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

Take advantage of resolution season

On New Years just about everyone makes resolutions. A good question to ask your prospects at this time of year is "What are your New Year's resolutions for the business?" This is a good way to start a discussion about their goals and how advertising can help them realize them. You should prepare some ideas and perhaps some layouts to demonstrate your interest in their business. You want to be sure that you are a big part of their business plans for 2011. Any time you talk about their goals and the future of their business you exchange your sales person's clothes for the much more attractive garments of a consultant.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Be a straight "A" communicator

Here is a formula for effectively communicating with unhappy prospects and customers. To defuse a tense situation employ the "Four A's".

1. Acknowledge--Let the customer know that you have heard their concerns. This satisfies the basic human need to be respected and lets them know they do not have to escalate their behavior to get your attention
2. Appreciate--Thank them for bringing the issue to your attention and let them know you value their business. Most important let them know you appreciate them on a human level.
3. Affirm--You should let the person know you can see their point of view. That you are taking their proposed solutions seriously.
4. Assure--Commit to resolving the customer's problem. Take personal responsibility for remedying the situation and give the customer your personal contact information. Let the customer know precisely what you intend to do and give them a timeline for completing your plan.

This is good advice for handling customer service problems and sales objections.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Happy Thanksgiving

It is hard to believe that November is upon us already. For many years I've prepared a Thanksgiving letter for my reps to send their advertisers. This letter thanks them for their business and for making the rep and our company a success. The reps customize them, sign them and then send them out so that they arrive during Thanksgiving week. These letters make a big impact on our customers. They expect to receive cards during the Christmas season but this catches them by surprise. Also they get lots of card but usually we are the only company that remembers to thank them. My reps receive many calls from their clients expressing their appreciation for this gesture. This is an outstanding way to set yourself apart from the competition.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Its better to be dumb than a crooked

I made a call on an account to resolve a customer service issue for one of our inside sales people. The rep had failed to follow a procedure that lead to the customer's ad failing to appear in several editions of our publication. The customer was quite upset. After explaining the situation he calmed down considerably. The customer thought that the rep had intentionally deceived him, and was relieved to learn that it been a simple mistake. This is why it is always better to tell the truth when you make a mistake. Customers can forgive a mistake but a breach of trust is permanent. When dealing with a customer honesty is always the best policy. Lying to save face is a bad idea.

Keep Smiling, Keep Selling!

Thanks Jim Busch

"How am I doing?"

"How am I doing?" was a question Mayor Ed Koch constantly asked the New Yorkers he met on the street. This is also a question you should contantly ask your customers. A study conducted by Bain & Co. found that while 80% of the sales people they interviewed believed that they delivered excellent customer service only 8% of their customer's felt that they did. More than half of the businesses rated the service they received as marginal and one third said they were actively seeking competitive bids. The lesson here is that customer's often won't tell you when they are unhappy with you. This is why you need to constantly and honestly look for seek feedback from your advertisers. This is the only way to fix a problem before it becomes a crisis.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Happy Birthday

When talking to clients try to find some way to learn their birthday. Work it into conversation or ask their employees. Put this info into your calendar. When their big day comes around, take them a card or perhaps a cupcake. This gesture will produce results far out of proportion to the small cost of doing this. This practice sets you apart from all the other sales people that call on them. Because this is a personal touch, they realize that you care about them rather than just about their money. This deposit into their "emotional bank account" will pay off if something goes wrong or you need a favor from them in the future. For bonus points, try to get the secretary's or receptionist's birth date as well. It never hurts to have these folks on your side as well.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Should you fire the customer?

As sales people we're told the customer is the boss, that the customer is always right. I disagree with this. I believe the customer is our partner, we both profit from a good advertising program. Sometimes the customer doesn't live up to their end of the bargain. they refuse to pay until you hunt them down, they give their copy after deadline and then demand a full credit because of a minor typo. You don't need this kind of customer. They are too needy. At some point you need to "Fire" these customers. Not only do you write off a lot of their advertising but they also waste a great deal of your time, time you could use to find good clients. You may have to put them on "probation" warning them that if they do not pay within terms, that you will cut them off. Give them a letter stating that you will not authorize adjustments on ads submitted after your proof deadline. I hate to turn down any business but these accounts are not worth the effort to keep them.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Asking for feedback

Ed Koch was the mayor of New York City from 1978 to 1989. He was famous for walking the streets of the big apple and asking citizens "How am I doing?" He wanted to voters to share their opinion of the job he was doing as their mayor. This is good practice for a politician and an even better one for sales people. You should constantly solicit feedback from your prospects. Failing to do this could lead to a nasty surprise when an advertiser leaves your publication for a competitor. You need to proactively pursue this information. Most people try to be "Nice" and to avoid confrontation. Saying something like "Mr/Ms Customer, I want to give you the best possible service, please let me know where I can improve what I do for you." can draw out their feelings. Make sure the customer knows you are looking for genuine feedback and not just a pat on the back. This will demonstrate your dedication and maturity to the customer and will help you give better service to all your customers. In sales what you don't know can hurt you. Consistently asking for feedback will uncover problems early on, so you can fix them before they cost you an account.

Since we're on the subject of feedback. Please let me know what you think of my blog. I am always interested in ideas to improve it.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly quote

This week's quote needs no explanation. I saw this posted on a prospect's wall while out cold calling with a rep. This is all you need to know about success in business.

Our Philosophy

Because the customer has a need, we have an opportunity.
Because the customer has a choice, we must provide superior products and services.
Because the customer has a sense of urgency, we must respond promptly.
Because the customer has expectations, we must exceed them.
Because the customer has a memory, we must be legendary.
Because of the customer, we exist.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Take Control of Your Customer's Advertising

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

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

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

Keep Smiling, Keep Selling!

Thanks Jim Busch