5 step sales process

Digital Marketing Services

The five-step sales process


The five-step sales process

PLAN AND PREPARE

EVALUATE NEEDS

BUILD THE SOLUTION

PRESENT AND CLOSEFOLLOW THROUGH


Evaluate needs


Learning objectives

Make digital marketing services part of the sales process:

• Based on information found in plan and prepare, build trust and rapport by creating specific questions to ask during the evaluate needs (smart questions).

• Ask methodical questions and find out the current state versus the desired state of the business in each (4 key areas and current versus desired).

• Once you finish your evaluate needs, summarize with the client and establish next steps (recap key findings and close for a follow up appointment).


Build trust and rapport

• Start by connecting the information that got you there in the first place (tie back to your smart statement).

• Connect with information you may have in common. • Be confident and establish credibility.

- Do not tell, show. Share ideas, best practices,trends you have seen with other businesses.

- Refer to findings from your due diligence.- Leverage your local media organization and its role

in the community. • The key: is engaging them with issues and questions

about THEIR business.


Utilize smart questions

1. Break into your groups 2. Assume you have set an appointment with each of

the accounts on your target list. 3. Use what you learned about their business, their

industry (maybe it was even in your smart statement) and prepare specific smart questions for each appointment.

4. How will the questions vary from the existing client versus the new client


Uncover current versus desired

What is it now?Current State

Desired State What would you like it to be?

Quantify the GAP!


Ask methodical questions

Products and services Customers

Marketing StrategyCompetition

1 2

4 3


Ask methodical questions: products and services

• Learn about all products/services• Identify competitive differentiators, average sale values • Which products they rely on for growth and which have

the healthiest profits • Do there products and services differ from online to

offline, do some sell better in one area versus the other• Is pricing the same online versus offline or are there

special prices for one or the other


Ask methodical questions: customersFind out about the clients’ customers

Who are they? Where do they live?

What are their behaviors?

Which are the best?

Do they differ online to offline?

How do they contact you? What are they worth?

Are they loyal? How old?

How many?


Ask methodical questions: marketing Strategy

• Leverage what has worked and why• Learning lessons from what has not

worked• What is their digital strategy (dig deep)• What is their goal in marketing • What do they like best


Ask methodical questions: competition

• Top competitors – does it vary by products and services?

• Do they know who their online competitors are?

• Identify their competitive distinction • Uncover their market position and desires • Use information from your due diligence in

their category: – Show competitors ads/ website– Use print outs showing online

placement


Capabilities (optional)

• Brief, high-level overview of your offerings • This is not a time to showcase everything you

have to offer • Highlight things items that may be relevant without

going into the detail • Do not discuss prices • Get a feel for which solutions they

gravitate to and remember that as you move

into your summary and build the solution


Summarize with next steps

• Pull relevant information from your meeting • Hit on passionate topics • Establish the goal of the next appointment • Ensure all involved in decision-making process

will be there• Assume the close for next appointment • Walk away with a set time and day

for the present and close


Questions?

Documents

5 step sales process