Management

Needs  Audit  Dialogue    

Part  1:  

1. I  will  be  selling  to  the  Regional  Director  of  Marketing  and  Advertising  of  Dairy  Queen  who   oversees  the  area  of  Indiana.  I  saved  his  name  in  Salesforce.com  as  Ben  Sanders.  

2. Email:     Ben,     My  name  is  Jared  Woodcox  and  I  am  a  sales  executive  for  the  Indiana  Pacers.  I’m  really   impressed  with  all  of  Dairy  Queen's  marketing  efforts  that  I  have  seen.  Our  team  offers  the   premiere  marketing  and  advertising  opportunities  of  the  region.  We  successfully  advertise   dozens  of  brands  and  drive  traffic  to  those  businesses.  Our  top  restaurant  partners  have  seen  a   30%  increase  in  sales  during  their  partnership.  Could  I  schedule  a  time  to  meet  with  you  in   person  on  Thursday,  October  2nd,  at  8:00  a.m.  to  describe  how  we  can  find  a  similar  fit  with  your   business?     I  look  forward  to  your  reply.     Sincerely,   Jared  Woodcox    

Part  2:   All  Salesforce.com  requirements  completed!       Part  3:  

1. Prediction  of  five  explicit  needs:   a. “I  want  to  put  the  Dairy  Queen  brand  at  the  top  of  people’s  mind  when  they  think  of  not  

only  a  delicious  treat,  but  of  a  convenient  and  satisfying  meal.”   b. “I  want  to  raise  public  opinion  of  Dairy  Queen  so  it  becomes  the  top  chain  of  its  kind  in  

the  region.”   c. “I’m  looking  for  a  way  to  increase  sales  at  Dairy  Queen,  especially  during  the  winter  

months  when  ice  cream  isn’t  as  popular.”   d. “I’m  hoping  to  find  an  effective  means  to  promote  all  the  products  that  Dairy  Queen  

offers.”   e. “I’d  like  to  enter  into  a  partnership  that  enhances  Dairy  Queen’s  brand  image  by  giving  

back  to  the  community.”   2. Status  Quo:  They  have  likely  ridden  on  the  back  of  what  corporate  Dairy  Queen  has  been  

pushing  with  national  television  ad  campaigns.  The  average  Dairy  Queen  probably  gets  involved   with  small  local  marketing  activities  such  as  coupon  distributions,  discounts,  in-­‐store   promotions,  etc.  Their  level  of  satisfaction  is  probably  around  average.  Corporate  likely  helps  to  

keep  the  business  afloat,  but  they  would  probably  like  to  see  large  increases  in  productivity  in   their  local  chains.  This  partnership  would  allow  even  the  local  DQ’s  to  push  their  marketing  and   advertising  effectiveness  to  the  next  level.  

3. They  would  use  a  sponsorship  of  the  Indiana  Pacers  as  a  vehicle  to  put  their  product  in  front  of   thousands  of  fans  via  on-­‐site  promotions,  branding,  television  ads,  and  internet/social  media   ads  to  increase  awareness  and  favorability  of  their  product.  They  would  engage  fans  by  being   inside  the  stadium  and  could  even  get  involved  in  a  promotion  that  gave  back  to  the  community.  

4. Reframe  (italicized  type  indicates  conversational  text):   As  you  know,  I’m  Jared  Woodcox,  sales  executive  for  the  Indiana  Pacers  where  we  offer  the   region’s  premiere  marketing  and  advertising  opportunities.  I  know  that  Dairy  Queen  does  an   excellent  job  of  marketing  its  products  and  I  would  like  to  help  expand  this  effort  to  further  your   business’s  growth.  We  recently  received  a  report  from  one  of  our  top  restaurant  partners  that   their  sales  have  increased  30%  during  their  partnership  with  us.  I’d  love  to  learn  more  about   what  you’ve  done  with  Dairy  Queen  to  see  how  we  can  provide  you  with  similar  results.      

1. Permission  play  (to  follow  immediately  after  the  reframe  above:   Would  it  be  alright  if  I  took  5  to  10  minutes  to  ask  you  some  questions  about  your  business  so  I   can  better  determine  where  we  can  find  a  fit  between  your  needs  and  what  we  have  to  offer?    

