The rolling classroom

As sales people we spend a great deal of our time in the car. You can put this time to productive use by listening to audio books in the car. Sales training legend Zig Ziglar termed this "Automobile University" I can listen to 1 1/2 to 2 books per week during my travels. About half of these books are sales/business related and the other half are histories or biographies (which also offer lessons for sales people. This means that I listen to 50 or more business books in a year. The old proverb knowledge is power is especially true in sales and this has helped me to become a better sales person and a better manager. I get most of the books I listen to at my local library though their are online book rental companies. As Benjamin Franklin said "An investment in knowledge, pays the best interest."

Keep Smiling, Keep Selling!

Thanks Jim Busch

Make some popcorn

Over the weekend I had a change to watch "Art & Copy." This is an excellent documentary film on the advertising industry. I particularly enjoyed the interviews with industry veterans and the stories behind some of the best known advertising campaigns in history. While the emphasis is on broadcast advertising, the creative processes shown in the film will be very familiar to anyone who works in any part of our industry. I rented this PBS produced film from Netflix, so you should be able to find it. I believe you will find it fun to watch and informative.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

"The truth of the matter is that you always know the right thing to do. The hard part is doing it"
General Norman Schwartzkopf

As a trainer my job is to give the people I work with the skills and knowledge they need to be successful. Long ago I gave up the illusion that I can make anyone successful, at most I can help them. Success has to come from within, taking action and making it happen. Like "Storm'n Norman" said, this is the hard part and the only thing that matters.

Keep Smiling, Keep Selling!

Thanks Jim Busch

"Power" up your selling skills

My secret weapon arrived in the mail today. This tool has helped me to become a better sales person and sales manager. It helps me to maintain my competitive edge. My secret weapon is Selling Power Magazine.

I have subscribed to Selling Power Magazine for many years. Because Selling Power is written for sales people by sales people, every issue is packed full of actionable ideas that you can take directly to the field. This month's issue includes articles on interviewing, motivation, risk taking, objections, listening, closing and much more.

As professionals we need to invest in building our sales skills. Selling Power is a good investment that will bring you an excellent ROI.

Keep smiling, Keep Selling.

Thanks Jim Busch

Friday Quote

When I was a young man Dr. Lawrence J. Peter's work was very popular. He is the author of "The Peter Principle, Why Things Always Go Wrong." The theory behind this book was that people eventually get promoted to their "level of incompetence." Stated simply this principle says that people are advanced until they reach a level that is beyond their abilities. Dr. Peter had some unique insights into human nature and in his second book "The Peter Prescription" he explored the answer to the problem described above--continual self development and learning.

This week's quote is one of "Peter's Laws"

"Do it by the book...but be the author!"

I totally agree with this thought. We need to establish personal principles and then live by them! Have a great weekend.

Keep smiling, keep selling

Thanks Jim Busch

Remembering Herb

Today I learned that my old boss Herb Gross had passed away. Herb owned a small independent cash register company and I worked for him as his service manager. Because I had some success selling service policies, I tried selling registers in the evenings launching my sales career. I don't like to speak ill of the dead, but Herb was a real SOB of a boss. In spite of this, I will be eternally grateful to him for teaching me a lot about sales and management (Some by setting a good example, some by setting a horrible example). In later years we became friends, so here is a typical "Herb story" in his memory.

Late in the afternoon just before closing, a frantic customer called telling me they had run out of cash register rolls. I knew the customer's machine would not operate without rolls so I told him "No problem, your store is on my way home, I'll drop off a package within the hour."

As soon as I hung up the phone Herb was in my face shouting "Don't ever tell them that...don't ever tell them that again!"

Confused I said "Don't tell them what? They need the rolls and they're a good customer."

Still agitated Herb said "I know that, don't ever tell them 'No Problem!' Make 'em owe you. Tell them 'You know we're closing in a few minutes and your store is out of my way but you're a good customer so I'll get them to you as soon as possible.' Make them think getting the rolls to them is a big deal. They'll remember that if a competitor tries to take our business."

While I didn't agree with lying to the customer, I did learn a lesson about the importance of maintaining customer relationships. Herb always considered how every interaction with the customer impacted the relationship. Herb drove me crazy for a couple of years, but the lessons I learned from him have helped me for decades.

Keep smiling, keep selling

Thanks Jim Busch

Make them famous!

One of my friends has been selling Pennysaver advertising for almost 30 years. Mike consistently ranks in the top five of our sales people. What is his secret? He concentrates his efforts on selling long term advertising agreements.

