News you can use

A great way to open a meaningful conversation with a client or prospect is to reference something from the news. You can use a national story "How do you think the change in the health care law will affect your business?" or more local stories "How will the highway construction impact your store traffic?" These "current events" questions are consultative and get the customer thinking. Most people feel complimented when you ask for their opinion which opens them up and gets them talking, This also get the customer thinking about the future and what he/she needs to do to take advantage or protect themselves from the issue discussed in the news.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Myers-Briggs The Friend Type

Last week we talked about 4 Myers-Briggs personality types (I learned these as Actor-Doer-Thinker Friend though there are many names for the 4 types). Each of these types have things that identify them and set them apart from the others. Their speech patterns, dress, gestures and even their work spaces distinguish each type. Each requires a certain type of handing if you want to sell them on advertising with you. In my next few blogs I will cover the specific techniques for working with each f the 4 personality types. Here are the basic techniques you will want to use to identify and work with them.

• Observe them closely, watch how they move and what gestures they use, how are they dressed?


• Listen to what they say and to their speech patterns. Do the speak loudly or softly, quickly or slowly and what do they like to talk about?


• Look at their workspace, it is neat or cluttered, strictly business like or personalized, and what is on display?

These clues will help you recognize the customer's type. You can then adapt your personal style to suit theirs by:

• Mirroring their speech patterns


• Speaking about the typical concerns of their type

Remember that most people's personalities are an amalgam of several types. By playing to their dominant type style you greatly increase your chances of welling them a program. Over the next few blogs I will discuss the 4 types and what you need to do to work with them.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"You are today where your thoughts ave brought you; you will be tomorrow where your thoughts take you." James Allen

This quote is taken from the inspirational, motivational classic "As a man thinketh." In spite of the archaic language in the title and the fact that this book is more than a century old (It has never been out of print) it offers a lot to us living in the second decade of the 21st century. Scientists and psychologists studying human behavior and brain physiology have found that Allen's philosophies are supported by their research. We should get in the habit of listening to what we say and thinking about what we are thinking. This is known as "meta-cognition". This practice is important because it is so easy to slip into negative thought patterns that can cripple your efforts. We can not control what goes on in the outside world but we can control what goes on inside our heads.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

What type of sales person are you?

Of all the trainings I've taken in my long sales career, one stands out above all the others. During my tenure at the Yellow Pages I participated in a seminar on applying Myers-Briggs personality typing to sales. Myers-Briggs was developed many years ago to help match service men to the military specialties that best suited their personalities. It breaks down people into 4 basic types. Few of us are purely one type or another and we are usually an amalgam of one or two of these classifications. Myers-Briggs is a powerful tool to use in building relationships with your prospects quickly. There are a number of good books on this subject (Type Talk at Work is a good choice) and some sales training companies offers courses on this. I have used this system for well over 25 years and it is one of the reasons for my success as a sales person. Customer typing is well worth the effort to learn. While this blog is not a good way to teach personality typing I will review the basic types in my next few posts.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

As a lover of quotations I am always on the look out for old books of quotes. I picked up a little book called "All of are looking for success" for 50 cents and found this quote:

The most honest self-made man was the one we heard say "I got to the top the hard way--fighting my own laziness and ignorance every step of the way."--James Thom

This quote really made me think. There is a temptation to think of highly successful people as different from the rest of us, as almost super human. The truth is that achievers are just like us and that they face the same temptations that vex everyone else.. They differ from us in the discipline to overcome them and push on.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Current Events Question

A good sales person always keeps their "ear close to the ground" and stays up to date on what's going on in their territory. If a new business is opening up or a new highway is going to be built they know about it. They also stay current on the national business and economic news. They know how to use this information to engage customers and get them thinking. Often prospects won't advertise simply because of a natural resistance to change. Talking about change reminds them that they can not stand still while the world around them moves on. I like to talk about the pertinent "news" item and then ask "How do you think this will effect your business?" You can also say "What changes will this force you to make?" or "How do you plan to take advantage of this?" These questions get the customer thinking about the future and creates an opening for you to propose a new program.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"Seek first to understand, then to be understood." Stephen Covey

Stephen Covey's "The Seven Habits of Highly Effective People" may be the book that has had the single biggest impact on how I live my life. The quote above is habit number 5 and an important lesson for sales people in particular. In observing calls I see far too many reps who jump into their "pitch" without even a basic understanding of the prospects business or their personality. This almost always ends in failure. Reps who start by asking questions and talking to the customer about their situation have a much higher rate of success. By seeking to understand others first, we can get our point across in terms they can clearly understand when it is our turn to speak. This understanding makes it possible for us to propose solutions to real problems rather than "pitching" answers to the problems we imagine they may have.

Keep Smiling, Keep Selling!

Thanks

Jim B

Picking the competions pockets

These days, advertising budgets are tighter than ever. Sometimes it is impossible to get a customer to invest one cent more into marketing their business. If they are advertising with a competitor, all may not be lost. Look at their current program and think about ways to cut back the advertiser's program without making a major impact on their representation. Think about going to a smaller ad or cutting out editions in secondary areas. Another possibility is using a reverse to get attention without using color. You may even want to design and spec an ad for the competitor's product. The money they save can be reinvested with you. This is a much easier approach to take rather than trying to get them to drop the competitor and move 100% of their budget to you. Prospects are reluctant to do this because of the natural fear of loss. The plan above allows them to "have their cake and eat it too." You can open the call with something like "Mr./Ms. Customer, if you give me a few minutes of your time I can show you a way to expand your reach without increasing your advertising budget by one red cent."

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Holding their attention with your body language

Many reps tell me that they have trouble holding the attention of their prospects and customers. Observing them in the field I can see why. Many reps lean on the customer's counter or slouch back and give their presentation. To hold people's attention it is important to use good assertive body language. Stand up straight, use your hand gestures to support what you are saying and make eye contact. Taking a more relaxed posture tells the customer that what you have to say is of no importance. When presenting you need to use every fiber of your being to engage the customer and hold their attention.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Selling gets easier after they say no!

No sanes sales person (and there are actually a few of them around) likes to hear a customer say "NO!" No good sales person ever accepts "NO" as a final answer. believe it or not, sometimes a call gets easier when you've been rejected. The trick is to acknowledge the rejection and accept it at face value. Saying something like "Thank you for letting me know how you feel about this without wasting my time." Once you've accepted their "NO" the pressure is off. You have defused the situation and you can ask a few questions about their business. This conversation may lead to a sale. When a customer says "NO," they expect an argument. If you surprise them by taking what they say at face value you can continue, if you contest the rejection, you will only harden their position. Remember they say "No" because they don't see the value in what you are offering. By keeping the discussion alive, you have a chance to educate them.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"I make the most of all that comes and the least of all that goes." Sara Teasdale

The words from American poet Sara Teasdale carry great meaning for me. I try to keep them in mind as I travel through my life. It is very easy to be so consumed by the things that we've lost that we lose sight of the opportunities which lie before us. It is a fact of life that we will lose sales and we will lose customers, but if we remain open we will find new customers to replace them. No one's life is perfect. The thing that separates the winners from the losers is their reaction to life's setbacks.

Have a great weekend.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

What's behind that objection?

Someone once asked me "How do you know when a prospect is lying?" The answer "Their lips move!" While this might not be completely accurate, customers seldom give you the real reason they won't buy an ad. They may say they don't need it or that they don't have the money but this may not be what they're really thinking. In my experience Here are the questions customer ask themselves when they hesitate to buy something from you:

• What's in it for me? Where's the value?


• Why should I buy from this guy? Is he/she here to help me or just to sell me something?


• What's the big difference? What do they offer that I'm not getting from what I do now?


• How will spending this extra money help me?

Answer these unspoken questions and you are sure to get the sale.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Back to School opportunities

Now that the 4th of July is past, can the back to school season be far behind. Obviously this is an opportunity for retailers who sell kid's shoes, clothes, school supplies etc. but don't limit your thinking there. The ringing of the 1st school bell in the fall marks a change in the seasons and in many peoples lives. This is a good time to promote ways for parents to use the time while the kids are in school. You can run ads for gyms, classes, craft stores etc. Home centers can promote supplies for the D-I-Y projects Mom and Dad have been putting off. Anything that involves a transition in consumer's lives makes them receptive to new products and services. Think creative and share ideas with your clients to take advantage of this change in their customer's lives.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

Here is a quote appropriate to the holiday:

"Everything that is really great and inspiring is created by the individual who can labor in freedom."
Albert Einstein

Have a great Independence Day.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Back to school idea

I have an ad in my file that offers a timely idea for physicians and dentists. The 4th of July marks the unofficial mid point of summer. Parents will soon be thinking about getting their children ready for the new school year. In addition to new shoes, lunchboxes and backpacks, they will be looking to get their kid's physically ready for school. While the kids are off for the summer it is a good time to schedule any necessary medical appointments. The ad in my file features a cute picture of a smiling little girl with an armful of books next to the headline:

"Her 1st exam of the school year should be with us!"

The ad then offers a dental examination special. This is a great way for professionals to grow their practices and attract new patients.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

"Note"able Organitional skills

One of the most powerful tools in your sales arsenal is a simple pad and pen. Good note taking skills keep you organized and moving in the right direction. The #1 complaint buyers have about sales people is "they don't follow-up or follow through on what they say." I don't believe most sales people are intentionally lying when they make a commitment, I think they are just disorganized. They just forget to do the things they promised to do. Good note taking can eliminate this problem. Some people may be able to do this on their Blackberry or I-Pad but I think a yellow legal pad is still the most effective way to capture the information you need to fulfill your commitments. Here are a couple of thoughts on this subject:

• Keep your notes in one place. Keep everything together on one pad or notebook. Place the customer's name and the date of the meeting at the top of the entry. This will allow you to quickly review your day.


• Leave the left margin blank. When you make a commitment or the client says something you need to follow up on, place a star in that margin. Doing this makes finding the key items from your day quick and easy.


• Circle all critical dates. This will help you to schedule follow -up appointments and actions.


• Use your notes to recap your conversation at the end of the call. This will avoid wasted time and often triggers the client's memory so that you learn something else about the situation.


• Send a follow up e-mail restating your commitments and reminding the customer of theirs.

Taking good notes is not a waste of your time, in fact it saves time. Good notes prevent expensive and time consuming mistakes that come from misunderstandings or forgetting a crucial date. Good notes make living up to your commitments easy and set you apart from the average salesperson.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The I/You rule

To keep customers engaged it is important to talk about their favorite subject--themselves! When you talk about yourself you lose them. To prevent this from happening apply the "I/You rule". When speaking, make no more than one "I" statement for every three "You" statements. Of course this should be extended to statements about your company versus statements about their company. For example instead of saying "I'd like to show you something." say "Here is something you'll be interested in." In place of "My paper reaches every home in the area." say "John Smith Plumbing could every home in your service area." If you make a conscious effort to make the "I/You" rule a part of your sales presentations, it will soon become a habit. Using this rule in all your conversations, not only helps your sales grow but can help you build positive relationships in all aspects of your life.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"You will never 'find' time for anything. If you want time, you must make it." Charles Bruxton

Have you ever wondered why some people get so much more done than others. As Mr. Bruxton says above, productive people make time to get things done. How do you make time? What raw material do you need to make time? Time is made by stripping away all the waste from your schedule. Time is made by recyling the time normally devoted to unimportant activites and using it for activites which help you to close sales. Be a time maker.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Seminar Marketing

As an alternative to cold calling, some companies are using seminars to attract new customers. Here's how it works--You secure a room and send out invitations to an educational seminar on a subject of interest to business owners. These sessions should also be promoted in your paper. You can draw on the expertise of your employees and do sessions on marketing, design or accounting. You can do research and do seminars on local demographics or the regional economy. Many outside speakers can be used for this at a minimal cost. Content is the key to making this work. Your seminar should be truly educational and not a sales pitch. You should not use these sessions to promote your products. The purpose of the seminar is to make contacts. As the "host" of the session you get to meet and greet local business people in a non-threatening environment. This would make these people more inclined to grant an appointment. This also positions you as a respected expert and a trusted source of information.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Qualifying prospects

The best sales people are all excellent time managers. They focus their attention on the things that will produce them the best results. This includes qualifying prospects, choosing to call on the businesses most likely to buy and ad. How do you decide who to call on? Here is an acronym that defines the qualifying process.

DELMAR

• D-Decision makers, can you reach the person who is authorized to place advertising.


• E-Established, is the business able to handle additional business


• L-Locally focused, is their service area a good match for my publications coverage.


• M-Marketing budget, do they invest in marketing and promotions.


• A-Afford the advertising, can they pay for the programs you recommend


• R-Rapport, are they open to listening to your presentation and considering a relationship.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Happy Half New Year

There are less than two full weeks left in the 1st half of 2011. Now is an excellent time to take stock of your progress and to talk to your customers about doing the same. Sit down and review your numbers and your goals, look for areas of potential improvement. If you don't have written goals this is a good time to establish them.

Talk to your customers about their plans and goals for the 3rd and 4th quarters. If they are not on target thus far, now is the time to make course corrections. If they cut back on their advertising in the new year, ask them about changes in their traffic. Perhaps it is time to reconsider this decision. Ask them how they feel about your performance and if they have any suggestions regarding what you can do better. This type of review will save you a lot of grief later. Ignoring a problem is like ignoring a small wound, treat if right away and it disappears, ignore it and it festers and gives you a great deal of pain. A proactive approach is the best way to achieve your goals.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"Self-respect is the fruit of discipline; the sense of dignity grows with the ability to say no to oneself."
Abraham Joshua Heschel

This is a quote to print out and post above your desk and/or keep a copy in your day timer. Read it every time you are tempted to take the easy route. Use it to keep your nose to the proverbial grindstone. The difference between success and failure in any endeavor is the ability to discipline yourself to do the right thing rather than the easy thing. Not only will you get more done, but you will extract greater pleasure from your accomplishments. Knowing that you took the high road rather than surrendering to your temptations sweetens everything that you do.

Have a great week.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

What does a good sales call look like?

What does a good call look like? Many people think the only way to identify a good call is a call that ends in a sale. The problem is that today, the "one call close" is very rare. In a tight economy customers usually need to be sold and reassured over a period of time. I believe a good call is a call where there has been an exchange of information, a call where you learn something new about the customer and the customer learns something new about your products. This also applies to calls on regular advertisers. Rather than just picking up their copy, you should try to find out something about their plans, goals and feelings toward your product. This is important because the customer's situation is in constant flux and it is vital to stay abreast of how they view you and your products. It is also important to share success stories and remind customers about your benefits. The old proverb "Knowledge is Power" applies doubly to sales people. You should view every call as an opportunity to collect and share information with your customers and prospects.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Lessons from that Admiral

David Letterman had an unusual guest this week--Admiral Mike Mullen. Mullen who is the Chairman of the Joint Chiefs of Staff was a refreshing change from the usual vapid conversation Letterman has with self absorbed movie stars and TV personalities. The admiral told the story of his life and his career. He did poorly at Annapolis, graduating in the bottom third of his class. During his senior year he earn 115 demerits in his 1st month (150 per year leads to immediate expulsion) As a 26 year old captain in command of his first ship, he hit a harbor buoy leading to a court of inquiry and placing his career under a shadow for more than a decade. In spite of his early mistakes and these setbacks he remained dedicated to his military career. Admiral Mullen's rise to become America's top ranking military officer proves the old saying "failure is never final." His life demonstrates that no matter what we have done in the past, we can reach our goals if we keep our sights firmly set on the future.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Book recommendation

I just finished "Unthinking--The Surprising Forces Behind What We Buy" by Harry Beckwith. I found this to be an excellent book for those of us in sales and marketing. Beckwith touches on many psychological and cultural factors that affect the way we see the world and make buying decisions. He makes this information approachable to the layman by using real world case studies. This book can help the sales person understand the psychology of buying and how design affects the response to an ad. I strongly recommend Beckwith's book.

Keep Smiling, Keep Selling!

Thanks

Jim B.

Have a good "staycation"

July is typically a slow time for advertising. Many advertisers cut back based on the theory that two many people are on vacation. This may have been a valid idea in 1968 but not today. The old fashioned two week vacation went the way of the automobile tail fin. Few people even take a full week's vacation using their time to create long weekends. This was the trend even before the economy contracted but the recession has kept even more people at home. Many people are taking "staycations" choosing to stay at home and visit local attractions and restaurants to save travel and hotel expenses. Advertisers who opt out for the summer months miss their chance to tap into this business. Talk to you customers about this and design some ads to attract "staycationers" to their business.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The eight techniques of stopping power

I found this in a copy of "The Young & Rubicam Traveling Creative Workshop" which I picked up recently at a local library sale. This may be the best $1 I have ever spent as this book is packed with great ideas on selling and designing powerful advertising.

Here are the techniques they use to get people to read your ads My thoughts on each are in blue:

1. Open-minded narrative (picture or thought) in which the resolution is not presented. "The biggest problem in America today" Curiosity makes you read on.


2. Ironic twists on ordinary behavior. "Man bites dog" makes you want to know the rest of the story.


3. Play on words in the headline. "You have to believe it to see it."


4. Incongruity of visual elements and/or words by unusual juxtaposition of elements. This is Seth Godin's "Purple Cow" idea. We are attracted to things that break expected patterns.


5. Exaggeration "Without a doubt this is the best blog ever written" You want to read on to see if this is true or more likely to prove the writer wrong.


6. Simplification. A good example of this is lots of white space in a generally cluttered publication.


7. Shocking visual and/or headline. A local heating and cooling company is running ads headlined "You wife is hot!" in large type over a message in small type that says "buy her a new air conditioner" Gets your attention."


8. Participation visuals (e.g. tests, games, multiple visuals) Everyone likes to be challenged.

I think these are all great ways to grab attention for your customer's ad.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Fit to sell

For the last six weeks I have been trying to take better care of myself. I have tried to eat more sensibly by eliminating "junk" food and eating more fruits and vegetables. I have also started exercising again and am trying to get more sleep. I started this because my wife was concerned for my health. I have lost some weight and my clothes fit a bit better which I expected. What I did not expect was the impact on my effectiveness at work. I find that I have more energy and that my concentration has improved. It is hard to prove. but I feel more creative as well. In our stress filled business with its deadlines and rushed schedules it is very easy to get into bad habits. My experience over the last month and a half have taught me a valuable lesson--the better we take care of ourselves the better we can serve our customers. To maximize our effectiveness we need to maximize our health.

Keep Smiling, Keep Selling!

Thanks

Jim B.

What's under your arm?

Most salespeople are very conscious of "Dressing for Success." We try to dress professionally so that our clients and prospects get the right impression when we approach them. Surprisingly, few of these reps give little thought to their "kit," the materials they carry on a sales call. Research has shown that salespeople who use visuals to sell are more successful than those who try to talk their way to a close. You should prepare a well organized presentation binder to support what you are telling your prospects. This binder should be tabbed so that you can quickly find the information you need. Having a neat, organized sales binder helps your presentation to flow smoothly. This also tells the customer that you are well organized and professional and that they can count on you to get their ad right. Along with your sales binder, the other materials you need (Product samples, insertion orders, forms etc.) should be neatly arranged in folders in your briefcase. Remember everything you do and everything you bring to a sales call is part of the "total package" that the customer sees and uses to make a buying decision.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

As regular readers know, I am a great fan of Dr. Stephen R. Covey's Seven Habits of Highly Effective People. The Seven Habits was literally a life changing book for me and few days pass that I don't apply it's principles. The following is my favorite quote from Dr. Covey. I love this piece because it speaks to the possibility of change and growth in our lives. In place of "this is just the way things are" (Memory), we can say "I believe I can change things for the better" (Imagination). Here is the quote:

"I can change, I can live out of my imagination instead of my memory. I can tie myself to the my limitless potential instead of my limiting past."--Dr. Stephen R. Covey

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Now is the time for used car dealers

The summer of 2011 is shaping up as a "Golden Age" for used car dealers. There is a shortage of used cars which is driving up prices and increasing their sales volumes. Expert believe that this situation will end in the fall or winter of this year so they need to move quick. The shortage is causing buyer to expand their search so it is a great time for a dealer to promote themselves. This is also a good time for a "Buying clean used cars" ad. If they can buy from a private individual their margin is much better than if they have to compete for a limited supply of vehicles at the auction. Many dealers are flushed with cash right now, so it is a good time to start a relationship. Don't neglect new dealers as well, they are looking for buyers with saleable trade-ins.

Keep Smiling, Keep Selling

Thanks

Jim Busch

What does the customer's office say about them?

Like many people, I feel as much at home in my office as at my house. My space reflects my personality and my interests. A quick scan of a person's workspace can tell you a lot about them. When approaching someone with a very "personal" workspace (Lots of pictures of kids, flowers etc.) you should talk about helping their customers. A person with an "ego-centric" workspace (Trophies, awards, pictures of them with celebrities) will respond to a message about "making people take notice" or beating the competition. A person with a "data rich" workspace (Many reports and printouts, charts and graphs on the wall) will want to see your circulation numbers and will respond to comparisons of cost per thousand. Finally, the person with a "cold" workspace (Few personal items, organized with everything in reach) will want to get right down to business without wasting time on "chit-chat." You should probably start the call with "I don't want to waste your time so let's get right to the point." Taking the time to observe a person's workspace and using the information you gain from doing so can save time and help get a call off on a good footing.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

"There ain't room enough for both of us in this town pardner"

The title of this blog posting reflects the way a lot of sales people look at their competition. Like most good sales people I am very competitive. I want to get every nickel of my customer's advertising budget. Unfortunately this is both unrealistic and unfair to my customers. I have competitors and though I believe my product is superior in many ways, I know they have readers and offer value to their customers.

Sometimes our competitive spirit gets in the way of making a sale. By giving the customer an either/or choice we sometimes force them to put all their eggs in the competition's basket. If some consumers are reading the daily paper and others are reading your shopper, it makes sense for the advertisers to split their budget between the two publications. When making a proposal I talk to the customer about allocating their budget between me and my competitor. This tells them that I am being honest with them and that I have their best interests in mind. It also gets them to think about the wisdom of giving their entire budget to the competitor. Most people are reluctant to change, they are more likely to buy if you don't recommend completely dropping their current program and making a 180 degree turn to buy from you. Advertising is not a zero sum game, advertisers should invest in any product which produces sales in excess of the money spent to advertise.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

OOPS--Part 2

As we discussed in yesterday's blog, mistakes sometimes happen when we place a customer's ad. When a problem occurs it is important to think about the customer's emotional state. How you handle the situation will have a big impact on your future relationship with the client. Here are some things to remember:

• No surprises! As we said yesterday, let the customer know about the problem as soon as possible. Hearing about it from you will show them that you are not trying to hide from the problem and that you have their best interest in mind. If they hear it from someone else they may feel embarrassed and betrayed.


• Apologize! Whether the problem is you fault or not, make a personal apology to the customer.


• Customers don't want explanations they just want if fixed! Don't waste time trying to explain what happened to the customer. Frankly they don't care and your explanation may come off sounding like an excuse.


• I'll make it right! Tell the customer exactly what actions you are going to take to correct the problem. The sooner you do this, the sooner you will have this problem behind you. An unresolved problem is like a festering wound, it will poison your relationship with the client.


• Go above and beyond! Give the customer some added value when doing a "make good" ad. This shows them that you value the relationship. If you give them free color of additional coverage, the customer may see a better response and purchase these items in the future.


• Take steps to see the problem doesn't occur in the future. Look at what you can learn from the incident. Can you system be improved? Do you need to add another quality check?

A prompt response to a problem can actually serve to strengthen a customer relationship. Problems give you a chance to demonstrate your concern to the customer. It is far better to have the customer saying, "My ad was wrong, but they took responsibility for the error and made it right for me." rather than "Those BLANKETY BLANK IDIOTS screwed up my ad."

Keep Smiling, Keep Selling

Thanks

Jim Busch

OOPS! What to do when their ad is wrong.

