This book shows media salespeople the optimal sales process using a structured step-by-step guide: Using a sales navigator, it accompanies sellers from the media business through different roads and guides them from the start - the search for suitable customer potential - to the goal: closing the sale.The author points out all the construction sites and detours, such as objections or tactical price negotiations, but also shortcuts, such as recognizing early buying signals. After all, the sales process always follows a clear structure, and knowing this structure, practicing the appropriate techniques, and applying them again and again can lead to noticeably more sales.A compact and easy-to-read book, peppered with personal experience reports from sales and media professional Ricky McKenna, whose tips will help you achieve ambitious sales goals even in difficult economic times.

Ricky McKenna has worked in sales for over 25 years, advising sales organizations at many newspaper publishers, radio stations and TV stations in Germany and Austria. Before becoming self-employed, he held leading positions at marketing companies and a private radio station in Austria.

Follow the road - The preparation and research avenue.- Turn right - Conversation entry with sample interruption.- Follow the road - The needs analysis.- Step on the gas - The appointment setting.- Detours - Objections, pretexts and how to handle them.- No speed limit - The appointment opening with confidence building.- Route approval - Getting the need confirmed by the customer.- Just a few more meters - The offer presentation.- Attention danger course - Techniques for price negotiation.- You have reached your goal - The conclusion.- The service stage for successful goal realization.