Gitomer's Newest Book

I’m reading a new book by Jeffrey Gitomer, entitled, “Social Boom.” It lays out the strategies, methods, techniques and tactics of how to place yourself as an individual in the social media explosion going on today. It’s a great guide for the business owner, sales person, or anyone dependent on others for their income, revenue streams and customer base.

My rating in a 5 out of 5 system: 4.5.

Why?

Jeffery could have used more real life examples of how he works with social media and the results thereof.

So, if you’re ready, let’s start. You’ll actually have to learn these. Here’s a secret: They are simple to learn and do not require long hours of study. However, you will have to learn them to benefit from them. But, what if you only get 2 ideas of which you’re comfortable out of the more than 35 examples that I’ve given to you. What you’re wondering is, is it worth it to learn them and use them. Is that your question?  Fair enough. Most of the people I’ve trained in 30 + years fall into one of three groups. First, there are those who want the best of everything. They are prepared to do whatever it takes to be better. Then there are those who read or listen, but apply very little – if anything new. The biggest group falls somewhere in between the first and second. In which group do you see yourself? Really think about being in the first.

Understanding the Issues

As you learn these new methods, we need to have some understanding of the past and why things no longer work where perhaps they once did in the marketplace.

Here are issues we all have in selling and closing:

1) Prospects are better informed about their industry and products/services than ever before

2) Overcoming objections

3) The salesperson does not know enough closes

4) The close that is used is old and poor

5) The salesperson doesn’t use a close he knows, because it hasn’t worked too well in the past

6) The salesperson doesn’t get a chance to close because they didn’t have control of the presentation to get to the close

7) The prospect outsells the salesperson by giving him a stall or an objection without making a positive decision

Pure Fact: Salespeople talk too much. They talk their way out of sales far too often. And, if you think about it, like me, you know that salespeople cause objections because they do talk too much. Need proof? Do you have prospects that swoon in ecstasy when you give the features and benefits of your product/services? No?  Do your prospects reach for their checkbook and tell you, “You did a great job selling me. How much do you need?” or “Where’s the paperwork, let me start filling it out for you.” Impossible, you say? Well, I’m sure these do not happen. But, as you read this material you will be able to visualize the sales process working better for you right away.

Many studies have proved this: When prospects make decisions, it is emotional painful. Why? They are afraid that the decision they make will not be a wise one. What we need to do is make it easy for them to say “Yes.” Old techniques may actually work against you – not for you.  They are well known by now, so much so that many have become clichés, haven’t they? We need to make it easy for the prospects to say, “YES.” When you learn this material you will discover why you should get excited and use them immediately for positive results.

Here’s the bottom line:

Either you sell them or they sell you. It’s done by control of the situation. Prospects have 2 ways to control you: 1) By asking questions, or, 2) giving you objections. Always remember, decision making is painful and prospects will try to put off or even avoid altogether making decisions. Usually, it’s easier for them not to make one. There is only one way in which you can be in control – by asking questions. I’ll give them to you. Once you’re in control, imagine being able to close the order and walk out with your money, which hopefully is why you walked in their door in the first place. Certainly, if you don’t change, if you keep on doing what you’ve been doing, you’ll keep getting the results you’ve been getting. If you want better results, learn what these techniques are about. Success is preparation meeting with opportunity. These techniques are your preparation. Your prospecting and appointment setting techniques which we’ve covered before are your opportunities. When you use these techniques, you’ll feel the power that comes from them for positive results.

Now, here are some rules which govern the sales process:

Rule Number 1: If you can’t close, you can’t sell.

Rule Number 2: If you don’t know how to close, you can’t sell

Rule Number 3: If you only know one close, you can’t sell

Rule Number 4: If you don’t know what to do when faced with an objection, you can’t close

Rule Number 5: If you don’t know what to do when faced with a stall, you can’t close

Rule Number 6: If you know how to do 1-5 above, you are at the top of the class and will continue to be as long as you know how and care to continue to do so. Learning and using the information becomes natural very quickly to those smart enough to use them.

Rule Number 7: The role of salespeople is to solve problems

Rule Number 8: Decision making is logical but buying is emotional

Rule Number 9: Logic has almost nothing to do with a sale. Emotions have everything to do with it

Rule Number 10: If you’re not selling enough, it’s something you’re doing, not your prospects

Rule Number 11: The harder you push, the more resistance you’ll get

Rule Number 12: Present what your prospect wants, not what they need

Your role as a salesperson is to close. Closing is not what most people think it is, unfortunately. Closing is where the money is and doing it successfully is what you get paid for. Poorly trained salespeople and managers make it a war of will with prospects and whoever gives up first loses. Closing should be a decision for a favorable buying experience that’s actually pleasant for both parties. It should be a natural conclusion to the appointment. Rarely is it, however. It should solve their problem and give them more of what they want or less of what they don’t want. Is this the way you sell? If not, then you are likely not in control. What does being in control mean? It means that the appointment is headed in the direction you want and get your prospect away from a painful decision process.  Here’s an important rule for presentations: Whoever controls the direction of the appointment is the seller. You sell them or they sell you. Which do you want? By giving you an objection, stall or otherwise a reason not to buy, they avoid the pain of making decisions. Decisions cause change and change is different and difficult for most people, so avoiding making decisions, other than non-decisions, prospects avoid pain and make it easier for themselves. When they avoid you, they are selling you. The prospect must see you and your product/service as a solution to their problem. Only then will the pain of making the decision be less than the pain of not making a favorable decision.

Rule Number 13: The more you tell, the more likely the prospect will object to something you’ve said. They’ll turn your own words against you. You’ve seen it happen. To maintain control, you have to talk less and ask more. Asking questions is the answer.

Rule Number 14: You can’t answer an objection. It’s not a question, so you can’t answer it.

Rule Number 15: If you want an answer, ask a question.

Rule number 16: There are 2 types of questions, 1) informational, 2) yes and no

Rule Number 17: Yes and no questions can be phrased to your advantage

Rule Number 18: A close has to be a question to which they say “Yes”

Rule Number 19: Closing needs to be ‘set up’ properly

What you need is a simple and easy to remember questioning technique that works most of the time. A question that makes deciding in your favor will make an event happen more often than not.

Closing with a 2 word close:

Mr. Prospect, we can get started with the 6 exposure package beginning with our issue in July, fair enough?

Mr. Prospect, you can have the inside front or the outside back cover, fair enough?

You can have the facing page or next page, fair enough?

You can put your business on the web today, or we can do it for you, fair enough?

You can arrange your own changes on the internet, or we can do it for you, fair enough?

Mr. Prospect, you can have our hotel distribution working for you and be online on travelhost.com, too, fair enough?

Mr. Prospect, you can continue to do the same thing, or you can have multiple exposures working to drive more paying customers through your doors, fair enough?

Mr. Prospect, we can load your information on the web site today and start putting your name in front of millions of travelers a year that are thinking about coming to ____________ , and you can change it daily, if you want, fair enough?

Fair enough?

You give them 1-2-3 things they want and then ask, “Fair enough?”

AFTER YOU ASK, FAIR ENOUGH, WAIT FOR THEM TO ANSWER. IT’S EITHER ‘YES’ OR ‘NO’

You’ll be surprised at how often the answer is “OK.” THEN START WRITING THE ORDER.

Only 3 things can happen with this technique, 1) They say “YES”, 2) They ask you another question, or, 3) They raise an objection. The last 2 place the prospect in control. You need to be back in control. How? By asking a question about their question or objection they just gave you. Here’s how:

Them:     When did you say it would start on the Internet?

You: When did you want it to start on the Internet?

Them:     As soon as possible.

You: Fair Enough. And start writing.

Them:     How much did you say it was?

You: Let me see, and fill out the paperwork.

You: Mr. Prospect, you said that ½ page would represent your business well and we’re giving you additional exposures in the magazine on the map, on the TOC page, on the front cover insert, and editorial of 1/3 page. In addition, we’ll add you to the web site for exposures to anyone thinking about coming to the area with searchable listings, web page and promotions page, with monthly investment of $1,000 to place your business in front of a minimum of 1,000,000 travelers yearly. Understand? (Pointing out all that they’ll receive line itemed on the paperwork. When they say, “Yes”, have them OK the paperwork.

Them:     Can I get extra copies of the magazine?

You: Would you like extra copies of the magazine?

Them:     Yes

You: Fair enough. Start writing.

Them:     Do you have terms?

You: Did you want terms?

Them:     Yes

You: Fair enough. Start writing and include the terms on the paperwork.

Them:     Can I have the back cover?

You: Did you want the back cover?

Them:     Yes

You: Fair enough. Start writing

Them:     Can you design the art work for me?

You: Did you want us to design the art work for you?

Them:     Yes

You: Fair enough. Start writing.

Them:     Are you in the Marriott Hotel across the street?

You: Did you want to be in the Marriott across the street?

Them:     Yes

You: Fair enough. Start writing.

Them:     Are you distributed in the next town over?

You: Did you want to be in the next town over?

Them:     Yes

You: Fair enough. Start writing

Understand this when using this technique: You don’t answer their question directly. You ask them by paraphrasing their question to you. Them: “Can I have this?” You: “Is this (whatever it is) what you want?” and after they answer, “Yes.” And IF you can do it, add “Fair enough.” And it’s done.

Using the same technique to set appointments:

You: Mr. Prospect, I can see you at your office at 10:00 on Monday or Tuesday, fair enough?

Them:     Let’s make it Monday.

You: Confirm address, time, etc, in your CRM system

Using the same technique for a yearly commitment:

You: Mr. Prospect, I can develop new art work for the display ad at no extra charge with a year’s commitment, fair enough?

Using the same technique to place into your premiere edition:

You: Right now, with my premiere edition, you have first choice of the location of your business, fair enough?

Using the same technique when asking for the money:

You: You can give me the balance of the first month when we proof the ad, fair enough?

Using the same technique to commit today:

You:        I’ll even make sure that your business goes online today, so that travelers start looking at your business right away, fair enough?

Using the same technique to commit on the value of the audience:

You:        Mr. Prospect, you can have the exposure in the magazine to 1,000,000 travelers a year coming to town and anyone researching the area and thinking about coming to town from the internet, too. Fair enough?

Using the same technique to transfer buying from the competition to you:

You:        Mr. Prospect, you can transfer the $1,000 from the other marketing methods that don’t work for you and be assured you’ll be in front of 1,000,000 travelers a year, fair enough?

Using the same technique to commit to you – not wasted on other types of marketing efforts:

You:        Mr. Prospect, you can continue to place good money after bad in other places, or you can be assured your message is in front of 1,000,000 travelers a year, fair enough?

IMPORTANT: AFTER YOU ASK, ‘fair enough’, DON’T TALK UNTIL THEY ANSWER.

Using the same technique to ask Qualification Questions:

You: Mr. Prospect, when it comes to marketing your business, what do you see as the biggest challenge?

Them:     One of the biggest problems is we don’t know if it brings more people in or not?

You: Hmmm. That’s interesting. How do you suppose that happens?

Them:     Well, I guess it may not be working.

You: When do you think the newest ways of marketing your business showed up in the marketplace?

Them:     I don’t know. It doesn’t seem like there is anything new, just old stuff redone.

You: Really? Can you give me an example of that?

Them:     Well, XYZ’s rehash of the ABC Product.

You: Do you think that’s a good one?

Them:     Well, maybe

You: What has happened when you used it? or, Do you think that works?

Them:     Sometimes it works, sometimes not.

You: Why?

Them:     Beats me, do you know?

You: Yes, but I’d rather talk about why what I have works for my clients – and, for you.

Them:     How’s that?

You: Controlled distribution where buyers are located, in hotel rooms, and on the internet where potential travelers have access to your business anytime 24/7/365. Have the other marketing methods you’ve tried had a national 40 year company’s brand, experience and solutions to get more people walking through your doors?

Them:     No

You: Did you know that 1,000’s of local businesses around the country choose TRAVELHOST to market their businesses in hotel rooms where there are buyers ready to buy now and on the internet planning to buy?

Them:     No, I didn’t know that.

You: Have you ever heard of the TRAVELHOST Plus Codes?

Them:     No, I haven’t.

You: What would you call a method of accessing your information on the Internet whether someone is using a computer on their desktop, laptop or any mobile device with a browser anywhere in the world to find our about you and your business?

Them:     A good thing.

You: If it were a good thing, would you be interested in having your own Plus Code to be seen by anyone accessing the Internet and interested in coming to the greater ______ area?

Them:     Yes

You: Fair enough. Start writing.

Now, let’s talk about Price versus Value of what the prospect buys.

Price is what your product/service is worth. Value is what it is worth to your customer. Cost is the difference between price and value

Examples:

You buy a car for $40,000. That’s the price from the dealer.

Three years later you sell it for $20,000. That is the value to you.

What did the car cost you for those 3 years? $20,000.

You buy a house for $200,000. That is the price.

You sell it 10 years later for $300,000. That’s the value.

What did it cost you? Nothing. You made $100,000 in 10 years.

If the value at least matches the price, it doesn’t cost anything.

Only when the value is less than the price does it cost anything.

If you remove cost from the buying decision, it doesn’t matter.

How? Value selling.

When someone says, “It’s too much money.” It’s the value that is not great enough. Remember, emotions are involved with decisions about buying anything. Why do buyers buy in TRAVELHOST?

1)       Protection – my competition is there and I need to be there, too

2)       Profit – I can make money being front of those potential buyers called travelers

3)       Pride – I am the best, first, biggest, etc. and I want the back cover.

4)       They recognize the value of the audience to which we give them access

When it comes to cost, you can handle it two different ways: 1) reduce your price and profits, 2) Increase value. How? By tailoring a presentation around the wants of the prospect to offer the best solution available. How? By asking questions to find out precisely what they see as their problem and getting them to describe that you’re selling as the solution they want. Now, what do they want? More profit, more desserts sold, more dollar sales, more food sold, more clothes sold, more tickets sold? Where do they market now for the best return? Where do they not market now? You can fill the gap and give them more of what they want – more people walking into their business so they get exactly what they want from the above list. It’s their goal and you can provide it to them.

How good a salesperson are you? Really? Here’s a technique that works wonders by taking objections and turns them into closing opportunities in less than 20 seconds. The catch? You have to be prepared.

