Don’t fight an unprepared battle - how to prepare before war

(1) Why we need to be fully prepared

Before operating the project, we should not be busy When it comes to soliciting advertising sponsorship, there is a very important task that we should pay attention to. What task? Preparation. When it comes to preparation, many people frown upon it, I know. But many people don't do it.

Some of us were not prepared, or were not prepared at all, so we rushed into battle. As a result, one of us would die if we found one, two of us would die if we found two, and one of us would die if we found a bunch of them. The blood flow is broken and the battle is defeated. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad results are bad preparation.

Preparation for soliciting advertising sponsorship is very important. Preparation for anything is very important. Many people do not perform well and get poor results because they are not well prepared.

Sometimes my assistant and I go out to discuss business. On the way back, my assistant will say to me: Teacher Zhang, why did you respond so quickly today? If it were me who asked the question just now, I would really be caught off guard and not know how to answer it. I told him: It’s not that I’m smarter than you or react faster than you. But I am more prepared than you are.

Before the visit, I conducted a comprehensive investigation of the customer's situation, conducted careful research, and made various assumptions and exercises on the questions they might raise. It can be said that today’s results are due to past efforts. Every effort I made in the past will be reflected in my performance today.

If you are truly prepared, you will be able to take your time on the stage and answer questions fluently, and you will not be confused or confused. You will reduce a lot of trouble and save a lot of time during the operation. "A sharpened knife will make it easier to chop firewood!" Please remember this sentence.

So, what exactly are we preparing for advertising sponsorship? Where to prepare?

(2) Prepare an adequate directory

As a salesperson, it is the most basic and very important to have an adequate directory. If you want to become a gold medal salesperson, mastering a large number of directories is indispensable. I found that those salespeople who can't get ads have a common problem: they don't have many potential customers. The reason why gold medal salesmen are able to continuously attract advertisements and sponsorships is first of all because they have a large list of potential customers. Whoever owns end customers owns wealth. "Connections are money connections, and resources are financial resources." This is the most popular saying in the shopping mall.

Why do some salesmen have no customers?

On the one hand, it is because the salesman is lazy and unwilling to develop; on the other hand, it is because he does not know how to develop and does not usually do a good job of collecting and organizing in this area.

As you can imagine, if a salesperson does not have a single customer, it is impossible for you to attract advertisements or sponsorships or to increase the company's business. This is called "smart work". It’s hard for a woman to make a meal without rice!”

So the work of developing customers is the top priority, which is on par with negotiation and contract signing. Only when you find customers can you be useful and have a place to perform. So, how to find and develop customers?

1. Where are your customers?

First of all, you need to know, what is your target market? What is your customer scope? How to find these customers? For example, A-level, B-level, C-level... you should list them in your notebook, do the key ones first, and spend 80% of your time on A-level customers.

For example: I used to solicit sponsorships, advertisements, and special topics in a legal newspaper. My clients were: public security agencies, wealthy agencies, agencies that frequently advertised and wanted to be famous, and those that did not do well. Units that have had problems, units that are linked to "law", bosses who are willing to make friends with reporters, private companies, etc. Where are your customers? Please think about it carefully.

2. Methods to find customers.

Secondly, after you have clarified the direction and scope of your business, you must know how to find these customers.

Here are some commonly used methods:

Consult various compiled materials.

These compiled data include statistical data, directory data, newspaper data, etc.

Statistical data refers to the statistical survey reports of relevant national departments, statistical survey data published in newspapers and periodicals by industry associations or competent departments, and survey statistical data published by industry groups.

Directory information refers to various customer directories (including existing customers, old customers, lost customers), classmate directories, member directories, association directories, staff directories, celebrity directories, telephone yellow pages, company yearbooks, Corporate yearbook, etc.

Look for ads in the Yellow Pages.

Go to the library and check out industry publications.

Look online.

The Internet is a cornucopia of information. It has all the information you need. Especially for some larger companies, the relevant information you need can be found on their web pages.

