Set the agenda

When meeting with a customer or a new prospect it is wise to start off by telling the customer exactly what you want to cover. Say something like "Mr./Ms. Customer I'd like to thank you for your time, I know how busy you are. What I would like to do today is to ask you a few questions about your business, answer any questions you may have about my publication and discuss how they might help your business grow." Setting the agenda helps keep you on track and lets the customer know that you will not waste their time. I also like to ask the customer "Is there anything you would like to add to the agenda today?" Setting the agenda for a call get the customer involved in the meeting and facilitates the sharing of information.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Small Business Psychology

Many people dream of going into business but only a small percentage of the population actually takes this big step. One of the big motivators people give for opening their own business is independence, they want to be their own boss. Bear this in mind when calling on small business people, these folks don't like to be told what to do. This why high pressure techniques are so ineffective in our business. The best way to sell entrepreneurial types is to use good question technique. Ask questions that help your prospects discover the need for your products on their own. Always remember these people resist being pushed but that they are easily led when they see the value of your offering.

Keep Smiling, Keep Selling!

Thanks--Jim Busch

Quote of the week

"You can tell whether a man is cleaver by his answers. You can tell whether a man is wise by his questions." Naguib Mahfouz

Questions are the steering wheel of a conversation. By asking good questions you can direct a call and uncover problems that your products can solve. The best sales people let the customer do most of the talking only speaking when what they say can advance their purpose.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Call opening tactic

Usually I recommend making your point in the clearest, simplest way, but not today. When cold calling we encounter many receptionists whose mission in life it to block sales people's access to their boss. When you walk in and ask to talk to the person "who handles your advertising or marketing" you set off their "Intruder Alert--Intruder Alert" alarm. I prefer to ask something like "Can you tell me who is responsible for telling your company story to the public." or "I need to take to the person who manages your branding strategy." Answering these questions requires more thought. Frequently the receptionist will pass you off to someone higher up. Some times they will ask for clarification. This strategy at least gives you the opportunity to engage the receptionist in conversation about your paper. By engaging the screener you greatly increase your chance to get an appointment with the owner or manager. By stepping out of the box during the call opening you get a shot at getting into see Mr./Ms. Big.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Keep it simple

I just finished Wray Herbert's "On Second Thought", which discusses heuristics. Heuristics is the psychological term for the shortcuts hard wired into our brains. The momentum heuristic permits us to catch a ball without thinking. Heuristics affects our attitudes, beliefs and behaviors. The "fluency heuristic" is the source of the human tendency to seek out simplicity. In his book Herbert described a study where a group of students were given a recipe for egg rolls. One was written in a simple block print and the other in a decorative oriental script. When asked about how difficult making the recipe would be. the students with the simple print rated the recipe as easy to prepare, the ones given the fancy type version said it would be very hard to make. Keep this in mind when presenting to a customer. Use analogies to simple things that the customer is already familiar with, use simple words, and simple graphics to get your point across. Keep your recommendations simple. Research has proven what sales people have known for a long time--the simpler you make things, the more you will sell.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Be Specific

When using numbers, the more precise you are the more believable you will be. I was working with a "Cash for Gold" company whose ad read "We Pay More For Your Items." This sounds too much like a boastful claim to be believable. In the meeting I asked them what they pay out to an average customer. Using this data we came up with a new headline: "What would you do with an extra $404.36?" The odd number not only sparks the reader's curiosity, but also is much more credible than some vague "big bucks!" statement. This also works when you are presenting data to a customer, whenever possible be specific.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Quote of the week

"Success is often just an idea away" Frank Tyger

Today I was working with a rep who ad been stopping at prospects and leaving them brochures for special sections along with a business card. I asked him how many ads he had sold using this technique and he told me "None." This is the classic definition of insanity--doing the same thing over and over and expecting a different result. Think of your sales territory as a laboratory, constantly experiment with new sales techniques and approaches. Trying new ideas not only helps you to increase your effectiveness as a sales person but also keeps the job fresh and fun.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Win the new business lottery

Here is an off the wall idea for getting tough prospects to talk to you. When you can't get a meeting or get them to return try this. Take them a one dollar scratch off lottery ticket attached to a note saying: "Here are two chances for you to make some money: You may win big with this ticket or you can let show you how I can bring more paying customers to your business. The odds are 50,000 to 1 that you will win big with this ticket, but based on what I've accomplished for other local businesses the odds are very good that I can make you a lot of money." When you follow up with the customer say "I am the rep who left the lottery ticket, can I have a few minutes of your time." I have done this a number of times and it has opened some doors. This is sort of a last ditch effort but this technique differentiates you from the average sales person. The only thing you have to lose is a buck.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Tis the season to tan

February is the start of the season for tanning salons. In most years their business picks up in February, and gets busier each month until it tapers off in June. Since many tanning customers will be starting soon now is the time for the salons to begin advertising. They should offer discounts for tanning packages to lock up this business at the beginning of the season. This would be a smart time for the tanning salons and beauty salons/spa with tanning beds to sign frequency contracts to cash in on the peak months for their business.