Initial Objections:

Them:     I tried advertising with something like that before and it didn’t work.

You: Well, what you’re wondering is, did something go wrong before, and can we make it work this time. Is that your question?

Them:     Yes

You:        Well, here’s what we can do: 1)We can make sure the copy in the ad fits the needs of the travel audience, and 2) Assure the distribution close by you so new traffic doesn’t have far to go to  walk through your doors. Understand?

Them:     Yes

You:        Fair Enough. Start writing.

Them:     I have all the customers I need.

You: Well, what you’re wondering is, do you have an unending quality source of customers, not just a quantity source. Is that your question?

Them:     Yes

You:        Well, we’ll place your business in front of more than 1,000,000 travelers a year who are in town 24/7. Will 1 million more potential customers who are pre-qualified buyers give you the quality you need?

Them:     Yes

You:        Fair enough. Start writing.

Them:     I’m too busy right now, see me later.

You: Well, what you’re wondering is, do I have an idea worth your time. Is that your question?

Them:     Yes

You:        Well, if you’ll give me 10 minutes and we’ll see and even if you don’t think so, you’ll still have information that you can’t get anywhere else that could benefit your business, OK?

Them:     OK

You:        Fair enough

Them:     I’m happy with who I’m with now. Or, I’m happy with what I’m doing now.

You: Well, what your wondering is, is that giving you the best return possible, or is there perhaps a better opportunity for you. Is that your question?

Them:     Yes

You: I can show the difference between what I do and what you have now in 10 minutes or less, OK?

Them:     OK

You: Fair enough

Them:     I can get it cheaper from XYZ.

You: Well, what you’re wondering is, do we have a better return on your investment. Is that your question?

Them:     Yes

You:        I can show you in 10 minutes whether what I have can be a better investment for you, OK?

Them:     OK

You:        Fair enough

Them:     I never buy from someone I don’t know.

You: Well, what you’re wondering is, what could a stranger offer me that I don’t already know about. Is that your question?

Them:     Yes

You:        If you have 10 minutes, I can show you what I as a stranger now and a friend later can do for you, OK?

Them:     OK

You: Fair enough

Objections and how to turn them into a close:

1)       Smile – broadly. Act like you’ve heard it all before and you know you have the answer to it.

2)       Convert the objection to a question so that you’re in control, not the prospect.

3)       Regain control with the question. “Is that you’re question?” Or, if they say no to the prior question, you say, “Well, then what is your question?”

4)       Ask another question before answering the first. “Other than that, is everything OK?”

5)       Set up the close with: “What other questions do you have?” Them: “I was wondering XYZ?” Then give your answer

6)       Then ask this question: “Does that answer your question?”

7)       When they say, “Yes”, you say, “Fair enough.” And start writing.

Example:

Them:     We’ve tried this type of thing before and it didn’t work

You: Well, then, what you’re wondering is, what went wrong, and if we know how to make it pay off this time. Is that your question?

Them:     Yes

You: Other than that, is everything OK?

Them:     Yeah, I guess so.

You: Do you have any other questions?

Them:     No

You: Well, the reason we can make this work better is because we’ll change the copy for travelers who are unfamiliar with your business and place your name in front of more than 1,000,000 travelers a year who come to ________. Does that answer your question?

Them:     Yes

You: Fair enough. Start writing the order.
Caution: Don’t ask, “Do you have any other questions?” until they know the price.

What if they say, “No, that doesn’t answer my question.” That’s ok, just explain it more and then ask all over again, “Does that answer your question?” They say, “Yes.” They you say, “Fair enough.” And start writing.

Them:     How much does this cost?

You: Well, what you’re wondering is, if this has real value for you. Is that your question?

Or,

You: Well, what you’re wondering is if it’s worth it. Is that your question?

Or,

You: Well, what you’re wondering is if it makes sense to invest today before you spend the money elsewhere. Is that your question?

Then, you explain again the value of the audience with the number of hotels, travelers seeing their message, internet exposure and ask them if that answers their question.

If they say, “Yes.”

Then you say, “Fair enough.” And start writing.

Caution! You have to know the numbers well before you can use the following. Hint: Practice with the numbers beforehand.

Them:     This sounds interesting. How much would all this cost?

You: Well, Joe, what would having your company name, service, products in front of a millions travelers a year coming to town and anyone planning a trip to _____ be worth to you in added income? $10,000 a year? $20,000 a year?

Them:     Probably about $12,000.

You:        What about a package of exposures that did just that for only $3,000 a year while you get $12,000? Fair enough?

Them:     This sounds interesting. How much would all this cost?

You: Joe, according to what we discussed earlier, this type of exposure would be worth $30,000 a year to you in profits. I would settle for $12,000 a year. Fair enough?

Them:     This sounds interesting. How much would all this cost?

You: Mr. Prospect, the investment is $20,000 for the year. According to what we discussed earlier with the distribution within 5 miles of your location, and using the numbers of travelers walking in your doors that you mentioned, that leaves more that $25,000 in profit for the year. Understand?

Them:     This sounds interesting. How much would all this cost?

You: Mr. Prospect, most of my customers fall into one of three groups. First, there are those who want the most of everything. Money doesn’t seem to matter. They are prepared to invest $20,000 or more annually. Then there are those on a more conservative budget and couldn’t invest more than $12,000 annually. The biggest group falls somewhere in between X and Z. in which group do you see yourself?

Most of the people I’ve trained in 30 + years fall into one of three groups. First, there are those who want the best of everything. They are prepared to do whatever it takes to be better. Then there are those who read or listen, but apply very little – if anything new. The biggest group falls somewhere in between the first and second. In which group do you see yourself?

Are you tired of the same old responses to the questions and closes you’ve been using? Can you stand to hear more Yes’s instead of No’s or let me think about it answers? When you use these techniques you’ll discover why the people who use them get excited and start having more success right away. From the first time you use them, you’ll see success. After you start using them and having success, you’ll want to tell everyone about them. Resist that temptation. Don’t let the cat out of the bag. Keep the power that comes from these techniques to yourself, so your competition won’t use them against you.

I’m wondering if you will use these for your benefit. Clearly, they’re short and easy to learn without long hours of study. What if you only get 2 ideas of which you’re comfortable out of the more than 35 examples that I’ve given to you. What you’re wondering is it worth the time to learn them and use them. Is that your question? Fair enough. Start studying. Start using them. Start being better, now! You are ready for success, aren’t you?

Good selling.



1. I. Preface

1. II. Your Motivational Factors

1. III. Introduction of the TRAVELHOST Sales Process

1. IV. The TRAVELHOST Brand – A Review

1. V. Sourcing Leads

1. VI. Pre-Call Planning

1. VII. Selling the Appointment

1. VIII. Setting the Agenda

1. IX. Qualify/Assess the Client

1. X. Educate client on local travel market

1. XI. FAQ’s

1. XII. Objections

1. XIII. Value of the Audience

1. XIV. Presenting the Brand Components

1. XV. Recap

1. XVI. Proposal

1. XVII. Close

1. XVIII. Starting the Relationship

1. I. Preface

In my 40+ years of selling, there have been many changes in the field. There have been many names placed on the types and genres of selling. Here are a few: AIDA, Qualitative, SPIN, Consultative, RFP, Selling the Brand, Socratic Method or Questioning Techniques, Features and Benefits, Systems of all types, Non-combative, Educational Based and Solution Selling are among the many that prevailed for a while and are remembered. Many more never made my list which is potentially never ending. And, a lot of the people espousing their methodologies had some good and new ideas and some had not so good ideas. I have collected and culled the best that actually work and put them together here. As we start the second decade of the 21^st century, my research and marketing efforts over the years has come up with a process that can work in the market place for today’s savvy, technologically smart, sales people and business owners with various brand components for markets both big and small.

The following was put together for the professional advertising salesperson. The process keeps the selling in the thinking world with motivational factors, overall strategies and sales techniques all considered. The material has been placed into this working document for you. Some of the ideas could be used by you in the next few minutes with good results. Some will take longer to prepare and with others it will take practice to become proficient. You can learn and produce through these proven methods that were created by sales gurus, my associates around the country and many other sales professionals in other industries. I have combined some techniques into better ones. I have used them all in practical on the street performance and trained others with them so that they used them successfully, too. Here’s the caveat: The material will only work if you believe it will work and you have to go through the process of learning them. Those professionals who take the time and are willing to learn will have great payoffs. In any endeavor, there are always tradeoffs. Learning to do what works makes you money. But, I repeat, you have to learn the material. Doing the same thing, expecting different results has been defined as mental illness. Take the task seriously. Everyone knows what to do. It’s rare they commit and have the discipline to follow through. Success is not a mystery. We all know what needs to be done. This document was designed to let you learn the best strategies & techniques available today for today’s world in a business that you make work for you. So, good learning and good selling.

1. II. Motivational Factors

Self Motivational Factors

Why did you decide to become an Associate Publisher?

What skill sets have you brought with you to use?

How will those skill sets be employed?

What’s your biggest surprise in the business, so far?

Do you consider yourself the “Center of Your Travel Universe?”

Do you consider yourself to be the “Voice of the City?”

Attitude

• Differentiate yourself by having fun with what you do and using humor
• Believe in what you are offering –

• • “I am somebody.”
  • “What I have is of importance to you.”
  • “What I have is of value to you.”
  • “I can help your business.”
  • “What I have is different from the rest.”
  • “With TRAVELHOST of _______, you get me.”

Exercise for AP’s and Selling Associates:

Where do you want to be at the end of 2010? Financially, Lifestyle, Progressing

With respect to that, what’s the outcome that you hope to achieve?

What’s the purpose of that?

What would you consider to be a better than successful outcome?

What are you willing to do to get what you want?

1. III. Introduction to the TRAVELHOST Sales Process

Sales Basics:

Understand what you want from meeting with the prospect.
What do we need to know for the outcome to be what we want?

Goals:

• Align our brand with them and their brand
• Make a sale and begin a relationship
• Set up a time for a follow up appointment
• Prepare the presentations for referrals
• Prepare for proof of response
• Develop correct referrals
• Know them better
• Identify their needs
• Provide answers/benefits to those needs

Sources for the TRAVELHOST Sales Model:

• Chet Holmes, The Ultimate Sales Machine
• Jeffrey Gitomer, www.trainone.com
• Mike Brooks, www.mrinsidesales.com
• 43 years of TRAVELHOST AP’s experience
• Mike Slabaugh
• Contributions and testimonials from APs

Purpose:

Foundation for all sales education –

• Best Practices Workshop
• Advanced Selling Skills Workshop
• Webinar Series
• Feedback from Associates in the field

Address growth of marketing and brand focus:

TRAVELHOST Brand Initiatives

Look and Readability

Additional Brand Components

Media Solutions/Package Sales

Dot com Initiatives

New Market Conditions:

Multiple dynamics, positive and not so positive

Fewer local competitors

New media challenges

Slow, but sure economic recovery

Continued price/value pressure

1. IV. The TRAVELHOST Brand – A Review

Who are we and what do we stand for?

A Product:

• Is made in a factory
• Rests on a shelf
• Functional
• Rational/Tangible
• Can be copied

A Brand:

• Is bought by consumers
• Resides in the mind
• Emotional
• Abstract
• Imitated, but not copied

1. V. PRE-CALL PLANNING

Sourcing Leads

Referrals:

Referrals will be your best source of leads. They can come from:

Happy Clients:

“Mr. Advertiser, I know you’ve been a TH partner for several years. I’d like to thank you by trying to drive even more travelers to your area. Who else should I be talking to that could help us make this area even more of a destination for travelers?”

Local Organizations/Chamber of Commerce:

“As President of the city’s Chamber of Commerce I know you are familiar with the various members as well as the new and developing neighborhoods. TH is interested in helping the local economy … who among your members do you feel that TH could help drive additional business to?”

Hotel Connection:

“As the front desk manager/concierge here at the Hilton, I’m sure you know of the best places to eat in the area. Can you think of any of the places you regularly send your clients to that could benefit from me driving even more business their way?”

Other sources of referrals:

Staff members who work for the client

Visitors

Past co-workers

Local customers

Visitors:

For many years, NE Wisconsin and other markets have used non-revenue producing space in their magazines to produce referrals from travelers. Here’s how:

They place in 1/3 to ½ page space an opportunity for the traveler to win a free weekend. They are asked to send an email or use hotel stationary to tell about their trip and how they used the magazine during their stay. They are asked to include this information:

1)      Date of the trip

2)      Name of hotel where they stayed

3)      Magazine features they used like maps, listings, display ads, etc

4)      Name the advertisers that they patronized

5)      Be specific in telling about their experience to the businesses they visited, including what they thought of the service, products and experience.

The visitors are then asked to email or send to a P.O. Box for entry into the contest by        addressing the envelope TRAVELHOST of NE Wisconsin “Weekend Winner Entry”

Then on a named date in the ad, the Associate Publisher will draw from all the entries the winner who would receive a 2 night’s stay at an upper scale local hotel and $100 in certificates redeemable at local area restaurants.

Imagine the impact of having emails and letters from visitors saying, “I loved going to _______. Their food was tremendous.” “I really enjoyed such and such and plan to go back on my next trip.”

Having VISITORS as referrals, as well as testimonials about competitors within vertical market categories, can be very impactful.

Editorial/Story Based Leads:

Develop a series of editorial story ideas that will require local information sources. Those sources will be local businesses that will be the content for the article.

“Hi, I’m the editor and publisher of TH OF ________ and am doing an article on the best______restaurants in town. I think you could be an important contributor and am wondering if we could talk about the type of experiences you provide your customers? ”

Ideas:

-          “The Best Mexican Dining in _______”

-          “The 24 hour must see list of to-dos”

-          “You need to see these top 10 attractions in town!”

-          “Mojitos and Margaritas…Where to get our town’s best!”

Another idea is to write an editorial that focuses on a specific geographic area or area of                          interest. Then call on advertisers and explain why they would be a perfect fit.

Ideas:

-          “The 2 Day walking tour…the top 20 (—-)”

-          “Excursions…A trip through the _____

Example:

“Journey through the Columbia Gorge”

Mike and Mary Guess called on businesses for information for their editorial piece not planning to include any advertising but the businesses themselves liked the story idea so much they asked to advertise.

