| Description |
1 online resource (224 p.) |
| Contents |
Intro -- Preface -- Acknowledgment -- Contents -- About the Author -- 1 Follow the Course of the Road-The Preparation and Research Avenue -- Abstract -- 1.1 Keep Your Sales Funnel Well-Filled -- 1.2 Qualifying and Disqualifying -- 1.2.1 Does the User Base of Your Medium Match the Target Audience of the Customer? -- 1.2.2 Looking at Your Existing Customer Lists -- 1.3 Where Can You Find New Customer Potentials? -- 1.4 In Slices or in One Piece? Call in One Piece! -- 1.5 Calculate Your Ratios -- 1.6 The Importance of Trust and How it Arises -- 1.7 Knowing Your Customers -- Reference |
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2 Turn Right-Conversation Starter with Pattern Interruption -- Abstract -- 2.1 The Phone Call with the Head Office -- 2.2 The Phone Call with the Assistant -- 2.2.1 The Technique of the Counter-Question -- 2.2.2 The Expert Technique I -- 2.2.3 Expert Technique II -- 2.2.4 The Methodology of Universally Transferable Statements -- 2.2.5 The Please-Help-Me Technique (Benjamin Franklin Effect) -- 2.2.6 The Role-Reversal Technique -- 2.2.7 The Amazement Technique -- 2.3 The Phone Call with the Decision Maker -- 2.3.1 Step 1: The Conversation Opening with the Anticipation Technique |
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2.3.2 Step 2: Building Trust -- 2.3.3 Step 3: Addressing Indisputable Personal Facts -- 2.3.4 Step 4: The Reason for Your Call -- 2.3.5 Step 5: Ask for Permission to Conduct Needs Assessment -- References -- 3 Follow the Course of the Road-The Needs Analysis -- Abstract -- 3.1 The Goal Assist -- 3.2 Be the Doctor -- 3.3 Shut Up and Listen! -- 3.4 Gain the Customer's Trust -- 3.5 Who Asks, Leads -- 3.6 Top Sat Nav Questions in the Needs Analysis -- 3.7 The Power of Questions -- 3.8 The Popular One Asks Many Questions -- 3.9 Distance Zones According to Edward T. Hall-Each Question in its Own Time |
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3.10 Questioning Techniques in Sales Conversations -- References -- 4 Accelerate-Making the Appointment -- Abstract -- 4.1 Appointment with Reference Technique -- 4.2 Appointment with the Assumption Technique -- 4.3 Appointment Scheduling with the Perfect-World Technique -- 4.4 "I Can See You Through the Phone!"-Interview with Telemarketing Specialist Udo Peilicke -- 5 Diversions-Objections, Pretexts and Their Treatment -- Abstract -- 5.1 The Law of Six -- 5.2 The Objection Handling as the Simplest Process in Sales -- 5.3 Handle Objections. Not Pretexts -- 5.3.1 The Pretext Terminator |
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5.3.2 Objection Handling Techniques -- 5.3.3 The Structure of Objection Handling -- 5.3.4 The Astonishment Technique -- 5.3.5 The Conditional Technique -- 5.3.6 The Provocation Technique -- 5.3.7 The Wish Technique -- 5.3.8 The Disaster Technique -- 5.3.9 The Perfect-World Technique -- 5.3.10 The Scenario Technique -- 5.3.11 Eleven Objection Handling Techniques at a Glance -- Reference -- 6 No Speed Limit-Opening the Appointment with Trust Building -- Abstract -- 7 Route Agreement-Have the Customer Confirm the Need -- Abstract -- 8 Only a Few More Meters-The Presentation of the Offer -- Abstract |
| Summary |
This book shows media salespeople the optimal sales process using a structured step-by-step guide: When using a sales navigator, it accompanies sellers from the media business using different roads and guides them from the start - the search for suitable customer potential - to the objective: closing the sale. The author points out all the construction sites and detours, such as objections or tactical price negotiations, but also shortcuts, such as recognizing early buying signals. After all, the sales process always follows a clear structure, and knowing this structure, practicing the appropriate techniques, and applying them continuously can lead to noticeably more sales. A compact and easy-to-read book, peppered with personal experience reports from sales and media professional Ricky McKenna, whose tips will help you achieve ambitious sales goals even in difficult economic times. From the contents - Follow the road - The preparation and research avenue - Turn Right - Starting the Conversation with a Pattern Interruption - Accelerate - The appointment - Detours - Objections, pretexts and how to deal with them - No speed limit - The appointment opening with confidence building - You have reached your goal - The conclusion The Author Ricky McKenna has worked in sales for over 25 years, advising sales organizations at many newspaper publishers, radio stations and TV stations in Germany and Austria. Before becoming self-employed, he held senior positions with marketing companies and a private radio station in Austria. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content |
| Notes |
8.1 Distinction of Feature, Advantage, Benefit |
| Bibliography |
Includes bibliographical references |
| Notes |
Online resource; title from PDF title page (SpringerLink, viewed May 16, 2023) |
| Subject |
Mass media -- Marketing
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Sales management.
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Mass media -- Marketing
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Sales management
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| Form |
Electronic book
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| ISBN |
9783658407346 |
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3658407344 |
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