In a business as complicated as ours, mistakes are unavoidable. Try as we may, there are too many places for something to happen. How do we deal with a problem in a customer's ad? Many reps, especially good ones, are embarrassed and angry when this happens. It is not wise to let your emotions influence your reaction. I have seen reps who made a big deal out of a minor error in an ad, They made a mountain out of a molehill and the customer got caught up in their emotions. This can cost you a lot of money and in the long run, cost you customers. Look at the error logically. A incorrect phone number is a much bigger problem than a misspelled word in the body copy. Always try to be proactive and be the 1st one to let the customer know about the error. Apologize for the mistake and assure them that you will make things right. Maintaining a calm professional sets the tone for the entire interaction. More on this subject tomorrow.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

It's about time

Punctuality is on of the hallmarks of a professional sales person. When you tell a customer you will be there at 9 am, you should be there at 8:55 am. This sends a number of signals to your customers. If you do not arrive when you said you would--can they trust your other statements? Punctuality is an easy way to demonstrate that you mean what you say. Nothing is more valuable to a prospect than their time. This is what entrepreneurs bring to their enterprises. Most business people hate to waste time. If you make them wait or ,even worse, forget to show up, you've will have a very hard time getting back into thier good graces. The key to punctuality is keeping in touch with reality. Take a realistic look at your schedule before making an appointment. Allow enough time for each call and for travel time. If you schedule too tightly, you will find yourself trying to catch up all day long. You need to maintain a balance between trying to do too much and doing too little. Use gaps in your schedule to cold call or phone customers. If unavoidable circumstances put you behind schedule, call you customer to notify them or to reschedule. Do this early enough that they can make alternate plans.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Shoot for the moon

When making a recommendation always ask for twice as much as you think the customer will buy. There are several reasons for doing this. First this gives you some room to negotiate. If the customer wants to cut back on the proposal, you can do so and still give them a program that will work. Once you quote a price, this becomes the "set point." This will position you smaller program as a "savings" in the customer's mind. Think about the late night info-mercials that say "you would expect to pay $100, many have paid $75...", this is exactly what they are doing. Selling "big" also protects you from leaving money on the table. Research has found that most sales people under-estimate what their customers are willing to pay. A bigger ad will give the customer dominance and a bigger space to tell their story. I believe that more advertisers are lost because they were undersold than were lost because their rep sold them too much. Larger program produce bigger more noticeable responses. You'll be surprised how many customer will respond with a "YES!" when you recommend an aggressive program.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"If you change the way you look at things, the things you look at change."

Dr. Wayne Dyer

I have seen the effect described by Dr. Dyer's statement above many times in my life. I have seen it when a new rep takes over a territory. Where one rep focused on the challenges in their area, the other looked for opportunities. Consequently the first rep ran into nothing but problems, while the other was constantly discovering new business opportunities. We all look at the world through glasses colored by our life's experiences and attitudes. When we change our "glasses", we change the way the world looks. I choose to look at my world with a positive attitude.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Benefit Lacing

When making a recommendation don't forget to "Lace" a benefit to your statement. "Benefit lacing" is the practice of reminding a buyer why the purchase is a good idea when asking for a commitment. For example instead of saying "

You can have a 6 inch ad in the Anytown Shopper
for $100."

say

"We can put you ad in the Anytown Shopper which
reaches every home in Anytown, Sometown and Nowhere, a total of 30,000 homes. A 6 inch ad will allow you to list your weekly specials and tell people about your new showroom. This will only run $100 which is only 3/10 of a cent per
home."

You can see how reviewing the benefits and selling points when proposing a customer solution put the focus on the value rather than the cost of the program. This reassures the hesitant customer that they are doing the right thing and will greatly improve your closing ratio,





Keep Smiling, Keep Selling!





Thanks





Jim Busch

A surprisingly good book

Recently at the library I picked up Jillian Michaels Unlimited off the new book shelf. Quite frankly I wasn't expecting much from the star of TV's The Biggest Loser, I thought I would just scan through it. I was hooked by the first chapter and read it with great interest. While this book offer no new ideas it organizes the latest psychological research and timeless philosophy into a primer on achieving excellence. This is a must read for anyone interested in achieving their very best. This goes to show that you can't judge a book by its cover or by its author.

Keep Smiling, Keep Selling!

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Jim Busch

Ask for their opinion

When closing ,we ask a customer to make a decision to buy your product. The problem with a direct close is that it makes it easy for the customer to say no. I like to use a softer trial close by using the words "in your opinion." When I think I've uncovered the customers problems and offered a good solution for them I ask this question to gauge the customer's readiness to buy: "In your opinion, do you think running (recommended product) would help you (solution to their problem)." If they answer in the affirmative you can move on to an assumptive close "Well then we just need to do the paperwork." If they aren't sure you can ask them about their concerns and continue your fact finding until you have a solution they will like. By asking for their "opinion" you don't prompt the solid "no" which can bring the call to an end.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

I apologize that this post is so late. This site was undergoing maintenance and I could not get on. Better late than never here is this week's quote:

"I never felt like I was in the cookie business. I've always been in a feel good feeling business. My job is to sell joy. My job is to sell happiness." Debi Fields

This quote from the founder of Mrs. Fields Cookies offers an astute observation of business. The key to success is to always think of the customer's needs first. In the cookie business she sells happiness. In our business we sell success for our customers. We sell the solutions for the most pressing problem for any business--too few customers. If we focus on helping our customers, our success is assured.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The testimonial opener

The most important part of any sales call is the first 15 to 30 seconds. In this short time we have to say something that will engage the customer and make them want to hear more of what we have to say. One of my favorite ways to do this is to use a third party testimonial story. "Mr/Ms Customer, I have have worked with a number of other (Plumbers, Pizza Shops or whatever their business happens to be) and I'd like to show you what they are doing to attract new customers." In just a few seconds this accomplishes several things. This opener tells them that other businesses like theirs has seen value in you product and it makes them curious about what you have to show them. The y may think "I'm not going to buy anything but it doesn't hurt to take a look." Once you have their attention you can proceed to uncover needs and prove value. Never under estimate the power of curiosity. I've have never met a business owner who didn't show interest in what similar businesses are doing.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The "Word of Mouth" Objection

When a customer tells you "I don't need to advertise...I get all of my customers through word of mouth." how do you respond? Here's how I answer this tough objection. First I compliment them "That's terrific, you certainly must be doing something right!" This defuses the tension in the situation. I then ask them "What is it that you do that keeps people coming back?" This engages the customer in conversation and gets them talking about their business. After discussing their business for a while I say something like "You certainly have a good story to tell and I can understand why you get so many referrals." This puts them in a positive mood. I finish with "I like working with businesses like yours because of the great response they get to their advertising. Every new customer I bring in for you becomes a new source of referrals. Where the average business gets 50 new people, you would leverage that into hundreds of new contacts through your referrals. I love helping businesses grow their base."

This is a much better approach than challenging this objection. Praise the customer and use his referrals as a selling point.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The Groupon Challenge

Last week when I was at the AFCP conference, a number of people asked me to share my thoughts on Groupon. They were nervous about this new competitor and what it means to our industry. At this point I don't see Groupon as much of a threat. By design, Groupon only makes one offer per day in any area. Their strength lies in keeping things simple, they know if they bombard people with offers consumers will tune out. Their "pay only for response" model is very interesting. They can do this because they control the entire process which gives them an accurate accounting of the response to their ads. To ensure a good response Groupon requires their customers to offer at least 50% off. I registered with Groupon to see what local businesses are using their service. Thus far, I have seen only a few of our advertisers on Groupon. They attract mostly upscale non traditional advertisers. I believe we can learn several things from Groupon:

• The power of simplicity. Keep your advertising simple with one offer to create impact.


• The power of a good offer. Groupon gets great results because they offer consumers significant savings


• Think out of the box, Groupon proves that many "Non-advertisers" will promote themselves if you can offer them something unique.

Keep Smiling, Keep Selling!

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Jim Busch

AFCP/CPF conference

I just returned for the combined AFCP/CPF conference in St. Pete Beach Florida. While attending these events take up a lot of time and incurs some expense the opportunity to interact with folks in my industry from across the country is priceless. I had so many stimulating conversations and picked up so many good ideas that I couldn't wait to get to the office this morning. In this age of tight budgets and webinars there is still nothing like meeting with outstanding people face to face. One of the best things you can do to advance your career is to attend as many national and regional conferences as your schedule will allow. These gatherings do not waste your time or money but give you a way to invest them that will pay dividends from the day you get back to work until the day you retire.

Keep Smiling, Keep Selling!

