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					SMART Situational Analysis
You’re Trying To Get An Appointment

The big question is "What is the BENEFIT to seeing you?" Business people are very -- you guessed it -- 'busy.' In order for them to take time to see you, there must be a benefit to them. You have to conceive of, express -- and oftentimes SELL -- the benefit. Somehow, you need to make the connection between meeting with you (eventually, having a relationship with you) and the prospect's advertising success. Here are some suggestions: So, what are the benefits to meeting with you? You are an advertising expert; you can help them gain a better understanding of how to do effective advertising. You have a well spring of research and information available to you and would like to pass it on to them. You handle the advertising for three dozen regular radio advertisers and would be happy to share the nonproprietary principles that they employ successfully. You would like to talk to them about how MARKETING STRATEGY, MEDIA STRATEGY, AND MESSAGE come together to create effective advertising. You would like to prepare an analysis of their total advertising plan and look for ways to improve upon it. You would like to apprise them of the special opportunities available to advertisers on your station(s). You would like to have the opportunity to come up with a good idea for them. (You cannot come up with an idea that is not based upon their marketing objectives, problems and growth opportunities so you need a fact-finding meeting. Refer back to the Prospecting module where it suggests how to obtain a five minute meeting. It's a clear-cut approach to getting the first meeting. Supposing that you already obtained a 5 minute meeting, convey that, if the prospect will invest 30 minutes with you so that you can do a 'needs analysis', you will invest 60 minutes after that writing up a mini-marketing plan for him and another 60 minutes working on an idea that will solve one of the marketing problems that came out of the needs analysis meeting. He will receive a summary of their marketing objectives in writing and at least one good idea that could result in their saving money or making more money on their advertising investment. Convey that it is your job to identify and solve marketing problems and to create profit-making opportunities. Acknowledge that many sales reps waste people's time but you are different...you deserve a chance to prove your worth to the person's business success. Keep making the connection between their seeing you and their doing better advertising...whether it's with your medium or not, your station or not. If you are asked to call back in the future, try to get a specific time to re-contact them. Write them a note confirming it. Convey that, even if they are not presently interested in doing advertising, radio advertising, advertising on your station, a meeting may still be of BENEFIT to them. It let's you prepare ideas as to how they might get more out of their advertising. If you can just find out a little

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about what they do and why, you can be working up a mini-marketing plan and creating ideas that will make it work. Promise not to hound them beyond the first meeting. Make the meeting count. Have something(s) that the person clearly recognizes as a BENEFIT to them. Make a professional impression. Begin to build appreciation. If you are having a tough time, write a letter. Give them a taste of what you are all about and what you can do for them that will be a BENEFIT. (There is a Situational Analysis in the SMART System for what to do if your calls and letters go un-answered.) Suggest that, if what you have is of a BENEFIT to the business in helping them advance their marketing objectives, why not hear about it sooner rather than later? Suggest that, "I know you are very busy. I'm going to feel like a real fool if I come in to see you and you do not see the BENEFIT to it. Please give me a chance to go to work for your business. There is no obligation.

Some scripts to study for when you’re trying to obtain an appointment with the top decision maker.
To a subordinate:

“I know that Mr. Stockton is an important and busy executive. I know that life will go on if he never meets with me. But, I also know that I have some information and some ideas for his business that are well worth considering. I mean...I truly believe that your business stands a good chance of improving with what I have to offer. My whole purpose with my company is to work directly with decision makers within area businesses. Is there some advice you can give me that will help me earn a few minutes of his valuable time?”
To the decision maker:

“I know that you are an important decision maker with your company. I did my homework. I can only assume that you are very busy executive. I know that life will go on if you never meet with me. But, I also know that I have some information and some ideas for your business that are well worth considering. I mean...I truly believe that your business stands a good chance of improving with what I have to offer. I hope to be a valuable source of important information on Marketing, Advertising, and specifically Radio Advertising if you’ll let me. My whole purpose with my company is to work directly with decision makers like you. What can I do to earn a few minutes of your valuable time?”

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If he presses for specifics:

“I would like to provide you an analysis of the audience delivery of the mediums you’re currently using and some alternative strategies to consider...ways to get a bigger bang for your buck. I would like to share with you some of the strategies and creative ideas being used by marketers who have used Radio to beat their competition. I’d like to develop some new ideas for you that just might work big.”
This is a very difficult challenge. The “Client-Level Marketing Playbook” is dedicated to helping you deal with this situation. Read it carefully. Read the other SMART materials recommended in the playbook. Read the book, “Selling to VITO” Provide BENEFITS!

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posted:1/29/2008
language:English
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Ryan McWhorter Ryan McWhorter
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