Welcome to your Compete Agency training program. By the end of this you will Facebook and Compete Agency Certified. Enjoy the ride becoming a professional.
Quick Product and Marketing Industry Overview
Facebook Blueprint Certification
Product and Sales Training
Product & Marketing Industry Overview
Video Coming Soon
Facebook Blueprint Certification
Steps to get started:
Go to: www.facebook.com/blueprint/register
Dive right in: Expect 40 - 60 hours of training.
Start learning, at your own speed.
You need to be Facebook Certified before can sell
Reach out to Scott Sorensen anytime: firstname.lastname@example.org for personal 1 on 1 education.
Take the test.
It cost’s $150, we will sponsor you if you watch all of the Facebook Blueprint!
Note: This is Compete Agency, we will be posting everyone’s scores :) best scores get prizes!
Product & Sales Training
Introduction to Selling
High-performing salespeople are distinguished by how they conduct sales calls, how they advance sales conversations, how they use fundamental selling skills, and how they manage their time, attitudes and beliefs.
Our sales model captures these skills and performance standards, gives them order, and helps us understand how to execute for sales success.
You will present to thousands of decision makers this summer. At Compete Agency, we follow a sales process for engaging, educating, and enrolling new customers.
The steps are foundational — a guide to the fundamental progression of a successful sales conversation.
Selling is a process and there is a strategic purpose to each step.
If executed well, selling occurs naturally with a focus on matching a customer’s needs with solutions delivered by our products and services.
It is important to understand the function of each step as they drive the rationale for our sales presentation. The sales presentation is a blend of the science of selling and the art of communication.
KEYS TO SUCCESS
Each part of the sales process is supported by our Keys to Success.
Keys to Success – The habits or skills needed to execute a particular part of the sales process.
Habit – a behavior pattern regularly followed until it has become almost involuntary.
Skill – the ability, coming from one’s knowledge and practice, to do something well.
The Keys to Success are aligned with each part of the sales process. It is difficult to revisit a step after it has been missed or overlooked. (i.e. You cannot “Provide tailored solutions to the customer’s needs” if you haven’t first, “Uncovered the customer’s needs.”)
Performance Standard - The measurable and controllable work or activity goal tied to each part of the sales process.
We believe in individual accountability. We recruit and train emerging leaders who are smart and driven to succeed. Effort and hard work are the primary inputs for success.
We set standards that are:
Effort and process focused – a series of small executable goals that lead to the larger objective.
Short term – focus on one day at a time.
Rooted in controllable activity – achievable by anyone willing to put forth the effort.
Each part of the sales process contains a supporting Performance Standard. You will receive training on the function and purpose of each standard.
Selling is a process. It is not a debate with winners and losers. It’s about finding the fit and if done well, all parties are winners
Each part is fundamental to having an effective conversation and to determine whether our services are the right fit for each business. It is important to understand the purpose of each part because they drive the rationale for our sales presentations.
High-performing salespeople work their assigned territory efficiently. They know that success requires a persistent search for potential customers. They are always prospecting.
Your job is to approach every business in your assigned territory to determine whether or not they are a fit for our advertising and marketing solutions.
HOW TO: PROSPECT
What is Prospecting?
Prospect – a potential customer.
Prospecting – the act of adding potential customers to your sales pipeline.
Sales Pipeline – Your growing list of qualified prospects, each at varying stages of the buying process.
Why is prospecting critical to sales success?
Prospecting helps you identify potential customers. Potential customers can turn into actual customers. We follow a process that consistently generates new prospects. If we don’t, our sales success will be short-lived.
KEYS TO SUCCESS: MANAGE TERRITORY EFFICIENTLY
To manage your territory efficiently, you must go into every business and ask for the decision maker. Each day represents an opportunity and everyone is a prospect until we’ve discovered otherwise. Sales people who cover every business experience more success.
High-performing sales people exhibit the following traits:
Open-minded – Don’t prejudge businesses in your territory.
Disciplined – Avoid the temptation to bounce around. Effective prospecting means leaving no stone unturned.
Organized – If a prospect asks you to come back, agree to do so, but be very specific in setting the appointment.
*More on appointment setting in our Account Follow-up lesson.
Ready to go – Have all of your materials ready to go in the morning so that you don’t have to return home or to the meeting location to retrieve something.
Get right to work – Make your first sales call as early as possible. Don’t let unimportant tasks or activities distract from your focus on successful prospecting.