Other sources of leads:

Competitors can provide you with low hanging fruit. Take a look at street publications, radio etc for a list of who is already spending advertising dollars elsewhere.

Leads can also come from the CVB, Chamber of Commerce and other membership organizations.

Superpages.com

Google

Info USA

Dun & Bradstreet

Hoover’s

Local library

Local rack of book store

Pre-Call Research

Research à studyà learn

Why is this step important?

It will allow you to “show me you know me” and know exactly what to address during the sales call – what are their issues/struggles etc.

Shop the business ahead of time

Meet with the sales people or waiters

Experience the business as a traveler

Eat at the restaurant

What do you want to know that will help you in the sales process?

• From what sources do they generate their customers?
• How would they describe the type of customer they have?
• How would they describe the image that’s portrayed by the experience and ambiance?
• What does their website convey?
• What does the restaurant what the guest to experience?
• How do they teach their wait staff to provide that experience?
• How does the wait staff portray what the restaurant wants for the experience? Does it have alignment in goal, brand, and delivery?
• Do they ask if you are a local or visitor?
• Do they ask visitors to leave address, phone number, and email address to build a contact database?
• Do they make the guest feel as a celebrity now? How?
• Does management make rounds to follow up with wait staff?
• Does the wait staff make guests feel special? How?
• Are guests invited back? How?
• How does the wait staff act, happy, glad you’re here, or a troublesome bother?

Example:

Cracker Barrel Regional Ad Proposal

First step was to go to their website for research.

What did we find?

They had a media room with an online press kit which included a fact sheet. Through this we learned that 85% of Cracker Barrel’s locations are on interstates and that their mission and everything they do is based on serving travelers. This is how we align ourselves!

Know your USP’s (Unique Selling Propositions)

What else should you know before walking in to a sales call?

• Know their brand – how do we align ourselves with them?
• Know your circulation and create a Map and circle image of hotel room count within certain radius of prospects location
• How many competitors are there within the same range? Why would the traveler walk through your door with so many options in the same area?
• Develop your questions – anticipate the prospect’s answers
• Anticipate objections and get ready to address them yourself early in the conversation

1. VI. Selling the Appointment

The sales process begins when you first contact the prospect whether dialing the phone or stopping in to see them. Business owners/managers receive many sales calls every day – why should they talk to you, listen to you and set up an appointment with you? You must be ready for questions like, “What ‘cha got?”,

Get attention – Use WIIFM statements: “This is Mike, TRAVELHOST. I help businesses – just like yours – increase their sales from the travel industry. Do you have time to talk now, or should we set an appointment?”

Use referrals – that gives you instant credibility on your first call:

“My name is Mike and I represent a group of travelers who visit our city and they’re looking for some ideas on where to eat and what to do when they are here. I was recently talking to Rick Smith, the front desk manager at the Hilton, and he suggested we should meet because he thought you might appreciate some of the extra business travelers might be able to bring you. Are you available for a brief introductory meeting at your business on Tuesday?”

Setting Appointments without Referrals:

“Dan, this is Mike from TRAVELHOST. I’ve got 100 customers who are willing to pay for all the food they eat today that you can serve them. But – they’re leaving town tomorrow, so if you’re interested give me a call as soon as possible.”

“I’m looking for one steak house to partner with one a special project with 89 of the largest hotels in Dallas. I’ve narrowed it down to you and to Ruth’s Chris. I decided to call you, though, because you’re my first choice for this.”

“Hello, Mr. Jones. This is Mike – TRAVELHOST. One of the chief concerns we are hearing from others in your position here in Dallas is the need to get more people walking through their doors during the week. Is this the same issue impacting your business, or are there other ones? [Mr. Jones responds] Great! We have been very successful in helping companies like yours overcome issues very similar to these. I’m going to be in your area on August 25 and would like to stop by and introduce myself and show you how we do this. Are you available at 3:30?”

“Hello, Mr. Jones. This is Mike – TRAVELHOST. I’m working on a project with the in Dallas to get more hungry people walking in the doors of our local restaurants. One of the chief concerns we are hearing from others in your position is how to do this effectively and efficiently. Is this the same issue impacting your business, or are there other ones? [Mr. Jones responds] Great! We have been very successful in helping companies like yours overcome issues very similar to these. I’m going to be in your area on August 25 and would like to stop by and introduce myself and show you how this works. Are you available at 3:30?”

“My name is Mike, TRAVELHOST. I respect your busy schedule – so, I’ll be quick. I specialize in helping elite businesses make more money by putting more customers through their doors. My audience is 10 times the population of ______. They are the travelers in hotels and we have a privileged relationship with more the 40 of the largest and best hotels in the area, so that, we can place your brand, your business name and your products and services in front of pre-qualified buyers who are here today, have money to spend today and will spend it with you with my help, not your competition. I have 2 questions to ask you: 1) Do you want to optimize the number of customers you have, and, 2) Are you open to listening (seeing) what I have in the next 10 minutes?”

Elevator Speech:

First a statement, then a question:

“I specialize in helping local business owners get more customers walking through their doors. I do that in the travel industry. Would you like to know how I do that?”

Or,

“I help small business owners and entrepreneurs market

their businesses to get more high spending customers walking through their doors that bring them extra dollars that their competition won’t get. . even if your marketing efforts are in a complete shambles right now . .   Let’s find out– if I can help you.”

First a question, a statement, and then a question again:

Q-A-A-Q

“You know how when you travel there are guides in hotel rooms to tell you where to go, what to do and how to get to those places? I do that for the greater _________ area as a TRAVELHOST Associate Publisher. The end result of what we do is to “host travelers as a celebrity seeking treasured memories.” Would you like to know how I do that?”

More examples:

“Together with hotels and local businesses I serve the 3 million travelers who visit __________ annually by providing information visitors would find beneficial in order to have both a great experience but also want to come back and visit us again which is essential for our local economy”.

“I’m the local owner of TRAVELHOST and my job is to help business owners get more people walking through their doors from the travel industry. Would you like to know how I do that?”

1. VII. Setting the Agenda

How many of us have started a sales call and it felt awkward as to when should talk/sell/listen? How do you get this to flow, or how many calls have lacked structure, seemed to be all over the place? How many times have we left important sales points out of the call or how many times have we felt the client was expecting one type of meeting and we were expecting something different?

Setting an agenda at the beginning of EVERY sales call does the following:

• It establishes the expectation for the call

• It promotes professionalism and helps keep meeting on time and organized

• It maps the goal of the call which allows the client to buy into the value of the travel market and solidify our package program opportunity

• The person who manages the communication, manages the outcome
• It allows the presenter to close on the agenda.”Is there anything else you would like us to be sure to discuss?”

The agenda, which is a discussion overview, should end with a clear understanding of what the outcome of the meeting is going to be.

Sample Agenda:

“Thanks so much for meeting with me today: Allow me to review what we have agreed we want to cover:”

1) ”We want to talk about the specific challenges you face right now regarding, , , and ,  and how TRAVELHOST may be able to help you address them.”

2) “During our last conversation we agreed we needed to further understand the size and scope of the travel market here in and why it is so important to you.”

3) “Specifically, we’ll review the way we represent the travel market and how local businesses can take advantage of that opportunity.”

4) “We will be sure to analyze the differences in potential return on cash investment between local media vs. a travel medium like TRAVELHOST.”

5) “At the end of our meeting we will determine how you will want to proceed and whether the travel market is important to you, a proposal, or determine a start date.”

6) “Now, based on our last conversation is there anything I might
have missed or that you would like to add? … Good, let’s begin!”

1. VIII. Qualify/Assess the Client

Why do we ask questions at sales meetings? So, clients can listen themselves into buying.

We need to create rapport and trust so that the client will engage in honest dialogue. We do this by asking questions, listening, and answering which in turn builds that trust.

People respond to their own words and ideas with far greater conviction than anyone else’s.

Show me you know me – anticipate/understand what’s going on in the client’s business by asking questions like “How is that impacting your business?”

It’s all about anticipating – when done well it allows you to win early à win late. Think like a lawyer – never ask a question you don’t know the answer to.

Questions to consider as you qualify the client:
The following questions all serve the same purpose – to tee up the client for a successful close.  We want to position ourselves in the world of “friend” and “common personality characteristics”.

“Some of our clients have a regular time period within which they plan and organize their promotional and advertising efforts. Do you have one as well, and if so, when do you plan your budget? Beginning of year, mid-year, monthly? Who, along with yourself, makes those decisions?” Why do we ask this question? Once we know their planning time, we can be first in front of the line to talk to them about the multiple solutions we can offer to get travelers walking through their doors. Once the business is obtained we also will tie up their budgetary dollars to keep the competition away.

“If we can find ways to grow your business – put more people in your restaurant – are you budgeted in a way where funds could be re-directed towards this?” “Does your budget offer the flexibility?” Why do we ask this question? To find out if their budget is as strict as can be or is there any room to maneuver, if growth can happen.

“How important is the travel market to you; are you familiar with the size and scope of it?” Why ask this question? To find out how much they may know about the travel industry locally, so that we know how important it is and begin to move towards their goals with them.

“From a strategic perspective, why did you choose this location to open your business?” Why do we ask this question? To know whether the location was planned for, to what degree and why. Did they locate here because of the hotels in the neighborhood, and if so, then obviously the traveler is important to them.

“Do you feel you’re well known, reputable and respected in the area? What words would people use to describe you, your business and service?” Why do we ask this question? To find out how to align ourselves, what we do and how we do it with them, their brand and business.

“You’ve been in business for XX years…do you think the importance of being visible and there for your customers has been an important element of your longevity?” Why do we ask this question? To align ourselves with their longevity and our 43 years. Also, to know how they think about their perception of their customers.

“How would you generally rank the price of your products/services vs. your competition? Are you the least expensive option? How do you justify this higher cost?” Why do we ask this question? To keep price a non-issue by aligning our investment amount and value with how they think about the value that they offer to their customers.

“I was wondering about your customers. Can you tell me about your customers? Where are they from…what zip codes…how do they learn about you?” Why do we ask that question? To know if they have any tools or methods of measurements in place and to what degree they use them.

“What kind of relationship do you have with hotel managers, front desk managers or concierge? Would it be to your advantage if they knew about you and why you are successful?” Why do we ask this question? To determine the relationship they already have with the hospitality industry and how important it is to them.

“How would you want them to describe your business?” Why do we ask this question? To align our brand with the perception of their brand.

“If you were a chain and had a national presence in most markets do you think that would help you with the travel market?” Why do we ask this question? To align ourselves with them by using our brand equity.

10 Qualifying Questions:

1. Describe your business. What is unique about it?

2. Who are your current customers?

3. What are you doing now to promote your business?

4. What is working well and what are you not sure of? How do you know?

5. How much is a customer worth? (How much do they spend?)

6. Is business improving, declining, staying the same?

7. Who are your competitors, what are they doing to market themselves?

8. What are you doing to actively promote business from travelers?

9. Beside yourself, who makes marketing decisions here?

10. What do you need to do to increase your travel business?

Let’s talk about the traveler’s expectations:

“How do you feel about the choices travelers have when they come to town?  Do they have just a few? Are they inundated?” Why do we ask this question? To set the scene that travelers have many choices and advance the question. What can we do to make sure you show up on their short list of things to do while they are in town?

“Considering they come for approximately 2-4 days, are their final decisions limited to 5-6 meals, 3-4 attractions and 7-8 hours of shopping?” Why do we ask this question? To narrow down the possibility of them being on travelers short list.

“Do you believe that travelers ultimately have to generate a “must do” or a “short list” of things to do when they travel?” Why do we ask this question? To set the stage that they should be on the ‘short list.’

“What local resources and tools do you think travelers use to decide what will guide them and help them make the important decisions on having a great trip?” Why do we ask this question? To find out about their knowledge of places to market to the traveler.

“Ideally, if travelers are using and depending on those resources, you’d want to promote your product/services within those resources…right?” Why do we ask this question? It’s a gauge of how well they are ‘buying into’ your presentation.

“Thank you so much for sharing your thoughts about your business and the travel market. I think I have a good understanding of your needs and have a few ideas of how we can help.”

Show that you are hearing what the client is saying – PARAPHRASE what they said back to them using some of their own ‘key’ words about them, their business, and their customers.

1. IX. FAQ’s

FAQ’s = Instant Credibility

What are the five or six most important things you want the client to know as a result of your sales call? How can you give those points added credibility before you even begin to discuss them? YOU can control the sales call by using the “FAQ” approach as though they were bullet points in an outline.

FAQs can also be a way to address common objections up front so that they are not saved until the end.

Let’s say you had 5 points you want to be sure to cover and they are:

• Size of travel market
• Logistics of how we distribute and where
• Local market vs. traveler market
• Local information resources
• Hotels in immediate area

Let’s give these 5 points immediate credibility in the mind of the buyer by stating       them as questions at the beginning of the call. Here’s how it could work:

“Well, Mary, as we begin to talk about the things we have in common and how TH can work for you, let me say that there are some question we get regularly at meetings like this that we will be sure to cover today. Some of the questions you may have that we get regularly are:”

“What is the size and scope of the traveler market here in __________?”

“How do travelers get access to our publications?”

“What is the difference whether I promote to the local market or the travel market?”

“With cash flow being so important now, is there any difference in the return on my investment in local vs. travel market?”

“How do I know the traveler is interested in (my subject) shopping, dining at a place like mine, or attractions.”

“How do we provide the traveler with the local information they need to create and assure an exciting experience when they’re here.”

“How many hotels are near my place of business?”

“Now, are there any other questions you can think of that we should be sure to answer during our meeting together?”

“No, OK, good. Let me begin then with the first question…What is the size and scope of the traveler market here in ________?”

1. X. Objections

Address objections in the first 10 minutes of the call – don’t wait until the very end.

“I need to show this to someone else”

“I understand. I think you should show it to them. And, let me ask you this, if after you show this to them and they say, “It looks good – whatever you want to do is fine by me.’ Is this something that YOU would move forward on today?”

“The price is too high”

“I understand. If it wasn’t for price being the issue, would you move on the today and do business with me?”

“Yes, I would.” Great, let’s review the audience value and what that represents.