Mike tells customer's "My job is to make you famous and the only way we can do that is to keep you in front of your customers." He also trains his customers "not to expect any obvious results for at least six weeks, after that you will own the market." Mike's strategy is to get the customer to think long term and to get them used to advertising. One of the most interesting calls I've ever observed was with Mike. His customer said "Mike, we got some business out the ad this week." Mike responded "I doubt that, it is much too soon." The customer shot back, "Hey, I'm telling you the ad is working, I'm getting calls!" Mike acquiesced and went on with his call. Anytime you can get the customer to argue that the ad is working, you have them eating out of your hand. Talk to your customer's about making them "Famous" and you will be famously successful

Keep smiling, keep selling.

Thanks--Jim Busch

Looking for leads in all the right places

Supermarkets, home centers and hardware stores are great sources for leads. These stores often have bulletin boards where many contractors post their cards and fliers. I also print up a small ad for myself saying listing some of my papers benefits and my number. When I stop at the bulletin boards to pick up leads I post up a few of these cards. Over the years I have made quite a few sales this way.

A few years ago one of the reps that works for my company had a small lumber yard as a client. He asked his customer when most of the contractors stop in to buy their materials. Per his customer he visited the lumber yard at 7 am, the next Monday morning and set up a folding table. For the next two hours he handed out free donuts and coffee along with his business cards. For a price of a few donuts, he landed three contract advertisers. Sometimes you need to think out of the donut box.

Keep smiling, keep selling.

Thanks Jim Busch

A timely idea

Sales people use all sorts of tricks to keep themselves focused on their primary task. We all know that the more time we can spend talking to advertisers and prospects the more money we will make, but it is easy to get distracted. I spoke to a sales person recently that has a unique way of keeping himself on task. He bought a cheap digital stopwatch. Throughout the day he starts the clock running when he is talking to a customer either in person or on the phone. As soon as the conversation ends, he hits the stop button. Each day he records the total elapsed time in his Day timer. He told me that when he started doing this he was amazed at how little time he actually spends doing the activity that he gets paid for, talking to customers. This gives him a heightened awareness of time and has motivated him to operate more efficiently. He plays a little game with himself, trying to beat his previous "personal best."

I've met a lot of salespeople in my life. The top sales people I've encountered are always excellent time managers. Using a stopwatch is a bit extreme but the idea behind it is sound. The more time we spend with customers--the more sales we will make.

Keep smiling, keep selling

Thanks Jim Busch

News you can use

I once heard Omar Periu say "Until you say something interesting you are an interruption." It can be challenging to come up with something to grab the prospects attention. When I read the newspaper I am always on the look out for potential talking points. I look for stories that potentially impact the local businesses I call on.

For example, yesterday's USA Today featured a story about the decline in the sales of cemetery plots. The article attributed this to the lower cost of direct cremation. I will be able to use this story as a conversation starter with local cemeteries and funeral directors. "Mr. Customer I read an article about... in the USA Today, how is this impacting your business locally" Using this timely information gets the customer talking about their industry and their business. This gives you an opportunity to uncover problems that your publication will be able to solve. Using the news tells the customer that you are interested in them and positions you as more than the typical sales person

Keep smiling, keep selling.

Thanks Jim Busch

Answer now, explain later!

When answering questions, the simpler the better. There are no grey areas in a "Yes" or ""No" answer. Obviously our business is much too complex to use monosyllabic answers in every case. When answering a question, communications experts agree that is best to give your answer first and then explain it. For example if a client asks "Can I get my ad in tomorrows paper?' the best response would be "No, I'm sorry, that issue has already gone to press. Our deadline is three days before the in-home date of the paper." This provides customer with the information they need right away. This allows them to easily process the information. It you place the explanation before the "meat" of the answer you confuse the issue. If you say "Mr./Ms. Customer, it takes a lot of work to put our paper together. our deadline is three days before the in-home date, so I won't be ale to get you in tomorrow's paper." the customer may be processing the collateral information and miss the fact they need. By answering directly you show the client that you are confident and know what you are talking about. Long rambling answers may give the impression that you are trying to avoid the question. Answering directly positions you as honest and straightforward.

Keep smiling, keep selling

Thanks Jim Busch

Great quote

Here is this week's quote:

"I can give you a six word formula for success: Think things through--Then follow through."
Eddie Rickenbacker

Rickenbacker led an amazingly successful life. He was a WWI flying ace, a WWII hero and a successful business man who shaped the emerging airline industry.

