How much are you investing in your future

The best way to build a financial portfolio is to invest something every payday. Even a small amount each week will add up to a tidy sum over time. the same is true when building a sales territory. Investing at least a little time and effort everyday in prospecting and closing new business will lead to a long customer list. Most sales people acknowledge this fact, but not many put it into practice. It is far too easy to skip a day here or find other things to do on that day. I recommend keeping track of the amount of time you spend focused on selling new business. Hard numbers are the best antidote for excuses. It is hard to blame the economy or "Stupid Customers" when your records say you haven't been doing the leg work. Good record keeping also helps you to see the relationship of your prospecting activities to your sales results. Tracking your activities is a terrific way to manage your time and ensure that you are spending the bulk of your time doing the things that matter most.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Spread the Good News

Bad news always travels faster than good news, so we need to help it along. The Commerce Department just announced that consumer sales rose again in February. This means that the retail economy has increased steadily for the last 5 months. Auto sales are also on the rise. We need to read the business pages and websites to familiarize ourselves with the positive statistics. I make a point of sharing this information with every advertiser and prospect. Some people are still a bit shell-shocked from the recent recession and this stops them from advertising and taking part in the recovery. We all need to convey the message that things are looking up and that if they don't go after the business they competitors will.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Happy Memorial Day

As advertising sales people we need to be out of sync with the rest of the world. This week when everyone else is getting ready for Easter, we should be thinking about the Memorial Day holiday at the end of May. We should always be thinking six to eight weeks into the future and talking to our customers about their plans. Why so far ahead? Thinking long term gives you a jump on the competition allowing you to tie up the advertiser's seasonal budget. You also reduce your deadline stress and have the time to design great ads. I've found that customer's appreciate being reminded of upcoming marketing events. This give them time to make plans and order in merchandise. As their consultant you are helping them plan to be successful.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Make your own rules

Consistency is the secret to success. As a sales rep I set hard and fast rules for myself, I would see this many people per day, I would make this many new contacts etc. I always created rules that were completely within my power to accomplish. It is unrealistic to say "I will close this many sales or sell this much" as these require the cooperation of my customers. I am completely in control of the number of calls I make. By setting these activity goals I can ensure that I will close more business and sell more revenue. By setting and making strict rules for yourself, you ensure that every day you will do the things that you need to do guarantee your success.

Keep Smiling, Keep Selling!

Thanks Jim Busch

The Toughest Objection

The toughest objection we face is "I've tried your publication in the past and it didn't work." It is very challenging to overcome an objection that comes from the customer's own experience. The key to addressing this problem is asking good questions. It is important to determine what type of program the customer ran and how often. Very often you will find that the customer ran one or two small ads with no offer. You will need to build rapport and try to establish trust with the customer. Eventually you may be able to get the advertiser to try your publication because of your relationship. Of course you need to give the customer the best possible program with a compelling offer. Remember no "NO" is ever permanent. Good selling skills and patience will win over the toughest customer.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Turn down the pressure

New salespeople often ask me "How do I avoid coming off as a high pressure sales person?" This is a real concern because nothing turns off prospects more than pressuring them. Here is some advice from Frank Bettger's "How I raised myself from failure to success in sales." This book, written over 70 years ago is a sales classic and just as practical today as it was in the 1930's. Bettger said as long as he remained focused on the helping the customer and doing what was in their best interest, the customer would not feel pressured. If we get wrapped up in making the sale instead of helping the customer we start putting the pressure on ourselves. We can not avoid communicating that pressure to the prospects. It may sound paradoxical, but the best way to get what you want is to focus on helping other people get what they want.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Clothes make the man

I stopped at the convenience store after work to buy a bottle of water. The young man behind the counter asked me if I was an attorney! After making a joke about having grown horns and a tail I told him what I did. Out of curiosity, I asked him why he thought I was a lawyer. He told me that because I always wear a suit and tie, he assumed I was a professional. Things have become a lot more casual in the last twenty or so years, but I still wear a coat and tie on every call. I don't even make use of my company's "casual Friday" policy. In Malcolm Gladwell's best selling book "Blink," he speaks of the power of rapid cognition. Human beings naturally make snap decisions about one another based on appearances. Professional attire sends a signal that you are someone worth listening to, someone who knows what they are doing. Even in these laid back times, clothes do make the sales person.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Listen Up

I have long maintained that the quality that distinguishes top sales people is their ability to listen. Here is an acronym to help you remember the key skills of tuning in to the needs of others:

L-I-S-T-E-N

• Look at the other person, if you are on the phone, listen for changes in their tone
• Involve the other person, ask go questions to draw out information and signal that you are listening
• Steady as you go, control your emotions, don't let your feelings block out what they are saying
• Translate your customer's words, paraphrase what they are saying in your own words. This ensures that you understand their true meaning and again demonstrate that you are paying attention
• Excursions aren't allowed, do not let your mind wander, stay focused on the person speaking
  
• Needs are key, the customer needs to be heard. Give them your attention and they will tell you how you can help them

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

Here is this week's quote:



'Better keep yourself clean and bright; you are the window through which you must see the world." George Bernard Shaw



What does Mr. Shaw mean when he says "keep yourself clean and bright?" I don't think he is referring to personal hygiene! I believe he is advising us to maintain a clean and bright attitude. We see the world through our attitude, if we expect to see bad things, we will see bad things. Like a layer of highway dirt gradually building up on your car's windshield during road trip, life can soil even the most positive attitude. Every so often you need to stop and scrape off the bugs and the grease off of your car and every so often you need to clean the windows of your mind. Taking the time to read inspirational materials, listen to positive Cd's or talk to a mentor/role model will clear away the grime that is obscuring your worldview. When you you look at life with a "clean and bright" attitude you'll enjoy the scenery much better.



Keep smiling, Keep Selling!



Thanks Jim Busch

Mirror, Mirror on the sale

Scientific research has found that human beings are naturally attracted to people that act and look like themselves. One way to use this information on a sales call is to mirror a customers behavior. The key to mirroring is careful observation and using good listening skills. Pay attention to the customer's vocal patterns and mannerisms. If the customer speaks rapidly, pick up your conversational pace, if they speak slowly, do the same. If they talk with their hands a great deal, you should use big gestures as well. Research has shown that mirroring these behaviors will greatly enhance your customer's comprehension of what you are saying. With practice this becomes quite easy and natural to do.

Talk to the help

Ideally we always want to talk to the decision maker. If they are not available, talking to their employees could be well worth your time. I like to probe them for information about the business and the boss. The owner may lie to a salesperson in order to avoid spending more money with you or in an attempt to keep details of the business private. Their employees are less likely to hold back. Employees may reveal problems about the business that we can solve with our products. They may also reveal useful details about the decision maker that will help you close the sale later. Too many sales reps "blow off" the employees of a prospect. Don't neglect this valuable source of information, what you learn could be invaluable once you track down the principal.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Secure Confimation

After answering an objection, confirm the fact with the prospect before you proceed. Once you have addressed the objection ask the prospect "Does that answer your question?" or say something like "Do you have any other concerns?" Sometimes a customer will nod even if they have not been fully convinced. This practice will ensure that you have truly addressed the objection. By speaking the words, the customer confirms that the issue has been resolved in his own mind. You will never be able to close a sale if the customer still holds objections, it is much better to meet them head-on and put them behind you.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Identify the Champions

When I was a young, ambitious rep I wanted to be the best sales person in my company. I asked my boss for advice on making this happen. He said top reps know how to sell every product and every kind of customer. He said that almost every person on the sales force had one or two things they were really good at selling. He suggested I go to the top person in each product category and find out what they do. I did that and within a year I became the top rep in my office. I have followed his advice for the last thirty years. When I want to learn something I seek out the "master" and learn from them.

This is good advice for anyone who wants to grow and become better at anything.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

One of my very favorite books is Stephen Covey's "7 Habits of Highly Effective People" I have found this book to be a hands on actionable guide to living a fulfilling life. One of the habits is "Be Proactive." Proactivity is about taking charge of our own lives, about acting rather than being acted upon by outside forces. This week's quote says it best:

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

Keep Smiling, Keep Selling!

Thanks Jim Busch

Frank Luntz Part 4

Here are the last three of Frank Luntz's rules for communication.

#8 Visualize--I would describe this as painting word pictures. Describe to the customer exactly what will happen if they accept your program. I like the word "Imagine." "Imagine how pleased new customers will be when they come in with these coupons and see your business for the first time."

#9 Ask A Question--Questions make people think. "This will attract new clients" is not nearly effective as saying "What kind of clients do you think this offer will attract?"

#10 Provide Context & Relevance--When you make a recommendation or ask questions include references to things that are going in their industry or market. "Mr. Customer I know the new shopping center down the block will bring a lot of business into the neighborhood. I have a program that will help you capture some of those new dollars."

