Breaking Down Big Data - American Horse …...Breaking Down Big Data Ryan Dohrn Founder, Brain Swell...

Breaking Down Big Data

Ryan Dohrn Founder, Brain Swell Media 360 Ad Sales Training Systems Ryan@BrainSwellMedia.com

@RyanDohrnwww.360AdSales.com

Advertiser education 101.�

Using data in your pre-call set-up.�

Using data to drive sales calls.�

Using data to drive ROI.�

Improved sales proposals.�

Advertiser education 101.•  Adver9sersDONOTbuywhattheDONOTunderstand!

•  Createapathofleastresistance.•  Createsimplesalesonesheets.•  Prac9cethesimpleapproach.•  Don’ttrytosavetheworld.•  Usevideostoexplaincomplexissues.

@RyanDohrnwww.360AdSales.com

Using data in your pre-call set-up.•  Whatdataisimportanttotheclient?

•  Whatdatamightsurprisetheclient?

•  Whatdatamightmaketheclientmad?

•  Whatdatamightoverwhelmtheclient?

•  Howdoyouincorporatethatintoyourpre-mee9ngsalestemplates?

@RyanDohrnwww.360AdSales.com

•  HiBob,Ihaveareallyuniquewaytoputyourcompanyinfrontof15,000poten9alnewcustomersinthenext30days.CouldIhave10minutestosharethisnewideawithyouthisweek?IPROMISEtonotwasteyour9me…10minutes.

@RyanDohrnwww.360AdSales.com

•  HiBob,Ihavediscoveredasmallgroupofhighlyinfluen9alcustomersthathaveexpressedinterestinaproductliketheS100.CouldIhave10minutestoshareanideawithyouthisweek?IPROMISEtonotwasteyour9me…10minutes.

@RyanDohrnwww.360AdSales.com

Using data to drive sales calls.•  Becarefultonotshowupandblowup.•  Findoutifyouraredealingwith“DataDiane”or“NormalJoe”.

•  Donotpresentabuffet.Getspecific.•  Usecompe99vechaostodrivethecall.

@RyanDohrnwww.360AdSales.com

Using data to drive •  BegintoexplainwhatROIreallymeans.•  GuidethemtounderstandthatsmalleListsaremoreexpensive.

•  Explaintarge9ng.Useexamplesthatmakesense.10goodprospectsvs.1,000chances.

•  Theperfectmarriageisbetweentheperfectmessageandtheperfectaudience.

@RyanDohrnwww.360AdSales.com

WhichisbeaerforROI?

Improved sales proposals.•  Dataaddssubstancetotheproposal.•  DataincreasestheROIimpact.•  Mostmediais“vapor”.Dataisfactual.•  Besuretomanageexpecta9ons.•  Whataretheexpectedvs.promisedresults.•  TryA-Btes9ngofproposals.Whenyoufindonethatworks…rinseandrepeat.

@RyanDohrnwww.360AdSales.com

Where do you grow �from here?

•  Iden9fyopportuni9esbasedonthedatayouhave.

•  Nodata?Getrollingorgetrolledover.•  Determinewhatdataisrightforwhatclient.•  SegmenttoimproveROIandtotalsales.•  Iden9fyproposalsthatworkandre-use.•  Prac9ceallaspectsofusingdata.

@RyanDohrnwww.360AdSales.com

@RyanDohrnwww.360AdSales.com

Breaking Down Big Data

Ryan Dohrn Founder, Brain Swell Media 360 Ad Sales Training Systems Ryan@BrainSwellMedia.com

@RyanDohrnwww.360AdSales.com