Dec 30, 2015
When we think we know…When we think we know…
When we think we know…When we think we know…
BalanceBalanceOK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
OK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
BalanceBalance
Better – CNA and RecommendationBetter – CNA and RecommendationDetermine prospect valueDetermine prospect value
Short/long termShort/long termPresent immediate recommendationPresent immediate recommendation
Better – CNA and RecommendationBetter – CNA and RecommendationDetermine prospect valueDetermine prospect value
Short/long termShort/long termPresent immediate recommendationPresent immediate recommendation
OK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
OK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
Best – CNA and PresentationBest – CNA and PresentationFollow the Seven Steps to Selling SuccessFollow the Seven Steps to Selling Success
Best – CNA and PresentationBest – CNA and PresentationFollow the Seven Steps to Selling SuccessFollow the Seven Steps to Selling Success
BalanceBalance
Better – CNA and RecommendationBetter – CNA and RecommendationDetermine prospect valueDetermine prospect value
Short/long termShort/long termPresent immediate recommendationPresent immediate recommendation
Better – CNA and RecommendationBetter – CNA and RecommendationDetermine prospect valueDetermine prospect value
Short/long termShort/long termPresent immediate recommendationPresent immediate recommendation
OK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
OK – Package SellingOK – Package SellingWe assume we know the We assume we know the
client’s needs client’s needs
ResearchResearch
Learn about the industryLearn about the industryLearn about the industryLearn about the industry
Learn about prospect’sLearn about prospect’s
market situationmarket situation
Learn about prospect’sLearn about prospect’s
market situationmarket situation
Develop questions to askDevelop questions to askDevelop questions to askDevelop questions to ask
Kinds of questionsKinds of questions
Kinds of questionsKinds of questions
PermissionPermissionPermissionPermission
““May I ask May I ask youyou
more about more about that?”that?”
““May I ask May I ask youyou
more about more about that?”that?”
Kinds of questionsKinds of questions
““What modelsWhat modelsdo you do you carry?”carry?”
““What modelsWhat modelsdo you do you carry?”carry?”
Fact-findingFact-findingFact-findingFact-finding
PermissionPermissionPermissionPermission
Kinds of questionsKinds of questions
““What do you What do you like about like about
your current your current advertising?”advertising?”
““What do you What do you like about like about
your current your current advertising?”advertising?”
Feeling-findingFeeling-findingFeeling-findingFeeling-finding
Fact-findingFact-findingFact-findingFact-finding
PermissionPermissionPermissionPermission
Kinds of questionsKinds of questions
““Would you Would you say it is more say it is more important to important to bring people bring people
in early week, in early week, or late week?”or late week?”
““Would you Would you say it is more say it is more important to important to bring people bring people
in early week, in early week, or late week?”or late week?”
PriorityPriorityPriorityPriority
Feeling-findingFeeling-findingFeeling-findingFeeling-finding
Fact-findingFact-findingFact-findingFact-finding
PermissionPermissionPermissionPermission
Kinds of questionsKinds of questions
““So you are So you are saying early saying early week is your week is your
best best opportunity to opportunity to
increase increase revenues?”revenues?”
““So you are So you are saying early saying early week is your week is your
best best opportunity to opportunity to
increase increase revenues?”revenues?”RestatementRestatementRestatementRestatement
PriorityPriorityPriorityPriority
Feeling-findingFeeling-findingFeeling-findingFeeling-finding
Fact-findingFact-findingFact-findingFact-finding
PermissionPermissionPermissionPermission
The Best QuestionsThe Best Questions
Open-endedOpen-endedOpen-endedOpen-ended
InformedInformedInformedInformed
ProfessionProfessionalal
ProfessionProfessionalal
Write an INFORMED, Write an INFORMED, PROFESSIONAL question using PROFESSIONAL question using
RAB category researchRAB category research
Write an INFORMED, Write an INFORMED, PROFESSIONAL question using PROFESSIONAL question using
RAB category researchRAB category research
ExerciseExercise
ApproachApproach
Take your timeTake your timeTake your timeTake your timeThe one askingThe one askingthe questions isthe questions is
the one in controlthe one in control
The one askingThe one askingthe questions isthe questions is
the one in controlthe one in control
Start withStart withnon-threateningnon-threatening
questionsquestions
Start withStart withnon-threateningnon-threatening
