectives.objectives.► Establish credibility through category Establish credibility through category

& consumer research.& consumer research.► Position radio and your station as the Position radio and your station as the

logicallogical choice. choice.

The Best ProposalsThe Best Proposals

Advertising objectivesAdvertising objectives Competitive advantages / Competitive advantages /

disadvantagesdisadvantages Consumer researchConsumer research Media analysisMedia analysis Why radioWhy radio Why your station(s)Why your station(s) Creative strategyCreative strategy Plan summaryPlan summary Schedule and investmentSchedule and investment

Advertising objectivesAdvertising objectives Competitive advantages / Competitive advantages /

disadvantagesdisadvantages Consumer researchConsumer research Media analysisMedia analysis Why radioWhy radio Why your station(s)Why your station(s) Creative strategyCreative strategy Plan summaryPlan summary Schedule and investmentSchedule and investment

Proposal Components Proposal Components

Prepared exclusively for:

Mary Smith Media PlannerBrown Advertising

A Custom Marketing Program

for

Acme Acme ComputerComputer

Acme Acme ComputerComputer

on

Charlie JonesAccount ExecutiveOffice: 123-456-7890Cell: 123-456-78909E-mail: cjones@hot.com

“Why are there certain accounts I just can’t seem to

connect with?”

“Why are there certain accounts I just can’t seem to

connect with?”

Analytical DriverDriverDriverDriver

AmiableAmiableAmiableAmiable ExpressiveExpressiveExpressiveExpressive

CONTROLCONTROLCONTROLCONTROL

EMOTEEMOTE

ASKASK TELLTELL

Understanding BuyersUnderstanding BuyersUnderstanding BuyersUnderstanding Buyers

“How do I make great presentations?”

“How do I make great presentations?”

Focus on the prospect – not the station Focus on the prospect – not the station Establish clear advertising objectivesEstablish clear advertising objectives Solicit agreement on each major pointSolicit agreement on each major point Keep the prospect focused onKeep the prospect focused on

ObjectivesObjectives ProblemsProblems

Clearly demonstrate station benefits as they relate to Clearly demonstrate station benefits as they relate to the prospect’s objectivesthe prospect’s objectives

Engage the prospect during presentationEngage the prospect during presentation Strive for feeling of collaboration & partnershipStrive for feeling of collaboration & partnership

Focus on the prospect – not the station Focus on the prospect – not the station Establish clear advertising objectivesEstablish clear advertising objectives Solicit agreement on each major pointSolicit agreement on each major point Keep the prospect focused onKeep the prospect focused on

ObjectivesObjectives ProblemsProblems

Clearly demonstrate station benefits as they relate to Clearly demonstrate station benefits as they relate to the prospect’s objectivesthe prospect’s objectives

Engage the prospect during presentationEngage the prospect during presentation Strive for feeling of collaboration & partnershipStrive for feeling of collaboration & partnership

Great PresentationsGreat Presentations

“I’m pretty good at overcoming objections?

“I’m pretty good at overcoming objections?

AddressAddress, don’t , don’t OvercomeOvercome objectionsobjections Remain calm and relaxed.Remain calm and relaxed. Show respect and use diplomacy. Show respect and use diplomacy. Uncover the real question / concern. Uncover the real question / concern. Check your ego & emotions at the door. Check your ego & emotions at the door. Remember: The prospect is questioning Remember: The prospect is questioning

your your proposalproposal, not rejecting , not rejecting youyou!!

AddressAddress, don’t , don’t OvercomeOvercome objectionsobjections Remain calm and relaxed.Remain calm and relaxed. Show respect and use diplomacy. Show respect and use diplomacy. Uncover the real question / concern. Uncover the real question / concern. Check your ego & emotions at the door. Check your ego & emotions at the door. Remember: The prospect is questioning Remember: The prospect is questioning

your your proposalproposal, not rejecting , not rejecting youyou!!

Handling ObjectionsHandling Objections

1. 1. Acknowledge:Acknowledge: “It sounds like you have a concern about ...”“It sounds like you have a concern about ...”

2. 2. Clarify:Clarify: “Tell me why you feel that ...”“Tell me why you feel that ...”

3. 3. Bring down the WallBring down the Wall: : “I want to make sure I understand your concerns about …”“I want to make sure I understand your concerns about …” Encourage the prospect to talk. Encourage the prospect to talk.

““Tell me more.”Tell me more.” The more she talks, the lower the wall becomes.The more she talks, the lower the wall becomes.

4. 4. Calm and Disarm:Calm and Disarm: “I can certainly understand why you might feel that way…”“I can certainly understand why you might feel that way…”

5. 5. ReviewReview: : “You’ll recall we’ve agreed that…”“You’ll recall we’ve agreed that…” Review the key points of your proposal.Review the key points of your proposal. Review the benefits you bring to the table.Review the benefits you bring to the table.

6. 6. Ask for the Order:Ask for the Order: “So if you’ll initial here, we can get started next Monday as “So if you’ll initial here, we can get started next Monday as proposed.”proposed.”

1. 1. Acknowledge:Acknowledge: “It sounds like you have a concern about ...”“It sounds like you have a concern about ...”

2. 2. Clarify:Clarify: “Tell me why you feel that ...”“Tell me why you feel that ...”

