An Objection?

In my field, advertising, I usually make an appointment with a client first to qualify them for my paper. We call it a CNA (customer needs analysis). I ask questions like what are your goals for this quarter, next? What are your best sellers? What does your advertising budget look like? Who do you advertise with now? What do you like about them or dislike? Who is your major competitor? Questions like these help you prepare for possible objections and help you decide what, if anything to sell. I never try to a commitment on the first meeting. (I used to be a car salesmen, by all means get that commitment now)

However, when I do come across objections I use them as small closes. Try dealing with the objection, by saying something like this.
"So what your saying Mr. Customer is "If I were to get my product within your budget for a trial basis, so you can see how well company xyz brings in new revenue then you'll be ready to try our program today? (shakes head yes and waits) Usually, the next response "Well, I'd have to think about it." Ok great! Well, how about we get back together tommorrow for lunch so you can give me your answer, my treat. Just keep dealing with the objections as they come. Once, you remove them all you got a paycheck!

Stacey,
Thanks for your input in this - I too have experience in advertising and broadcasting - I would in that same case write this down in front of them then ask if there were any more whilst you are still there in the inistial CNA, that way you are spending a bit more time at the start with the clietn rather then having to go away and come back and so forth - as I am sure you have figured out as an Acount Manager you can spend alot of time driving from one appontment to the next - I would maximise each visit. once you have them onboard and the advertising campaign does work them then it is just a case of simple servicing in order to keep them advertising with you.

All the best.

Quote:

Originally Posted by staceylee

In my field, advertising, I usually make an appointment with a client first to qualify them for my paper. We call it a CNA (customer needs analysis). I ask questions like what are your goals for this quarter, next? What are your best sellers? What does your advertising budget look like? Who do you advertise with now? What do you like about them or dislike? Who is your major competitor? Questions like these help you prepare for possible objections and help you decide what, if anything to sell. I never try to a commitment on the first meeting. (I used to be a car salesmen, by all means get that commitment now)

However, when I do come across objections I use them as small closes. Try dealing with the objection, by saying something like this.
"So what your saying Mr. Customer is "If I were to get my product within your budget for a trial basis, so you can see how well company xyz brings in new revenue then you'll be ready to try our program today? (shakes head yes and waits) Usually, the next response "Well, I'd have to think about it." Ok great! Well, how about we get back together tommorrow for lunch so you can give me your answer, my treat. Just keep dealing with the objections as they come. Once, you remove them all you got a paycheck!

That is an example of a competent “consultative selling” approach.

One of our clients is the advertising sales department of one of America's largest national newspapers. We teach them to sell differently.

They qualify the prospect on the phone, before they are willing to spend the time to visit. They only visit with prospects who want to reach their specific readership based on their demographics and psychographics. The prospect has to acknowledge that they are ready, willing and able to make a change in their media selections and they will spend more, per capita, to reach a better audience.

The purpose of the visit is to determine whether they can quickly establish a Relationship of Mutual Trust and Respect, and whether their paper can meet the prospects Conditions of Satisfaction.

They don't discuss the competition. Their prospecting process negates them.
They don't discuss budgets. The prospect has already committed to spending more.
They don't ask any other (not like a car salesman) manipulative questions, which merely damages the relationship.
They don't tell prospects it's "great" that they "have to think about it," rather than making a commitment. Prospects know that is insincere.

They do require firm commitments before they do anything for the prospect or set another appointment to finalize an advertising schedule and get the order.

Their sales process eliminates almost all objections.

	#41
staceylee	In my field, advertising, I usually make an appointment with a client first to qualify them for my paper. We call it a CNA (customer needs analysis). I ask questions like what are your goals for this quarter, next? What are your best sellers? What does your advertising budget look like? Who do you advertise with now? What do you like about them or dislike? Who is your major competitor? Questions like these help you prepare for possible objections and help you decide what, if anything to sell. I never try to a commitment on the first meeting. (I used to be a car salesmen, by all means get that commitment now) However, when I do come across objections I use them as small closes. Try dealing with the objection, by saying something like this. "So what your saying Mr. Customer is "If I were to get my product within your budget for a trial basis, so you can see how well company xyz brings in new revenue then you'll be ready to try our program today? (shakes head yes and waits) Usually, the next response "Well, I'd have to think about it." Ok great! Well, how about we get back together tommorrow for lunch so you can give me your answer, my treat. Just keep dealing with the objections as they come. Once, you remove them all you got a paycheck!

	#42
Snowboy	Stacey, Thanks for your input in this - I too have experience in advertising and broadcasting - I would in that same case write this down in front of them then ask if there were any more whilst you are still there in the inistial CNA, that way you are spending a bit more time at the start with the clietn rather then having to go away and come back and so forth - as I am sure you have figured out as an Acount Manager you can spend alot of time driving from one appontment to the next - I would maximise each visit. once you have them onboard and the advertising campaign does work them then it is just a case of simple servicing in order to keep them advertising with you. All the best. __________________ Snowboy I've come to believe; all my past frustrations were actually laying the foundation for understandings that have created the new level of living I now enjoy.

An Objection?

Sales Resistance/ Negotiation