Proposal Idea

Smart advertising sales people know selling programs is much better than selling accounts one ad at a time. A simple way to make a program recommendation is to use a calendar. Microsoft Outlook allows you to easily set up calendars for each of your client. Simply plug in the type of ad and where it is running on the appropriate day. This allows the client to quickly scan the month and visualize their program. You can also save these files and keep a record of the customer's history. If you have an especially strong relationship with an advertiser you can create a calendar that includes all of his advertising including the programs they run with your competitors. This gives you more control over the clients advertising and positions you as a consultant.

Sales is about communication with prospects and advertisers. Using calendars is an excellent way to clearly communicate the program you are proposing. I suggest you include a map with every proposal you give an advertiser.

Keep Smiling, Keep Selling

Thanks Jim Busch

Weekly Quote

Growing up in the sixties I was in awe of astronauts and test pilots. This is why one of my favorite books is "The Right Stuff" which is about these American heroes. The author asked a test pilot what would be going through his mind if he was in a plane that was about to crash. He response was simple "I would be thinking about how not to crash" This the perfect example of solution thinking which is the subject of this week's quote and excellent advice in any aspect of life.

"Focus 90%of your time on solutions and only 10% of your time on problems"
Anthony J. D'Angelo

Keep Smiling, Keep Selling!

Thanks Jim Busch

Auto Rebound

After 2 dismal years the auto industry is poised for a rebound. Both J. D. Power and CSM are projecting a minimum of a 15% increase in new car sales over 2009. Bear in mind that many dealerships closed in this period so the surviving dealerships should gain even more. Dealerships should begin to advertise aggressively now. The dealers who reach out to consumers are going to get the lion's share of this new business. This could be the difference in making up their recession losses or going deeper into the red. Their ads should focus on giving value to the consumer and on the stability of the dealership.

Keep Smiling, Keep Selling!

Thanks Jim Busch

What are you trying to do?

I was working with a telephone sales rep today who presented a classified ad to one of her clients. The customer wanted to cut back on the cost of the ad and suggested removing the "attention getter" logo and deleting some of the copy. The rep asked this penny pinching client a great question "Mr. Customer, is your goal to pay as little as possible for an ad or is it to sell your item as quickly as possible?" This is a bit bold but it did the job. What she did was take the focus off the price of the ad and put it back on the reason the customer needed the ad. She cost justified the enhancements to the ad by reminding the customer how these features would help them achieve their goal.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Where is the "Why"

I may have just found the worst print ad in history. It is a full page process color ad for a restaurant. The name/logo of the establishment takes up approximately 25% of the space. The phone number and address plus a huge Free Delivery take up about another 15%. The balance of the ad is their entire menu set in about 6 point type against a dark beige background. My middle age eyes can not decipher this copy even with the aid of my bifocals. While the ad lists and describes every item on the menu, one thing is notably missing from this ad--the "WHY". The ad doesn't tell a potential customer why they should give this restaurant a try. No where does it tell them that the "food is delicious" or that the "prices are unbeatable". There is nothing that distinguishes this restaurant from its' competitors. A strong benefit oriented headline would make this ad much stronger. As it stands the ad is a very expensive way to deliver a menu to their existing customer base.

Keep Smiling Keep Selling!

Thanks Jim Busch

A "Risky" Question

When a prospect seems interested but can't seem to make a decision they may have some concerns which they are reluctant to share with the rep. Most buyers are risk averse, they are afraid of making a mistake. I sometimes will ask them "Mr. Customer, do you see any risks in proceeding with the program we've discussed?" This forces them to lay their cards on the table. If they say "no" then suggest that you move ahead with the order. If they share a perceived risk with you, the hidden objection is exposed and you can address it. Many reps are afraid to expose a customer's concerns because they are afraid they will not be able to counter them effectively. This just wastes a rep's time. Leaving an objection hidden just prolongs the agony, you will never make a sale until it is cleared away. If you can't answer it, at least you can move on to the next prospect. If you can alleviate the customer's fears, you get the sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

There maybe no real Betty Crocker or Mr. Clean but there was a real Dr. Scholl. The good doctor of footcare fame was born William M. Scholl in 1882. Starting in 1904 with one small store, he built a nationwide empire worth millions by the time of his retirement in the 1960's. Dr. Scholl attributed his success in large part to advertising. This quote expresses his simple business philosophy:

"Early to bed, early to rise, work like hell and advertise"

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Thanks Jim Busch

Sounds good to me

As sales people we make our living with our voices. While most sales people think a great deal about the words they use, they give little thought to how they use their voices. Expert sales people vary their vocal speed, the volume of their voices and insert pauses to help communicate their message. I suggest you listen carefully how actors in movies, on TV and especially in commercials/infomercials use their voices. If you speak rapidly and in a relatively high pitch you convey passion and excitement. By lowering your voice and speaking slowly with frequent pauses you sound more authoritative. Listen to your clients verbal patterns and try to match them. Research indicates that this enhances communication and understanding.