Whether the found information is relevant depends on the search keywords you enter. For example, if I want to provide training for advertising personnel, where are my customers? One such aspect is advertising agencies. So how to find them? I went online and clicked "Beijing Advertising Agency", and I could immediately find the list of all advertising agencies in Beijing and related information online. …Then I copy and paste the name, address, phone number, contact person, etc. on a document and print it out.

The Internet can broaden your horizons. You must be good at using it and make full use of it.

Pay attention to collecting advertising reports in various media.

Units that frequently advertise and make reports in the media indicate that they have the need to advertise and expand their popularity, or that their enterprises have relatively good economic benefits.

Some local or industry newspapers and magazines, TV media, and street sign advertisements contain a large amount of information and materials. Pay attention to collecting them at ordinary times. Some can be cut and pasted, and some should be recorded in time, including the address and phone number of the company, as well as some key points and insights you thought of at the time. Write them down. "A good memory is not as good as a bad pen." ".

Introduced through relatives, friends, classmates, and colleagues.

It would be better if you can be introduced by some friends with real power. For example, friends from the industrial, commercial, taxation, public security and law departments, the top leaders of some units or department heads, etc., through their introduction, you can make some high-level customers. Because when we solicit advertising sponsorships, most of them deal with the leaders of the units. Having a relationship and face is better than an official seal; sometimes when his superiors come forward, they can be better than a thousand words of yours, and can save you a lot of setbacks and procedures, and it is easier for the other party to trust you, get close to you, and make your Business success is greater.

To this point, I would like to remind you: for those who help, you must give corresponding rewards to others. Although friends help out of friendship, we must learn to be grateful. Successful people are those who are good at being grateful!

Go to an agency that specializes in selling directories.

Directory exchange

If you use some directories many times, your directory will have little value, but if others get your directory, it will be new, so it will not affect anything. . Therefore, you can exchange directories with salespeople from other companies.

How to quickly build connections--attend various meetings

There are many meetings held in various industries, such as various seminars, briefings, exhibitions, negotiations, and training meetings , various activities, etc., especially large and small gatherings of some elite talents. In short, don’t let go of any information about conferences (events) of any size that you have obtained. You must cherish such opportunities and do everything possible to participate.

Because the crowd is concentrated during the conference, you are likely to get to know people of all levels and fields. In this way, you can quickly establish a large number of connections and establish some high-level connections in various industries in a relatively short period of time. Not only that, you can also make full use of such opportunities to obtain information and information from all aspects, and at the same time, you can also increase your social visibility.

Some people call attending various meetings "attending meetings", which has a derogatory meaning. However, on the other hand, "attending meetings" is indeed the cheapest, fastest and most effective way to attend meetings. A great way to gain relationships with potential customers.

One thing to note: after receiving the business card at the meeting, you should contact them frequently. There is a saying: "Contact and contact, only with connection can there be drama." This "drama" means maintenance. If there is maintenance, there will be information, and if there is information, there will be results, and there will be "drama"; in this way, the relationship will be The more you understand, become more familiar, and become better, the more follow-up resources you will have. If there is no contact, there will be no success. For example, if the other party changes his mobile phone number, moves his workplace, or changes his workplace, and cannot be contacted, the contact will be cut off.

3. How to understand your customers?

--What do you know about your customers?

Before you contact a customer, you must know something about the other person’s situation.

Understand the basic situation of the customer. For example, the customer’s unit, position, place of origin, major studied, temperament, hobbies, main family situation, social relationships, such as children, lover, relatives, relationship with other persons in charge of the company, any outstanding achievements or achievements he has had Are there any recent examples worth talking about, such as whether he has been interviewed and reported by a newspaper, magazine, or TV station, or whether he has spoken at an event, etc.

Understand the situation of the customer's company. For example, the quality, price, and function of the main products, what are the characteristics and shortcomings compared with similar products, the society's evaluation of the company, the company's popularity and reputation, and what are the outstanding characteristics of the company compared with similar companies?

Learn how your customers are doing lately. For example, what work are you doing recently, what successful experiences have you had in recent years, lessons learned from failures, what honors, medals have you received, etc.