questionsquestionsThe more prospectsThe more prospectstalk, the more thetalk, the more thewall comes downwall comes down
The more prospectsThe more prospectstalk, the more thetalk, the more thewall comes downwall comes down
The more the wall The more the wall comes down thecomes down the
more they will tell youmore they will tell you
The more the wall The more the wall comes down thecomes down the
more they will tell youmore they will tell you
Inquire, don’t interrogateInquire, don’t interrogate
AdversarialAdversarialAdversarialAdversarial““Don’t you want to…”Don’t you want to…”““Don’t you want to…”Don’t you want to…”
Inquire, don’t interrogateInquire, don’t interrogate
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
AccusativeAccusativeAccusativeAccusative
AdversarialAdversarialAdversarialAdversarial
Inquire, don’t interrogateInquire, don’t interrogate
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
ImpoliteImpoliteImpoliteImpolite
AccusativeAccusativeAccusativeAccusative
AdversarialAdversarialAdversarialAdversarial
Inquire, don’t interrogateInquire, don’t interrogate
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
““Aren’t you…”Aren’t you…”
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
““Aren’t you…”Aren’t you…”
FrontalFrontalFrontalFrontal
ImpoliteImpoliteImpoliteImpolite
AccusativeAccusativeAccusativeAccusative
AdversarialAdversarialAdversarialAdversarial
Inquire, Don’t InterrogateInquire, Don’t Interrogate
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
““Aren’t you…”Aren’t you…”
““So you don’t So you don’t
care…”care…”
““Don’t you want Don’t you want
to…”to…”
““Why haven’t Why haven’t
you…”you…”
““Shouldn’t you…”Shouldn’t you…”
““Aren’t you…”Aren’t you…”
““So you don’t So you don’t
care…”care…”
TactlessTactlessTactlessTactless
FrontalFrontalFrontalFrontal
ImpoliteImpoliteImpoliteImpolite
AccusativeAccusativeAccusativeAccusative
AdversarialAdversarialAdversarialAdversarial
Great CNAsGreat CNAsGet the prospect to:Get the prospect to:Get the prospect to:Get the prospect to:
Focus on problemsFocus on problemsFocus on problemsFocus on problems
Think about the businessThink about the businessThink about the businessThink about the business
Dream about possibilitiesDream about possibilitiesDream about possibilitiesDream about possibilities
Consider making changesConsider making changesConsider making changesConsider making changes
Get comfortable working with youGet comfortable working with youGet comfortable working with youGet comfortable working with you
CNA TechniquesCNA Techniques
Before you leave: who, what, Before you leave: who, what, where, why, when, howwhere, why, when, how
Before you leave: who, what, Before you leave: who, what, where, why, when, howwhere, why, when, how
Ask long and Ask long and deep deep
questions!questions!
Ask long and Ask long and deep deep
questions!questions!““Tell me more…”Tell me more…”““Tell me more…”Tell me more…”
It’s not about you, it’s allIt’s not about you, it’s allabout the prospect!about the prospect!
It’s not about you, it’s allIt’s not about you, it’s allabout the prospect!about the prospect!
Areas of questionsAreas of questionsCompanyCompanyCompanyCompany
Products/ServicesProducts/ServicesProducts/ServicesProducts/Services
CustomersCustomersCustomersCustomersCompetitionCompetitionCompetitionCompetition
ObjectivesObjectivesObjectivesObjectives
AdvertisingAdvertisingAdvertisingAdvertising
Wrap-upWrap-upWrap-upWrap-up
CNA Wrap-UpCNA Wrap-Up
Find out if there areFind out if there areothers involved in makingothers involved in making
advertising decisionsadvertising decisions
Find out if there areFind out if there areothers involved in makingothers involved in making
advertising decisionsadvertising decisions
Set the next appointmentSet the next appointmentSet the next appointmentSet the next appointment
““Do you haveDo you havean agency?”an agency?”
““Do you haveDo you havean agency?”an agency?”
TipsTipsRemember the goal of this callRemember the goal of this call
Get the informationGet the informationGet “the Wall” to come downGet “the Wall” to come down
Remember the goal of this callRemember the goal of this callGet the informationGet the information
Get “the Wall” to come downGet “the Wall” to come down
Ask, don’t tell or sellAsk, don’t tell or sellAsk, don’t tell or sellAsk, don’t tell or sellMemorize as manyMemorize as manyquestions as possiblequestions as possible
Memorize as manyMemorize as manyquestions as possiblequestions as possible
Refer to yourRefer to yournotes as needednotes as needed
Refer to yourRefer to yournotes as needednotes as neededCustomize your questionsCustomize your questionsCustomize your questionsCustomize your questions
Take copious notesTake copious notesTake copious notesTake copious notesBe enthusiastic aboutBe enthusiastic aboutyour ability to helpyour ability to help
Be enthusiastic aboutBe enthusiastic aboutyour ability to helpyour ability to help