“No, I would not.” “Why not?”

“I want to think about it”

“I understand. I think you should think about it very carefully before you make any decision. From what we’ve discussed so far, you seem to have a pretty good idea of how the service works, right? And, I know that if you were to decide to move ahead on this, then money wouldn’t be an issue. I mean this does fit within your budget to get more people walking through your doors, right? And, I know that you see the value of taking your message behind the doors of hotels where the travelers are located, right?” “Great, just so I can fully understand, other than

the 3 benefits I just mentioned, what part of the service do you want to think over?”

Listen carefully to what they say because it will be the area that you can address to assure they understand and then move to the next step.

“I already have someone I work with for that”

“I’m glad that you use, XXX. I have only worked with companies and owners like you who understand the importance of this service and my job is increasing value, not introducing new accounts to this market. And, I’m sure that XXX is the best supplier you’ve found so far and that’s why you’re still with them, right?”

Or,

“Well, I’m interested in taking your business to the next level of service and I want to start slowly with you and prove our worth. I don’t expect a total switch, rather just an opportunity to help you improve your business. I’m going to recommend you start with our XXX package and you’ll then have a chance to compare our services side by side, After 90 (or, 120) days, you be the judge. Now I can have this ready for the next edition starting in XXX. Make Sense?”

“We just don’t have the budget right now”

“Mr. Jones, if the budget were available on this, would you move forward on it today?”

“Yes”

“Since you agree that this solution would be a perfect fit for you, where could the money come from for this?”

“Who else could you go to – to get approval to go beyond your budget for this?” Or,

“When was the last time you were able to squeeze in something like this into your budget?”

Or,

“Mr. Jones, if the budget were available on this, would you move forward on it today?”

“No”

“What else is important to you here?” Or,

“What else would you need to see/hear/know before you would move forward on this?”

Or, “That’s ok, most people don’t. This is more of a promotional effort. Let us be your sales person…”

Educate client on local travel market

Start with travel market overall – national numbers and then go over the local travel market in your area. Educate the client on the size, nature and dynamics of the travel business, what it means to the local economy and how TRAVELHOST connects the travelers to local businesses.

“These people have the time and the money to spend every day of the year.  24/7/365”

“Do they know where to find you?”

“Do you know how to find them?”

Compare numbers of travelers to your city with a travel destination

Show how many cities that is combined (in population)

Show locals vs. travelers

How much money will travelers spend in your city – this year, this month?

What percentage of restaurant sales come from the travel industry?

Why TRAVELERS are so important:

• Travelers are affluent, free-spending consumers who are in the market today.

• Difficult to reach by traditional marketing channels.

• They spend HUGE amounts of money

• They are pre-qualified buyers who have paid to come here

1. XI.      The Value of the Audience

What information you’ll need to know:

• Total yearly travelers to the market
• Total overnight stays in the market
• Total annual expenditures by travelers in the market
• Hotels within X miles with Distribution
• Rooms within X miles with Distribution
• How much travelers spend in your prospect’s industry locally
• Example of ROI based upon audience within X miles of their location
• All examples & numbers should be sourced

Here’s how it would work – Sell the value of your audience:

“I’m in the business of getting travelers walking through local businesses doors. I can do that because I have distribution in 2,000 rooms within 10 minutes of your location. This set of consumers is affluent. They have money to spend as travelers and they are ready to spend it today. My mission is to match up these travelers with local businesses that can treat them well, so much so that they’ll want to come back time after time and continue to walk through your doors – not your competitor’s doors.

“Last year travelers spent $ here in the area and they spent $ on food alone with an estimated number of meals being served. How much of that share did you receive?

“I mentioned earlier that I had distribution of 2,000 rooms within 15 minutes of your location and on any given night, based upon numbers from the CVB there are at least 2,000 people a night staying in those rooms. They certainly did not come to town with a refrigerator on their backs nor or they the type of traveler that brown bags it. So, they will go out to eat.”

“Based upon your average ticket of $50.00, if you’re like most restaurants, you work on around a 50% margin, so that would mean around $25 profit for each meal. $25.00 times 5 would be an extra $125.00 of profit per night and with an investment amount of $875.00 you would need 7 days a month to pay for the ad and have 23 or 24 days each month of profit. Or 23 days X $125.00 = $2,875.00 return on the investment. In investment terms, it’s a 3 bagger – each month.”

“Is there any reason why you would not want to start with my next edition?”

Showing the math:

• $50.00 X .5 = $25.00
• $25.00 X 5 = $125.00 daily profit
• Invest $875/$125 = 7 days payback
• 30 days a month minus 7 days = 23 days
• 23 days for profit @ $125.00 = $2,875.00 return for $2,000 profit per month

1. XII. Presenting the Solution -the Brand Components

After introducing the travel market in your area and establishing the value of the audience:

“Let’s think like a traveler for a moment – what is it that you need”:

• Resources
• Information
• Directions
• Recommendations

“Here is how we serve the travel market” – introduce the brand components.

Match features and benefits to solve client’s needs.

On line:             Spotlight Listings – Searchable

Spotlight Web Pages

Promotions Pages

Plus Codes

Client log in to change info

Magazine:         Front Cover Information

Cover pages

Welcome Letter

TOC

Listings

Display ads

Editorial content

Maps

Communities/Destinations

Vertical Market Categories

Special Sections – TRAVELHOST Presents

Theme pages

Counter Map and Overrun

Specialty Brand Components:

Specialty Magazines – Happy Camper

TRAVELHOST Presents

Counter Maps

Mini-Magazine

E-Z Fold Maps 4 & 8 pages

Pocket Maps

Pocket Magazines

Tri-Fold 4and 8 pages

Digest Size Magazine

Pamphlet Magazine

Control the presentation; highlight the solutions; focus on features that match their needs.

We inspire; we welcome; we recommend.

1. XIII. Proposal

At the end of your initial sales call you should set up the second meeting “I will tailor something specifically for your marketing needs that we will go over one week from today”

Package selling:

Why is this important? It gives you a chance to raise rates by adding additional brand components. Also allows for a simple billing system for the advertiser – you are the one=stop shop or their media solutions company – you are not just selling them an ad.

Ask the advertiser what their budget allows for and create 3 package options where the smallest/cheapest matches their budget.

1. XIV.      Recap

“So to summarize so far:”

“What I understand is that you are doing X, Y, and Z but really need A,

and B too? Is that right?”

“So, if I understand correctly, what you really need to fix is A, B, and C?”

“Can you see how the information in the magazine could benefit TRAVELERS coming to the area?”

“Is there any reason you would not want to be in my next edition?”

“Together we can make this happen. Do you have any art work from ads that you’ve run in the past that might work for travelers? Why don’t you let me look at it, and I’ll start to work on the paperwork and by the time you get back, I’ll have this almost completed, OK?”

“Do you have any questions or are you ready for the next step?”

1. XV. Opening the Relationship (AKA the close)

Trial close:

“How does this sound?” “Does this make sense to you?” “Can you see how this helps you?”

Ask for the order:

Give a yes or no question using a WIIFM statement – “TRAVELHOST will start increasing your sales from the first issue you are in. Should we start with the next issue?”

Objections to the close:

“I want to think about it”

“You know, I understand. I have given you a lot of information to think about and many of my clients will tell me the same thing. I’m concerned that I may have stressed the X a little too much, what do you think?”

Listen carefully to their answer and they will tell you what your next step should be. “Oh, can you tell me more about what you mean by that?” Listen again; answer what they say with a corrective statement like: “I’m sorry, that’s not what I meant to say at all. I apologize. Here’s the way it works…”

The multiple choice close:

Give the client a choice of 3 ways to do business with you and let them decide.

“John, some of my clients start with the minimum package of $300 a month and usually wish they had taken more space to have more clients walking through their doors, while some others realize that an investment of $700 makes good for them and still others, of which there aren’t many, participate at the $1,000+ a month level. Where do you see yourself starting out?

No, sit back and let the clients tell you how much they are going to spend with you. You’ll be surprised that sometimes, they start out much higher than you would have started out.

The drop close:

Last resort option. Here’s how it works – you are sure they what to do business with you but not at the recommended investment level. You begin the final part of the presentation by saying “John, I understand that your budget may be a little tight right now, but I know that you would like to participate in this program and get more people walking through your doors, right? Well, sometimes, I get a late cancellation and space becomes available. When this happens I can offer that space at a reduced cost to new clients like you. Now, I am not saying that I can, but if you could get started with a lesser position is that something that you could move on quickly, if available?”

Listen carefully to what they say. If they agree to move, if it’s available, continue with the paperwork and on write ON SPACE AVAILABLE BASIS. Have them complete it and you are off and running with a new advertiser.

Taking the prospect all the way:

Assume the sale. Sometimes when you have done everything seemingly correct and then at the end you ask them a closing question, they can still say no. Always be prepared for more questions and lead them to the conclusion you want and will benefit them. Here’s how:

“Do you have any other questions or are you ready to take the next step? If could gather up any artwork that you have used in the past I’ll start on the paperwork. By the way, how large of an ad did you want to start with?”

Or,

Most people start with at least my silver package of 5 exposures. Would that work for you?

Or,

“Do you have any other questions about this works? Then may I make a suggestion? I suggest that we start with a program of 4 exposures including a display ad, magazine listing, business spotlight and a spot on the map. This way you get your business mentioned 4 times in each edition for the million travelers a year coming to the area to see your business. Make sense?”

1. XVI. Starting the Relationship

Buyer education = Brand Loyalty

Education based marketing –

“Hi, my name is Mike . . . TRAVELHOST. I have a 43 year old brand name with a new program to help business owners like you be more successful. Have you heard about our program?”

“Since we rely on the success of local commerce, as do you and everyone else in this community, we feel it’s our obligation to make sure local businesses are as successful as possible.”

Affiliate Marketing – ride in on someone else’s well-established relationship.

Marketing Weapons:

Direct Mail – Wow statement, use lots of colors, put messages on the envelope, make statements benefit oriented.

PR – events, press releases, build relationships with the press, get articles written by or about you (online as well), affiliate with strong organizations that can help you (CVB etc). Make a list of dream media outlets that you would like to write about your company. Hit them constantly with ideas or items of interest. Every press release should be followed up with a phone call. That’s how you build relationships. “Did you receive our press release about the impact of travelers to our area? I was wondering if there was anything I could do to help with that story.”

Using an article that has been written about you:

Use it as a promotional piece

Show it to prospects as a sales tool

Use it as a direct mail piece

Send to associations (CVB)

Use or quote it in your advertising

Presentation: Use “Wow” Facts and Statements (include visuals)

Attrition rate is 30%. This means you will start your next issue already down 30%. If you want to grow your business, 40% of your sales effort must be focused on new business. 90% of that will go towards covering what you have already lost.

1. Beginning the Relationship
   1. i.      Timing of first edition
   2. ii.      Expectations
   3. iii.      Art Work for Travelers

1. Paperwork
   1. i.      Billing in advance
   2. ii.      Billing cycles
   3. iii.      Expectations

1. Dollars
   1. i.      Checks
   2. ii.      Cash
   3. iii.      Credit Cards
   4. iv.      Trade amount

1. Expectations
   1. i.      How often to stay in contact
   2. ii.      How often to follow up
   3. iii.      Email Contact Software
   4. iv.      Contact informational exchange

1. Beginning
   1. i.      Delivery of first magazine
   2. ii.      Expectations

1. Follow Up
   1. i.      F2F
   2. ii.      Phone
   3. iii.      E-mail
   4. iv.      Other

.

Most people don’t know what they want to do, let alone love to do

Looking at things (economy) objectively changes attitudes and change your perceptions.

Most don’t know how to change bad news on their reality.

You have been given dominion over your life – if you’ll take it.

There are emotional impacts that change people lives and most are bad not good.

People are mentally programmed to live their lives. If you don’t like it, you can change it.

Why do people change? They change the belief of who they are. Most beliefs have no foundation

You must re-evaluate your beliefs to change them.

Perception creates our reality, but reality is often false.

Control your thinking, learn to think for yourself, and move in the right direction.

Create your dream, live it then help others do it, too.

Energy = rising mass of power

We’re not taught how to earn

We’re not taught how to make decisions

Behavior = belief systems and the results that we get

We can accomplish anything that we visualize in our minds.

High achievers cannot tell you why they’re high achievers.

Success is from how you do it, not what we do.

How do you change results is what we need to know. Each of us has an internal

control panel in our heads. We need to learn how to adjust it and then you can change therefore results aren’t there either. It’s not you, it’s the info you’re working with.

The PARADIGM –

Huge challenge in life + costs us time and money and understanding.

You can’t understand something well until you can explain it to someone so they understand it.

We have a mind, but it’s like a jigsaw puzzle without the lid as a go by.

The mind is the greatest power in all of creation.

We have the master power that molds and makes us.

We live in 3 plains of existence: 1) spiritual, 2) mind, 3) physical. When these are all in sync you have integrity.

The mind is all vibration.

No one has ever seen a mind.

The brain is physical and its thoughts are vibrations which we call feelings.

The body is an instrument of the mind.

The Conscious mind has 5 inputs: taste, touch, smell, see, and hear.

The information from the senses gives us the mental activity that is not thinking.

It’s just input. We can choose either to accept or reject these senses and input.

From the vibration comes action and conditions circumstances or environment that causes your actions to react which then alters YOUR RESULTS.

The subconscious must accept what’s put into it. It cannot reject it. It cannot distinguish between what is real and what as imagined.

Your subconscious mind was programmed before birth.

Your behavior is an expression of what’s going on inside your head.

To be willing to shape your future, you have to be willing to be able to change your paradigm.

Your paradigm controls your results

Find a way to have your annual income become your monthly income after programming the paradigm to change their lives.

Change the program, change your life. Determine how you’re programmed and how you can change it.

If vibrations impress the subconscious then vibrations affect it. Feelings = vibrations

We are in charge of how we feel.

Everything is energy.

You release it through desire.

When we put ideas and thoughts into pictures then the subconscious not conscious happens. It’s wide open.

Environment is more important than heredity, Dr. Karl Menninger.

We are all programmed to think the way we do.

Program = Paradigm.

Ideas, thoughts, images, concepts input into the conscious.

