Advertising is a brilliant art, involving sales promotion, psychology, eloquence, public relations, negotiation, advertising, interpersonal relationship, planning and other fields, which is full of mystery.

Advertising is different from sales promotion. Sales promotion-pushing products that everyone can see and touch, and pushing insurance is also a concept that everyone generally agrees with. Advertising, however, has nothing. What it sells to others is just a plan, and an operator makes a dream. Second, the two objects are different. Ordinary salesmen face ordinary people, ordinary workers, farmers, citizens, housewives and other people of all kinds. And the people who pull advertising sponsorship face, an expert and a successful person, like the boss and department manager of an enterprise. If you don't have hard work, strong public relations skills, communication skills, marketing skills and psychological quality, it is very difficult to get the other party to pay you willingly. It is full of knowledge and wisdom, and it is an art that is more difficult than selling. It can be said that if you learn the art of advertising, you will learn the art of pulling all other businesses.

Never fight an unprepared battle-how to prepare before the war

(A) Why should we make full preparations?

Before operating the project, we shouldn't be busy to attract advertising sponsorship. There is a very important job to pay attention to. What job? Preparation work. When it comes to preparation, many people will disagree, I know. But many people didn't do it.

Some of us rushed into battle unprepared, or unprepared at all. As a result, we found one dead, two dead, one dead, and one dead, and we were beaten. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad result is bad preparation.

It is very important to prepare for advertising sponsorship. It is very important to prepare for anything. Many people don't pull well, and the result is not good because of poor preparation.

Sometimes my assistant and I go out to talk about business, and on the way back, my assistant will say to me, Teacher Zhang, why did you react so quickly today? If I were you, I would really be caught off guard and don't know how to answer that question just now. I told him: it's not that I'm smarter than you and faster than you. It's that I'm better prepared than you.

Before the visit, I made a comprehensive investigation of this customer's situation, made a serious study, and made various ideas and drills for the problems they might raise. It can be said that today's results are due to past efforts. Every effort in the past will be reflected in my performance today.

If you are really ready, you will be able to take your time on the table and answer questions like a flow, so you won't lose everything and be in a hurry. You will save a lot of trouble and time during the operation. "Sharpening a knife is not a mistake in chopping wood!" Please remember this sentence.

So, what are we going to do for advertising sponsorship? Where to prepare?

(2) Prepare an adequate directory.

As a salesman, it is very basic and important to have a full list. If you want to be a gold medal salesman, it is essential to master a large number of directories. I found that salesmen who can't get advertisements have a common problem: there are not many potential customers. The reason why gold medal salesmen can continuously attract advertisements and sponsorships is that they have a large list of potential customers. Whoever has an end customer will have wealth. "People are the veins of money, and resources are the financial resources." This is the most popular sentence in the market at present.

Why don't some salesmen have customers?

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

As you can imagine, a salesman doesn't have a customer. If you want to get advertising or sponsorship, it is simply impossible to do the business of the company. This is called "a clever woman can't cook without rice"!

Therefore, the work of developing customers is the most important, which is comparable to negotiation and signing. Only when you find customers can you be useful and have a place to play. So, how to find and develop customers?

1. Where are your customers?

First of all, what is your target market? What is your customer range? How to find these customers? For example, Grade A, Grade B, Grade C ... You should list him in your notebook, and do the key ones first, and spend 80% of your time on Grade A customers.

For example, I used to sponsor, advertise and do special topics in a legal newspaper. My clients are: public security institutions, rich units, units that often advertise and want to be famous, units that have not done well and have problems, units that are hooked on the "law", bosses who are willing to make friends with reporters, private enterprises and so on. Where are your customers? Please think it over.

2. Ways to find customers.

Secondly, when you have made clear the direction and scope of your business, you should know how to find these customers. Now introduce several commonly used methods:

Consult all kinds of compilation materials.

These compilation materials include statistical data, directory data, newspaper data and so on.

Statistical data refers to the statistical investigation reports of relevant state departments, statistical investigation data published in newspapers by trade associations or competent departments, and statistical investigation data published by trade groups.

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

Look for the yellow pages of advertisements.

Go to the library to consult trade publications.

Search online.

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 an advertiser. Where are my clients? One of them is the advertising company. So how to find them? I clicked on "Beijing Advertising Company" on the Internet, and immediately I could find the list of all advertising companies in Beijing and related information online. ..... Then I copy and paste the above name, address, telephone number, contact person, etc. on a file and print it out.

