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I'm on a new soapbox. In the past few months, I've been on the street accompanying my salespeople on their calls. I've seen several "presentations". I put presentations in quotes because what some people call a presentation, I call pitching a package. Now, I know that every station has SOME packages: sports, sponsorships, events. But many salespeople still grab a one-page package off the wall and take it to every client. Not only is there no customization, but I've noticed another alarming trend. This is the subject of my new soapbox and today's article.
As we learn our products, we get pretty good at the "What". These are the facts that explain what a client will receive by buying this package, event, or campaign. We are so used to knowing what we mean by the "What", that we often expect our prospects to understand as well. For most of them, they have no idea what we just talked with them about.
15X .30 6A-7P, Mon-Fri.
This is a typical "ask" I see. We understand what we mean, but our prospects don't. We are showing them "radio" lingo, not English. It can be even more daunting when we present a campaign from the digital world using digital terms. Not wanting to seem uninformed, they don't ask questions. But they are uncomfortable not understanding, so they don't buy. They need to "think about it" and somehow the sale never materializes. It drifts off into nothingness.
Note: The frequency shown above is too low to be an OES Schedule. I use this example because it's what I see way too often! We'll save the OES discussion for another time.
Our next step after the "What" is to explain the "Why?" Why did you choose that particular campaign, schedule or package to present to that business? Linking the "What" to the "Why" requires understanding something about the needs and goals, likes and dislikes of that client. I had one tenured rep say to me, "After I talk to a client, I know instinctively what they need. But then I have to back up and think "Why" I chose that campaign so I can explain it to the client." Absolutely! But how often do we REALLY do that?
There is one more step I rarely see except for the 20% of salespeople who write 80% of the business. They explain "What", "Why" and then "HOW". They explain exactly how this campaign will help to fulfill the client's needs and goals. How will it help to solve the business problems that keep them up at night?
Note: You can't explain the "How" unless you understand the client. When was your last customer needs analysis with your client? If it's been longer than 4 months, you need to sit with them NOW and take a new look at their challenges and needs. External forces are changing business almost weekly. If we don't keep pace by updating our information, we can't keep their marketing campaigns and messages current.
What-Why- How. I provide a form for my clients to use before each presentation or "ask". I require them to write down the What, Why and How. No generic responses. I want each one specific to that client. If they can't fill out the form, they need to step back and gather more information. If you explain clearly the "How" I guarantee your closing ratio will go up!
Happy Selling!
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