The paradigm dictates logic

The paradigm controls thoughts

The paradigm controls perception.

The paradigm controls the amount of money you make.

The paradigm controls your effectiveness.

Acceptance of an idea – How was it formed?

If you want to change your life you must change your paradigm when you paradigms change, your life changes.

Praxis – integration of belief less behavior.

Alter the program in your brain to get different results.

How is it learned? Repetition of information

How is it changed? Repetition of information

“I’m so happy and grateful now that money comes to me in increasing quantities through multiple sources on a continuous basis.”

The Components Parts of Success

by Mike Slabaugh

Introduction –

Things don’t get better by accident. They get better by changing your actions. Sales is a very personal profession. It’s the one you chose because you thought I’m sure, that you could do well in it and perhaps make a good living, too. As a selling entrepreneur, you need to establish your ethics and how they apply to the field of persuasion. How far will you go to get what you want while you give others what they want? How to you know this? You set the direction for your future. You have to be it. You have to feel it. You have to do it. Finally you have to own it. What is your purpose in persuasion? Words are going to become increasing important in this series of webinars. What you should come away with is this: A better understanding of that which you are capable of doing. To do that we’re going to take some things that for years have taught about selling and turn them on their ears. You may not like them. That’s ok. You may question them. You make question their efficacy. That’s ok too. Many of these techniques will be new and you haven’t tried them yet. But if you’re open to learning, to having new techniques that you’re competition doesn’t have and as you’re sitting there listening to me, now, you will see and hear and feel what they can do and how you can make them work for you. We are talking about some of the techniques that I’ve been giving to the Best Practices Workshop attendees over the last year or so. This series is the culmination of years of research, buying programs, learning the material, attending seminars, and putting them all together for the TRAVELHOST Network. The real question about all this is ‘what will you do with the information that I’ll give you?’ Will you use it? It will take some effort and practice to do them well, but you can do them right away after this webinar. Plan! Plan! Plan! Practice, Drill and Rehearse. Have you ever thought about rehearsing your sales calls? Perhaps you should. Have you ever recorded them? Back years ago, I thought I was a pretty good salesman. I was crushed the first time I saw myself on video. I was horrible. I had a bad habit that I didn’t even know I had. I played with my tie. It was very distracting. I couldn’t believe that I was doing it. I certainly didn’t know I was doing it. It’s a wonder anyone bought anything from me. Also, I was trained in the old school tactics. I told them what I was going to tell them, then I told them, and then I told them what I told them. That way doesn’t work anymore. It’s old hat. It’s outdated and not even remotely a part of success in today’s selling environments. I had to change, I had to adapt, and I had to become better. I did that through study, practice, drilling and rehearsing. I would challenge anyone in the field of selling that they must constantly continue to learn new ways to become better at their profession. How do you do that? Pick out some ‘sales gurus’ that you like and agree with and follow them. There are many with websites, books, newsletters and programs galore for you to pick and choose the best material for you. Some of my favorites are Jeffrey Gitomer, Bill Brooks, Dan O’Day, Scott Channel, Art Sobczak, Ari Galper, and even Zig Ziglar, along with Brian Tracy, Tom Hopkins, J. Douglas Edwards and Elmer Wheeler. If you don’t know these names and their material, then I would suggest to you that you have some catch up work to do. This series of webinars will certainly help you to become better.  Socratic selling, F-A-B, A-I-D-A, SPIN, Tell, tell, tell, Consultative selling, and all the others. The study of selling is a science. The successful salesperson studies the strategies, techniques and keeps up to date with them all. The ‘art’ of selling is the successful everyday use of the knowledge, experience, and education to be able to come away more times than not, with a successful opening to a new relationship. There is a framework for you to develop, build upon, and customize each and every presentation. That’s why it’s important to know what your plan before every call is going to be to reach your goal. What do you want to accomplish? Is it an order each time? Probably, it shouldn’t be. Some times it is a get to know each other call, with definite purpose of what to do and where to go for the next meeting.

The TRAVELHOST Priorities for 2010 are:

G-Goals

A-Attitude

P-Plan

M-Market

P-Package

S-Sales

The Ultimate Sales Machine by Chet Holmes

The Selling Cycle

Establish Rapport

Qualify

Build value

Create Desire

Overcome objections

Close

“Follow-Up”

Topics that we’ll cover in this webinar series:

Attitude Check

Pre-Call Research/Planning

Setting Appointments

Introductions

Establishing Rapport

Qualification

Transition to Presentation

Value of the Audience

Present the Solution

Open the Relationship

Follow-Up

1. Attitude Check

What’s in your head? What comes out of it? How does it come out? Do you burn with a desire to succeed? Why, or why not? Put desire into your head and heart. What do you want? What do others want? How to put the two together? As you think about that desire and as you hold that feeling constant imagine it being there anytime you want it. And, notice that your desire is now even deeper than that – so that your real desire can be fulfilled. Do you portray a happy person? Do people like to be around you? Are you a positive person and relate that to others that you’re working with in your role? How do you keep your batteries charged up so that you can share your enthusiasm with others, particularly prospects? I am somebody. I have something you can’t get anywhere else. I have the answers to help you grow your business. Differentiation, how and where do you have it and how do you tell people about it?

1. Pre-Call Research –

What is your plan for the call?

Google searches

Google alerts

Local sites

Their own sites

Libraries still a great source of information and how to search techniques.

Your own network of people in the community.

What do I know about _________?

What should you know? 2 theories

Group associations, C of C’s, NRA members, other advertisers, etc.

What’s your USP? It is not what makes you different. That’s differentiation. A USP should answer the question of why should they spend their money with you vs. any other way they could spend it including doing nothing. T-Q, Q-T-Q. After you’ve started and have 30-50 advertisers, pick 20 of them and ask them why they are with you. There will be a general theme to their answer and then that becomes your USP.

1. Setting Appointments –

Think WIIFM – Your Prospects are busy running their businesses

They receive many calls a day wanting appointments with them

Within 15-20 seconds you have to differentiate yourself from everyone else

Can you answer from their perspective WIIFM?

1)     f2f – examples

Same as below, with this exception? Q:

“Do you have time to talk now or should we set an appointment?”

2)     phone – examples

Mr. Jones, please. Hello, Mr. Jones. This is Mike Slabaugh – TRAVELHOST here in ____________. I’m calling because one of the chief concerns we are hearing from others in your position here in [your town] is the need to get more people walking through their doors during the week. Is this the same issue impacting your business, or are there other ones? [Mr. Jones responds] Great! We have been very successful in helping companies like yours overcome issues very similar to these. I’m going to be in your area on June 25 and would like to stop by and introduce myself. Are you available at 3:30?

Mr. Jones, please. Hello, Mr. Jones. This is Mike Slabaugh –TRAVELHOST here in __________. I’m calling because one of the chief concerns we are hearing from others in your position here in [your town] is the need to get more travelers walking through their doors in addition to locals. Is this the same issue impacting your business, or are there other ones? [Mr. Jones responds] Great! We have been very successful in helping companies like yours overcome issues very similar to these. I’m going to be in your area on June 25 and would like to stop by and introduce myself. Are you available at 3:30?

Mr. Jones, please. Hello, Mr. Jones. This is Mike Slabaugh – TRAVELHOST here in ________. I’m calling because I’m working on a project with 40 of the largest/best hotels in [the area] to get more hungry people walking in the doors of our local restaurants. One of the chief concerns we are hearing from others in your position is how to do this effectively and efficiently. Is this the same issue impacting your business, or are there other ones? [Mr. Jones responds] Great! We have been very successful in helping companies like yours overcome issues very similar to these. I’m going to be in your area on June 25 and would like to stop by and introduce myself. Are you available at 3:30?

Mr. Jones, please. Hello, Mr. Jones. This is Mike Slabaugh – TRAVELHOST. I’m calling because I’m currently working on a project with 40 of the best and largest hotels [in the community] to get more travelers walking through the doors of my clients instead of their competitor’s doors. We have been very successful in helping companies like yours do this. Would you like to have more people walking through your doors? [answer] I’m going to be in your area on June 25 and would like to stop by and introduce myself. Are you available at 3:30?

“Hello, Mr. Jones. This is Mike Slabaugh – TRAVELHOST. I’m working on a project with 40 of the largest/best hotels in Lexington to get more hungry people walking in the doors of our local restaurants. One of the chief concerns we are hearing from others in your position is how to do this effectively and efficiently. Is this the same issue impacting your business, or are there other ones? ____ We have been very successful in helping companies like yours overcome issues very similar to these. I’d like to stop by and introduce myself and show you how this works. Are you available on Monday at 3:30?”

3)     by referral – examples

“Tom, as the front desk manager here at the Hilton, I’m sure you know of the best places to eat/dine in the area, the places you regularly send your clients to. Could you give me a couple of those names so that I can try to drive even more business their way in the months to come?”

“John, I know you’ve been a TRAVELHOST partner for several years. I’d like to thank you by trying to drive even more travelers to this part of the city. Who else should I be talking to that could help us make this even more of a destination for travelers?”

“Hi Harry. As President of the city’s Chamber of Commerce I know you’re familiar with the various members and also the new and developing neighborhoods. TRAVELHOST is interested in helping the local economy. Amongst your members, who do you feel TRAVELHOST could help drive business to?”

Now, the payoff…

Example of a referral based phone call to set up an appointment:

“Hey Beth, my name is Mike and I represent a group of travelers to “Raleigh” and they need some ideas on where to eat and things to do when they’re here.”

“I was recently talking to Rick Smith, the Front Desk Manager at the Hilton, and he suggested we should meet because he thought you might appreciate some of the business our travelers will bring you.”

“Are you available for a brief introductory meeting at your business next Tuesday, March 10, or Wednesday, March 11 at 1:30?”

Objections on the phone –

You hear: “I’m not interested!”

You say, “No problem, John. I didn’t expect you to be interested and I don’t even know if this is a right fit for you – yet. Tell you what: I’ll ask you two questions to see if this can help you, and if it can, you’ll be happy you took a minute, and if not, then we’ll part friends, OK?” The 2 questions are:

A. Could you stand more customers walking through your doors each day for the next 365 days?

B. If I can show you a very cost effective and efficient way to acquire those customers, could that be a basis in which we could start a business relationship?

You hear: “I already have someone I work with for that.”

You say: “That’s exactly why I’m calling you today, John. You see, we only work with companies who understand the benefits of working with the travel industry. My role is to help you get even more travelers walking through your doors.”

You hear: “We don’t have the budget for that.”

You say: “John, we can always find the money for something that makes sense, so let’s first see if this is a good fit for you first.

Let me ask you, if you found a way to get more travelers walking through your doors, would you be willing to see how this might work for you?”

You hear: “I’m not interested.”

You say: I know that feeling, John, that’s what I tell sales reps who call me, too!

But every once in a while I listen and when it’s a good fit, I’m glad I did. Let me ask you a quick question:

Ask a qualifying question like: “Are you optimizing the marketing dollars spent in your business by having new customers walk through your doors each day?”, or

“If I could show you a way to reach people ready to buy your products today, and each day of the year, wouldn’t you be happy you took 2 minutes to find out more about it?”

D.   Introductions

Representations of Yourself. As you feel it you’ll be able to give it.

Confidence – enjoyment- beam it out from your eyes like lightning bolts. Like-care-comfortable.

You: 1) Who you are, 2) what you do, 3) why you do it.

• To start the process of building rapport

–        You

–        Your business

–        Why you do what you do

“I’m a local business owner here in _____, just like you. I specialize in helping businesses get more customers walking through their doors by marketing them into the lucrative travel industry. I’d been looking for a business that would give me a chance to help our community grow and this is it. I truly love this city and want to help it to be the best it can be.  Would you like to know how I do that?”

Them: 1) How long have they been there?

2) What did they do before,

3) How did they get into this business?

1. Establishing Rapport

What is important to your customers is ALL that matters to them. WIIFM? If you don’t get rapport and get it quickly you should get out. You and they should feel it very soon and you should get it by talking about why you’re there and what’s naturally occurring around you and them. Establishing rapport used to be taught in a context other than what you’re there to do. Things items on the desk or walls, moose heads golf clubs, pictures on the desk, etc. What does it matter? Why talk about those things? What happens when you do? Build rapport about why you’re there and within the context of what you and they do and what you want to do. We need to use our sensory acuity to experience what’s going on around us. We need to see more, hear more, and feel more. What is the purpose of your persuasion? Naturally, rapport is deeply intimate. There are different degrees of understanding with rapport, but, once established – all things follow with rapport. Power of intention – “You are in charge.” – Because the energy comes from you first. As you feel the rapport – remember that – you’ll have success because you’re the first.  1) Gain and maintain rapport, 2) Establish their buying criteria – what do they want and why? People do what they do because they think it will give them something they want. To the extent you can communicate what you do, in light of what they want, is the degree in which you will be successful. With rapport all things are possible, without it, nothing happens. Here’s how you do it quickly and in context of why you are there in the first place. “I mentioned to you when we talked last, that part of what I do is help local business owners get more travelers walking through their doors from the travel industry.”

Intro Q: What do you want to accomplish with our meeting today? Obviously, there are some things that you want to accomplish in your business. I need to ask you some questions to determine the best way I can match up what you want with what I can do for you? So, if I could make some notes, as we talk, I’d appreciate it, so that I don’t forget anything important.

Number 1 Criteria Q: What’s important to you about getting more travelers (or people) walking through your doors?

A: _______ (Listen and feed it back to them.)

B. Out of curiosity so I can understand better, what’s Important about the answer to number one? Yes, that’s certainly important. I agree with that. Uh, huh, you bet. Sure.

C. To understand even more, Ultimately what’s important about the second answer? Man, isn’t that right. You’re so right about that. I feel the same way you do about that.

So, the most important thing about getting what you want is paraphrase the last answer. Boy, it feels good to know that we’re on the right track with each other.

F.         Qualification

It was 1978, after college, and I was learning ‘how to sell.’ I came across a cassette tape program called “Prospecting and Qualification” by J. Douglas Edwards, the father of modern selling. This was one in a series of tape programs he had produced. In it, the qualification process was discussed from a face to face business sales situation. He called qualification the “Lost Art of Selling.” It’s even more lost today in the 2000’s than it was in the 1950’s and 1960’s when he presented it to his audiences.