The best way to learn to use your voice effectively is to rehearse. I started my sales career as a telephone sales person. Since my voice was my only way to get through to customers, I would practice my presentation and record it. I would play it back and experiment with different words and different deliveries until I was satisfied with the sound. This gave me a real edge over my peers who tried to get by simply be smiling and dialing.

Paying attention to how your voice sounds will make you a better sales person. Learn to control your voice and you will have more control over your income.

Keep Smiling, Keep Selling

Thanks Jim Busch

Fish when the fish are biting

Most advertising salespeople work more or less banker's hours. We conduct most of our business during "business hours." This works great for most of our retail and service accounts, but many other prospects keep a different schedule. Many business owners need to hold a full-time job to support themselves while pouring all their profits back into the business during the start-up phase. They can only be found at the business in the evening or on the weekends. Many bar and restaurant owners work during the busy evening hours. A lot of contractors work from "can't to can't", can't see to can't see, during the spring and summer season. I've closed a lot of deals at 5 or 6am over coffee and donuts.

By mixing up your hours to meet with customers when it is convenient for them, you can close more business. Prospects appreciate it when you are willing to work with their schedule and will often be more cooperative. Most of your competition won't make this effort so you have the playing field all to yourself. (Like they say, there is never much traffic when you go the extra mile.)

Keep Smiling, Keep Selling!

Thanks Jim Busch

Getting through the gate keeper

Getting through to a client on the telephone can be a challenge. Secretaries, receptionists, and switchboard operators are instructed "I don't want to take any calls from any salespeople!" This why, when you call, you get a quick "NO" from these people. To get around this engage them in the following way.

"Hello this is Jim Busch from Ideas and Eyeballs, I need to get some information to the person that is responsible for marketing in your company, call you tell who that would be?"
"Great, could you spell her name for me?
"Thanks, and what is her title?"
"And your company name is , is that correct?"
"Thanks, could you give me your mailing address?"
"Thanks, let me repeat that to make sure I got it right"
"Does she prefer to get information in the mail or via e-mail?"
"Thanks for the information, could you put me through to Ms. Jones please?"
'Thank you"

By asking a series of easy questions, you get the gate keeper in the habit of complying with your requests. They will often comply positively to your next request as well. You also establish rapport. Often they will put you through and in worst case scenario you have their complete contact information.

The $20 phrase for this technique is "Psycho-neuro linguistic programming" I have used this technique successfully for many years

Keep Smiling, Keep Selling!

Thanks Jim Busch

Coupon marketing

A study conducted by the Promotion Marketing Association found that coupon redemption doubled in the first half of 2009. This is indicative of the changes in consumer behavior during the recession. Consumers are much more interested in value that they were just a few years ago. This is good news for the print industry. While Internet couponing is on the rise, print is still the best way to deliver coupons to the public.

When designing a coupon offer make sure it is clear and easily understood. The best possible coupon contains the magic word "Free". Coupons that offer a dollar amount off are also very effective. Avoid complicated offers and too many conditions which limit the redemption of the coupon.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly quote

One of my favorite books is Dr. Stephen Covey's "Seven Habits of Highly Effective People" This book is a practical guide to leading a more productive and fulfilling life. Covey's book is not a self help book full of platitudes and vague theories but a road map to becoming a better person. Here is a quote from Dr. Covey

"Taking initiative does not mean being pushy, obnoxious, or aggressive. It does mean recognizing our responsibility to make things happen."

A testimony to the power of this book is the fact that decades after it was first published, it still appears regularly on the business best seller list. I suggest you pick up a copy. It is a book that bears some study. I have read the Seven Habits many times and each time I get something new from it.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Get the customer involved

Most business people hate advertising but love ads. They hate advertising because it costs money and requires them to make a decisions. Often, they feel like they are out of their element because they don't fully understand the advertising business. They love ads because their ad tells the story of their business. Everyone like to see their name in print. People also enjoy working on their ad because it gives them an opportunity to be creative. I have seen busy people linger over small details in an ad because they are engaged by the design process. You need to keep control of the process (You are the advertising professional) but get the customer involved. Ask questions about what how they want the ad to look. Praise them for good suggestions. If you get the customer involved in the design process, they will take ownership and are more likely to be pleased with the program. They may even look forward to your visit.

Keep Smiling, Keep Selling!

