The Five Step Sales ProcessThe Five Step Sales Process
Step Two: Evaluate Needs
May 12, 2011
PLAN AND PREPARE
EVALUATE NEEDS
BUILD THE SOLUTION
PRESENT AND CLOSEFOLLOW THROUGH
Golf club
Name the target audience
45-52 yr olds?
Young professionals?
Women?
Boomers?
Home Buyers?
Affluents?
35-44 yr olds?
22-34 yr olds?
52-67 yr olds?
Job seekers?
Moms?
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?What purpose does a needs evaluation serve?
?
Objectives – Evaluate Needs
Build trust/rapport
Understand the four key elements
to advertising success
Review to set expectations
Customers Competition Products/Services Marketing Strategy
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?How does an evaluation of their needs
improve our credibility?
?
“”
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
Average Sales PersonScattered, leading questions
World Class Sales PersonStrategic, knowledge-based questions
Methodical approach to Smart Questioning
QuestionsQuestions
QuestionsQuestions
QuestionsQuestions
QuestionsQuestions
SolutionsSolutions
Drill downDrill down
Drill down Drill down
Target Questions Target
Questions
Objectives – Evaluate Needs
Build trust/rapport
Understand the four key elements
to advertising success
Review to set expectations
Customers Competition Products/Services Marketing Strategy
???
???? ?
?? ?
??
?What does a Needs Evaluation uncover?
?
Strategic questioning - CCPM
Products/Service
Customer
Marketing Strategy
Competition
1 2
4 3
Determine the Current and Desired State
What is it now?Current State
Desired State What would you like it to be?
Quantify the GAP!
CustomersFind out about the advertisers’ customers
Helps configure solution and messaging
DemographicsGeographies Behaviors
1
CustomersACTIVIT
Y
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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1
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
2
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
What type of questions did you or will you ask your target account to uncover the gap within products and services?
Products/ServicesACTIVIT
Y
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? ? ? ??
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3
Marketing Strategy
• Leveraging what has worked and why• Learning lessons from what hasn’t worked
Feeds every aspect of the proposed solution
4
Marketing StrategyACTIVIT
Y
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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4
Objectives – Evaluate Needs
Build trust/rapport
Understand the four key elements
to advertising success
Review to set expectations
Customers Competition Products/Services Marketing Strategy
???
???? ?
?? ?
??
?What’s the value in reviewing
the evaluation with the advertiser?
?
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?
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