Advertising sales skills

Advertising is a kind of propaganda means to convey information to the public openly and widely through certain forms of media for specific needs. Let me share with you the advertising sales skills. Please refer to them.

Advertising sales skills 1

First, the concept and idea of selling TV dramas and movie advertising sponsorship business.

Advertising is a special industry of 1, and it is also a challenging business. Of course, each line has its own doorway. Different industries and different projects have different views on selling advertisements, but I think the routine is the same, as long as everyone grasps the essence and understands it. Fan trace boxing? One stroke and one style, everyone can draw inferences from one another in his own industry.

At present, the advertising business market is very large, such as advertising sales, media sales, advertising media sales, advertising sponsorship and so on. Are good at advertising business; The development speed is very fast, and many people make a living in this industry. The industry is growing every day and the number of people is expanding every day. Every day, several film and television dramas are turned on, countless meetings and activities are going on, and countless trainings are going on. ; There are a lot of activities to be carried out, and it is necessary to attract advertising sponsorship and find sponsors, co-organizers and title units. To attract advertising sponsorship, there are still many media being born, and there must be sales staff. It will be popular and spicy, and buying a house and buying a car can be seen everywhere; You can't get along without pulling. Therefore, this industry is also an industry with a high elimination rate, and there are a large number of closures every day. Because this industry has a low starting point, easy entry, rapid development and inexperienced employees, it flies around like a headless fly every day, which not only wastes its time and energy, but also affects the work of enterprises. Sales advertising business is a brilliant art, which is full of mystery about sales promotion, psychology, eloquence, public relations, negotiation, advertising, interpersonal relationship, planning and other fields. Sales advertising is different from sales promotion. Promotion is to push products that everyone can see and touch. Pushing insurance is also a widely recognized concept. Advertising business, especially the sponsorship of TV series and movies, only sold the scheme of 1 to others; Second, the two objects are different. Ordinary salesmen face all kinds of people, such as ordinary people, ordinary workers, farmers, urban residents, housewives and so on. Sales advertisements are aimed at experts and successful people, such as bosses and department managers of enterprises. If you don't work hard and have strong public relations skills, communication skills, marketing skills and psychological quality, it is very difficult to get the other party to pay you reluctantly. It is full of knowledge and wisdom, and it is an art more difficult than selling. It can be said that if you learn the art of selling advertising sponsorship, you will learn the skills and art of selling all other businesses.

Two: Don't fight an unprepared war: how to prepare before the war

1, why should we make substantive preparations?

We shouldn't be busy doing business before operating the project. There is a very important job to pay attention to. What job? Preparation work. When it comes to preparation, many people will disagree, I understand. But many people didn't do it.

Some of us rushed to the battlefield to fight when we were not ready or not ready at all. As a result, we found 1, 1 dead. If we find two, we will die. If we find a rope, we will die and we will be defeated. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad result is bad preparation.

The preparation of sales advertising sponsorship is very important. It is very important to get everything ready. Many people's pulling effect is not good, and the effect is not good.

It is because of inadequate preparation.

Before visiting, we should conduct a comprehensive investigation and make a serious study of this customer. If you are really ready, you can serve the table quickly and smoothly, so you won't be careless and in a hurry. In the process of operation, you will reduce a lot of poverty and save a lot of time. ? Sharpening the knife is not a mistake! ? Please remember this sentence.

So, what are we going to do in the end, and where are we going?

2. Prepare a suitable directory.

As a salesperson of 1, it is very basic and important to have a complete list. If you want to be a gold medal salesman, it is essential to master a large number of catalogues. I found that those salespeople who can't sign the advertisement have the common problem of 1: there are few potential customers. Excellent salespeople can count advertisements and sign bills all the time because they have a large list of potential customers. Whoever has end customers will have wealth. ? Internet is the pulse of money, and resources are the source of money? This is the most popular sentence in the world at present. Why do some salespeople have no customers?

On the one hand, because the salesperson is lazy and unwilling to accept it; On the other hand, because he doesn't know how to develop, he usually doesn't do a good job of collecting, sorting out and rectifying.

As you can imagine, 1 salesperson has no 1 customer. If you want to get advertising or sponsorship, if you want to do a good job in the company's business, it's just a clever woman can't cook without rice !

Therefore, the work of developing customers is the most important, comparable to negotiation and signing. Only by finding customers can we have an effect and have a place to play. So, how to find and develop customers?

(1) Where are your customers?

First of all, you need to know what your target market is, how big your customers are and how to find them. For example, if you want to list A (think you can do it), B (almost can do it) and C (don't know if you can do it) in your notebook, first focus on it and spend 80% of your time on A-level customers.

For example: What are we doing now? Billboards in every village? . We need to find customers who can advertise in rural areas. Those businesses can do it, those businesses can't do it, those businesses often advertise, and those are new brands that hit the market. This requires your careful analysis. Where are your customers? Please think it over.