Buyers have become savvier about products, services and sales devices. It’s become apparent that older techniques need updating, but, to me qualification is, indeed, the lost ‘art of selling’. Not many salespeople do it and not many managers teach it. But, I think it’s the most important single component of the sales process.

Need proof? How many hours do you spend on prospects, suspects really, that don’t buy and you never know why? Edwards said that questions are the answers. This is still true today. The reason for this?  Behind the answers stands the motivation for buying and that’s why it’s important. It’s not the first answer that’s ultimately important. It’s the answer behind the answer that’s the true motivation for the prospects to buy or not. That second answer gives you what you need to move forward with the sales process. It’s the guide needed to fulfill what the product/service will do so the prospects get what they really want beyond the feature and benefits of the sale. By knowing this answer, you can sell back to them what they want in the way that they want it.

Some sales guru’s have called this the buying criteria. What you’re after is: What is the true reason that they’ll buy? The answer is what is their perception on what they will have/receive/get after they start using the product or service you have and secondly and most importantly, what does that mean to them.

Yet, too often, sales people spend time on suspects who are not prospects at all because they do not know how to avoid wasting their own valuable time. They assume too much without knowing the truth. Knowing how to get the truth is a learned skill. It’s done by asking the correct questions asked in the proper way.

In any company/industry there is a common list of questions that can get you the answers you need to move forward. If you do not have the answers to these questions, you should not move forward with your presentation, because it’s impossible to know how to present what you have to fit the needs of the company. This questioning technique has been compared to a Doctor examining a patient, then diagnosing a remedy and prescribing a solution to the problem. This analogy works for salespeople, too. It’s impossible to know what to propose, to whom, with the best possible solution unless and until you know the answers to the qualifying questions.

So, what questions do you ask? It depends. First of all, you have questions to ask of yourself as the salesperson. In what industry are you? Is your product or service a one time buy or a regular time cycle purchase? Of whom (what position in the company) are you asking the questions? What is it that you are trying to do with this company? Best answer to the last question: Whenever possible, it is to establish a long term buying relationship with you.

By knowing what you want to accomplish and then following the process, the conclusion to the process will be one of them buying in a logical process. It is not you closing them. Too much emphasis is put on ‘closing’ the sale instead of building relationships with them. If you close, is it not over and done with? Who wants that? Don’t you want them to buy from you again and again? Each industry differs, however. Some questions that work for corporate sales will not work when selling to an entrepreneur, for instance, a restaurant owner.

By asking the questions, knowing the answers and then presenting your solution much the way a Doctor would in getting a patient well, you have done your job. But without knowing the answers you can’t effectively diagnose or prescribe your solution with their trust and confidence that you know will work. You haven’t found out enough yet. This used to be called ‘earning their business.’ Too few people did it. It’s even rarer today.

YOU HAVE TO KNOW THEIR BUSINESS WELL ENOUGH TO PRESENT A COMMON SENSE ANSWER THAT BENEFITS THEM MORE THAN IT COSTS THEM. THEY NEED TO REALIZE A ROI. You have to be able to present it, describe it, plan for it, and implement it to give them the solution. If you’re not, then you’re just winging it and hoping for a sale instead of making one happen because you were good at what you do. Turn pro. Ask the correct questions, receive the right answers, use them in your presentation to the prospect, solidify the sale and turn the relationship into long-term status and a multiple buying situation from and for you.

Here is a set of questions for a TRAVELHOST A/P or their team to know:

1) What’s unique about your business?

2) Beside yourself, who will be involved with this decision?

3) Who are your current customers and where do they come from?

4) What marketing are you now doing to promote your business?

5) What’s working well and what are you not sure of?

6) How much is a customer worth to you?

7) Is business improving, the same or declining from last year?

Who are your competitors and what do they do to market their business?

9) What, if anything, are you doing to promote your business to the traveler?

10) What would you need to do to increase your travel business?

Understand that these questions are only a starting place. But, without this knowledge, going forward is just a throw up of information to someone who will never buy from you. Also, understand that you probably do not ask the questions as they are written. Too many direct questions without dialogue, is improper. Take your time in doing this as they will take your presence as wanting to know about them to find the true solution.

Be smart and take this advice from years from years of experience. If the prospect won’t answer these questions, don’t waste your time with them. Find someone else because the prospect who will not tell you why they will buy will never buy from you. They will use you up as an informational source and then use that information to buy elsewhere. Knowledge and information is really what anyone sells. Use both wisely

G.        Transition to Presentation

Thank you for giving me the time to answer these questions. It certainly helps me get a better understanding of where you are and where you want to be and it’s given me the necessary information so that we can present at least one possible solution for your business. With your permission, I’d like to tell you more about how my program works, OK?

H.        Value of the Audience

I mentioned to you earlier I’m in the business of getting travelers walking through local businesses doors. I can do that because I have my main magazine in 2,000 rooms within 10 minutes of your location. The travelers who read it are affluent. They have money to spend as travelers and they are ready to spend it today with having a great experience and memory to take home. My mission is to match up these travelers with local businesses that want them walking through their doors. Businesses that can treat them well, so much so – that they’ll want to come back time after time and continue to walk through your doors – not your competitor’s doors. Last year travelers spent $__________ here in the area and spent $___________ on food alone with an estimated ________ number of meals being served. Together, we can make sure you get more than your share of that business.

I.          Present the solution and the best package you have for this client: Here’s how to do that. “This is the local edition of TRAVELHOST. You may not know that it’s America’s number 1 travel magazine, meaning that it’s in more hotels, hotel rooms, and read by more travelers that any other magazine today. We are in more than 9,000 hotels and 1.3 millions hotel rooms around the country with more than 120 editions. I’m in charge of the local edition as the Associate Publisher. Let me share with you how it works”: in detail describe the contents. Then based upon the answers to the 10 tall questions recommend an ad in size and cost that will work for them. Work the numbers prior and make sure you know the math based on the average ticket cost of the buyer. Justify the cost of the ad with number of days in the month to pay for the investment of the ad and the remainder of the month as profit or ROI. 6 days to pay for the ad and 24-25 days of profit on each month. And then, ask them for the order by asking one of these closing questions: “Is there any reason you would not want to be in my premiere edition? Or, “Is there any reason you would not want to be in the next edition of the magazine?” “Is there any reason the 4(6 or exposure package would not work for you and your business?”, “Does this make sense to you?” “Do you have any questions or are you ready for the next step?” “Or, Aside from pricing considerations, would this be a great asset to your business?” “How much space do you think it would take to tell the story of why you’re so special?”

J          Objections:

Handling Common Sales Objections

and Uncommon Relationship Beginnings

I’ve mentioned to some of you that I have many sales books, tapes, DVD’s, and training materials. I’ve taken some time of over the holidays to piece together some common objections that you hear and ways to work with them to help you in your selling days. These are taken from professional sales trainers around the county and changed by me for the type of selling we do at TRAVELHOST. Please read through them, ask questions, if need be, and start using these as soon as you can. If you don’t like these, let me know and I’ll work with you on some others that I have. Let me know how these work for you. If you have tactics like this that work particularly well, let me know that, too. Thanks and good selling.

Are you getting these objections/situations throughout your selling day?

1)     I need to show this to someone else. (Boss, partner, etc.)

2)     The price is too high. – #1

3)     The price is too high. – #2

4)     I want to think about it. – #1

5)     I already have a company that I work with for that.

6)     We just don’t have the budget right now.

7)     I want to think about it. – #2

8)     The multiple choice close.

9)     The drop close.

10) Taking the prospect all the way.

Here’s how to handle these situations and get better results. Caution: You have to learn them to make them work for you. They won’t happen unless you learn them and use them under conditions in the marketplace. These are proven techniques and tactics from the best trainers in the business. It’s up to you to use them for best results for your business.

#1

They say to you: “I need to show this to someone else.” (the boss, a partner or manager)

First of all this should not be happening. You should be asking the prospect – up front – if they are the person that takes care of the marketing decisions in the company. If they’re not, you shouldn’t be talking to them. If they say they are and then give you this objection, you have another issue to address and here’s how to do it. We all have heard this one before. It’s easy to rid the salesperson in most cases and that’s why we’ve heard it before. But, you’re better than most salespeople, so here’s how to use it to your advantage.

After they tell you something like this, you shouldn’t argue with them because it’s an argument that you can’t win. Instead, disarm them by issuing a softening statement. These are statements that soften the moment and most salespeople normally do not use at that point in the sales process.

One of them is, “I understand.” Pause, pause. “I think you should show this to them. (Whomever they say they want to show it to). And, let me ask you something. If after you show this to them and they say, ‘It looks good, whatever you want to do is fine by me.’ Is this something the YOU would move forward with today?”

Now, if they say anything other than “YES.”, it’s just a smokescreen and they really do not have to see anyone else about it. Or, they haven’t been sold enough on the value of your services to recommend it, so you do not have a sale – YET! If they say, “No”, you ask them, “Why not?” And, then listen very carefully to them, because what they will say next will tell you what you need to do next.

If they say “Yes” that they are ready to move forward on this today, then you’ve got to confirm this and make him be your ally by saying: “Great, then I take it you’re satisfied and will recommend this to (the other person) , right?” “YES” “Great, then what can WE do to make sure that they agree with us?”

At this point, you might suggest a conference call to the mysterious 3^rd person, or to call them directly to speak to them. Ask about specific time frames to contact the other with the first person by your side. Don’t let them make the call alone.

In this lesson, we’ve learn that you need to determine whether the objection is real. Most salespeople do not know how or take the time to determine this. The above script has just taught you how to be a better salesperson by asking better questions.

#2

The price is too high – #1

Step one – is it real or just a smokescreen, When someone tells you your price is too high, it often means that in their experience you or your competition have come down on their price before – so, they are trying to see if you will lower your price. Or, they can’t see the value that you should have built into your presentation. Or, perhaps it means that they really cannot afford it. But how do you know which it is? You need to qualify it before you answer it and one of the ways to do this is by using a softening statement.

“I understand.” Pause, pause. Don’t forget to pause for just a second or two. It throws them off for just that long and then you continue, by saying, “Let me ask you, if it wasn’t for price being the issue, would you move on this today and do business with me?”

Any answer other than “YES” means that there’s another reason for them not going along with you. If that’s the case, then you need to work more and find out what it is. How? By asking them, “Why not?”

If they did say yes, review the ROI portion of the presentation. Sell them the value of your audience again. Go over how many people they would need walking through their doors on any given day and does that seem reasonable to them that you could do this? Ask them, “Can you see how being in the magazine could benefit you in driving the readers in the (______) number of rooms within (________) minutes of your location?”

Show them some proofs of response, if necessary and them ask them one more time, “Is there any reason you do not want to start driving people through your doors with the next edition?”

#3

The price is too high – #2

You haven’t built enough value into your presentation if you keep hearing this one. So, here’s how to handle it if you hear it a second time in the presentation.

“I’m sure you know the old saying that ‘you get what you pay for.’, right? Well, you are right, we’re not the cheapest in town, but I can guarantee you that you will get what you pay for with us. Here’s what I mean. The most important reason for moving ahead with our services and my company today is the audience exposure you will get from it. I pride myself on my dominating circulation and readership of travelers. If I can’t help you immediately – then no one can. You see, access to my audience can’t be bought at any price. You can’t send a post card there, you can’t call them, and you can’t wait outside their rooms. To get them walking through your doors, you have to be behind the ‘do not disturb’ sign before they make their decision. That’s what this will do for you. It will allow them to walk through your doors, not go to your competition.

Make sense? Or

Sound good? Or

Are you ready for the next step?

#4

I want to think about it – #1

The problem with this one is that there is nothing to grab a hold of, so you have to develop the dialogue so that there is something to grab onto. Here’s how you do it.

“That’s great. I think you should think about it very carefully before you make any decision. From what we have discussed so far, you seem to have a pretty good idea of how my service works, right? And, I know that if you were to decide to move ahead on this, then the money wouldn’t be an issue. I mean, this does fit within your budget to get more people walking through your doors, right? And, I know that you see the benefit of taking your message behind the doors of hotels where the travelers are located, right?

Great! Just so I can fully understand, other than the three benefits I just mentioned, what part of the service do you want to think over?”

Now listen carefully to whatever they say because it will be the area in which you can address to assure they understand and then move to the next step.

#5

I already have a company that I work with for that.

First of all, when the person tells you that, he’s the decision maker. No guesswork with this one. To move forward you have to change the way he thinks about this vendor. How? To discover the changes he received when he first started with them and does he now want to deny that another company could be better. It happened before, why not again?

Mr. _______, I’m glad that you use ABC COMPANY. I have only worked with companies and owners like you who understand the importance of this service and my job is in increasing value not introducing new accounts to his market. And, I’m sure the ABC Company is the best supplier you’ve found so far and that’s why you are still using them, right?

Well, I’m interested in taking your business to the next level of service and I want to start slowly with you and prove our worth. I don’t expect a total switch, rather just an opportunity to help you improve your business. I’m going to recommend you start with our (4, 6, exposure package and you’ll then have a chance to compare our services side-by-side. After (90 days) or, (180 days) you be the judge. Now I can have this ready for the next edition starting in _________. Make sense?”

#6

We just don’t have the budget right now

Sometime, you get this after you’ve already asked if they have money in their budget. You did ask them that type of question, didn’t you? Sometimes they have the money, sometimes they don’t.  It is your job to find out which one is true. Here’s how:

“Mr. Jones, if the budget were available on this, would you move forward on it today?”

Now listen very carefully. Any hesitation or answer other than yes indicates that this is not a real objection. You’ll have to know more to know where to go, so you can now ask other questions like, “What else is important to you here?” “What else would you need to see/hear/ know before you would move forward on this?”

If he says that yes he would move forward, then you need to help them make the decision to spend money with you, Here’s how: “Since you agree that this solution would be a perfect fit for you, where could the money come from for this?” or “Who else could you go to to get approval to go beyond your budget for this?” or  “When was the last time you were able to squeeze something like this into your budget?” or  “When emergencies occur in your business, where do those funds come from?”