3. 3. Bring down the WallBring down the Wall: : “I want to make sure I understand your concerns about …”“I want to make sure I understand your concerns about …” Encourage the prospect to talk. Encourage the prospect to talk.

““Tell me more.”Tell me more.” The more she talks, the lower the wall becomes.The more she talks, the lower the wall becomes.

4. 4. Calm and Disarm:Calm and Disarm: “I can certainly understand why you might feel that way…”“I can certainly understand why you might feel that way…”

5. 5. ReviewReview: : “You’ll recall we’ve agreed that…”“You’ll recall we’ve agreed that…” Review the key points of your proposal.Review the key points of your proposal. Review the benefits you bring to the table.Review the benefits you bring to the table.

6. 6. Ask for the Order:Ask for the Order: “So if you’ll initial here, we can get started next Monday as “So if you’ll initial here, we can get started next Monday as proposed.”proposed.”

Handling ObjectionsHandling Objections

Your Job:Your Job:

Hire rightHire right Provide good initial trainingProvide good initial training Establish good systemsEstablish good systems Hold sellers accountableHold sellers accountable Foster team spiritFoster team spirit Show supportShow support Reward individual accomplishmentReward individual accomplishment

Hire rightHire right Provide good initial trainingProvide good initial training Establish good systemsEstablish good systems Hold sellers accountableHold sellers accountable Foster team spiritFoster team spirit Show supportShow support Reward individual accomplishmentReward individual accomplishment

Coaching:Coaching:

The ability to help others improve The ability to help others improve performance to each individual’s performance to each individual’s maximum abilitymaximum ability

Development is incrementalDevelopment is incremental Improvement should be continuousImprovement should be continuous Process must be supportive Process must be supportive

The ability to help others improve The ability to help others improve performance to each individual’s performance to each individual’s maximum abilitymaximum ability

Development is incrementalDevelopment is incremental Improvement should be continuousImprovement should be continuous Process must be supportive Process must be supportive

Training Tips:Training Tips: Ask them what they want / needAsk them what they want / need

Sellers must see relevanceSellers must see relevance Train to reinforce or modify behaviorTrain to reinforce or modify behavior Establish skill / result relationshipEstablish skill / result relationship Prepare and practice your training skillsPrepare and practice your training skills

Behavior that can’t be practiced can’t be Behavior that can’t be practiced can’t be learnedlearned

Behavior that can’t be measured can’t be Behavior that can’t be measured can’t be enforcedenforced

Ask them what they want / needAsk them what they want / need Sellers must see relevanceSellers must see relevance

Train to reinforce or modify behaviorTrain to reinforce or modify behavior Establish skill / result relationshipEstablish skill / result relationship Prepare and practice your training skillsPrepare and practice your training skills

Behavior that can’t be practiced can’t be Behavior that can’t be practiced can’t be learnedlearned

Behavior that can’t be measured can’t be Behavior that can’t be measured can’t be enforcedenforced

Limit contentLimit content Show them exactly what you wantShow them exactly what you want Communicate skill / result relationshipCommunicate skill / result relationship Test for skill comprehensionTest for skill comprehension Role play to reinforce / modify behaviorRole play to reinforce / modify behavior

Limit contentLimit content Show them exactly what you wantShow them exactly what you want Communicate skill / result relationshipCommunicate skill / result relationship Test for skill comprehensionTest for skill comprehension Role play to reinforce / modify behaviorRole play to reinforce / modify behavior

Training Tips:Training Tips:

Great Role PlayGreat Role Play

Make role play safe and fun Make role play safe and fun Group participation and feed-backGroup participation and feed-back Positively reinforce the good thingsPositively reinforce the good things Constructively correct areas for Constructively correct areas for

improvementimprovement Concentrate on progressive Concentrate on progressive

improvement, not just ultimate skill improvement, not just ultimate skill masterymastery

Make role play safe and fun Make role play safe and fun Group participation and feed-backGroup participation and feed-back Positively reinforce the good thingsPositively reinforce the good things Constructively correct areas for Constructively correct areas for

improvementimprovement Concentrate on progressive Concentrate on progressive

improvement, not just ultimate skill improvement, not just ultimate skill masterymastery

Evaluate Your TrainingEvaluate Your Training

Did they like it?Did they like it? Did they learn the material?Did they learn the material? Are they using what they’ve learned?Are they using what they’ve learned? Did behaviors change?Did behaviors change? Were desired results achieved? Were desired results achieved?

Did they like it?Did they like it? Did they learn the material?Did they learn the material? Are they using what they’ve learned?Are they using what they’ve learned? Did behaviors change?Did behaviors change? Were desired results achieved? Were desired results achieved?

Don’t assume what they know.Don’t assume what they know. Do a knowledge and skills assessment.Do a knowledge and skills assessment. Make in-house training a priority.Make in-house training a priority. Ride with and coach your sellers.Ride with and coach your sellers. Invest in additional outside training.Invest in additional outside training. Let them know you care about them Let them know you care about them moremore

than you can about any single sale!than you can about any single sale!

Don’t assume what they know.Don’t assume what they know. Do a knowledge and skills assessment.Do a knowledge and skills assessment. Make in-house training a priority.Make in-house training a priority. Ride with and coach your sellers.Ride with and coach your sellers. Invest in additional outside training.Invest in additional outside training. Let them know you care about them Let them know you care about them moremore

than you can about any single sale!than you can about any single sale!

Final ThoughtsFinal Thoughts