Why do you need to know these things? The main purpose is to facilitate communication and bring each other closer. For example: I heard that you are born in the year of Tiger, so am I; I heard that you have been a soldier, and I have been a soldier too; you are a master of Go, and I am here to ask you for advice; your child is going to college this year, and I have an inside information here... ; Your lover is in poor health, so I brought you some health care products for you to try; You recently said this on a certain occasion: ... I feel the same way; I found that your advertising has a significant shortcoming , your unit has...problems, I think it should...; You have been carrying out...activities recently, I think this activity should...;

Everyone has a radio station, when should you listen to it? When talking about yourself, when talking about things related to your own interests; what is everyone most interested in? From this perspective, people care more about themselves and the people and things closely related to them. The more you understand him, the more common language you will have during contact, the more active you will be, and the closer the distance between you will be.

--How to understand the other party's situation?

Read relevant materials and documents that can reflect the business operation of the company, such as work plans, summaries, experience reports, introductions of typical figures, reports of advanced deeds in the past one or two years, etc.

You can also learn about it through some interpersonal relationships, such as chatting with employees of the unit, or with relevant personnel who are familiar with the unit or friends of the customer.

View the unit’s website, bulletin boards, showcases, posters, presentations, etc.

(3) Prepare the most appropriate set of lines

The most successful salesmen have a very appropriate set of lines. If you want to expand your business, you must have a set of lines in advance. This set of lines includes:

The lines for meeting-the opening remarks;

The lines for introducing the project;

Lines for responding to objections;

Lines for understanding and insights into some situations.

How to get familiar with this set of lines?

After you come up with this set of lines, you must practice them over and over again. How to practice? You can practice with two people, or you can practice in a group meeting and let everyone give their opinions. Then, find some small businesses to give it a try, test it, and see if there are any imperfections in this set of lines? Are there any issues that have not been considered? What additions need to be made or what new selling points need to be developed? etc.

If it fails after several uses, then you must stop immediately, sit down together to analyze the reasons, brainstorm, discuss together how to deal with it, and finally summarize, Form a response sample and organize it into a set of the most appropriate lines. Once this most appropriate set of lines is formed, we must memorize them by heart.

When I train salesmen, I ask them to do this. Every student must memorize it first, so that everyone can pass the test. If they fail, they will not be allowed to play. Some people don't understand. They always like to do their own thing, or come on the stage before passing the test. They always think that they will perform well on the stage.

I told these salesmen that these experiences are summed up from the lessons of thousands of failures and successful experiences. You must listen, you must do this, and you must copy it like this. When you haven't succeeded yet, you must have a blueprint and imitate first. Only when you are familiar with it can you perform it well. In doing so, we are responsible for you, the company, and the market.

Here, I want to give you a message: obey and do as you are told, there is nothing wrong!

(4) Prepare the necessary props

1. An attractive business card.

Design and make your business cards carefully! A good business card can help you a lot! Back then, when I was the reporter station manager of a certain newspaper, my business card was designed like this:

Right above the business card were written two lines of words in bold letters: Promote social righteousness and lash out against corruption and evil .

The next line is: Zhang Chunjian, the webmaster of XX newspaper workstation.

This business card is very intimidating when you take it out. When I went out to work, when the other party took a look at it, he was immediately in awe. It brought great convenience to me in advertising and special topics.

The main job of a webmaster is to subscribe to newspapers, place advertisements, and write articles. But if you say in your introduction that you are here to promote advertising, you will not even think about getting started. Anyone who sees it will be annoyed: it’s another person who subscribes to newspapers and sells advertisements. Your business card may become junk in the blink of an eye.

However, when you are packaged, when your name is followed by "XXXX", or when it is branded with a well-known brand, people will treat you differently. You will be impressed, pay special attention and respect, and your business card will be treated well. He will collect it and keep it well. Some even put it under the glass plate for the sake of showing off, or carry it with you at all times. On certain occasions, he may show it off from time to time, or ask you to eat and drink tea with him to cheer him up and save his face. "If a person doesn't have sex, his fart won't make a sound." There is some truth in this saying circulating in society. Therefore:

According to business needs, you should appropriately add some titles to your business card and cast it with a halo.

For example: Director XX, Manager XX, etc. Of course, don’t try to cheat, you must package within the scope permitted by law.