(B) the way to find customers

Secondly, you should know how to find these customers after you have made clear your business goals and scale. Now introduce several commonly used methods:

These materials include advertisements in newspapers, magazines, television, collectibles and other advertising media. As long as you see him doing it in other media, you should make a general analysis. Can he do it in our media? Secondly, directory information refers to various customer directories (including existing customers, old customers and failed customers), classmate directories, member directories, association directories, employee directories, celebrity directories, telephone yellow pages, company yearbooks and enterprise yearbooks.

2. Find the yellow pages.

3. Go to the library to consult industry publications.

Fourth, online search.

Internet is a cornucopia of information, which contains all the information you need, especially some large enterprises, and all the relevant information you need can be found on their web pages.

Whether the information you find is correct or not depends on the search keywords you enter. For example, now I want to train 1 advertiser. Where are my clients? Among them, 1 is an advertising company. So how do we find them? Can we just click on the internet? Jiamusi advertising company? You can immediately find the list of all advertising companies in Jiamusi and related information online. Then, I copied and pasted the name, address, telephone number and contact person on the 1 file and printed it out.

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

5. Pay attention to collecting advertising reports from various media.

Units that often advertise and report in the media show that they all have the need to advertise and expand their popularity, or their enterprises have better economic benefits.

Newspapers, magazines, TV media and street sign advertisements in some places or industries contain a lot of information and materials. Pay attention to collection at ordinary times, some can be cut and pasted, and some should be recorded in time. The address and telephone number of the pregnant company, as well as some key points and feelings you thought of at that time, should be recorded. Good memory is better than bad writing? .

6. Introduction by friends, relatives, classmates and colleagues.

It would be better if some friends with practical power units could introduce them. For example, friends in industrial and commercial taxation, public security law and other departments, heads of some units or departments, etc. Through their introduction, you can make some senior customers. Because we undertake advertising, most of them are dealing with unit leaders. If there is a relationship, there will be a decent conference uniform 1 official seal; Sometimes, his superiors can overwhelm you, avoid many twists and turns and procedures, and the other party is more likely to trust you, get close to you and make your business more successful. I want to remind you of this: for those who help, you should repay others accordingly. Although friends help out of friendship, we should learn to be grateful. Successful people are grateful people!

Advertising sales skills II

How to know your customers?

1. How much do you know about customers?

Before contacting with customers, you must know something about each other.

(1) Understand the basic situation of customers. For example, the customer's unit, position, native place, major, temperament, hobbies, first-class family situation, social relations, such as children, lovers, relatives, relations with other responsible persons of the enterprise, what outstanding achievements he has had or what recent examples are worth talking about, such as whether he has been interviewed by newspapers, magazines and TV stations, whether he has spoken at an activity, and so on.

(2) Understand the customer's enterprise. For example, what are the characteristics and shortcomings of the quality, price and function of the first product compared with similar products, and what are the outstanding characteristics of its social evaluation, popularity and reputation compared with similar enterprises?

(3) Understand the current situation of customers. For example, what have you been doing recently, what successful experiences have you had in recent years, what lessons have you failed, what honors and medals you have won, and so on.

Why do you want to know about these situations? The primary purpose is to facilitate communication and narrow the gap between them. I heard that you are a tiger, so am I; I heard that you are a soldier, so am I; You are a master of Go. Let me ask you something. Your child will go to college this year. I have 1 internal information here. Your lover is in poor health. I brought you some health products. Just try it. I feel the same way when you said this on a certain occasion recently; I found that your advertisement has 1 obvious shortcomings, and there are problems that your unit does not understand. I think you should be carrying out activities recently. I think this activity should

There are 1 radio stations for every 1 person. When will you listen to them? When talking about yourself, when talking about things related to your own interests; What is everyone 1 interested in? Unite yourself and unite with things closely related to yourself; From this perspective, many people care more about themselves. The more you know about him, the more cooperative the language you contact, the more active and intimate you will be.

2. How to know each other's situation?

(1) Read relevant information and documents that can reflect the enterprise planning, such as work plans, summaries, experience reports, introduction of typical figures, advanced deeds reports, etc. in the past year or two.

(2) It can also be understood through some interpersonal relationships, such as chatting with employees of the unit, or chatting with relevant personnel who are familiar with the situation of the unit or friends of customers.

(3) Look at the website, publicity column, window, wall newspaper and briefing of the unit.

Prepare a set of the most appropriate lines

The most successful salespeople have a set of appropriate lines. If you want to expand your business, you must have a set of lines in advance, which is pregnant:

1, meeting lines: opening remarks;

2. Introduce the route of the project;

3. Oppose lines of questions you don't understand;

Understanding and views on some situations.

How to be familiar with this set of lines?

After practicing this line, you must practice it again and again. How to practice? You can practice in pairs or in groups, so that everyone can make suggestions. Then, find some small enterprises to give it a try and see what is not perfect in this set of lines. What other topics you don't understand and what new selling points you haven't considered.