Every salesperson should burn this quote into their brain. When researchers survey buyers about their complaints about salespeople "Failing to follow up on a promise" is always #1. A lot of business people rely on this to blow off weak sales reps. They say "Get back to me in a couple of weeks and we'll talk" knowing full well that they will never see the rep again.

Follow up is the root of trust, and trust is the key to turning prospects into customers.

Keep smiling, keep selling

Thanks Jim Busch

12 Months of Sales Information

When I arrived at my office this morning, I found my monthly copy of Selling Power in my inbox. I have subscribed to Selling Power for well over twenty years. I subscribe to a number of magazines but this is the only one that I have kept for this long and it is the only magazine I read cover to cover every month.

I like Selling Power because it is written by sales people for sales people. Each month it is packed with practical advice that I can share with my sales reps and managers. Selling Power is a great resource for sales managers and provides pre-packaged training for their sales meetings.

I paged through my copy and the first thing that caught my eye was a one page article titled "Sixteen ways to survive a recession and build your sales", the same edition also features articles on benefit selling, identifying buying motives and much much more. I never put down Selling Power without taking away at least two or three actionable ideas to make me more successful.

Lawyers read the law review to keep up on current case law. Physicians read medical journals to stay abreast of the latest medical research. Sales people need to study their profession as well. Top sales people are always looking for ways to improve their selling skills and enhance their skills. Selling Power magazine is a great resource for anyone who sells for a living (Also check out their great website). A subscription to Selling Power is $33 per year, I guarantee you this is an investment that will pay for itself many times over.

Thanks for reading. Keep smiling, keep selling!

Jim Busch

Getting prospects to read your e-mails

E-mail is far from the ideal way to contact a prospect or an advertiser. That pesky little delete button up in the right hand corner of the keyboard makes it way too easy for clients to blow you off. Unfortunately sometimes e-mail is the only way to get your message to a decision maker. This makes mastering the art of the e-mail a crucial skill for the 21st century salesperson. Here are a couple of things to remember before you click "SEND"

"You never get a second chance to make a good 1st impression!"

When you visit a customer at their place of business, the first few seconds of the call sets the tone for the rest of the meeting. A salesperson greatly increases their chance of success if they kick off the call by saying something that engages and interests the customer. This is even more important when sending an e-mail. On a face to face call, your smile or a firm handshake may help open the door. When all you have is a few words in times new roman on the client's monitor, your words have to do the job all by themselves.

Make sure your subject line offers a benefit to the reader. Talk about helping them or making them money. Remember the Internet is the "Information Superhighway". Offer the reader some information that offers a benefit. A subject line that says something like "What businesses in your area are doing the drive sales" or "How Joe's Bakery attracts new customers" uses the readers natural curiosity to inspire readership.

The first paragraph of your message should also be focused on the benefits to the customer. Many people scan the opening of the message in the "preview frame" of their inbox. Your goal is to get them to open your message and read it. If your first few sentences intrigue them this is just what they will do.

E-mail makes communication quick and easy. It is tempting to dash off a message and click send without giving what we're saying much thought. Taking the time to carefully craft a sales e-mail is well worth the effort. One of the benefits of using e-mail is the written word allows you the time to choose words that clearly convey your message. Thinking about what you want to say, and even more important, what the prospect wants to hear is the key to getting your message read. An E-mail may not make a sale for you, but it can help you get an appointment so that you can make one.

Thanks for reading. Let me know what you think.

Jim B.

Welcome

Welcome to Ideas and Eyeballs.

This blog is dedicated to helping advertising sales people and advertising sales managers achieve their goals. My goal is to provide front line sales people with practical information that they can use to make more sales and better serve their advertisers. After 30 years as a sales person, sales manager and sales trainer, I believe I can offer you some unique insights. My career takes me around the country and I get to talk to some of the most successful people in the industry. I am also a bit of a "sales geek", I spend a lot of time reading books on sales, advertising, marketing and psychology.

I love to talk to other sales people and learn from them. Unfortunately I can't sit down with each of you and have a face to face conversation. Fairfax Cone once said "Advertising is what you do when you can't go see somebody," the same could be said of this blog. Knowledge is useless, unless it is shared, this blog is my way of sharing what I have learned and I hope you will want to share your thoughts with me.

My goal is to post at least twice week. Initially I will do this on Monday and Thursday mornings. Thank you for reading this.

Thanks--Jim B.