INTRODUC by jrmcwhorter


									SMART Situational Analysis

This section provides guidance in how to deal with certain general situations and certain specific objections that you encounter during selling. A menu of situations and objections appears below. If you encounter something that is not addressed in this section, please do two things immediately: 1) take it up with your sales manager, and 2) describe the situation on the situational analysis form provided at the end of the section so that SMART can develop a remedy and add it to this section for the future. The recommendations for how to deal with certain situations and objections assumes that you have learned the material in the RADIO SALES TRAINING, PROCESSES & METHODS and COMPETITIVE MEDIA sections. You will be referred to these sections throughout SITUATIONAL ANALYSIS. It further assumes that you have conducted either a "Media Buyer" or a "Client" needs analysis. It is very important for you to ascertain the actual objections and understand the true situations. Be careful not to settle for a "red herring"...a reason why your station is being excluded that sounds plausible but is not the actual reason. You will waste your time in dealing with "red herrings." Make sure you ascertain all of the reasons why your station is not being included in a planned Radio campaign or a certain situation is preventing you from inducing a client to advertise. Solve the entire problem or create the whole opportunity by addressing every aspect of the rejection. In your interviews, you want to keep things positive. But, if you suspect that the outcome is going to be negative, ask questions that elicit the reasons why the decision maker may exclude your station or reject the course of action you're proposing. Good questions to ask are: "what are all of the things that would keep you from advertising next week?" or "what are all of the things that would keep you from using our Radio station?" You must be brave enough to get at the negatives. Do not avoid questions because you are afraid that the answer will be negative. Having said that, SMART recognizes that there are certain situations where the actual reason why the decision maker is adverse is known to both parties but must remain unspoken. However, the problem must be addressed in the presentation even if it is made to appear incidental. Finally, remember that the decision maker is either inclined to trust and have confidence in you, your station and your medium or NOT. He or she is inclined to buy you or NOT. An intermediary is inclined to give you access to the real decision maker or NOT. The "inclination" of the person you're dealing with should be pre-set based upon how well you predisposed the person up to this point. Did you do SMART marketing before you got to this situation?


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