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

Some local or industrial newspapers and magazines, TV media, and street sign advertisements all contain a lot of information and materials. Pay attention to the collection at ordinary times, some can be cut and pasted, and some should be recorded in time, including the address and telephone number of the company, as well as some key points and feelings you thought of at that time, and you should write it down. "A good memory is better than a bad written one."

Through friends, relatives, classmates and colleagues.

It would be better if it could be introduced by some friends with real power units. For example, friends from industrial and commercial taxation, public security law and other departments, the top leaders of some units or departments, etc., through their introduction, you can make some senior customers. Because we pull advertising sponsorship, most of them are dealing with the leaders of the unit. Having a relationship and face will be better than an official seal; Sometimes when his superior leader comes forward, he can surpass your words, save you a lot of twists and turns and procedures, and the other party is more likely to trust you and get close to you, making your business more successful.

I want to remind you of this: for those who help, you should reward others accordingly. Although friends help out of friendship, we should learn to be grateful. Successful people are all grateful people!

Go to an organization that specializes in selling catalogues and buy them.

Directory interchange

Some directories have been used many times, and your directory is basically worthless, but others get your directory and it is new, and it doesn't affect anything. So, you can exchange directories with salesmen of other companies.

A quick way to establish contacts-attending various meetings

There are many meetings held in all walks of life, such as seminars, briefings, exhibitions, fairs, training meetings, various activities, etc., especially the large and small gatherings of some elite talents. In short, don't let go of all the information about conferences (activities) you have obtained, cherish such opportunities and try your best to attend them.

Because the crowd is concentrated during the meeting, you may know people at all levels and in all fields. In this way, you can quickly establish a large number of contacts and establish some high-level contacts in various industries in a relatively short period of time. Not only that, but also can make full use of this opportunity to get all kinds of information and information, and at the same time can improve their social visibility.

Some people refer to attending various meetings as "clubbing", which is inevitably derogatory, but on the other hand, "clubbing" is indeed the most economical, fastest and most effective way to get the relationship with potential customers.

One thing to note: after receiving the business card at the meeting, you should always contact. There is a saying: "Contact, there is a drama"-that is, maintenance, there will be information, information, there will be results, there will be "drama"; In this way, the relationship will become more and more familiar and better, and there will be follow-up resources. If you don't connect, there is no chance. For example, if the other party changes his mobile phone number, moves to his workplace and changes his work unit, he will be disconnected if he can't contact.

3. How to know your customers?

-what do you know about customers?

Before you get in touch with customers, you must know something about each other.

Understand the basic situation of the customer himself. For example, the client's unit, position, native place, major he studied, temperament, hobbies, main family situation, social relations, such as children, lovers, relatives, relations with other responsible persons of the enterprise, any outstanding achievements he has made or any recent examples worth talking about, such as whether a newspaper, magazine or TV station has interviewed or reported, or whether he has spoken at an activity, etc.

Understand the situation of the customer's enterprise. For example, what are the characteristics and shortcomings of the quality, price and function of the main commodities compared with similar commodities, the social evaluation of their enterprises, their popularity and reputation, and what are their outstanding characteristics compared with similar enterprises?

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

Why do you want to know about these situations? The main purpose is to facilitate communication and bring each other closer. I heard that you are a tiger, so am I; I heard that you were a soldier and I was a soldier. You are a master of Go, so I'll ask you for advice. Your child is going to college this year, and I have an internal file here ...; Your lover is in poor health. I brought you some health products. You try them. You recently said on a certain occasion: … I feel the same way; I found that your advertisement has a significant shortcoming, and there is a problem in your company. I think it should be. Recently, you have been carrying out … activities, and I think this activity should …;

Everyone has a radio station. When can we listen to it? When talking about yourself, when talking about things related to your own interests; What is everyone most interested in? For yourself, for people and things that are closely related to yourself; From this perspective, people are more concerned about themselves. The more you know about him, the more you are in contact, the more you will speak the same language, the more active you will be, and the closer you will be.

-how to know each other's situation?

Read the relevant materials and documents that can reflect the operation of the enterprise, such as work plan, summary, experience report, introduction of typical figures, advanced deeds report, etc. in the past year or two.

You can also learn through some interpersonal relationships, for example, chatting with employees of this unit, or with relevant personnel familiar with the situation of this unit or friends of this customer.

Watch the website, publicity column, window, wall newspaper, briefing, etc.

(3) Prepare a set of the most appropriate lines

The most successful salesmen all have a decent set of lines. If you want to expand your business, you must have a set of lines in advance, including:

Meeting lines-opening remarks;

Introduce the lines of the project;

Response lines against the problem;

Lines of understanding and opinion about some situations.

How to be familiar with this set of lines?