Or as a last resort, “If I could structure payments to fit within your current budget and spread payments into your next budget period, would that make it easier for you to get stared with this?”

#7

I want to think about it – #2

Sometimes this objection pops up a second time in a presentation. What do you do then? Have more than one answer for them. Here it is:

You know, I understand. I’ve given you a lot of information to think about and many of my clients will tell me the same thing. I’m concerned that I may have stressed the (____) a little too much, what do you think?”

Again, listen hard to their answer and they will tell you what your next step is to be. Then you say, “Oh? Can you tell me more about what you mean by that?” Then listen again, answer what they say with a corrective statement like, “I’m sorry. That’s not what I meant to say at all. I apologize. Here’s the way that works. . . . . . “

#8

The multiple choice close

Give them a choice of 3 ways to do business with you and let them decide. How? Here’s how:

“John, some of my clients start with the 4 exposure package of $500.00 and usually wish they had taken a higher exposure package to have more clients walking in their doors, while some others realize that an investment in the 8 exposure package of $700.00 makes good sense for them and still others, of which there aren’t many, participate at the $1,000 exposure package level. Where do you see yourself starting out?”

Now, sit back and let the clients tell you how much they are going to spend with you. You’ll be surprised that sometimes, they start out much higher than you would have started out. In the above example, you, obviously, need to use your own numbers.

#9

The drop close. Caution: Do not use this too soon. Try other methods before you use this one as a last resort. Here’s how it works: You are sure that they want to do business with you, but not at the recommended investment level. So, you begin the final part of the presentation by saying this, “John, I understand that your budget may be a little tight right now, but I know that you would like to participate in this program and get more people walking through your doors, right? Well, sometimes, I get a late cancellation or someone who says that they can’t continue or sometimes just a remnant space becomes available. And, when this happens, I can offer that space at a reduced cost to new clients like you. Now I’m not saying I can, but if you could get started with a lesser position is that something that you could move on quickly, if it’s available?

Again, listen carefully to what they say. If they agree to move, if it’s available, continue with the paperwork and on it write in huge letters, ON SPACE AVAILBLE BASIS. Have them complete it and you’re off and running with a new advertiser.

#10

Taking the prospect all the way. Assume the sale. Sometimes when you’ve done everything seemingly correct and then at the end you ask them a closing question, they can still say “NO!” to you. Sometimes very enthusiastically! So, what do you do then? Always be prepared for more questions that lead them to the conclusion that you want and that will be of benefit to them. Here’s how: “Do you have any other questions or are you ready to take the next step? If you could gather up any art work that you’ve used in the past, I’ll start on the paperwork and by the time you get back, it’ll be pretty much complete. By the way, how large an ad do you want to start with?” The difference may be subtle, but it’s distinct to the prospect.

Or

Do you have any other questions about how this works? Then may I make a suggestion? I suggest that we start with a program of 4 exposures including a display ad, a listing, an advertorial and a spot on the map. This way you get your business mentioned 4 times in each edition for the million travelers a year coming to the area to see your business. Make sense?

K.        Begin the Relationship

“Do you have any art work from ads that you’ve run in the past that might work for travelers? Why don’t you let me look at it, and I’ll start to work on the paperwork and by the time you get back, I’ll have this almost completed, OK?”

1. Follow-Up

Timing of first edition

Expectations

Art Work for Travelers

Paperwork

Billing cycles

Dollars

Checks

Cash

Credit Cards

Trade amount

Expectations

How often to stay in contact

How often to follow up

Email Contact Software

Contact informational exchange

Beginning

Delivery of first magazine

Expectations

Follow Up

F2F

Phone

E-mail

Other

1. Other

“John, in preparing for our meeting today, I spent quite a bit of time on your website reviewing our service offerings, market focus, and marketing collateral. Additionally, I read your annual report and signed up for your company’s newsletter.”

“As I mentioned, our company is focused on the travelers coming to Jacksonville and we work with business owners to help them crack into the lucrative travel market. One of the biggest issues we keep hearing from these owners is that traditionally it’s been extremely difficult to get a message in front of the travelers who come to town.”

“Have you ever thought of that before?”

“Based upon your proximity to the & nearest hotels, I wondered if you have a relationship with them to help you get a message to the travelers staying there?”

“Most owners we’re talking to are really concerned with the success of their marketing dollars – especially with the economy in turmoil. Specifically, one of the key metrics they’re focused on is what they can do to get more people walking through their doors. – As well as maximize those marketing dollars effectiveness. Are you in the same mold or something different?”

Let’s take a look at the type of criteria you need to have to accomplish anything you set out to do in the business world today:

You need a goal, written with a time frame to achieve it in

You need a great attitude about everything you do

You need a plan to follow. Plan your work and work your plan

You need to know your market so well that you’re considered an expert.

You need to have a great package of products and services

You need to sell your products/services

If you do these things well, you can reach your goal.

Goal:   Free from corporate involvement, Independent, Flexible scheduling

Attitude: How will you feel about what you do?

Plan: You need a roadmap to reach your location

Market: Do you love where you live?

Package: Is what you have to offer dynamic and does it help people who need it?

Selling: No matter what we do, we all sell something

Goal: Planning your work and working your plan will lead you to your goal.

TRAVEL INDUSTRY:

$704 Billion

$1.9 Billion each day

$79 Million each hour

$1.3 Million each minute

Travelers are unique consumers. They are in the market spending dollars today. On what?

Air transportation

Ground transportation

Hotels

Dining

Shopping

Entertainment

Attractions

Golf

Services

Destinations

They are pre-qualified buyers who are looking for places to spend their money. In other words, they are buyers looking for sellers and they are in the market 24/7/365…

They are more affluent and spend more than the average consumer.

They are motivated to create ‘experiences and memories”

They behave differently when away from home by changing personal activities and spending habits

They make immediate buying decisions after seeking input from trusted sources

They are difficult to reach by traditional marketing methods

They are nobody’s customer – yet.

*********************************************

TRAVELHOST is the #1 Visitor publication in the country, reaching travelers online, via mobile devices, and in guestrooms.

We reach potential travelers before they decide to travel, while traveling, once they’ve reached their destination and after they go home.

Our Mission is to serve the traveler as a celebrity seeking treasured memories.

Since 1967, we’ve been the traveler’s trusted host when they’re away from home

Each month, we assist millions of travelers decide where to go, what to do and how to get to those locations and spend their money when they get there.

Successful Associate Publishers are the ‘Voice of their City’ and act as the conduit between travelers as pre-qualified buyers in the market today and the businesses that are ready to serve the travelers now.

Successful Associate Publishers are the local travel experts. They know more about the community and how travel impacts the community more than almost anyone else in the market.

Successful Associate Publishers have independence to run the business the way they want, they have flexibility of their time and the freedom to make as much money as they can based upon working hard and smart in the market.

Successful Associate Publishers are very important people in their market. They are somebody. They can be the local celebrity bringing buyers and sellers together for the betterment of all.

Successful Associate Publishers live the American Dream. They are among the millions of other entrepreneurs who drive this country to greatness. Come on along.

Top 3 do’s for ads:

1)                   Do capture their attention

2)                   Do pick a single core message to deliver

3)                   Do sell the benefits and/or the results of the service/product

Top 3 don’ts for ads:

1)                   Don’t make it a brochure of the company

2)                   Don’t cram too much into it.

3)                   Don’t talk about the advertiser, but how it can add to the life of their customer.

Sell the benefits and/or the results of what the customer will receive.

4 Parts to a Written Advertisement

1)         Headline

2)         Copy

3)         Contact information

4)         Call to Action

Adverbs, adjectives and short phrases.

absolutely, abundant, acclaimed, accomplished, action, adorable, advanced, adventure, alluring, anniversaries, aromas, amazing, ambience, appealing, approved, ardently, atmosphere, attitude, authentic, award winning, awesome, beautiful, best, best in town,  best known, birthdays, bistro, blend of flavors, bliss, boutique, breathtaking, buffet, casual, celebration, ceremoniously, cigars, charming, character, chef, cheerful, city air, class, classy, classic, coldest beer, comfortable, company functions, contemporary, continuous, cosmopolitan, country, country flair, creation, creative, collection of, connection, consistently, contemporary, convenient, cuisine, culinary, dazzling, decadent, decorous, delicious, dependable, desirable, dignity, dining pleasure, discover, distinct, distinction, distinguished, diverse, dramatic, drinks, easy, elegance, elegant, enchanting, encompassing, energized, engaging, enjoy, enjoyment, entertaining, enthusiastic, enticing, escape, essential, excels, excellent, exceptional, exciting, exclusive, exemplary, exhilarating, exotic, explore, explosion, exquisite, extensive selection, extraordinary, fabulous, family fun, fantastic, fashionable, favor, favorite, feeling, festive, fine, finest, flavor, flavorful, focused, fresh, fresh caught, friendly, fun, gala, glamour, glamorous, gleaming, gorgeous, gourmet, graceful, grand, greatest, hand-cut,  handcrafted, happy, harmonious, headliners, healthy, highlife, historic, home-made, home of, home-style, hottest, impeccable, impressive, incredible, indulge, insightful, intelligent alternative, inventive, invigorating, inviting, jazzy, joie de vivre, joyous, knowledgeable, laid-back, lavish, leader, lively, local, local-flavor, location, long-standing,  lounge, luscious, lovely, lush, luxuriant, luxury, magical, magnificent, marvelous, meeting place, memorable, memories, menu, music, must-do, must-see, mythical, nationally recognized, natural, necessary, offering, official home of, oldest, original, outstanding, paradise, passion, peaceful, perfect, performing, pinnacle, pleasurable, popular, premier, premium, Prestigious, proudly, quaint, radiant, recipes, recommended, recognized, refreshing, relaxing, reliable, relish, remarkable, renowned, reputation, respected, rich, romantic, satisfying, savor, secret, selection, service, serving, showcase, simple, singular, sizzling, smells, soaring, sophisticated, sparkling, special, specialty, spectacular, splendid, steaks, stunning, style, succulent, supreme, sure-fire, taste, tasteful, tasting, thrilling, tradition, traditional favorites, tranquil, treasure, treated, treatment, trendy, true, trustworthy, ultimate, ultra, unending, unforgettable, unique, unlimited, upscale, value, vibrant, vintage, visionary, wait staff, warm and inviting, warmest, welcomed, wine cellar, wise, wonder, wonderful, world class, world famous.

Ad Headline examples

1)       Experience the _______

2)       Looking for a unique dining experience?

3)       Travelers – Come on in to XXXX

4)       Traveling? – We’re easy to get to -

5)       At last, in XXXX (Market name) the newest YYYY at ZZZZ (Advertiser’s name.)

6)       Hungry travelers can be satisfied at XXXX

7)       Satisfaction guaranteed at XXXX

8)       What do locals know that travelers don’t?

9)       What do travelers do when they are in XXXX?

10)   Where do travelers go when in XXXX?

11)   Where do travelers go when they want XXXX?

12)   Stay one step ahead of other travelers – without stepping over them at XXXX

13)   Do you want the best in town?

14)   New . . . . .

15)   Introducing . . .

16)   Announcing . . .

17)   Announcing – a cut into our prime steaks (with a picture of a knife slicing)

18)   Try turning our best steak over (you’ll see another great side to us.)

19)   How to get a great meal when you’re in town? Go to XXXX

20)   Are you new in town and don’t have a favorite place – yet?

21)   Still looking for a favorite place in XXXX?

22)   New to town? Try XXXX

23)   Visiting XXXX? Expect the best from YYYY

24)   Welcome to XXXX. Come on in and experience the best.

25)   Attention Travelers –

26)   Travelers – Stop here for the best XXXX.

27)   Why do so many travelers come to XXXX?

28)   Why do travelers make XXXX their new favorite in YYYY?

29)   Why come to XXXX for the best YYYY in town?

30)   How you can improve your memory in one evening? Take home a great experience

from us.

31)   Tomorrow’s memory? Tonight’s steak at XXXX

32)   Come to XXXX for the memory of the best steak in town.

33)   Now that you’ve checked in – check out XXXX for the best YYYY in town.

34)   Are you aware that XXXX is the best in town?

35)   Before you go anywhere else, come to XXXX.

36)   During your stay in XXXX, come to YYYY.

37)   As you think about fine foods, come to XXXX.

38)   As you get hungrier, come to XXXX

39)   Realize the best XXXX has to offer – YYYY

40)   Wouldn’t a XXXX be nice about right now?

41)   Don’t forget XXXX? Come to YYYY.

42)   Life has its moments, make them memorable with XXXX

43)   Come See XXXX best XXXX

44)   An Evening of XXXX with YYYY

45)   It’s time to XXXX YYYY

I “get excited” when I talk to my clients about the travel industry.

USP – should not be a differentiator, but it should answer the question, “Why should I give my money to you vs. your competition, or just simply keep it.” How do you find the answer? Ask 20 customers why they decided to go with you and that becomes your USP.

NLP Words –

Adverb/Adjective                                    Naturally           Easily               Unlimited

Awareness                                            Aware               Realize             Experience

Temporal                                               Before               After                 During

Spatial                                                  Among              Beyond             Expand

Cause/Effect                                          As                    And                  Causes, Because

Commands                                            Now                  Stop                 Begin

You’ve probably started to become aware of some of the many, easy, yet powerful ways you can use this information.

Naturally, the most readily available and more importantly, competent person to deal with is me.

Finally, the most reliably accurate system of reaching travelers is within your grasp.

Once you begin to easily absorb this information, you’ll naturally discover how easily it works for you.

Most of the reason why people succeed with this information have to do with the truly unlimited power of the skills that you can easily put to good use in your own life, don’t you think?

After you become aware of these techniques, you will be able to easily learn them and naturally put them to use right away.

Is the awareness of the power of these question patterns starting to sink in?

The more you hear about them, you’ll begin realizing the explosive, valuable techniques you now have access to.

Are you starting to experience the satisfaction of what owning this information I bring you?

As you start to assimilate this information, you will instantly begin to find ways to use it.

If you learn this material, you will be able to use it powerfully and that will allow you to feel good about your increased sales.

I’m wondering, by now, John, if you can feel great inside by understanding the value of what you have learned, so far, – - and this is just the beginning.