Thanks Jim Busch

A great giveaway

Here's an idea for a great customer giveaway item that is inexpensive and will leave an impression on clients. When you call on a potential advertiser, ask for an extra business card. At an office supply store purchase some luggage tag size laminating pouches. Have some business cards printed up with a message "Courtesy of (Name of your publication)" or some similar message. Place the cards back to back, laminate them and attach the strap. Take it to the customer on the next visit. Everyone likes to see their name, so this gift will be greatly appreciated. I've even had customers ask for additional tags for their luggage when they are preparing for a trip. This makes a much better impression than a cheap pen or other trinket, costs only pennies and your name is right there on their briefcase. This is a great tool for trade shows or community events as well, you can engage the customer in conversation while making It is little things like this that set you apart and build relationships.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Take Control of Your Customer's Advertising

Managing their advertising is a task most business people do not enjoy. Tracking what adds are running, when they are running and where can be cumbersome. Offer to help your customer, set up a calendar or a spreadsheet for the customer that lists all of his/her advertising. This has several benefits:

• It means you know where the customer is running
• You demonstrate your willingness to help the client
• You act as a defacto consultant with the ability to influence the customers advertising decisions

If you do this you eventually will be able to direct more and more advertising to your publication. You should be totally honest with the client and make recommendations like you were the owner of the business. By doing this you will own the owners trust.

Keep Smiling, Keep Selling!

Thanks Jim Busch

"Hyperlocal" is hip

Noted PR executive and futurist Marian Salzman spoke recently to the Rivers Club in Pittsburgh. She identified the "the 100 top PR trends" that will define the next decade. Of interest to the free and community paper industry is the rise of "hyperlocalism." In her address Salzman said "It's local empowerment--people want to know more about each other, but in a hyperlocal setting, within 5, 6 or 7 miles." This trend explains the growth of Community Papers even as metro dailies and national magazines struggle to hold readers. We've known for a long time that people are most interested in news and buying information that's local, that has a direct effect on them. Talk to your advertisers about this trend and explain to them why free and community papers are the best place to reach consumers.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

Life is full of paradoxes. This is what keeps life interesting. Psychologists talk about the "Hedonic Paradox" which simply stated, says the best way to find happiness is to dedicate your life to making others happy. Today's quote could be called the "Capitalist Paradox"

"I've always felt that if you could develop an answer to a need, this was the way to make money. Most people are more anxious to make money than they are to find a need. And without the need your working uphill."--Bill Lear

I agree, the best way to be successful as a sales person is to make our customers successful. Take care of their needs and they'll take care of you.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Many Happy Returns

With the growing popularity of electronic filing many people will get their income tax refund much earlier this year than in the past. Now is the time for your customers to aggressively go after this windfall. In this post recessionary period I would suggest copy that promotes "investing your refund" or "let your refund pay you dividends." This is particularly useful for companies that sell energy efficient products or home improvements that offer long term savings to the consumer. Businesses that offer leisure or luxury items should emphasize value and savings. Starting the program now and continuing it through tax season means that your customer will catch the early filers and will achieve top of the mind awareness by staying in front of the procrastinators.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Happy Valentines

Now is the time to sell your Valentines Day ads. This is a great time for restaurants, jewelers, florists etc. A great way to reach out to these accounts is to mail them a Valentines Card. I pick up some cheesy juvenile cards at a drug or variety store. I mail these to my prospects with a message saying something like "Valentines Day is coming. It's time to think about telling your customers how much you love them. Let's get together and talk about how my paper can give you the biggest bang for your Valentines buck."

I have always believed that it is easier to get a customer talking if you make them smile first. This tactic will make them smile, get them to start thinking about the coming holiday and gives you a chance to demonstrate your creativity. It is a great way to distinguish yourself from the competition.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Some good economic news (FINALLY!)

After two of the worst years in its history, economists are predicting the auto industry will begin to rebound in 2010. They are predicting that consumers will act on the pent up demand for new cars. They are forecasting that Americans will buy 12 million cars and light trucks in the coming year, up about 20%. They believe these sales will be driven by the need to replace aging vehicles and the stability of the credit market which will lead to a resurgence of vehicle leasing.

Now is the time to start calling on auto dealers again. The dealerships that benefit from increasing auto sales will be the dealerships that reach out to consumers with an aggressive advertising program.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Control the controllables

Here is a suggested resolution for 2010.

" I resolve to focus all of my energies on the things that I can personally control in the 2010. I will not waste any of my precious time fretting about the economy, the actions of others, the weather or anything else that I can not change. I will be laser focused on my attitude, my efforts, on developing my skills, and anything else I can do that will have a positive effect on my success."

This is just good time management, life is too short to waste it worrying about the things we can't change. One of the things that distinguishes the successful people in any field is that they devote every minute of their time to activities that advance them toward their goals. Resolving to do this is the first step to making 2010 your best year ever.

Keep Smiling, Keep Selling !

Thanks Jim Busch