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

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

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

Great Question

Here is a question that I like to ask to uncover a customer's USP (Unique Selling Proposition). If you ask a prospect what sets them apart from their competition you often get a shrug of the shoulders and a "I don't know." I use this format to set up the question and create a visual for the client: "Mr./Ms. Customer, imagine that I am the worst comparison shopper in the world. Before I will buy your product I bring you and all of you competitors into a room and set you all around a table. One at a time, I ask each of you "Why should I buy from you instead of one of these other guys?" What would you tell me?" Asking the question in this way usually generates a good response from the customer. I often find that what they tell me makes a great headline for their ad.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Go back to the beginning

I like to ask what I call "origin" questions. These are questions that ask people how they got started doing something that will help you to sell them. For example asking them "What led you to get into the (Blank) business?" This question is a great conversation starter and will reveal a great deal about how the customer thinks about his business. If a prospect is advertising with a competitor, challenging that decision directly may put the client off. Asking "What led you to choose (Competitors Name)?" Their answer will tell you how they make advertising decisions. The obvious followup question is "Has the competitor accomplished this goal?" which can open up a discussion on advertising. An "origin" question seems safe to the customer and does not seem "salesy". By engaging a customer in conversation, you greatly increase the chance of closing a sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

Here is this week's quote:



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



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



Keep smiling, Keep Selling!



Thanks Jim Busch

Talk about their favorite people

The best way to keep a customer engaged is to talk about what interests them. One of their favorite things to talk about is their customers. As a sales rep, this should also be one of your favorite subjects as well. Customers are what we sell. The more you know about a prospect's customers, the better job you can do creating a program that will reach their target market. Here are four basic things you want to know about their customers

Are they:

• Young or old (The age of a typical customer)
• Rich or poor (The household income of a typical customer)
• Near or far (How far will customer's come to do business with the prospect)
• Male or Female (The gender of a typical customer)

It is important that you know these basic facts before crafting a recommendation. This information will help you choose where to place an ad and what to say in the copy.

Keep Smiling, Keep Selling!"

Thanks Jim Busch