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Jim Busch

Weekly Quote

I spent today delivering training at the AFCP/CPF conference in St. Pete Beach in Florida. Throughout the day I have been approached by people thanking me for some of the training I've given them in the past and for my Link and Learn articles as well as this blog. It is gratifying to see so many people who choose to sit in a stuffy hotel room a few hundred feet from an amazing white sand beach under cloudless skies. Their dedication brought to mind the following quote from the "GOAT" (Greatest Of All Time) Muhamed Ali

I hated every minute of training but I told my self "Train now and live the rest of your life as a champion."

Keep Smiling, Keep Selling!

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Jim Busch

Selling Attorneys Part II

When working with attorneys you have to be able to make your case quickly and succinctly. Lawyers use computer and smartphone programs that track they time in 6 minute increments. Six minutes is a tenth of an hour which is how they bill. Their hourly rate is so high that literally every minute counts when selling attorney's because they count every minute. This means you can not waste time with small talk or chit-chat. You need to be very well planned and ready to state how your product benefits their firm. You need to be well planned and it is a good idea to have a spec ad ready. In later blogs we will talk about identifying good lawyer prospects, how to get through to them and how to structure your presentation, but the first step is understanding how they think. Lawyers live in a "time is money" pressure cooker and you must always keep this first and foremost in your thoughts.

Keep Smiling, Keep Selling!

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Jim B.

Selling Attorneys

I am in St. Pete Beach Florida for the annual AFCP conference. Watching the TV in the room I am struck by how many attorney's advertise in this market. Lawyers are tough prospects but good customers. They are difficult to contact and close but have lots of money to advertise and once sold generally continue to advertise for long periods. Over the next few days I will give you my thoughts on selling them. Why should the cable, broadcast and billboard guys get all of this business.

Keep Smiling, Keep Selling!


Jim Busch

Curiosity may have killed the cat but it never hurt a sales person

Over the weekend I was talking to a friend who recently retired from the local police force. He is interested in strating a new career and is interested in sales. He asked me what qualities make someone a great sales person? My answer was "curiosity!" Curiosity leads a person to ask lots of questions, a good habit for anyone to possess, but vital for sales success. Prospects sense this genuine interest in their business and open up to the curious sales person. This questioning not only uncovers customer needs and problems but also gets the customer thinking. Curious sales people engage their customers, uncover their problems and get them thinking about solving those problems--a great formula for making sales.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

I am not much of a sprots fan but I like this bit of wisdom from "Broadway Joe" Namath. This is a good thought to keep in mind when you are struggling to accomplish a goal or your customers are beating you up. All the pain ans stress will be forgotten when you reach your goal. Far too many people give up too early in the game so all they get for their efforts are some bumps and bruises. Win or Lose, the pain is unavoidable, the difference is the rewards of victory more than offsets the pain. Here is Joe's take on this subject:

"When you win, nothing hurts!"

Joe Namath

Keep Smiling, Keep Selling!

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Jim Busch

Puhing their buttons

Some years ago, John T. Malloy (Author of the classic Dress for Success) conducted a research project with a group of purchasing agents. He gave them two buttons, one labeled positive, the other negative. The agents were instructed to press the appropriate button when they had formed an opinion of the salespeople who were calling on them. In 94% of the cases when they pressed the "negative" button, they did so before the rep had chance to say a single word. This study points out the importance of appearances. It is important to dress professionally, use good posture, to pay attenion to body language and most of all smile. If you approach a customer timidly, this may perceived like you're trying to hide something. Remember prospects and customers are always "judging your book by its cover."

Keep Smiling, Keep Selling!

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Jim Busch

Headline Idea #1

When trying to come up with a headline or copy for a customer here's a good question to ask business owners: "When you first meet a new customer what questions do they ask about your business?" Remember for every on of their customers who come forward to ask this question there are many others who will not make the effort. By answering these questions in the ad, many more people may be motivated to visit the business. An ad should tell the business's story to consumers. Once you know what potential buyers want to know , you can tell a story that speaks directly to them.

Keep Smiling, Keep Selling!

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Jim Busch

Show and sell

Scientists have determined that 80% of the information that humans take in is visual. In spite of this fact, most sales people don't try to engage a prospects visual senses. Research has shown that using a presentation binder and sales collateral materials. If you show a customer a visual of what you are telling them about their retention of the material increases significantly. in my experience the reps I work with either do not take sales materials with them into a call or if they do have them, they do not open them. If you want to increase your sales effectiveness, assemble a well organized "pitch book" and use it on every call.

Keep Smiling, Keep Selling!

Thanks,

Jim Busch

Fight for a good headline

Realtors know how important first impressions are so they like to list homes that look good from the street. A home with good "Curb Appeal" is much easier to sell because it invites potential buyers to take a closer look at the property. A good headline has the same effect on an ad. Far too many customers want to lead off with their company name in big bold type. This is only effective if their goal is to communicate with their existing customer base. It is not a good strategy for attracting new clients. A far better strategy is to lead off the ad with an offer of a benefit to potential customers. If an ad says "I can help you." or "I can solve your problem" the typical reader will take notice. Customers are justifiably proud of their business and their name so they want to see it front and center. It is our duty as sales people to convince them that this is not the best way to go. Their regular customers will find their ad because they are actively looking for them. The goal of an ad should be to attract potential customers to the business. Sometimes this requires gently arguing with our customers to get them to do the right thing. Over the next few days I will cover some tips for creating great headlines.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"If you want to understand your present circumstances, review your past actions. If you want to know your future circumstances examine your present actions." Taro Gold

These are words that the wise keep ever in mind. When we accept that our future is determined by what we do today, we take charge of our lives. The person who understands ever action has consequences will be mindful of the impact what they do will have on themselves and those around them. With this in mind they will tend to live more productive, more positive lives.

Keep Smiling, Keep Selling!

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Jim Busch

What is their business model

When you are talking to a customer you want to ask about their business model. Ask what are their most profitable products or services, what is the average value of a customer and if they get a lot of repeat business. The more you understand how they make money, the more you will understand how your product can help them. Remember a benefit is only a benefit when the customer sees how it will accomplish their goals. For interest if product A is twice as profitable as product B, an ad for product A will produce a much better ROI. It is much easier for the customer to see how this ad will pay for itself. Educating yourself on your customer's business is the first step in selling a program that will produce long term revenue for their company and yours.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

What are they really saying?

When a customer says " I don't have any money" what are they really saying? Where does their money come from? Their source of cash flow is customers. We are in the business of providing our customers with their customers. It is physically impossible for a business to eliminate all expenses short of declaring bankruptcy. They will always have overhead expenses and labor costs. The only answer to their dilemma is to bring in more paying customers. Rather than challenge the customer's statement, ask them how they plan to turn things around. I often ask customers what will happen if sales don't improve? As sales people we need to starting thinking about as a solution to to their problem rather than as part of the problem.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

"How Much" Buying Signal or Trap?

When you introduce yourself to a prospect and they ask "How much is an ad?" It that a buying signal or are you being set up for a fall. I 999 out of a 1000 times this is a set up. If you told the prospect "I can get you a full page for a nickel!" Their response will be "THAT'S TOO MUCH!" This is a way to set you up and get rid of you. How do you respond to the "how much" question? Here's what I say: "Mr. Customer, I'm glad to hear you are interesting in advertising but I'm not sure how much an ad would be. Before I can give you a price I need to know a little about your business so I can give you a quote. Let me ask you a few questions and I promise I'll give you some pricing before we're finished." Don't let the customer set you up for a fall.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Be a "note" able success

For many years I have made a practice out of sending out at least one hand written note every day of the work week. I send out thank you notes to people who have done me favors, congratulatory notes to friends and notes of encouragement to those who need it. As I travel around the offices of my company I see my notes, some several years old, posted on bulletin boards. I often get calls from the recipients of my notes thanking me. These notes help me to build strong relationships with clients and co-workers. These relationships help me to enlist support for the things I need to accomplish. This is a decidely old school practice but this is why it is so effective. Less than 2% of the U.S, Mail consists of hand addressed personal correspondence so your notes really stand out. I keep a few boxes of cards in my desk and I send out a note or two as part of my morning routine. This only takes a few minutes each daybut my notes have a big impact on my personal effectiveness. Keep Smiling, Keep Selling! Thanks Jim Busch

Weekly Quote

In America we love winners. We idolize the best actors, musicians and athletes. Our media shows us almost everything about our heroes lives; their homes, love lives and foibles. What we aren't shown is how hard these people work to become leaders in their chosen field. Sure, sometimes people get lucky and become an overnight sensation, but these people usually come and go quickly. The people who stay at the top of their field have done their homework. This is nothing new, here is a quote from the painter of the Sistine Chapel that proves this point:

"If people know how hard I worked to get my mastery, it wouldn't seem so wonderful after all" Michelangelo

For a modern scientific take on this subject I highly recommend Geof Colvin's book Talent Is Overrated.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Book recommendation

I am re-reading Stephen M. R. Covey's (The son of Seven Habits author Stephen R. Covey) The Speed of Trust. This is a good book for anyone but especially for sales folk. Trust lies at the heart of what we do and is absolutely necessary if we are to persuade others to our point of view. This book makes a convincing argument that integrity is not only proper in the moral sense but that it also enhances our business effectiveness. That high trust equals high speed and lower costs. I highly recommend this book. The Seven Habits of Highly Effective People probably affected my career and my personality more than any other business book I have ever read. It appears that the apple hasn't fallen far from the tree. Keep Smiling, Keep Selling! Thanks Jim Busch

The two breath rule

Good listening skills are critical to success in any kind of sales. Here is a simple trick that can help you be a better listener. When you are speaking with someone, after they finishing talking wait two full breathes before you say something in response. There are several reasons for doing this. First, this ensures that they are truly finished and not just catching their breath or collecting their thoughts. This way you will not inadvertently "talk over" the other person. Pausing also allows time to formulate a good response. This allows you to actually listen to what they are saying instead of thinking about what you are going to say while they are talking. Pausing also lends credibility to your statements. A more deliberate conversational pace shows that your responses are well considered. Remember before opening your mouth--breath in--breath out--breath in breath out! Keep Smiling, Keep Selling! Thanks Jim Busch

"Tats" an opportunity

I just saw a great ad in the Harrisburg Patriot News for a plastic surgeon. The ad was headlined "Is your tatoo drawing too much attention?" The growing popularity of tattoos over the last several decades means that a lot of people now have remnants of youthful indecretions that they would like to have removed. Since this is not covered by medical insurance this is very profitable for plastic surgery paractices. You can locate your local plastic surgeons in the yellow papges and ask them about this. Keep Smiling, Keep Selling Thanks Jim Busch

The "creative" process

Creativity is a definite creative advantage. Customers look to us for new ways to promote their business. We also need to find creative ways to reach our customers. I see creativity as a two step process:

1. First you must keep your eyes and ears open. You must develop what writer Roger Von Oech deemed the "Hunter's attitude." Always be on the look out for ideas and changes in patterns.


2. The second step requires asking yourself this question: "How can I use this?" Does a change in a pattern open up an opportunity for your paper. Does the problem the customer told you about offer a new way to help them. If you get in the habit of looking for opportunities you will find them. This is what psychologists call the "broaden and build" effect. Believing you will find something good opens your perspective and you notice opportunities that others miss.

Once you develop a reputation as a creative problem solver customers will welcome your ideas and your sales will increase.

Keep Smiling--Keep Selling!

Thanks

Jim Busch

Weekly Quote

I learned this week's quote from my Grandmother. She was full of amazing folk wisdom learned in a long hard life. Whenever I would complain, as kids are prone to do, about how "life wasn't fair" or told her that other people had things that I didn't she would tell me:

"Bloom where you're planted"

In life we can not always control our situation but we can always control how we respond to our situation. Life goes much smoother if we elect to "Bloom" wherever we find ourselves. Keep Smiling, Keep Selling! Thanks Jim Busch

Great Consumer Research

Last Friday I attended the monthly meeting of the Media Association of Pittsburgh. This month's program covered the "Mindful Consumer." The presenter had collected a large quantity of research from a number of sources into one concise presentation. This is good material to use in your planning and to share with your advertisers. You can download the presentation at www.mediapittsburgh.com I suggest you look at this information and use it on sales calls. Keep Smiling, Keep Selling! Thanks Jim Busch

Look busy

This past weekend I traveled to San Antonio Texas to speak at the Texas Community Paper Association conference. One of the other speakers was my friend Mike Blinder. Mike had a lot of great things to say but hear is one that really struck me: "Busy people always respect busy people." I see a lot of reps who do not value their own time and this sends the wrong message to clients and prospects. If you tell the customer, "I have a lot of people to see today so let me get right to the point" you send the signal that you are busy and successful. If you say "I can be there when ever you want", or "sure I can wait an hour to see you", you tell the customer that you are desperate and maybe they shouldn't advertise with you. If you don't respect your time, the customer certainly never will. Keep Smiling, Keep Selling! Thanks Jim Busch

Be proact ive about Co-op

I have the great pleasure of attending the Texas Community Newspaper Association conference over the weekend. I got to listen to many great presentations and to talk to many successful sales people and publishers. One session was on selling CO-OP ads. The presenter, Cahty Mills suggests a more proactive approach to CO-OP. Instead of asking currents accounts about CO-OP, she looks at the companies with the est CO-OP plans and then locates their dealers. This effectively turns CO-OP into a lead generation process. Asking "Did you know XYZ company can help you pay for advertising?" would make a powerful call opener.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

Here is a quote I like and that I like to try to live: "An idealist thinks the short run doesn't count. A cynic thinks the long run doesn't matter. A realist believes that what is done or left undone in the short term determines the long term." Sydney Harris Remembering that every thing you do has a direct effect on your future is the best way to insure that future. Keep Smiling, Keep Selling! Thanks Jim Busch

I've been framed.

I just read about a study where college students where given lists of words to read. One group was given a list of words linked to rudeness (insult, offend etc.) and the second group read a list of "polite" words (Complement, Thanks etc.). The subjects were then asked to walk down a hall where one of the researchers "accidentally" bumped into them. The people who read the rude words responded rudely and the members of the second group responded courteously. Psychologists call this "priming" and it has a big impact on sales. We should prime our customers with "value" words to make them more inclined to buy. On the flip side we should be careful that we are not "primed" by the negative thoughts and objections we hear over and over. Being aware of "priming" is a key to being successful in sales. Keep Smiling, Keep Selling! Thanks Jim Busch

Keep your eyes open for ideas

Over the weekend I received a coupon mailer from Half Price Books. This mailer provided me with something more valuable than a few bucks off a book--an idea. The headline on the mailer was "Give your wallet a spring break!" I put a copy of this in my headline file. This is a headline that I can borrow (Steal?) for one of my customers. I am always on the look out for useful or adaptable lines that can be used to create good ads for my clients. I may not use this for years or I might use it next week. Of course you need to be careful of copyrighted terms like "You deserve a break today." but in most cases doing this is fine. For example if I was working with a restaurant I could use "Give your kitchen a spring break, let us cook dinner for you." An idea file can be a great tool to jog your creativity. Keep Smiling, Keep Selling! Thanks Jim Busch

The secret to success in sales

Here is an important thing to remember if you are a sales person:

"People like to talk a lot more than they like to listen!"

I was out with a sales rep today who told me that many customer's won't give him 30 seconds. Once I saw him in action i understood why--he never asked a question but just babbled on about our products. People are only interested in your product if they think it can benefit them. You have to uncover problems and opportunities by listening to them. I visited several of his "quickie" customers and engaged them in some lengthy and useful conversations. They opened up when I showed some genuine interest in them. Like everyone else we like to talk, but if we want to make money as salespeople, we need to suppress the urge to open our yap! Keep Smiling, Keep Selling! Thanks Jim Busch

Information Gathering Phrases

Before we can sell a customer we need to collect information about their business and their problems. Here are some of my favorite phrases to get (or keep) customers talking:

• Could you give me your perspective on...


• Tell me more about...


• Would you elaborate on...


• Could you give me an example of...


• What else should I know about...


• What else would help me understand...


• Talk to me about...


• How do you handle...


• How does _________fit into the picture?


• Tell me about your experience with...

Use these to get the information you need to make a sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

"Develop the hunter's attitude, the outlook that wherever you go, there are ideas waiting to be discovered." Roger Von Oech

This is a quote from one of the best books ever written on creativity and one of my favorite reads. Roger Von Oech's "A whack on the side of the head." This quote makes me think of going into the woods with my grandfather as a child. As a lifelong woodsman and hunter grandpap would see many, many things that I would overlook. He saw them because he knew the woods have many things to offer him. Psychologists call this the "broaden and build effect." People who expect to encounter good things in their lives keep their eyes open and see opportunities that more negative people will miss. Keep the "hunter's attitude" and you will be much more successful.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

May I help you?

Here is a simple fact of life--most people don't like to be told what to do, even if what they are being told can help them. This fact makes offering advice to a customer tricky. Professional counselors use a technique to overcome this challenge that works just as well for sales people. When offering a suggestion or advice ask for permission upfront. For example you can say: "Are you open to some suggestions on your ad?" or "I have a few ideas to help you market your business, would you like to hear them?" Customer's seldom if ever refuse you permission to proceed and this method makes them receptive to your ideas. This comes off as less pushy and more consultative.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

State a benefit with a question

Customers are naturally wary of statements by sales people. Like most people they don't like to be told what to do. This is why questions are the best tool a salesperson can use to fully engage a customer. Instead of stating a benefit, "My product targets the local market", use a question to get your point across, "How important is targeting the local market" This not only highlights your point but causes the customer to think.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Using Likedin

If you are not already using the online networking site LinkedIn you should consider joining. Once on LinkedIn you should try to make connections with your advertisers. Get in the habit of updating your status by posting ideas and success stories. Each time you do this your clients will be updated. They may choose not to read every post because they are busy but this still creates the impression that you are a person that gets things done. LinkedIn is also a great place to learn what is going on in your customer's world. When a client or prospect posts some good news drop them a card or at least send a congratulatory e-mail. This site also is a great place to research prospects and find common ground with them. "I see you went to State U., so did I." In our business, as in life, knowledge is power, LinkedIn is a great way to gather knowledge about your customers.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"The positive thinker is a hard-headed, tough-minded, and factual realist. He sees all the difficulties clearly...which is more than can be said for the average negative thinker. But he sees more than difficulties...he tries to see the solutions of those difficulties."
Dr. Norman Vincent Peale

Last week at the FCPNY conference I was talking with a friend about the importance of maintaining a positive attitude. We've both noticed that many people in these cynical times think that positive thinkers are clueless idealists. They do not realize that true positive thinkers are very aware of the problems in the world. Positive thinkers know that complaining never made anything better and that a negative attitude just makes things worst. A better name for positive thinkers might be "Solution Thinkers"

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Jim Busch

Know what you are selling

The name of this blog and my business is Ideas and Eyeballs. This rather odd title comes from my belief that this is what we advertising folks really sell. We offer good ideas to move customers products and deliver them to the "eyeballs", the people they want to reach. As a rep you should prepare a "dossier" of the people in your market area. You should know the ages, incomes etc. of the areas where your publication is delivered. You can get this information from local chambers and business groups or from the web. A good place to start is melissadata.com Their ""free look ups" include detailed demographics by zip code. Having this information allows you to talk intelligently about the market and the value you deliver to the customer.

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Jim Busch

Gas prices and free papers

Once again the price of gas is going through the roof. Like every change in the economy this can be a challenge or an opportunity. It can be a challenge if it stops people from shopping and makes our customer's paranoid. It can be an opportunity if we are proactive and help our customers be prepared for the impact of rising fuel costs. High prices at the pump will keep people close to home. This is a good thing for locally oriented papers like ours. We should also go after accounts that offer energy saving services such as tune-ups, oil changes etc. or businesses that offer home delivery. You can also design ads with headlines like "Save gas, shop close to home."

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Thanks

Jim Busch

Never use the "A" word

I try to avoid using the word "Advertising" on a sales call. This word has a bad connotation with customers. They see advertising as an expense. I prefer to say "tell your story to the public," or "put informqtion about your business in front of potential customers." These phrases are much more descriptive and less threatening to your prospects.

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Jim Busch

Weekly Quote

Essentially there are two actions in life.

Performance and excuses.

Make a decision as to which you will accept for yourself.

Stephen Brown

All my life I have been interested in what makes some people successful and others unsuccessful. As I get older I have come to believe that taking responsibility for the outcome of your own actions is the the single most important factor in determining this.

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Jim Busch

Spring is on its way

My local weather man is predicting 5 inches of snow tomorrow but I have it on good authority that spring is on its way. Now is the time to line up your advertisers for April. Here are a few businesses that do a major portion of their business in the spring:

• Boat dealers
• Carpet and Upholstery Cleaners
• Equipment rental (Commercial and DIY projects drive this business)
• Garden centers and hardware stores
• Landscaping contractors
• Pet Grooming (People tend to wait for warmer weather to get Fi-Fi clipped)
• Tanning salons (Time to get ready for bikini season)
• Tree Services

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Thanks

Jim Busch

Book recommendation

I just read the latest book by one of my favorite business authors. Seth Godin's "Linchpin" is a unique book because it is focused on managing your personal image and career. It is a treatise on becoming the linchpin of an organization, a person who makes a difference, a person that is a key player in the success of their company and of their customer's. This book is very thought provoking and like Godin's other books is based on his observations from a long successful business career. I highly recommend this book.

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Jim Busch

Economics of advertising

Here is something to discuss with those customers who are satisfied with their business and don't feel they need to advertise. This is simple economics--there are two kinds of costs in business, fixed and variable. The fixed costs include things like rent and insurance. The variable costs are related to sales, for example merchandise costs go up when sales increase--not a bad thing. This is where advertising can help, because fixed are "Duh"--fixed, they are not affected by sales volume. A business can not make a profit until the fixed costs are covered but once they are covered the business gets to keep a larger and larger share of each additional dollar they bring in. This is because the fixed costs become a smaller and smaller percentage of the business's sales. This means that if a business is already covering costs, increasing volume through advertising means a higher profit margin for you customers. For an example of using this on a sales call, go to the PaperChain website, click on the Link and Learn Tab and read "What does an empty table cost?"

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Thanks

Jim Busch

Quote of the week

"You've got to think about the 'big things' while your doing the small things, so that all the small things go in the right direction." Alvin Toffler

As sales people we are very good at compartmentalizing. We go from from sale to another, from one account to another without "connecting the dots." We are usually focused on the next issue or at most on this month's sales target. I believe we should always have long term goals in mind for each account and for our territory in mind. These goals should be considered whenever we are talking with our accounts and especially when we are making recommendations. It is also important to align the program with the customer's goals. Keeping this long term focus means that everything you do will advance you toward your long term goals greatly increasing your chances of achieving them,

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Thanks

Jim Busch

The write way to reduce stress

I carry a small spiral notebook with me at all times. I use it to jot down ideas, things I need to do and to capture the names and phone numbers of new businesses I notice. This helps me to stay organized but also serves to keep my stress level in check. The Chinese have a saying: "The palest ink lasts longer than the strongest memory." Writing things down means that I won't forget to followup on leads or fail to live up to my commitments. This keeps me on track and significantly reduces the stress in my life. Get in the habit of constant note making, Writing things down frees you to concentrate on action instead of wasting your energy on remembering a hundred little details.

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Thanks

Jim Busch

The key to closing

I spent a good bit of the day planning a training session on closing tomorrow. I actually don't give too much thought to this subject. As a young sales person I was taught a lot of closing techniques. Clever ways to trick customers into buying. I came to see over the year that if the rep asks good questions, discovers the customer's needs and then makes a good case that his product can solve the customer's problems I find the sale just happens. The biggest problem reps have with closing is that they try to close too soon. That they try to close before they have identified a problem and offered a good solution. Reps should think about closing with every question they ask. In sales, as in life timing is everything.

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Jim Busch

Think Fast--You customers do!

In his book "Blink" author Malcolm Gladwell addresses the subject of "rapid cognition." Researchers have found that people tend to form opinions of others within 2 seconds. This means customers have made up their mind about you before you ever have a chance to speak a word. This is why, like a stage actor, you have to be hyper conscious of your "entrance." You should walk into a customers business like you are there for a reason. You should step confidently and smile. Hunched shoulders or a halting speech will leave the wrong impression. From the moment you get out of the car you are on stage! Doing this has the collateral benefit of increasing your confidence. There is evidence that if you fakes it until you make it, your positive body language will transform your outlook.

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Thanks

Jim Busch

Quote of the week

"Who is wise? One who learns from all." The Talmud

During a conversation with my boss she said "I don't know anyone who enjoys their job more than you do." I couldn't argue with her. I love my job because it gives me the opportunity to continually meet new people and get to know them. Everyone I meet has something to teach me, I take lessons not only from what say but also from their actions and example. Working with the public offers a far better education than any university can provide.

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Jim Busch

The 3 "V's"

Sales people are professional communicators. Everything we do and say delivers a message, positive or negative, to our customers and prospects. The "3 V's" are the primary components of communication with the people we meet. They are Visual--Verbal and Vocal.

Visual is how we look, how we dress, and how we move. Sales people should think about dressing professionally and how they move. Of particular importance is a good smile

Verbal is the words we use. Our words should be grammatically correct, we should avoid jargon and speak in the language of the customer's business.

Vocal is often overlooked by many communicators. How we say something is almost as important as how we say it. Listen to your customers and match their verbal rhythms. Vary your tone for variety and emphasis. Listen to professional speakers (actors, politicians etc.) to learn how they control their voice.

Since communication is central to a sales career, we should constantly be aware of how we deliver our messages and constantly look for ways to polish our skills

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Jim Busch

Mutual Admiration Society

I have been working with one of our reps in her territory. We have done major presentations to several of her customers. We used research to educate them about the market and gave them some advice on their marketing and some creative ideas for their ads. We acted as true consultants and provided these customers with some useful information. These presentations not only ended in some nice sales but also changed the reps relationship with the customers. She told me that since our presentations these customers always welcome her when she visits them and they even return her phone calls promptly. These customers no longer saw her as an annoying sales rep but as a valuable resource for their business. To get respect you need to earn it.

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Jim B

Your best resource

Regular readers know that i am constantly reading books on business and advertising. I also take training classes when ever I can. You may be surprised to learn that the best lessons I've learned don't come from these sources, they come from interacting with other people in the business world. I just spent two days meeting with the AFCP's Leadership Institute training team. We took time out for an informal round table about selling free paper advertising. I learned more in this hour than I could in a dozen books. Take the time to talk with your co-workers and other business people. open up about your problems and share your ideas. This sharing of ideas will benefit everyone involved. Often we are so busy that we don't take the time to have a good conversation, we rush here and rush there just exchanging a few quick, and meaningless, pleasantries. Taking the time to have substantive conversations with intelligent people is not a waste of your time. It is an invaluable educational tool

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Jim Busch

Quote of the week

Monday is President's Day so here is a quote from Abraham Lincoln who, in my opinion, was not only our greatest president but perhaps the greatest man that America ever produced. He was a great leader but he was also a great human being. He had an intuitive understanding of human nature and this led to his success as a lawyer and a politician. Lincoln knew the secret to persuasion was understanding the issue at hand from the other person's viewpoint as well as your own.

"When I am getting ready to reason with a man, I spend one third of my time thinking about myself and what I am going to say and two thirds about him and what he is going to say." Abraham Lincoln

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Jim Busch

The #1 cause of objections

I believe the leading cause of objections is bad timing on the part of the salesperson. When a sales person makes a recommendation before identifying the customer's problems and proving the value of his publication the customer is bound to object. They have no reason to buy because they don't see how buying an ad can benefit them. Closing becomes easy and objections rarely occur when the sales person asks good questions about the customers needs and then proposes a solution to the solve their problems. Making a recommendation before clearly identifying a customer's is setting yourself up for failure.

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Jim Busch

Be aware of the eyes of March

Caesar was warned to "Beware the ides of March." As sales people we should "Be aware of the eyes of March" March is national "Save your vision maonth." This is an opportunity to build theme pages for eye care professionals. This is a good time to call on ophthalmologists, optometrists, opticians and eyeglass/contact lenses dealers. This is a huge industry and very competitive. Particularly effective are advertorial pieces written by the professionals offering information on eye care. Don't forget to ask your clients about CO-OP from the manufacturers.

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Jim Busch

E-mail Checklist

E-mail has become an essential tool for salespeople. Many customer's prefer to be contacted by e-mail. When sending an e-mail use this simple checklist to ensure your e-mails communicate the right message. Use the acronym S.E.N.D. This stands for"

• Simple--complex messages are hard to read and confusing
• Effective--is your key message clear and easy to understand
• Necessary--is this information the customer needs or wants to know
• Done--did you include all of the information the person receiving the e-mail will need to take action

Every word you speak or write to a customer helps shape their impression of you. Taking a few moments to review your e-mails and quickly doing the S.E.N.D. review will help brand you as a true professional and an effective communicator.

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Jim Busch

The copysheet close

Here is a closing technique that I've used successful for many years. It is designed to help buyers to visualize their advertising. As I question customers about their business, I write the responses on my notepad. Instead of just making a list of their responses I place them in a rough sketch of an ad. I take a key point and use it as a headline. Minor points are listed in the body of "the ad" as bullet points. I add the customer's name and contact information and draw a border around it. I sometimes even add "art'" with a simple stick-figure sketch. I turn the pad around and after apologizing for my poor art skills, describe the ad to them. I suggest a size that would hold the information in my rough layout. If the customer balks at the price of the proposed ad, I ask them "That's fine, what's not important for your customers to know about your business?" They are often reluctant to delete anything and I often close an order using this technique.

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Jim Busch

Weekly Quote

"Those who make excuses are seldom good at making anything else." Benjamin Franklin

Yesterday I was working with our newest sales rep. She told me that she was the only person in her department that hadn't made a sale in a particular special section. I reminded her that she had only been with us for less than 2 months. She immediately shot back "That's no excuse!" I am sure that this young woman is destined for success. She refused to make an excuse for her failure or to blame external factors. Taking full responsibility for their own actions is a hallmark of all successful people.When the blame lies outside ourselves we can do nothing but endure, when we accept blame, the solution for the problem also lies withing our hands. Accepting responsibility opens the door for sell improvement and growth. By the way, she sold an ad into the section by the end of the day.

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Thanks, Jim Busch

Elvis's lesson

Elvis impersonators usually mimic Elvis saying "Thank you...Thank you...thank you verrry much." During his career Elvis was always grateful to his fans and the people around him. You can not say "Thank you" enough. Of course you should always thank your customers but don't forget to thank the receptionist who helped you to contact the owner or your support staff that helped you get the ad in the paper. I spent most of today in the field helping a rep work his territory. This evening I received a very nice thank you e-mail from him. I spend 2 or 3 days in the field each week and seldom receive a thank you. I think nothing of this and don't really expect to be thanked for doing my job. Still this simple act had an impact on me and makes me look very favorably on this rep. Saying thank you is an extremely easy and quick thing to do, but one that sets you apart from the crowd.

P.S. Don't forget to thank your boss every now and then, sales managers don't hear this often from those above or below their level.

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Jim Busch

Never ask for an appointment

Words are a sales person's tools. We should be very precise in their use. Asking for an appoinment sets the wrong tone. It is far better to ask for a meeting. An appointment is what your make with the dentist. You sit there and allow yourself to be acted upon. A meeting is an event where a group of people discuss an issue, make decisions and solve problems. Setting a meeting puts you on a better footing with the prospect. This may seem like I'm splitting hairs but success in sales is the product of paying attention to the details. If we work on improving every little detail in our presentations our success is assured.

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Jim Busch

A customer's two favorite subjects

The hardest thing I do is to stand by and watch a rep screw up on a call. This is sometimes necessary, I need to see how their behave normally so I know how to help them. Today I was cold calling with a rep who did a good job opening a conversation with prospects. Unfortunately he was unable to keep them engaged and moving on to a sales presentation. I was able to observe him and how the customer reacted to what he was saying. He held the customer's attention as long as he was talking about their business and their customers but as soon as he starting talking about himself he lost them. When I am talking to a customer I like to picture an imaginary spotlight shining on us. When we are discussing the customer and his business, it is shining on him, when we are talking about me or my business, it is shining on me. Experience has taught me that I am much more likely to make a sale when I keep the "spotlight" on the customer. This is how we learn about the customer's needs and problem. I only talk about my products when describing how they relate to the customer's needs. Never forget, the customer is the star of the show, they deserve to be in the spotlight, I am happy to be the producer (of revenue!)

Keep Smiling, Keep Selling!

Thanks

Jim Busch