Prospecting – Make them want to see you as bad as you want to see them. When two people want to do business, nothing can keep them apart, but when one doesn’t want to buy, nothing can get them together.

1)                   How to generate leads and referrals

2)                   Calling system

3)                   You are the rejecter, not the receiver of rejection

4)                   Finding, qualifying, and selling appointments to prospects

Trust – The number 1 element of successful sales presentations

Telephone – Keys to successful use:

Don’t tell too much

The less you tell, the more you sell

Keep it short and simple

Ask questions

Words – choose them carefully

Use incentives as a call to action, special report, etc.

Questions that prospects have that must be answered immediately:

1)                   Who’s calling?

2)                   What’s it about?

3)                   What’s in it for me? WIIFM

Telephone calling for appointments:

Don’t ask deadly questions:

“How are ya?”

“Got a minute?”

“How are you today?”

False sincerity leads to nowhere and shows amateurish behavior.

First things first. Decide what you want to accomplish.

Then:

1)       Confirm the person is the right person

2)       Introduce yourself

3)       Capture attention

4)       Arouse Curiosity

5)       Inspire their interest

6)       Close for the next phase

7)       Sell the benefits and results not the features.

The phone call steps:

1)       Mr. Right?

2)       This is Mike Slabaugh – TRAVELHOST

3)       I specialize in helping business owners get more paying customers walking through the doors of their businesses.

4)       I’m working with 30 of the largest hotels along with X, Y, Z (his competition) on some new ideas to grab the attention of the 1 million travelers who come to town each year.

5)       I’ll be glad to show you how we do this, if you’re interested, OK?

6)       Is there any reason we can’t get together around 9:20 on Thursday Morning?

Specialized openers:

“Claim to fame”

1)       Mr. Right?

2)       This is Mike Slabaugh . . . “Have you ever heard of me?” or “Does my name sound familiar?”, or, “Do you know me?”

3)       “I’m the: a) originator of, of, b) AP of XXX, which has increased XXXX and I was wondering if you knew how it works?”

4)       I specialize in helping business owners get more paying customers walking through the doors of their businesses.

5)       I’m working with 30 of the largest hotels along with X, Y, Z (his competition) on some new ideas to grab the attention of the 1 million travelers who come to town each year.

6)       I’ll be glad to show you how we do this, if you’re interested, OK?

7)       Is there any reason we can’t get together around 9:20 on Thursday Morning?

“What would it take?”

1)       Mr. Right?

2)       This is Mike Slabaugh – TRAVELHOST.

3)       “I know you use XXXX (your competition) right now, And, I was wondering what it would take for you to consider using us?” or

4)       “I’m curious what it would take for you to consider our brand? Or, our service? or us?”

5)       Sometimes add, “Short of giving it to you for free, of course.”

“Sounds familiar opener”

1)       Mr. Right?

2)       This is Mike Slabaugh

3)       I’ve been speaking to other restaurant owners who need more customers, while their advertising costs are going up, but the number of customers is going down. Does that sound familiar to you? I specialize in getting more customers walking through your doors, and I’ve developed some new ideas to get them into the better places here in XXXX. I’d be glad to show you how this works, ok?”

4)       Is there any reason we can’t get together around 9:20 on Thursday Morning?

Timing the appointments:

1)       Mornings are best

2)       The earlier, the better

3)       “Is there any reason we can’t ‘get together’ around 9:50 on Wednesday morning?”

4)       “Is there any reason we can’t ‘get together’ around 9:50 on Wednesday, unless you’d rather pick another time?”

5)       “Is there any reason we can’t ‘get together’ around 8:50 on Tuesday, or would 9:20 be better?”

6)       “Can we ‘get together’ around 8:50 on Monday? Oh, before I forget, we’ll only need about 20 minutes. Would this be a good time for 20 uninterrupted minutes?”

Put offs:

I’m not interested, too busy, not open to it, already have someone I work with on that

The rules: 1) Never defend yourself, 2) and go along with what they want

First, proceed with a softening statement and don’t make them defend their stupidity.

1)       “I understand. Apparently, I’ve caught you at a bad time and I apologize. I’ll call back in 20 minutes – unless you have a better time.”

2)       “I understand. It’s hard to create interest with just a phone call. That’s why I’d like to sit down with you and show you how we get more people through the doors of my clients.”

3)       “I understand. And, I wouldn’t be interested either with the small amount of information you have so far, that’s why, I want to show you how this works.”

4)       “I understand. It’s hard to get excited without something in your hands first. That’s why I want to show you how this works. Is there any reason you would not see me at 9:20 on Tuesday?”

Thermometer Technique:

1)       “I understand. Question though: On a scale of 1-10 where 1 is no interest and 10 is something you’d do right now, where are you on this scale?”

Their answer – XXXXXXXXXX

“What would it take to get you to a 10?”

Don’t let them drag you out on the phone. That’s a good question? I’ll check for the latest records and show it to you in person. Is there any reason we can’t ‘get together’ around 9:20 on Tuesday morn

Based upon the Socratic Method or questioning techniques know as the Triad, for 3 questions, these will help the prospect choose emotionally and back their decision with logic.

Example of the Triad:

You:     “Most of our customers use us, (or like us), because of benefit #1, benefit #2, and benefit #3. Which of these, if any, is important to you – none of them, some of them, or all of them?”

This type of question will qualify immediately what the prospect is interested in without our telling them what they might be interested in. After they choose the answer, you say, “My prospect, of the combinations of 1, 2, 3 – why did you pick 1 and 3?”

If their answer is still logical, then probe with more questions, such as a reflective question, such as: “Mr. Prospect, when it comes to _________, what are you looking for and why?”

At this point, you’ve gone 3 questions deep and have the Triad in place. With this technique, you’re bringing out the emotional factors of the prospect without objections. The last answer is a motivational answer with more emotion than the first two questions and subsequent answers.

Here is another example:

You:     “Mr. Prospect, if you could design your own ________, what would it be like?” Then go through the Triad technique to determine the emotional factors of why they will buy. By knowing the true motivational factors, you can then give them what they want and have them buy for their reasons, not yours.

When you use the Triad you find out what they want to buy emotionally.

Here’s another example:

You;     “I think we might have what you want, and it would help me to help you, if you told me why that’s important.” After they answer that question, then you can sell them what they want for their reasons.

Another example:

You:     “Mr. Prospect, when it comes to _________ tell me what you have and what you want.” Then use the Triad technique, and again, they’ll buy for their reasons, not yours.

Introductions:

Starting a meeting with someone you do not know well, can be a very interesting situation. For years, sales trainers taught that you pick something out in their room and start talking about it to build rapport. The problem is that when you do that, and it becomes time to begin the presentation of why you’re there, the rapport goes away. So, why not build rapport within the reason you are there. You can do these easily. Here’s how. There are introductions to be made. Your introduction should be about you and why you do what you do. Your company and the reason your customers do business with you. The prospects introduction should include them, how they got there and what did they do before. It should go something like this. “Mr. Prospect, when I begin any relationship, I like to ask questions to get to know the person and their situation better, so I can assist you the best I can. Also, you’ll have certain questions of me and what I do and how I do it. I do this often enough, I believe I know some of your questions, but I certainly want you to know that if I don’t answer any of your questions as we go through this, just ask me and I’ll be glad to answer anything. Fair enough? Good. Tell me, 1) How long have you been here? 2) What did you do before? 3) How did you get into this business?

With the answers to these 3 questions, you know a lot more about them including perhaps some of their motivational factors and the why’s of their decisional making processes. Then you do the same for them about you. Now you have a great start building rapport based upon the reason that you’re there – not anything else that can go away in a hurry once the subject matter changes.

Trust is the major factor of why prospects do not buy from you from the start. Here’s a suggestion on how to build more trust quicker and allow them to buy you without it costing them anything. “I want to be your provider for life. Now, I don’t expect you to just give me your business. I have some ideas on how to earn it. .You might have some ideas, too. For starters, I promised to: 1) give you all the new ideas you can use as soon as I know about them, 2) I promise to keep an open door for you if you have a special situation and need some advise, 3) I promise to follow up with you with monthly reinforcement because it’s hard to absorb too much all at once, 4) And, I promise that if at anytime I disappoint you, I will do my best to correct it, if you’ll only give me that chance, OK?”

Make it a rule to do such a good job that they’ll say, “I’d be foolish not to do business with you.”

Getting Rid of Unnecessary Objections

If you have 5 major benefits and the prospect is only interested in 2 of them and you try to sell, explain and demonstrate the other ones to them, then they are likely to see it as hard sell. Because you’re trying to cram the 2 or 3 they do not like down their throat and then they give you objections. This is one cause of objections during the presentation.

How to determine which benefits they are interested in

Asking questions again is the answer for you here. Don’t tell them about the benefits and features. Simply ask, “Are you interested in ___________?”(Feature #1) “Are you interested in _________?”(Feature #2) “Are you interested in _________? (Feature #3) Whichever features they say “YES” to, then explain the benefit of it. If they say “NO” then skip it. You can do this for all your features and benefits. By doing this you talk about their interests and not yours. And, you’re not guessing what’s important to them they are telling you what’s important to them and you should get less objections.

Feature: Characteristics that the company puts into the product

Benefit: Characteristics that the owner gets out of the product once they start using it.

Buying Signals

When should you close? Answer: When the prospect is ready. When are they ready? One answer is when they make a positive statement about the product/service and they like what they are speaking about. 1) They make a statement that shows intended use, 2) They make a statement about a feature or benefit and how they would use it., 3) They ask you a question and the answer is good for them and what they want, 4) They pick up the product sample, model, or paperwork and they are beginning to assume ownership, 5) They ask you to clarify or repeat something you said earlier, 6) They close themselves by saying something like this, “Hey, this is just what I was looking for!”.

Test Closing

If you see one of the buying signal from above then you can test close to see if they’re ready to move forward and to see if there is anything else standing in their way. “Mr. Prospect, how do you feel about ________?” (benefit #1 that they liked) or “How do you feel the solution to this problem?” Usually, if they are ready, they will say something like “Looks good to me!” or “That sounds great!” If they are not ready, they perhaps will say something like “I’m not too sure that would do it.” If they are ready you can do another check with this, “Then is there any reason you would not want ___________? (benefit #1) If they have anymore objections this is where they will come out. And, if they don’t have any further objections, then you can say, “Then may I make a suggestion?” They usually will say yes at this point. You: “Thanks. I suggest that you _________________ (whatever you want them to do because you’ll get ____________ (benefit #1, benefit #2, etc), true?” or “OK?” or “understand?” or “Fair enough?”

When they say “YES,” congratulate them on a very good decision.

Types of objections

There are 3 types of objections: 1) A put off at the beginning of a presentation, 2) General objections that happen during the presentation, 3) Stalls that happen at the end of the presentation. There are also 3 types of stalls: 1) Let me think about it, 2) I have to talk it over with someone, 3) I want to shop around or I’ll get back to you. These happen because the prospect lacks a good enough reason to buy. They come from a defensive state of mind. In order to ‘handle’ these types of objections, you need to be in control and their stall has them in control. So, you do you turn it around the get the control back in your favor? By asking questions!

Questions are the answers, aren’t they? Their stall is usually a statement and as such difficult to do anything with. However, if you turn their statement into a question, then you’re back in control and they we tell you what they really mean instead of what they told you. Here’s how: “I’m not sure I understand your question?” These 7 words can be a great help to you. After you ask that question, they tell you their real reason. It’s wonderful to use and puts you in a power position immediately. They will rephrase the objection into something like these, “Well, why would I want to use you?” or “Can you save me money?” And, really that’s all we want. Something other than was first said. It’s something to be able to tell them an additional benefit and reason to buy. It goes from objection to presentation in 5 seconds with those 7 words that get to the real use and immediately jump past the stall or objections they just gave you. “I’m not sure I understand your question”. Neutralizes and changes their objections into a question you can handle.

Money Discussions

When they want you to cut the price there are several ways to handle the situation. If I cut my price to you, then I overcharged everyone else. I don’t do that. You’ll be happy to know that all my customers pay in advance and pay in full, so you’re not subsidizing anyone and neither are they. My price is a great value to everyone. If they continue, you might also consider this: “It’s a lot like buying oats. You get what you pay for. If you want good fresh oats you pay a fair price. Of course, if you’re willing to settle for oats that have already gone through the horse, you might get them a lot cheaper. How do you like your oats?”

‘What’s this going to cost?’ question?

If they ask, “What’s the price?” You can answer, “Mr. Prospect, buying this is a lot like buying _________ (what he sells) just on price. It may not be the best way to make a purchase, true?” or “What most people look for is good value for the price involved, isn’t that they way you look at most things?” “Can too little price ever give too much value?” Or give them a range and continue by saying, “I can’t be anymore specific until I know more about what you’re looking for and why. What are you wanting ______ to do for you?”

T          Thoughts – We become what we think about

A         Attitudes – There are good habits and bad habits

A         Actions – You change habits by changing what you think about

H         Habits – Only those who risk going far, know how far they can go

There’s no need to fear these ideas – especially those that will enrich your skills and make you a wiser and better AP.

I invite you to enjoy _______ and discover __________ and become transformed with these new ideas.

Life involves relationships.

Business involves relationships.

In this call, session, in the days to come, you will learn these conceptual and magical tactics as you learn these and as you learn them they will alter your circumstances. As you do, you will expand your sense of choice. You will get more and more of a sense that you have so many options about your presenting to prospects. It will develop and expand your sense of flexibility. This learning of new sales skills will enrich your communications skills making you more effective and professional, more elegant in persuasion and more influential in your community and in life.

What’s to happen to your ideas when you apply this way of thinking, or this belief, to yourself, your business, this situation?

When you put this thought in the back of your mind, how does it affect your belief of _________?

When you put this thought in the front of your kind about that belief, how does it play out into your future?

When you wrap your mind around that belief and view it from this perspective, or in terms of this idea, how does it affect things?

Do you remember a time when the opposite occurred?

When does this formula, basis, fact, not apply?

Weren’t you attempting to accomplish . . . ?

Ultimately, this belief will lead to . . . .

How do you like that?

What forces you to think this way?

Do you have to?

What would happen if you did?

OK, let’s think about what that means to you and your business?

How did you arrive at this understanding and conclusion?