Don’t waste time – Set aside an hour each day for lunch, but no more. Each hour is valuable. If you wasted an hour a day each day of the summer you would lose the equivalent of two weeks of work time.
Finish strong – Don’t quit early.
Your skills sharpen with each sales call made. The more calls you make, the more you grow.
Sales call – An in-person visit in which the salesperson seeks to advance the sales conversation in a productive way with any member of the prospective business or organization.
30 calls a day does not necessarily mean “30 unique businesses.” In fact, you could very well call on the same business 3 times in one day. Why?
EXERCISE: BY THE NUMBERS
What is the difference between 30 calls a day and 20 calls a day?
(Number of calls) * (Selling Days) = ? (HUGE DIFFERENCE!)
Prospecting creates Opportunities and Opportunities become Sales. High-performing salespeople are always prospecting. They are focused on managing their territory efficiently to ensure complete coverage of their assigned territory.
Prospecting is part one of the pre-sale stage of the selling process. It is foundational; success cannot happen without it.
PRE-SALE | PREPARE
High-performing salespeople prepare for each and every sales call. They know that preparation is a very controllable part of the sales process.
The Preparation stage is where you will plan your call strategy – the way in which you will thoughtfully approach a prospect.
The Preparation stage includes the following elements:
A study of the business, including an examination of their category, potential relationship with the campus community, and the questions you may ask to gain insight into the business’s needs.
A brainstorm of the ways in which your products and access to your market could help the business.
Each business has unique needs and challenges that are waiting to be solved. If you plan for every sales call, regardless of how large or small the business is, you will always put yourself in the best possible position to have a productive conversation with a prospect.
HOW TO: PREPARE
Preparation – A deliberate approach to studying and understanding a business, with a focus on:
The market or consumer group they appear to serve.
What they offer in the form of goods or services.
Searching current media for examples of their advertising.
The questions you will ask in discovery.
The objections you may encounter.
How our advertising can help them.
Examples of good deals in their category of business.
Preparation occurs most commonly in two ways:
First time information gathering sales calls – preparation for these calls will occur quickly between each business.
For established appointments – preparation occurs outside of regular business hours in the evenings and before the workday.
Note: Not during team meetings.
Preparation includes two key components:
Study the business
STUDY THE BUSINESS
Begin the Preparation step by “investigating” the business online.
Review the questions on the next page prior to making a sales call on a new business. The answers to these questions will shape your account strategy.
What does the business specialize in? What products/services do they provide?
Who is in their target market?
Does the geographic location matter to the business?
How important is the business phone number and address?
If the business relies on orders, reservations, or services that may require an appointment, you should highlight the importance of providing methods for customers to contact the business.
Who are their competitors? What differentiates them?
Does the company have a website? Do they advertise their web address?
Are they active on social media?
What are the business’s main selling points?
What are some potential deals the business could offer? Do they already offer deals?
Based on what you know about the business, consider a compelling offer the business could make to the university community.
From outside research, does the business already offer deals through their own website or Facebook Page? Do they use other platforms or promotional vehicles to promote specials?
What objections or questions could they raise?
Put yourself in the business’s shoes. What concerns might they have?
Be prepared for objections, but never assume an objection.
What questions will you ask the prospect and why?
As you prepare to call on a new business, it is important to do a quick brainstorm of the ways in which our offering might be useful to the prospect. The link between customer needs and the solutions we provide are not always obvious. A salesperson’s creative suggestions can stimulate conversation and help the customer see the possibilities.
For every business, do not make a sales call until you have answered the question:
“Why would they buy?”
Answer this question with all the reasons how a business could benefit from working with Compete Agency. Doing this quick brainstorm after you have studied the business will help you link the needs of the business to the benefits your advertising can provide.
KEYS TO SUCCESS: PLAN FOR EACH SALES CALL
Preparation is the foundation for sales success. It is imperative to plan for each and every sales call.
High-performing salespeople exhibit the following traits:
Creative – Approach the customer with a strategy or idea
Forward-thinking – Identify with the potential needs of the business and solutions.
Stand out – Preparation sends the signal that they are not “just another salesperson”
EXERCISE: WHY WOULD THEY BUY?
We have thousands of customers. They all buy for their own reasons. High-performing salespeople help their customers identify how our advertising can grow their business.
At your seat, assemble into groups of three. You will be assigned to one of the categories on the following page. Your task is to quickly brainstorm the reasons why a business in your category would benefit from working with Compete Agency. After five minutes of brainstorming, we will ask for your feedback.