This set of lines, after you get it out, you must practice it again and again. How to practice? You can practice with two people or in a group meeting, so that everyone can make suggestions. Then, find some small enterprises to give it a try, check and see what else is not perfect in this set of lines. What other issues have not been considered? What other supplements are needed, or what new selling points are developed? Wait a minute.

If you fail after several uses, you must stop at once, and everyone will sit together to analyze the reasons, brainstorm, discuss the words to deal with, and finally summarize them to form a sample to deal with and organize them into a set of the most appropriate lines. Once the most appropriate lines are formed, we will learn them by heart.

When I train salesmen, I ask them to do so. Every student must recite it first, so that everyone can pass the exam, but they can't play after passing the exam. Some people don't understand, they always like to make their own set, or go on stage without passing the customs, always thinking that they will play well on the table, and as a result, when they go on stage, they will be hit hard.

I told these salesmen that these experiences were summed up from thousands of failed lessons and successful experiences. You must listen, you must do this, and you must copy it like this. When you haven't succeeded yourself, you must have a blueprint and imitate it first. You can only play when you are ripe. Doing so is responsible for you, the company and the market.

Here, I want to send you a word: do as you are told, there is nothing wrong!

(4) Prepare the required props.

1. An attractive business card.

Carefully design and make your business card! A good business card can help you a lot! In those days, when I was the stationmaster of a reporter station in a newspaper, my business card was designed like this:

Just above the business card, there are two lines written in bold: promote social integrity and lash out at corruption and evil.

The next line is: Zhang Chunjian, the stationmaster of XXX newspaper workstation.

Take this business card out, it's very intimidating. When I went out to work, the other party got a look and immediately stood in awe, which brought great convenience for me to pull advertisements and special topics.

The main job of being a stationmaster is to order newspapers, pull advertisements and write manuscripts. But when introducing, if you say you're here to pull an advertisement, you don't even want to start your work. Anyone who sees it will be annoyed: it's the newspaper-ordering and advertising people again. Your business card may become rubbish in a flash.

However, when you are packaged, when you put "XXX" on the back of your name, or when you are crowned with a well-known brand, people will look at you in a different way, pay special attention to and respect you, and your business card will be treated well. He will keep it well, and some will clip him under the glass plate or take it with him at all times to show off. On some occasions, he may even take it out from time to time. "People don't grow up, and they don't fart." There is some truth in this statement circulating in society. Therefore:

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

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

For example, some newspaper salesmen have business cards that say: "хх newspaper" social activities department. He didn't write the word "reporter", but whether there is a brand of "хх newspaper" or not, the effect is completely different. Now, when some people in the society pull advertising sponsorship, their business cards say: XXX senior reporter. An insider knows at a glance that this is an impostor, but this person can't. Because people know that journalists are not allowed to pull advertisements, which is not allowed by our law.

For example, the business card of a salesman of a company all says: XXX project manager. Whether there is the word "manager" or not gives 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 permitted scope of the law.

In my business card, there are also some titles, such as: the first coach sponsored by advertising. On the social field, I don't need to brag too much at all. When others see it, they will know what I do and what I am best at. During the operation, it has 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 wonderful.

In addition to printing your company, name, position or expertise, contact information (telephone, mobile phone, fax, E-mail address), you can also print the business scope of the company, or famous sayings, aphorisms, etc., in order to promote yourself (the company) or highlight personal characteristics. Make full use of the pros and cons of business cards. The printing grade should not be too low.

The printed paper, the quality of printing, the rationality of typesetting and the collocation of colors, etc., must be exquisite, carefully designed, and strive to be exquisite, reasonable, distinctive, aesthetic and up to grade.

In short, a business card is an advertisement, an advertisement to promote yourself (the company). Your specialty, your position, your taste, your influence, etc., can be seen by the other party 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-an attractive business card.

2. A laptop.

If you have the conditions, you must prepare a notebook computer, which can not only improve your identity and grade, but also carry a lot of materials, which is convenient for demonstrating graphic materials, and the effect is very good, and it can save a lot of words. If your financial conditions are not very good, you can also buy a second-hand notebook computer in the second-hand market, the price is about 2000 yuan, and the quality is good and very practical.

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

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

A notebook computer can make people feel that you have high taste and strength; It saves time and effort to work, and it has good effect and high efficiency-it is indispensable.

3. A pen, ballpoint pen and others.

Pens and ballpoint pens don't need famous brands, but they must be passable. You must be fluent in writing, check it in advance, and don't fail to write it when you need it, which will make the scenery worse. According to the identity package and work needs, we also need 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 location of things should be considered well, with convenience and convenience as the principle. You can get it easily when you need it. Don't look around in the field, and you can't get it for a long time, which will affect the effect and affect your mood.