For example, some newspaper salesmen have a name on their business card: "хх Newspaper Agency" Social Activities Department So-and-so. He did not write the word "journalist", but whether there is the brand "хх Newspaper" or not, the effect is completely different. Nowadays, when some people in society solicit advertising sponsorships, their business cards read: So-and-so Senior Journalist. An expert will know at a glance that this is a fake, and this person is not good. Because people know that reporters cannot pull advertisements. This is not allowed by our laws.

For example, the business card of a salesperson of a certain company all says: Project Manager of so-and-so. Whether there is the word "manager" or not, the feeling is completely different, and the intensity and weight of the person doing the work are also different. Doing so does not violate the law, it is entirely within the scope of the law.

On my business card, there are also some titles, such as: No. 1 coach in advertising sponsorship. In the social arena, I don't need to brag too much. Others can tell what I do and the industry I am best at. During the operation, it brought a lot of convenience to the development, operation and development of my business and helped me a lot. The content of the business card should be exciting.

In addition to printing your unit, name, position or expertise, and contact information (telephone, mobile phone, fax, email address), you can also print the company's business scope, or famous quotes, Aphorisms, aphorisms, etc., to achieve the purpose of promoting oneself (company) or highlighting personal characteristics. Make full use of both sides of your business card. The printing grade cannot be too low.

The printing paper, printing quality, rationality of typesetting, color matching, etc. must all be paid attention to and carefully designed, and strive to be exquisite, reasonable, distinctive, beautiful, and high-grade.

In short, a business card is an advertisement, an advertisement to promote yourself (company). Your expertise, your status, your taste, your influence, etc. can all be seen on your business card.

If your business card can attract the other person's attention and arouse the other person's interest in watching carefully, then your business card is a good business card - an attractive business card.

2. A laptop.

If possible, you must prepare a laptop. This can not only improve your status and grade, but also carry a large amount of information to facilitate the presentation of graphic materials. The effect is very good, and it can save money. Go talk a lot. If your financial situation is not very good, you can also go to the second-hand market to buy a second-hand laptop. The price is about 2,000 yuan, and it is of good quality and very practical.

With this laptop, you can also send information and pictures online, and communicate with customers, which is convenient, fast and efficient.

If the other party needs some information, you can download it from the computer or send it to him by e-mail. In this way, you don't have to carry a lot of heavy information, and can go into battle easily, and the effect is good.

A laptop can make people think you are of high taste and strength; it saves time, effort and money when working, and it is effective and efficient - it is a must-have.

3. A fountain pen, ballpoint pen and others.

Fountain pens and ballpoint pens do not need to be brand-name, but they must be decent. You must write fluently, and you must check it beforehand. If you cannot write it when it is time to use it, it will be a big disaster. According to identity packaging and work needs, we also need to prepare: briefcase, CD, tape, documents, calculator, floppy disk, manuscript paper, required receipts, related materials, etc. Be sure to check carefully before departure to see if you have everything.

In addition, the order and position of placing things must be considered, based on the principle of convenience and ease of use. When you need it, you can get it easily. Don't look around for it on the field. If you can't get it out for a long time, it will affect the effect and affect your mood.

4. Determine the route of operation.

The specific operating principles are: near first, then far; first close, then distant; first key points, then general; first large, then small; first group, then individual. Spend 80% of your time on 20% of your customers. To chart. All the salesmen in the team were divided into several groups, divided into sections and blocks, and pressed forward one by one. We meet at five o'clock every afternoon to exchange information so as not to crash. Sometimes in order to rush for time, those who should take a taxi should take a taxi, and those who should ride a bicycle should ride a bicycle. Everything is based on the agreed time and is based on the principle of improving work efficiency. Don't walk or squeeze into the bus to save a few fares. You waste most of your time just for the fare. As a result, the person is exhausted, the other person is impatient to wait, and even goes out for something, and you end up with nothing. It’s really not worth the loss! It not only wastes your own time and energy, but also offends customers. What's worse is ruining the cooperative relationship between the two parties, making people think that you are not trustworthy, and thus losing the opportunity for cooperation. Not to mention that you can't do this in big cities like Beijing, Shanghai, and Guangzhou. Even in some small cities, if you walk or squeeze into a bus, you won't be able to cover a few units in a day. If you want to drive, don't be stingy with the car money. You get an order and everything is in it, everything is there.