Why would they buy?
Effective salespeople are strategic. Preparation is key to driving strategy in every sales call and should become habit throughout your sales day. Focus on preparing for every sales call in order to enjoy long-term success. No preparation, no strategy.
The outcome of preparation is readiness. High-performing salespeople know that selling is a process. They focus on preparing for each sales call as if their success depends on it, because it does.
Our level of sales call readiness drives our confidence. When we are prepared, we are confident. When we are confident, we perform. Prepare for each sales call and success will follow.
CONNECT and Qualify
The Introduce & Connect Step is the act of making yourself known to a business and asking for the decision maker – the individual responsible for making the advertising decisions for the business.
Identifying the real decision-maker in a prospect organization is critical to success in selling.
High-performing salespeople know that connecting with and understanding the decision maker’s needs is the key to finding the fit and building value.
Decision makers vary widely in role. Many are the business owners or managers while larger organizations have marketing managers and associated personnel assigned to advertising purchases.
BREAK PREOCCUPATION and CREATE A PAIN POINT.
Tell me about your experience with finding a great marketing agency.
How could that have been different?
What could be different and better?
HOW TO: INTRODUCE AND CONNECT
Introduce yourself and identify the decision maker; begin positioning yourself as a market expert.
“Hi my name is ________ and I’m a student at (University). I’m working with local businesses like yours to help with marketing and sales. Are you the best person to speak with about marketing?”
The goal is to introduce and position yourself as someone who can bring value to the business owner. You are also trying to find the decision maker as quickly as possible
Befriend the Gatekeeper
Identify the Decision Maker and collect information from the Gatekeeper Examples: “Who should I get in touch with? Is he/she available? What’s the best time to reach him/her? How can I schedule an appointment? Do you get a lot of response from you digital marketing efforts?”
Leave your business card, take decision maker’s business card.
Take a note in sales rabbit of the Decision Maker and Gatekeeper’s name along with any other vital information.
Follow this with connecting questions to build rapport:
How is your day going?
Have you been busy?
I noticed you have a trophy on the wall, are you an avid bowler?
Did you get to catch the game over the weekend?
Have you had a chance to get out in this beautiful weather today?
TIP: Find a commonality or way to identify with the decision maker. Oftentimes, this occurs on the walk from the front of the business to the DM’s office. Rapport building topics to explore:
Feelings about the day
Provide a compliment
Identify a physical item that could be a point of commonality
Learn about their company
Tell them about our company
Confirm the decision-making process
Transition: “To tell you a little more about what I am doing this summer, I’m working with Compete Agency to help local businesses like yours grow and find the best digital marketing partner. All we care about is data and results for our customers so we host digital marketing competitions so to see who can really produce the best results for your particular business.
Before I tell you more about how this works, I’d like to learn a little more about you and your business. Along with you, is there anyone else that should be a part of this conversation?
IF NO: Proceed to Step 2: Discovery
1. Schedule a time to meet with all DM’s and solidify the appointment.
2. Ask Preliminary Information Gathering Questions—this will help you in preparation for your next meeting.
Examples: “What do you do in terms of marketing now? Have you ever advertised on Facebook or Google? What are your most popular products or services? Who is your target market?”
KEYS TO SUCCESS: CONNECTING
“Connecting with the decision maker” has multiple meanings. We must connect to, or identify the individual responsible for making the advertising decisions and establish a connection that enables trust, respect, and information sharing.
Show Enthusiasm and interest - The best way to get someone to like, trust and respect you is to be genuinely interested in them and their life.
Identify the real decision maker – The real decision maker understands the needs of the organization better than anyone else and has the authority to purchase advertising.
Avoid presenting to non-decision makers – They know that recognition of value is non-transferable. The need must be identified and the solution should be justified by the person responsible for making the investment in advertising.
Are clear & concise – They speak clearly and to the point.
Make a great first impression – The first 60 seconds is critical to advancing the sales process. Establishing eye contact and making a firm handshake are key elements of a good first impression.
Befriend the gatekeeper – It is important to treat everyone you encounter in a business as the “Decision Maker.” You never truly know who you’re talking to and the gatekeeper is the key to sitting down with the Decision Maker.Make it your goal to make 30+ friends per day.
Confident approach – Confidence is contagious. Go into every business with the confidence that our product offering is a great fit for their business.
ERIK: Write about showing interest.