Service Selling Step Management Guide Finding Researching STEP Decision Insights and Negotiating & Makers Educating Solutions Proposing Closing To find the To establish To find insights To present a To get strategy, your credibility or a Big Idea tailored prospects to OBJECTIVE planning, and and expertise, that will help proposal that take action or buying to teach your solve marketing includes price, give a firm product’s and advertising terms, and commitment to at all benefits and problems. conditions. purchase. agency and advantages, client levels. and to move the agency to active consideration. makes you agree (Conduct Does this would “Who “Do “ “When the media with the value research so you meet your you like to strategy, of what I’ve understand criteria on the start?” KEY planning, and presented? account’s RFP or in the you have no “If QUESTIONS buying Who else industry, brief? other “ decisions for needs to see business, and questions, shall agency and this solution?” competitors. we go ahead?” client?” See Discovery criteria Questions at “What do you use to mediaselling.us) purchase media?” New Give success (Negotiate on Give information stories in prices, terms, implementation KEY account’s and conditions details. category and if appropriate. show how to See Chapter buy your 13.) medium. Decision Get inclusion in Get agreement Contract KEY criteria for a RFP or a to move signed, IO sent, GETS making media creative brief. forward. firm investments commitment to purchase Get on RFPs Appointment (Prepare Schedule NEXT and RFIs * to present customized closing Send thank-you solution presentation.) appointment. note. STEPS
Service Selling Step Management Guide STEP Finding Decision Makers Educating Researching Insights and Solutions Proposing Negotiating & Closing OBJECTIVE To find the strategy, planning, and buying at all agency and client levels. To establish your credibility and expertise, to teach your product’s benefits and advantages, and to move the agency to active consideration. To find insights or a Big Idea that will help solve marketing and advertising problems. To present a tailored proposal that includes price, terms, and conditions. To get prospects to take action or give a firm commitment to purchase. KEY QUESTIONS “Who makes the media strategy, planning, and buying decisions for agency and client?” “What criteria do you use to purchase media?” “Do you agree with the value of what I’ve presented? Who else needs to see this solution?” (Conduct research so you understand account’s industry, business, and competitors. See Discovery Questions at mediaselling.us) “ Does this meet your criteria on the RFP or in the brief? “ “When would you like to start?” “If you have no other questions, shall we go ahead?” KEY New information Give success stories in account’s category and show how to buy your medium. (Negotiate on prices, terms, and conditions if appropriate. See Chapter 13.) Give implementation details. KEY GETS Decision criteria for making media investments Get inclusion in a RFP or a creative brief. Get agreement to move forward. Contract signed, IO sent, firm commitment to purchase NEXT STEPS Get on RFPs and RFIs * Appointment to present solution (Prepare customized presentation.) Schedule closing appointment. Send thank-you note.