Again I recommend Frank Luntz's books for anyone in the communications business.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Frank Luntz Part 3

In a continuation of the series here are Frank Luntz's next 2 rules for communication:

#6 Sound & Texture matter. I am a firm believer in carefully choosing your words. I like to rehearse my presentations until they are just right. I am concerned not only with the meanings of the words but also the rhythm of my sentences. Try to make your points in threes (IE. Lock Stock & Barrel or Hook, Line and Sinker) Items grouped in this manner are easier to remember

#7 Speak Aspirationally When you talk to people about their personal goals and dreams you will have their full attention. Don't talk just about their advertising but how it will help them achieve their objectives.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Frank Luntz Part 2

Yesterday I shared several of communications expert Frank Luntz's rules for getting you point across. Here are several more of his "10 Rules"

Rule #3 Credibility is as important as philosophy
Rule #4 Consistency matters
This two rules are simply about doing what you say and saying what you do. By being scrupulously honest and deliver a consistent message. You must first convince a customer of your credibility before you can convince them of anything else.

Rule #5 Novelty Offer Something New
Visiting a customer over and over saying the same thing is virtually useless. Customers will tune you out unless you have new to say. If you bring fresh new ideas or information the customer will have a reason to listen to you.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Frankshare Luntz part 1

Frank Luntz is a pollster and communications expert whose work with political campaigns and major corporations have had a big impact on contemporary American life. Luntz's book "Words That Work" should be read by all of us who make our living through communication. Over the next few days I will share my thoughts on Frank Luntz's "10 Rules for Successful Communication"

Rule # 1 Simplicity
Use small and simple words. In our industry it is particularly important to avoid jargon. You customer may not know the meaning of "ROP", "Process Color" or "Column inch." Many people may not want to ask you to explain as they do not like to admit their ignorance. Never use terms or words a typical sixth grader would understand.

Rule #2 Brevity
To hold the customer's attention use short simple sentences. These are easy to understand and will give the customer an opening to express themselves. A sales presentation should be a conversation not a lecture. Use the sentence structure that you would use when talking with a friend.

More of Frank Luntz's wisdom tomorrow.

Keep Smiling, Keep Selling!

Thanks Jim B.

Weekly Quote

My first sales job was selling cash registers for a small independent business machine company. A lot of the people I worked with had started out with NCR and had taken their superb training. John Henry Patterson founder of NCR is also the father of modern selling. He was the first to train sales people, to provide sales materials and the first to hold sales rallies. He was a brilliant sales person and entrepreneur. If you want to know more about him, I highly recommend Jeffrey Gitomer's book, "The Patterson Way of Selling." Here's a great quote from Mr. Patterson that is as true today as when he said it a hundred years ago.

"Before you try to convince anyone, be sure you are convinced and if you cannot convince yourself, drop the subject."--John Henry Patterson

Keep Smiling, Keep Selling!

Thanks Jim Busch

Don't let your experience get in the way

A few days ago I was asked to help a rep prepare for a call. The rep asked me to prepare some research and I pulled the numbers she wanted. In reviewing the prospect's information I uncovered some additional research which I felt could be potentially useful on the call. When I presented my work to the rep she took the numbers she wanted and immediately discarded the rest of the material. She told me that "She knew the customer and he wouldn't be interested," when I suggested that we should let the customer decide, she added "I've been doing this for ten years, I know what customer's want!" I believe this is a very dangerous thing to say. One of the most important tools a sales person can possess is an open mind. Once we believe we know what a customer wants, we stop listening to them. Use your experience as a tool, don't let it become a barrier. No two sales calls ever go the same way, we need to keep an open mind and stay flexible. On every call we are a "rookie" to that client. Keep your mind open if you want to close sales.

Keep Smiling Keep Selling

Thanks Jim Busch

Let the good times roll

Many pundits are saying that the recession will linger because consumers will continue to limit their spending even after the economy rebounds. Recent research conducted by Acxiom Corp. says this might not be the case. Their study describes 36% of consumers as "potential rebounders" who will begin to spend again as soon as the economy shows signs of recovery. Another 46% fall in the "status quo" category. These people plan to maintain their current level of spending as they have through the recession. Only 18% are "digging in" and planning to reduce their expenditures. This is good news for our advertisers. All three of these groups are "opportunistic" and are receptive to offers that will save them money. This is more proof that now is the time to advertise.

Keep Smiling, Keep Selling!

Thanks Jim Busch

The answer may be a question

When a prospect compares your publication unfavorably to a competitive product the best way to handle them might be a question. For instance if someone says "I can get that same ad for half as much in the XYZ paper" your best response might be to ask them "How do you think they can afford to do that?" After you ask the question, be quiet and wait for the customer to respond. Your customers are business people and they understand that you get what you pay for. If they say they don't know, you can probe further. you can ask them if they think it might be because of their smaller circulation, or the quality of their product. Your goal is to reframe the conversation away from price and on to the relative value of your product. If you can get the customer thinking value you are much more likely to move beyond the objection and close the sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch