solutions, or a to present a Big Idea. specific proposal to others involved in making a decision and to move forward. Schedule (Prepare Schedule Schedule Send thank-you NEXT appointment customized appointment closing note. presentation.) to make appointment. proposal. Exhibit 8.3 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 you “Who “Do “ “When the media with the value research so you meet your like to start?” strategy, of what I’ve understand criteria on the you have no “If KEY planning, and presented? account’s RFP or in the other QUESTIONS buying Who else industry, brief? questions, shall “ decisions for needs to see business, and we go ahead?” agency and this solution?” competitors. client?” See Discovery criteria Questions at “What do you use to mediaselling.us) purchase media?”
solutions, or a Big Idea. to present a specific proposal to others involved in making a decision and to move forward. NEXT Schedule appointment (Prepare customized presentation.) Schedule appointment to make proposal. Schedule closing appointment. Send thank-you note. Exhibit 8.3 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 you like to start?” “If you have no other questions, shall we go ahead?”
MS_5_Chapter_8_NewBuyingAndSellingProcessCOMPLETE.docx