How to Sell: A 3 Part Programme

Programme Objective:

To enable delegates to design effective ads for print and online and to advise customers on deadlines, copy delivery and legal aspects of copy content.

Programme Learning Outcomes:

  • I can explain the way in which people make buying decisions
  • I can explain the ways in which a salesperson can influence a potential buyer at each stage of the decision making process
  • I can explain the difference between a product feature (selling point) and a benefit
  • I can identify appropriate benefits for individual customers from product features (selling points)
  • I can explain what AIDCA stands for.
  • I can explain what skills to use to achieve the desired effect at each stage of the AIDCA process
  • I can explain our priorities in maintaining a business relationship with a regular advertiser
  • I can follow a process to identify the information I will need before making a call to a regular customer
  • I can set a SMART objective for a sales call to a regular customer
  • I can carry out the preparation required to make a sales call to a regular customer
  • I can use a selection of different opening techniques to start off the sales discussion
  • I can use a number of different techniques to engage the customer with me and in the discussion
  • I recognize the uses of three different types of question
  • I can prepare and put questions to a customer using each of these three types of question
  • I can use a number of different techniques to show a customer that I am listening to what they are saying
  • I can select the most appropriate benefits for a given customer of a given newspaper or website and present these to them
  • I can select the most appropriate benefits for a given customer of a given advertisement style in a newspaper or on a website and present these to them
  • I can present the cost of an advertisement to an advertiser accurately and confidently.
  • I can recognize and respond appropriately to a buying signal from a customer
  • I can recognize an objection and handle it appropriately at the point where it arises in a sales discussion
  • I can use a structured process to help me to overcome an objection
  • I can answer most common objections raised by advertisers
  • I can ask a customer to commit to a buying decision
  • I can recover the situation if I ask for a commitment from a customer and get a refusal
  • I can follow the different stages in the sales process to carry out a logical and persuasive sales call

Prior Learning /Competencies Required by Participants:

None

Programme Resources

Session Plan

Slides with complete Trainers Notes

Exercises with instructions for use

The Byrne Partnership is a limited company registered in Scotland. Registered Number: 132021.