4. Determine the route of good operation.

The route principle of specific operation is: near first, then far; First kiss and then sparse; Focus first and then general; First big and then small; Group first, then individual. Spend 80% of your time with 20% of your customers. To list charts. All the salesmen in the team are divided into several ways, one by one, and one by one. Meet at five o'clock every afternoon to exchange information so as not to crash. Sometimes, in order to catch up with the time, those who should take a taxi should take a bus, and those who should ride a bike should ride a bike. Everything should be based on the agreed time and the principle of improving work efficiency. Don't walk or crowd the bus to save a few tolls. For that fare, you wasted most of your time. As a result, people are tired to death, and the other party is already impatient to wait, and even has something to go out. You are not worth the loss! It not only wastes your own time and energy, but also offends customers. What's worse, it damages the cooperative relationship between the two parties, making people feel that you are not trustworthy, thus losing the opportunity of cooperation. Don't say that you can't do this in such a big city as Beijing, Shanghai and Guangzhou. Even in some small cities, you can't run a few units a day by walking or squeezing buses. Take it easy, don't be stingy with those car fares. You pull a list, everything is in it, and everything is there.

Summary: The more fully and carefully you prepare, the better your results will be. Never ignore this link. Please remember this sentence: good preparation is the beginning of success!

The second part is the warm-up exercise before the interview-how to meet the customer

Advertising sponsorship is like a war. Before the soldiers and horses arrive, food and grass come first. After the grain, grass and equipment are in place, the artillery of the army, navy and air force will launch a fierce attack on the target. Similarly, the same is true for advertising sponsorship, and we must be fully prepared. Just now, we have fully prepared the "grain, grass and equipment" sponsored by advertising, and the target market is very clear. Next, we will concentrate the most superior troops and the most advanced artillery to launch a large-scale three-dimensional carpet bombing to the target market.

It's 2 1 century now, and it's a modern war. Since it's a modern war, it's not just a single-arm war. There must be conventional weapons, the latest modern weapons, and nuclear weapons, especially electronic warfare and information warfare, so as to win the war under modern conditions.

As far as advertising sponsorship is concerned, what exactly is a conventional weapon? Modern weapons? Nuclear weapons? What are information warfare and electronic warfare? In what way, with what kind of weapons to attack the target market?

I. Mode of appointment:

Direct visit; Telephone; Fax; Letters; Conference release; Send text messages; E-mail; Website.

"Direct visits, telephone calls, faxes and letters" are all conventional weapons; Conference release is generally a method adopted by large-scale projects; "Sending short messages, sending emails and surfing the Internet" are called electronic warfare and information warfare. Here, focus on several methods:

Fax-

It is best to limit it to1-2, with a maximum of 3. Because a roll of fax paper costs more than ten or twenty yuan, customers will be annoyed and unwilling to take it or read it.

Text messages-

When sending a text message, I heard that it can only be 70 words at most. We should play the role of these 70 words and design and consider them well. Here I tell you a trick, when sending text messages, type in the website of your company. You can say, "For details, please click: 3W what what." Just do it. Don't underestimate this point, it can save you a lot of time and breath, save you a lot of telephone and fax fees, and the effect is good.

Use electronic warfare, send Yi Meier, send short messages. Swish, swish, swish ... mass sending, hundreds or thousands of units can be sent in one second. Now there is such a company, which is dedicated to sending short messages and Yi Meier for business people, saving time and money, with high efficiency. There are also mass-produced software on the market, which can be bought for hundreds of dollars.

In the above methods, we should generally use them comprehensively. Now the most commonly used model is "telephone+email+website", which is our modern weapon, instead of "telephone+fax", because in big cities like Beijing, Guangzhou and Shanghai, enterprises that can afford money are basically available in computers and networks like this, so this method is the most time-saving, labor-saving and effective.

Second, the appointment mode:

Cast a net-follow-up-confirmation

Cast a net-

What is casting a net? In layman's terms, it is to post posts to the target market in a large area.

The purpose of casting a net is to send messages. Send the information of our project to potential customers accurately.

Attention should be paid to: Our net must be cast wide, wide and wide, because we only know that there may be "fish" in a certain place, but we don't know where the specific "fish" is. Therefore, if we want to catch the "fish" in one net, our net must be opened wide, so as to catch all the fish without leaking.

What kind of tools are used for casting nets? We have introduced six kinds above. Here we focus on the method of casting a net by telephone.

How to cast a net by telephone? My practice is generally like this:

There are two ways.