Keep Smiling, Keep Selling!

Thanks

Jim B.

Valentines Day Promo Idea

Valentines Day is just around the corner. Obviously this is a good time to reach out to jewelers, candy stores and restaurants but other retailers can benefit as well. Retailers can buy a quantity of inexpensive children's Valentines Day cards and use them to provide a surprise discount to shoppers. The can keep the sealed cards at the counter and invite shoppers to choose one. The Valentines can be marked with a percent or dollar amount discount. They can run an ad with copy saying something like "We love our customers, come in and choose a valentine and save big." The surprise factor makes this promotion fun and interesting.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

"Send me some literature"

"Send me some literature and I'll think it over" is a customer's way to give you a "nice no." it is a non-confrontational way to give you the brush off. The best way to handle this "request for more information" is to give it back to them. "Mr./Ms. Customer, I'm glad your interested in my products and I'll be happy to send you some more information. First let me ask you a few questions so that I can determine exactly what to send you." This engages the customer in conversation and moves the sales process along. If you just blindly send out a brochure, it will go directly to the waist basket and it is likely the customer will be "unavailable" to take your follow-up call. Using this technique you will be able to engage the customer and gauge their true need and interest.

Keep Smiling, Keep Selling!

Thanks Jim B.

Weekly Quote

"There are only two ways to approach life--as a victim or as a gallant fighter, and you must decide if you want to act or react, deal your own cards or play with a stacked deck. An if you don't decide which way to play with life, it will always play with you." Merle Shain

This is a good thought for slaespeople like us. It is also a good quote to share with our advertisers and prospects. Some customers surrender to the economy or the market and watch their business slowly wither away. The "gallant fighters" take action and advertise aggressively to bring in customers to build their business. Sometimes you have to remind customers not to be victims and take the attitude that "Yes, the economy stinks, now what are we going to do about it?"

Keep Smiling, Keep Selling!

Thanks Jim Busch

Balance in an ad

I was just working with one of my reps and a "Cash for Gold" client. Their ad has a lot to offer. The have multiple location, offer fair prices and have a good reputation and BBB rating. The problem is that their ad as no dominant element. When readers look at the ad 5 or 6 large elements compete for their attention. This can be very distracting and cause the reader to move on without acting on the ad. Keep the AIDA formula (Attention-Interest-Desire-Action) in mind when designing an ad. Use a dominant element such as a bold headline or graphic to draw the reader's attention into the ad. Once you have grabbed them by the eyeballs make sure the flow of the copy leads them through the ad (and the AIDA process) The copy should flow from left to right and top to bottom like the page in a book. It should grab their attention, tell them why they should be interested, increase their desire with an offer and then encourage action with a phone number or a coupon. Making the ad easy to follow and using this process will generate far better results for the advertiser.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Have a contingency plan

Today a massive snow storm is blanketing my area. This means that some of my reps will not be able to meet with some of their customers. Sometimes the customer's stores don't open or some service customers will be out doing storm related repairs. This can happen at anytime. If it is not a storm, it could be a personal emergency for the client. We know how important consistent advertising is for our client's success. To ensure continuity you should have a back-up ad for every regular account. This should be a generic ad that you can use when you can not reach an advertiser. Get prior approval on this ad and let the customer know that it will run when they are unavailable. This will send a signal that you care about them and that continuity is important.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Finding a good headline

I am sorry this blog went out late today--I was experiencing technical difficulties.

