Becoming a Master Questioner ®
The real sales professionals have learned their stations’ traditional Customer Needs Analysis (CNA) is the same as the CNA every media rep in town has used. And their prospects have already been there, done that and are tired of wearing the t-shirt.
Our Master Questioner® sales training helps sales pros uncover unique new ways to differentiate themselves from the other media reps and to craft more meaningful and relevant questions.
The first step is to become a ‘category expert’, learning as much about your prospect’s industry as you know about your own.
To short cut that process, simply conductfour online searches;
1.) Search “(name industry) advertising tips” or “marketing tips”
It may take a while, but if you search deep enough, you’ll find an industry expert who will make your case for you.
Also, keep a keen eye during your search for those alleged industry experts who knock advertising or ‘traditional’ media, or preach that there is something better than radio or TV.
You might as well know the misleading influences your prospects may have been exposed to so you can be prepared to prevent objections.
2.) Search “(name industry) trade magazines” or “trade publications”
Surf them quickly until you find articles from ‘industry experts’ on marketing and sales that naturally lend themselves to a discussion about broadcast’s role in the new media mix.
3.) Search “(name industry) association” or “(name industry) society”
Once on the industry’s association website, you’ll be able to capture invaluable information about the industry’s trends, problems and objectives.
4.) Search “(Name Industry) news”
Look for new products, industry trends or quotes from industry experts that you can use to frame more relevant questions and write customer-focused presentations.
Click here if you would like me to call you to discuss introducing our Master Questioner training to your sales team.
Randy’s What If’s;
What if you went on a mission to become a category expert in one new category every month? At the end of one short year you would have 12 prospective categories you could speak with intelligently.