If you fail to use it several times, you must immediately stop, sit together and analyze the reasons, brainstorm, discuss the language to deal with, and finally summarize and form 1 coping samples to organize a set of most suitable lines. Once the most appropriate lines are formed, we will memorize them. You must recite it first so that everyone can pass, but you can't let the actors play. Some people don't understand, they always like to do their own thing, or they always think it's good to play on the table without passing the customs. In this way, as soon as the actors appear, they will be hit hard. You have to listen, you have to do this, you have to copy this. Before you succeed, you must have a blueprint and imitate it first. You can play when you are ripe. Doing so is responsible for you, the company and the market. Do as I say, there is nothing wrong!

Get the necessary props ready

(1) Attractive business card.

Carefully design and make your business card! A good business card can help you a lot.

1, according to business needs, add some titles to your business card and put a halo on it.

For example: director, manager, etc. Of course, don't cheat, be sure to pack it within the scope permitted by law.

For example, the business cards of some newspaper salesmen say:? A newspaper? Department of social activities. He didn't write: reporter? These two words, but are there? A newspaper? The effect of this brand is completely different. Now, when some people in the society undertake advertising sponsorship, their business cards say: ╳ ╳ Senior reporter. Insiders can see at a glance that this is an impostor, but this person can't. Because many people know that journalists are not allowed to pull advertisements, which is not allowed by our law. Another example is the sales staff of a company whose business cards all say: ╳ ╳ Project Manager. Really? Manager? The two words give people a completely different feeling, and the strength and weight of the handlers are also different. In doing so, there is no violation of the law, and it is completely within the scope permitted by law.

2. The content of the business card should be wonderful.

In addition to printing your company, name, position or specialty, contact information (telephone, mobile phone, fax, e-mail), you can also print the planned scale of the company, or famous sayings, aphorisms, etc. In order to promote oneself (company) or highlight personal characteristics. It is necessary to enrich the advantages and disadvantages of cheating business cards.

3. The printing grade should not be too low.

Printed paper, printing quality, typesetting rationality, color matching, etc. , must be exquisite, carefully designed, and strive to be exquisite, reasonable, distinctive, beautiful and upscale.

In short, a business card is an advertisement, an advertisement to promote yourself (the company). Your specialty, your position, your taste, your influence and so on. The other party can see it from your business card. If your business card can attract the attention of the other party and arouse the interest of the other party to watch it carefully, then your business card is a good business card and an attractive business card.

(2) pens, ballpoint pens, etc.

Pens and ballpoint pens don't need famous brands, but they must be passable. Be sure to write fluently, check beforehand, and don't write when you need it. That's a great spectacle.

According to the identity package and work needs, it is also necessary to prepare: briefcase, CD-ROM, tape, file, calculator, floppy disk, manuscript paper, required bills, relevant materials, etc. Be sure to check carefully before you leave to see if you have everything.

In addition, the order and position of things should also be considered, with the principle of convenience and quickness. You can get it easily when you need it. Don't look around at the scene, but if you don't get it for a long time, it will affect the effect and your mood.

(3) Determine the route of good operation.

The principles of specific operation are: first near and then far, first near and then sparse, first important and then general, first big and then small, first group and then individual. Spend 80% time with 20% customers. List the charts.

All sales staff of the team are divided into several roads, 1 1 set. Meet regularly, exchange information and avoid collisions. Sometimes, in order to catch up with the time, those who should take a taxi should take a taxi, and those who should ride a bike should ride a bike. Everything should be in accordance with the agreed time, with the principle of improving work efficiency. Don't walk or crowd the bus to save a few tolls. You wasted most of your time for that fare. As a result, people are tired to death, and the other party has long been impatient and even has something to go out. You can't breathe at both ends. What a penny wise and pound foolish! Not only waste your time and energy, but also offend customers. To make matters worse, it destroys the cooperative relationship between the two sides, making people feel that you are not trustworthy, thus losing the opportunity of cooperation. Don't worry, don't be stingy with the fare. You forget 1 single, everything is in it, everything is there.

Conclusion: The more thorough and detailed your preparation, the better your results will be. Never ignore this link. Please remember this sentence: good preparation is the beginning of success!

The third sales training course: warm-up exercise before interview: how to meet customers.

Contract advertising, just like a war, comes first before the soldiers and horses arrive. After the grain and grass equipment are in place, the artillery of the army, navy and air force will launch a fierce attack on the target. Similarly, advertising is the same, so we must make substantive preparations. Just now, what have we done to the advertising contractor? Food and equipment? We have made a lot of preparations and the target market is very clear. In the next step, we will concentrate the most superior forces and the most advanced artillery, and launch a large-scale three-dimensional carpet bombing on the target market.

Now it is 2 1 century, and now it is a modern war. Since it is a modern war, it is not just a single service operation. Only by having conventional weapons, the latest modern weapons and nuclear weapons, especially electronic warfare and information warfare, can we win wars under modern conditions.