Have you ever heard of Paul Charles Morphy? He is considered to have been the greatest chess master of his era. Many said he knew every move he would make before the game even began. Paul was one of the best strategic players of chess in the world.
So why is it then, when I accompany an account executive for coaching purposes on a sales call, the account rep will talk about their media product for the first 20 minutes of the meeting? Where’s the strategy in that approach?
First, let’s look at why salespeople sometimes talk too much. It’s usually due to a combination of poor training and fear.
Instead, focus on the results of your meeting by thinking of each question you ask as a calculated move in a game of chess. Create questions that help get you closer to the anticipated outcome you desire.
By now you have asked really good qualifying questions in the meeting. Now lead them to the point where they realize that you really care about their business and their success with your media company.
Here are five of the most critical sales questions you can ask to move toward the close:
Finally, remember that the meeting must be about the advertiser and their needs, their requirements and their goals.
Carefully listen to the answer of each question you ask and expand it into a relationship-building moment. Take notes and be prepared to follow up each question with another.
And remember if ad sales were easy… everyone would be doing it!
About Ryan: Ryan Dohrn is an award-winning ad sales training coach, a nationally recognized internet sales consultant and in international motivational speaker. He is the author of the best-selling ad sales book, Selling Backwards. Ryan is the President and founder of Brain Swell Media and 360 Ad Sales Training, a boutique ad sales training and sales coaching firm with a detailed focus on ad sales training, internet consulting and media revenue generation. Ryan is also the Publisher of Sales Training World.
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