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!

Thanks

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!

Thanks

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!

Thanks

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!

Thanks

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