The Sales Sat Nav for Media Consultants: The Roadmap to More Revenue in the Sale of Advertising Materials

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
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
		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
	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
		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
	8.1	Distinction of Feature, Advantage, Benefit
	8.2	The FAB Technique in the Sales Conversation
	8.3	One, Two or Three Offers?
9 Caution—Danger ahead—Techniques for Price Negotiation
	Abstract
	9.1	Is the Customer Bluffing?
	9.2	Increasing Objectives Through Granting Discounts
	9.3	The Blocking Technique
	9.4	Unmasking the Offer from the Competition
	9.5	The Customer has a Counteroffer—Detecting the Desired Supplier
	9.6	Exploring the Willingness to Suffer through Renunciation of Performance
		9.6.1	When the Customer wants to know the Price in Advance
		9.6.2	A Well-Filled Sales Funnel Lets You Sleep Better
10 You have Reached Your Destination—Closing the Sale
	Abstract
	10.1	Looking for Buying Signals
		10.1.1	Verbal Buying Signals
			10.1.1.1 Yes, I Want to Buy
			10.1.1.2 The Customer Asks Questions
			10.1.1.3 The Customer Asks for References
			10.1.1.4 The Customer Shares his Opinion with You Unsolicited
		10.1.2	Body Language and Nonverbal Buying Signals
		10.1.3	The Buying Readiness Question
	10.2	Closing the Sale with the Next-Step Method
	10.3	Closing the Sale with the AREA Method
	10.4	The Technique of Irrelevance
	References
11 The Service Stage for Successful Implementation of objectives
	Abstract
	11.1	Managing Too High Customer Expectations
	11.2	Core Tasks of Advertising
	11.3	The Design of Advertising Media—High Noon for Successful Advertising Impact
	11.4	The USP As a New Customer Magnet
	11.5	Asking the Customer for Service—Recommendation Marketing
	References
Appendix