Research has found that that ads with effective headlines out perform ads that lack a good lead. A great question to ask to identify potential headline ideas is: "When potential customer call you on on the phone what questions do they ask you about the business?" A good headline answers this question for its readers. For instance if many people call and ask "Do you deliver?" then " Free Delivery" would be a good headline. You have to remind the advertiser that for every person that calls there are probably several who won't make the effort. By using the headline of the ad to proactively answer consumers question you increase the chance that they will do business with that firm. It is a good way to get a client to think about what their ad is saying to potential customers.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Shopping for sales leads

When I am out with reps I always ask them to stop at the supermarket in their territory. I am not craving a dozen of eggs or a box of Tide, but I am looking for leads. Most grocery stores have a bulletin board covered with cards from local contractors and businesses. You can also find these at building centers, hardware stores, small print shops and restaurants. I have made many sales over the years by calling on these cards. These places are a good way to find businesses that fly under the radar as they are not listed in the phone book and lack a web presence. Making the rounds of the bulletin boards as you work your territory can pay big dividends in the long run.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

The original model for the successful American entrepreneur is Benjamin Franklin. His autobiography still offers some very good advice for business people. He was completely self-made and self educated. He had very little formal education but became one of the most respected thinkers of his time. Here is some of his enduring wisdom:

"Let the new year find you a better man*."

Take this advice to heart, schedule time for study and to take classes and seminars. By starting today to improve your knowledge and skills, 2012 will find you a better person.

*My apologies to my female readers, Franklin lived in a much less enlightened time. I believe if he were writing today he would have used "better person."

Keep Smiling, Keep Selling!

Thanks

Jim Busch

An exta month's income

I didn't want to get out of bed this morning. I spent last night at a hockey game with our marketing department and sales management team. This morning was cold and snowy here in Pittsburgh. Still my feet hit the floor at 6:30 and I was out the door by 7:15. My farmer grandfather long ago impressed the impact of early rising on what one can get accomplished in a day. Think about this, if you get up 15 minutes earlier every day of the week you add a week and a half to your work year. Add another 15 minutes at the end of the year and you get more than 3 full weeks extra. Here is how the numbers add up: 15 min/day X 5 days = 1 hr. 15 minutes X 50 weeks (You can sleep in on your 2 weeks vacation) = 62 and one half extra hours per year. Not only do you get extra time but you get quality time. By starting early you are off and running before most people are in gear. This means you can accomplish a lot before anyone is there to interrupt you. If you use this time to plan and prepare you will see a big jump in your sales effectiveness. Since sales people are rewarded in direct proportion to the effort they put into their job this is certain to pay financial dividends.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Good enough is neither good or enough!

Here is something that occurred to me as I prepared my recap report for December 2010.

In the last few weeks of 2010 I closed over $200,000 of new business for my company. In each case we won this business from competitors and in several cases had to overcome the objections of their advertising agencies. In each case we were able to secure this business by using research, good planning and by adhering to good sales practices. We investigated the customer's situation and needs and formulated a creative plan. We approached the customers with a well thought out program that included ad layouts. Between the tight economy and the rise of alternative media print we can not longer afford to "Wing it." Selling print advertising in this environment requires a lot of hard work before and after the sale. Selling today requires more than a big smile and a firm handshake. If we want to be successful in 2011 we need to bring our "A" game to every customer.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The grass is greener under the snow

In January, much of the country is locked in the deep freeze. This puts many of our service businesses on hold. With snow on the ground landscapers, roofers and many contractors can do little more than wait for spring to arrive. This is also true for driving ranges, Dairy Queens and many other warm weather recreational businesses. This makes January the best time to reach out to these businesses to plan their advertising. In February and March they will start ramping up for spring and after that you will be lucky to get more than a few minutes of their time (Remember they have to make 12 months of income in a very short season). By contacting them during their "flat spot" you are more likely to get their undivided attention. This also puts you ahead of the competition. I suggest you lay out a plan for the entire season and give them some ideas to kick their season off with a bang.

Keep Smiling, Keep Selling!

Thanks Jim Busch

January Dangers

Just as most of us assess our waistlines after the first of the year, most businesses assess their bottom line. As the final numbers for 2010 are tallied, many businesses start looking for ways to cut expenses. If you do not wish to be one of the "expenses" that drops out of the budget, it is time to take action. I believe a "good offense is the best defense." Approach your customers with new ideas and new proposals. Focus on the value you deliver to the customer. If they have had a bad year, remind them how much worst things could have been without the customers your publication brought in. Suggest they get more aggressive to turn things around. Conversely, if they've had a good year, praise them for proactively advertising and going after business when many were cutting back. This is also a great time to go after advertisers in competing media by showing the greater value offered by your paper.

Keep Smiling, Keep Selling!

Thanks Jim Busch