Day 8
Day 8
Please complete the following in order.
Download Day 8: You will need these resources to complete this day:
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In the Sales Drive, Find The Action and 21/52 Proposal Template (can’t find? ask for help)
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Read and study BrandsFormation Binder for the section Professional
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Read and study BrandsFormation Binder for the section Closing the Sale
1. Professional Proposals: The next Step in the Sales Cycle after Proven Results Formula is Creating Professional Proposals
We differentiate ourselves as marketing consultants. We are not spot peddlers pushing 30s or 60s. We offer customized solutions for our advertisers. We offer a marketing system designed to get measurable results.
So, our proposals must be extremely professional.
We have 3 distinct sections in our 21/52 proposals:
1. The Client’s needs and situation (always first)
2. Solution of those needs
3. We have good products, too
The proposal should:
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Be client-focused
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Have a personalized cover
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Have wide margins
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Be double spaced
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Avoid technical jargon
REMEMBER: As you are presenting, never advance a slide until you have confirmation from the advertiser.
These proposals will take time to complete after your business profile meeting. However, if done correctly, the advertiser will be impressed with the research and amount of work you put into improving their business.
2. Tying it all together. For these proposals, you will be relying on the information you gather in the business profile meeting, so take notes and listen, listen, listen! You will be including Proven Results Formula (UTOPIA + Big D or 21 52s) too.
For Awareness (branding) campaigns, you will also consider integrating our digital offerings (websites, social media, logo design, digital promotions), sponsorships, and any on-air promotions that would make sense for an advertiser.
REMEMBER: Your goal is to control an advertiser’s creative and their marketing budget. You want to be their marketing consultant. To do that, you need a solid plan laid out for the complete year.
REMEMBER: Objections should be addressed before and during the business profile meeting. If you are addressing objections during the proposal, you need to reschedule for a later date to present. If you have incorrect or incomplete information, you need to do remedial business profile questions.
3. Closing the Sale.
If you have put time, research, and effort into the previous steps, the close becomes easier.
There are different techniques to consider:
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Direct – “This is right for you! Let’s do it!”
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Assumptive – This is the most common. Show them the script you prepared ahead of time. “This will be the copy we’ll use. We can get it started on Monday. Any other thing you want to talk about before we begin?”
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Alternate or Choice – “We can start this schedule on Monday or on Wednesday…which do you think?
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Reverse Close – “Is there any reason we can’t begin on Monday?”
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RAID – “So what I hear you saying is that “you’d like to think it over?” May I ask you:
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R esults – Are you confident our station can get you the results you need?
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A d – Does the ad concept look good to you?
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I dea – Is the idea strong enough?
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D ollars – Can you invest the necessary dollars to get a return?
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If you still get a “I need to think it over.” Ask what’s holding you back? Is that a no, never, or a no not today?”
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Tomorrow morning, you will present a 21 52 proposal to your Director of Sales.
First Make a Copy of the Zimmer 21 52 Branding Proposal Template to edit yourself (do not edit the original)
Imagine, you are working with Premier Flooring Company. In the business profile you learned they are the top premier flooring company in the area. They charge the most and have the best floors in the area, however, lately their sales have been slipping due to cheaper competition. Also, from the business profile you learn:
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Their sales slid from $5 million to $4.75 million and they want to grow to $5.25 next year and $6 million in 3 years
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You learned they want to grow their number of hardwood floor installations
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Their competitor Harry’s flooring offers cheap flooring but also does shoddy work
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They tell you a story about how they got a floor installed for a Mom and Dad hosting a party for their newly engaged daughter ahead of schedule
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Owners Bill and Sarah have kids who rough up the floors in their own home, but the floors still look great
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They have a guarantee the floors they install, something Harry’s Flooring doesn’t do
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They offer 0% financing
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They are trusted in the community
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They indicated they would like to update their website
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The owner Bill has a booming voice and is quite a character
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They have a $50k advertising budget for the year
In the presentation include at least 6 Bricks, Mortar, a Difference Maker and a complete plan for the year.
At Zimmer, we believe in learning by doing. If you have questions, Ask! We are here to help you learn and succeed. You will be given feedback, coaching, and questions on your presentation.