Are you ready?
There are a lot of aspects to selling – prospecting appointments, research, etc. Each one of these steps highlights something very important and often overlooked. The importance of preparation.
Mike Hulvey and I recently attended NABOB Black Media Summit & Power of Urban Radio Forum in Washington, D.C. One session, titled "Cutting Through the Clutter: How Media and Agencies Stand Out in Today’s Landscape," shared best practices on cutting through the noise and building impactful campaigns. During the session, Jason Hunter, Circle City Broadcasting made a statement that summed up the importance of preparation: If you stay ready, you don’t have to get ready.
Hunter went on to share how to get ready and the steps every seller should take to be prepared. Some of those steps were:
- Capability statement: It is important to craft -- create a capability statement that shares what and who you are.
- Research: Do research on the advertiser or agency you are calling on and tailor whatever you are presenting based on that research.
- Relevance: Showcase relevant experience that highlights your knowledge of the category.
- Relationships: Network effectively; work with the mindset of determining what you can do to help others versus what they can do for you.
- Preparation: Prepare thoughtful questions in advance.
- Follow-up: Do it with impact; confirm what you heard and set up timelines.
Each of these steps align with RAB’s training and sales philosophy. We recently covered RAB’s 7 Steps to Selling Success in a webinar series. As a benefit of RAB membership, we have the products and services that will help you to "stay ready" throughout the sales cycle – from prospecting to closing. From RAB’s Prospecting Report published every Monday afternoon to the Instant Backgrounds through the CNA Questions and Closing & Handling Objections, RAB is here as a resource to help stay ready to do what you do best every day.
Source: Annette Malave, RAB
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