Summary: The more prepared and detailed you are, the better your results will be. Don't neglect this aspect.

Please remember this sentence: good preparation is the beginning of success!

Part 2 Warm-up exercise before the interview - How to make an appointment with a client

Purchasing advertising sponsorship is like fighting a war. Before the soldiers and horses arrive, food and grass go first. After the food, grass and equipment are in place, the artillery fire of the army, navy and air force will launch a fierce attack on the target. The same is true for soliciting advertising sponsorships. We must also be fully prepared. Just now we have fully prepared the "food, grass and equipment" for soliciting advertising sponsorships. The target market is also very clear. Next we must focus on our best advantages. With their own troops and the most advanced artillery fire, they launched a large-scale three-dimensional carpet-like bombing on the target market.

Now is the 21st century. Now we are fighting a modern war. Since it is a modern war, it is not just a single-arms battle. It must include conventional weapons and the latest modern weapons. We must also prepare nuclear weapons, and pay special attention to the use of electronic warfare and information warfare, so that we can win wars under modern conditions.

As far as advertising sponsorship is concerned, what exactly are conventional weapons? Modern weapons? nuclear weapon? What are information warfare and electronic warfare? What methods and weapons should be used to launch a fierce attack on the target market?

1. Methods of making appointments:

Direct visit; phone call; fax; letter; conference announcement; text message; email; website.

"Direct visits, phone calls, faxes, and letters" are all conventional weapons; conference announcements are generally methods used for large projects; "sending text messages, sending emails, and the Internet" are called electronic warfare, information warfare. Here, we will focus on several methods:

Fax--

It is best to limit it to 1-2, and at most 3. Because a roll of fax paper costs more than ten or twenty yuan. If it is too much, the customer will be annoyed and unwilling to accept it or read it.

Text messages--

When sending text messages, I heard that the maximum number is 70 characters. We must play the role of these 70 words and design and consider them well. Here I will tell you a trick: when sending text messages, type your company’s website address. You can say something like this: "For details, please click: 3W something." That's it. Don't underestimate this, it can save you a lot of time and money, save you a lot of phone bills and fax fees, and the effect is good.

Use electronic warfare to send messages and text messages. Swish, swish, swish... Bulk sending can send hundreds or thousands of units in one second. Now there is a company like this that specializes in sending text messages and e-mails for business people, saving time, money and high efficiency. There is also mass sending software on the market, which can be purchased for a few hundred dollars.

Of the above methods, they are generally used comprehensively. The most commonly used mode now is: "telephone email website" is the most advanced. This is our modern weapon, not "telephone fax", because like In big cities like Beijing, Guangzhou, and Shanghai, companies that can afford to pay basically have computers and networks like this. Therefore, this method saves the most time, money, and effort, and has the best effect.

2. The mode of appointment:

Cast the net--follow up--confirm

Cast the net--

What is casting the net? net? In layman's terms, it means posting to a large area of ??the target market.

The purpose of casting a net is to send a message. Send accurate information about our projects to potential customers.

Note: Our net must be cast wide, wide, and wide, because we only know that there may be "fish" in a certain place, but we do not know where the specific "fish" is. Where, therefore, in order to catch all the "fish" in one net, our net must be widened so that we can catch all the fish without missing a beat.

What kind of tools are used to cast the net? We have introduced 6 types above. Here we focus on the method of casting a net over the phone.

How does the phone cast a net? My approach is generally like this:

There are two methods.

(1) If you have the phone number of someone in charge, call him directly. You can say: Hello, Mr. Li, hello! I have an important fax, please take it.

Or say: Hello, Mr. Li! I am from the chairman committee of XX. We are holding a XX event and we would like to invite you to participate. I have some materials here. Do you want to send them by fax or E-MIL? Thanks! Then, you pass the data over.

(2) If you don’t have the number one person in charge, you will have to pass the test at this time.