2. Opportunity  Queries:   a. Status  Quo  Queries:  

I  know  that  a  lot  of  Dairy  Queen’s  advertising  comes  from  corporate  funding  and   marketing.  What  role  does  corporate  decision  making  play  in  what  you  do  to  improve   local  Dairy  Queens?     What  kind  of  partnerships,  if  any,  have  you  entered  into  with  businesses  in  the  region?    

b. Vision  Queries:   In  your  opinion,  what  accomplishments  would  Dairy  Queen  have  to  achieve  in  the  next   few  years  for  you  to  feel  like  you  had  been  successful  in  marketing  and  advertising  for   it?     What  long-­‐term  measures  of  performance  do  you  hope  you  can  help  the  local  Dairy   Queen  chains  to  achieve?    

c. Like  Queries:   What  marketing  and  advertising  activities  have  been  especially  effective  for  you?     By  what  means  have  you  managed  to  drive  the  most  customers  into  Dairy  Queen?    

d. Decision  Making  Queries:  

Are  you  the  primary  decision  maker  on  how  the  regional  Dairy  Queen’s  marketing  and   advertising  assets  are  used?  Or  are  there  others  who  need  to  be  included  in  the  decision   making  process?     What  can  I  do  personally  to  help  ensure  the  smoothest  transition  as  we  work  through   the  decision  making  process?    

e. Financial  Ability  Queries:   As  you  come  to  decide  that  a  partnership  with  the  Indiana  Pacers  is  a  good  fit  for  your   business,  what  is  a  realistic  amount  of  money  that  you  would  feel  comfortable  in   investing  per  year  in  the  deal?     Is  there  a  particular  time  of  year  that  could  potentially  bring  about  financial  constraints?    

3. Problem  Queries:  

a. 4  -­‐  (Industry  Challenges)   i. Based  on  my  research  there  is  increasing  competition  in  the  food  service  

industry,  what  are  a  couple  (four)  challenges  that  your  industry  is  facing?   ii. What  are    couple  challenges  that  you  face  in  the  fast-­‐food  industry?  

 

b. 2-­‐(Barriers  to  Company  Vision)   i. As  it  relates  to  your  vision  for  Dairy  Queen  going  forward,  what  do  you  see  as  

two  of  the  biggest  barriers  that  are  keeping  you  from  achieving   _____________(prospect’s  stated  vision)?  

ii. What  are  two  needs  that  you  need  to  address  to  accomplish  your  goal   of____________  (prospect’s  stated  vision)?  

   

c. 1-­‐  (Major  Breakthrough)   i. If  you  could  eliminate  one  of  these  barriers  today,  ______  or  _______  (what  the  

prospect  shares  as  barriers)  which  would  give  you  the  biggest  breakthrough  for   your  company?  

ii. What  one  single  tweak  could  help  bump  up  sales  during  this  down  period  of   time?  

  4. Drill  Down  Questions:  

a. What  do  you  think  the  long-­‐term  effects  will  be  for  Dairy  Queen  if  you  continue  to   struggle  with__________  (barrier  of  prospect)?    

b. How  concerned  are  you  about  the  lasting  effect  those  challenges  you  described  to  me   could  have  on  the  future  of  your  position  and  the  business?    

c. How  much  money  do  you  think  you  are  losing  each  year  due  to  the  ________  (one  of   the  barriers)  that  is  standing  in  your  way?    

d. What  kind  of  problems  and  frustration  will  it  cause  you  and  the  company  if  ______  (the   breakthrough  barrier)  you  are  seeking  to  solve  stays  out  of  your  reach?    

  Consequence/Need  Payoff  Questions:   a. How  would  you  react  if  __________  (breakthrough  barrier)  was  instantly  available  to  

you?    

b. How  much  additional  profit  do  you  think  you  could  bring  in  each  year  if  you  were    able   to  overcome  your  concern  of  ____________  (barrier)?  

  c. What  would  it  mean  to  you  in  terms  of  convenience  and  stress-­‐reduction  if  you  could  

focus  your  local  marketing  efforts  with  a  one-­‐stop  shop  rather  than  having  to  spread  it   out  over  a  variety  of  marketing  venues  and  tactics?  

  d. What  effect  would  it  have  on  your  business  if  you  were  able  to  permanently  resolve  that  

greatest  challenge  you  are  facing?    

5. Practice:  I  practiced  3  times  with  my  wife!