Missionary Selling Step Management Guide Researching STEP Prospecting & Insights & Negotiating & Qualifying Solutions Educating Proposing Closing To establish To find insights To teach your To present a To get your credibility or a Big Idea product’s tailored prospects to OBJECTIVE and expertise that will help benefits and proposal that take action or and to move solve advantages includes price, give a firm prospects from marketing and and move terms, and commitment to attention to advertising prospects to conditions purchase interest problems active consideration you (Conduct you agree you agree would “Are “Do “Do “When KEY satisfied research so with the value that the prices, you like to QUESTIONS with your you in what I’ve terms, and start?” current understand presented so conditions are you have no “If ads?” prospect’s far?” fair and other you industry, we have reasonable?” questions, shall “Would “Do like to get business, agreement on we go ahead?” better competitors, your decision results?” and advertising criteria?” strategy and else “What “Who keeps you objectives.) needs to see up at this solution?” night?” criteria “What do you use to make a decision on what media to invest in?” Give some new (Create value (Negotiate on Give KEY information for your prices, terms, implementation GIVES and a success benefits, and conditions details. story in solutions, Big if appropriate. prospect’s Ideas.) See Chapter category. More success 13.) stories Get Get agreement Contract Get commitment to move signed, IO sent, appointment to decision forward. firm to present criteria. commitment to KEY insights, Get purchase GETS solutions, or a commitment Big Idea. to present a specific proposal to others involved in making a
Missionary Selling Step Management Guide STEP Prospecting & Qualifying Researching Insights & Solutions Educating Proposing Negotiating & Closing OBJECTIVE To establish your credibility and expertise and to move prospects from attention to interest To find insights or a Big Idea that will help solve marketing and advertising problems To teach your product’s benefits and advantages and move prospects to active consideration 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 “Are you satisfied with your current ads?” “Would you like to get better results?” “What keeps you up at night?” “What criteria do you use to make a decision on what media to invest in?” (Conduct research so you understand prospect’s industry, business, competitors, and advertising strategy and objectives.) “Do you agree with the value in what I’ve presented so far?” “Do we have agreement on your decision criteria?” “Who else needs to see this solution?” “Do you agree that the prices, terms, and conditions are fair and reasonable?” “When would you like to start?” “If you have no other questions, shall we go ahead?” KEY GIVES Give some new information and a success story in prospect’s category. (Create value for your benefits, solutions, Big Ideas.) More success stories (Negotiate on prices, terms, and conditions if appropriate. See Chapter 13.) Give implementation details. KEY GETS Get appointment to present insights, solutions, or a Big Idea. Get commitment to decision criteria. Get commitment to present a specific proposal to others involved in making a Get agreement to move forward. Contract signed, IO sent, firm commitment to purchase
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