(a), have a phone number in hand, call him directly. It can be said: hello, manager Li, hello! I have an important fax for you to answer. Or: Hello, Mr. Li! I'm from the Chairman's Committee of XXX. We are holding XXX activities, and we'd like to invite you to participate. I have a document here. Do you think it should be faxed or E-MIL? thank you Then, you send the information.

(2) If you don't have the phone number of the number one in your hand, you will pass the test at this time.

As we all know, big companies usually have secretaries blocking their shelves, and they all have a set of telephones to deal with the boss. When you call, she will usually ask you: What do you want with him? Have you made an appointment with him? Does he know you? Wait a minute. If you don't have a set of coping methods at this time, you may be defeated. Young ladies usually say this: the boss is not here, but the boss is in a meeting. What will you do at this time?

My approach is:

Call me by my first name-usually I say this: hello! Please connect me with Li Jun's office. Why don't you say general manager Li, but call each other by their first names? Because you politely call Mr. Li, the other party will think that you are a general business relationship, or you are here to handle affairs, so she will be business-oriented, and if you call the other party by his first name kindly, she will think that you are his best friend, or relatives and friends, so she dare not neglect you.

High brand pressure-is to use your brand to put pressure on the other side. You can repeat your company and name over and over again. For example, "Hello! This is Zhang Chunjian from the Chairman's Committee. Please put me through to Li Jun's office. " Some secretaries, she doesn't buy you, and asks you: What can I do for him? Or: Have you made an appointment with him? Does he know you? Wait a minute. What will you do at this time? You can continue to say: I'm Zhang Chunjian from the Chairman's Committee. Please put me through to Li Jun's office. "This young lady is very good, but she won't sell the account. At this time, you continue to tell her: Just tell Li Jun that I am Zhang Chunjian from the chairman's meeting." Repeat for 2-3 times, if the other party still doesn't give in, at this time, don't be rude, just take a step back and say, well, we are carrying out an activity, and we want to invite Mr. Li to participate in it in person. Would you please turn around? If she still doesn't give in, you have to take a step back and say, Miss, what's your name, please? Oh, Miss Wang Fang, I have a document here. Do you think it should be faxed or e-mailed? Please be sure to give it to your boss. And call me back. Okay？ Ok, thank you! Goodbye!

Why do you ask her name? Mainly to strengthen her sense of responsibility.

Follow up-

The post has been sent, and you estimate that it's almost time for him to read it. Call him: Hello, General Li? I'm Zhang Chunjian from the Organizing Committee of XXX. Is there anything unclear about the materials just handed over? Then, you stop and let him talk. Don't say: will you take part in this activity? If he says he won't take part in this activity, you're done.

When you follow up, you have a long story to say. You can say this first: Hello, Mr. Li! This is Zhang Chunjian from the organizing committee of XXX. Is it convenient for you to talk now? If you call his cell phone, you can say: Do you have a plane with you? I'm calling. If you say this, the other party will think that you are more understanding and considerate of him, because the mobile phone charges in two directions, or the other party is driving at this time, or in a meeting, or there are people around, so it is inconvenient and inappropriate to talk about this matter. If you do this, the other person will think that you are considerate of him, and then you can communicate what you want to communicate with him. Whether the other person agrees or not, he will at least listen to you.

Follow-up is a time for further communication. When your post is passed on, if he doesn't understand anything, he will ask you for advice, and you will have to solve the problem, but most of the time, he will ask some opposing questions, so you have to deal with it at this time. What are the general objections? According to my experience in operation, there are several problems that I often encounter:

"I am busy and have no time."

Response: Mr. Zhang, I know you are busy, so I'm calling to make an appointment with you. I won't keep you a lot of time, just ten minutes. But these ten minutes may be of great benefit to your enterprise. Look, will you meet me tomorrow morning or afternoon? -I know you are busy. We are having a class to keep you busy and improve your work efficiency ... Our teacher is ...

I know it's not that you don't have time, but that you think this matter is valuable. If it's valuable, I'm sure you'll find time to understand it if you don't have time. For example, if you come here, you can make millions of dollars right away. Would you say you don't have time? For example, ... Are you right?

"I'm not interested in this, please find another company."

Response: Mr. Zhang, I understand your feelings very well. When you don't fully understand the project (or idea), it's normal not to be interested. It's strange that you are interested if you don't understand. I believe that you may be interested in this project after you really understand it.

It doesn't matter if you're not interested, just understand a message. Now is the information age, and information is wealth. Maybe this message is not what you think, and maybe you can get unexpected gains from it. Anyway, there is no harm in knowing a piece of information, and it will never happen.