Everyone knows that in large companies, there are usually secretaries to stand in the way, and they all have a way of dealing with phone calls to the boss. When you call him, she will usually ask you: Do you have anything to do with him? Have you made an appointment with him? Does he know you? etc. If you don't have a way to deal with it at this time, you may be defeated. The lady will usually say this: the boss is not here, but the boss is in a meeting. What should you do at this time?

My approach is:

Call me by name - usually I say: Hello, hello! Please pick me up from Li Jun's office. Why don't you say General Manager Li, but call the other party by his first name? Because if you call him Mr. Li politely, the other party will think that you have a general business relationship, or that you are here to do something, so she will do business. If you call the other party by her name cordially, she will think that you are his. A close friend, or a relative or friend, so I don’t dare to neglect you.

High brand pressure - using your brand to create pressure on the other party. You can repeat your organization and name as many times as you like. For example: "Hi, hello! I am Zhang Chunjian from the XX chairing committee. Please transfer me to Li Jun's office." Some secretaries will not accept your words and ask you: What do you want to see him for? ? Or: Have you made an appointment with him? Does he know you? etc. What should you do at this time? You can continue to say: I am Zhang Chunjian from the XX chairing committee. Please transfer me to Li Jun’s office. "This lady is very awesome, but she just won't give in. At this time, you continue to tell her: Just tell Li Jun that I am Zhang Chunjian of such-and-such committee." Repeat 2-3 times, if the other party still doesn't give in. , at this time, you should not be overbearing, but take a step back and say: This is it, we are carrying out an activity of some kind, and we want to personally invite Mr. Li to participate. Could you please turn it around? If she still refuses to give in, you have to take a step back and say: Miss, may I ask your name? Oh, Miss Wang Fang, I have a piece of information here. Do you think it is a fax or an E--? Please be sure to forward it to your boss. and call me back. Okay? OK, thank you! goodbye!

Why do you want to ask her name? The main thing is to strengthen her sense of responsibility.

Follow up--

The post has been sent. You think it’s almost time for him to read it, so you call him: Hello, Mr. Li? I am Zhang Chunjian from the XX Organizing Committee. Is there anything unclear about the materials that were just passed on? Then, you stop and let him talk. Don't say this: Do you want to participate in this event? If he says he won't participate in the event, you're out of luck.

When following up, if you have something long to say, you can say this first: Hello, Mr. Li! I am Zhang Chunjian from the XX organizing committee. Is it convenient for you to speak now? If you call his cell phone, you can say something like this: Is there a plane next to you? I'll call. If you say this, the other party will think that you understand him better and are considerate of him, because the mobile phone is charged in both directions, or the other party is driving at this time, or in a meeting, or there are people around him, so it is inconvenient and inappropriate to talk about this matter. If you do this, the other party will think that you are considerate of him, and then you can communicate what you want to communicate with him. Regardless of whether the other party agrees or not, he will at least listen to what you have to say.

Follow-up is a time for further communication. If your post is passed on, if he doesn’t understand something, he will ask you for advice, and you will have to troubleshoot and explain, but most of the time, he will raise some objections. Sexual issues are something you have to deal with at this time. What are the common objections? According to my experience in operation, there are several common problems:

"I am very busy and have no time."

Response: Mr. Zhang, I know you are very I'm busy, so I called to make an appointment with you. I won't waste a lot of your time, just ten minutes will be enough. But these ten minutes may be of great benefit to your business.

Look, should we meet tomorrow morning or afternoon? --I know you are very busy. We are offering a class to make you less busy and to improve your work efficiency... Our teacher is...

I know you are not useless. Time, but whether you think this matter is of value. If it's valuable, I believe you will find time to understand it even if you don't have time. For example, if you come here and you can make millions immediately, would you say you don’t have time? For example,…. Are you right?

"I'm not interested in this, you can find other companies."

Response: Mr. Zhang, I understand your mood very well. It’s normal to feel disinterested when you don’t fully understand the project (or idea). If you don't understand it, you'll be interested, but it will be strange. I believe that after you truly understand this project, you may be interested.

Take your time and watch. . It always helps. . You can work with the leader to solicit sponsorship, such as the leader's classmates. . I will always give you face