Management

everything in the attachments 

please need it by 10 hours max 

NEEDS AUDIT SAMPLE QUESTIONS

Opportunity Queries

Status Quo Queries (to test your hypotheses): _________________________________________________________

_____________________________________________________________________________________________

_____________________________________________________________________________________________

Vision Query: In the best of all worlds where would you like to be three years from now?

_____________________________________________________________________________________________

What three things do you most like about your current situation?

1. ___________________________________________________________________________________________

2. ___________________________________________________________________________________________

3. ___________________________________________________________________________________________

What three things are most frustrating about your current situation?

1. ___________________________________________________________________________________________
2. ___________________________________________________________________________________________
3. ___________________________________________________________________________________________

What are your steps in making decisions, and who is involved?

_____________________________________________________________________________________________

What financial or timing constraints should I be aware of?

_____________________________________________________________________________________________

Problem Queries

What are the five biggest challenges facing (your industry, company, etc.)? [customized to prospect’s circumstances]

_____________________________________________________________________________________________

What are the three major barriers to achieving your stated vision?

_____________________________________________________________________________________________

If you could have a single breakthrough, what would it be?

_____________________________________________________________________________________________

Effect and Consequence Queries

If left unresolved, what will be the effect of _______________________________________ (challenges stated above)?

_____________________________________________________________________________________________

If you were unable to overcome ________________________________ (a barrier above), what effect would that have?

_____________________________________________________________________________________________

If you were unable to achieve ______________________________ (breakthrough above), what effect would that have?

_____________________________________________________________________________________________

How will that affect (profit, prestige, pleasure, preservation, pain relief)?

_____________________________________________________________________________________________

Schedule the Next Event

When can we meet next to discuss what we can do for you? ______________________________________________

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!