This trick is a treat

Sales is all about establishing relationships with your prospects and advertisers. You want to make a memorable and positive impression on the customer, You can use the upcoming Halloween holiday to score some points. For just a few dollars you can buy some bags of miniature "treat size" candy bars and some small plastic jack-o-lanterns or printed treat bags. You can make up some special "goodie" bags for your customers and drop them off as you make your rounds. It is unlikely that your competitors will do this and your customers will be pleasantly surprised by this gesture. This small investment will make a big impression on your clients. Never forget that the customer is buying you as much as they are buying your product.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Power Phrases for Sales People

Here are a couple of phrases to use on a sales call to give your message impact. I have used versions of these for years to good effect:

1. "If it were me"--This tells the customer that you identify with him and that you are interested in his/her welfare
2. "My customers tell me that"--Customers inherently distrust a sales person (They know why we're there!) Putting your words in someone else's mouth gives you added credibility.
3. "We don't want this to happen to you"--Fear is a strong motivator, relate a story about a business damaged by a poor advertising decision and then use this.
4. "This would be like"-- Nothing promotes understanding like the use of a good analogy. They are particularly powerful if you can relate your recommendation to the customer's business: "Mr. Customer not advertising would be like not replacing your merchandise, you need to replenish your stock and you need to replenish your customer base."

These phrases work on a customer's emotions and help them to see the value you offer.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Quote of the week

Leo Burnett was one of the most creative advertising men of all time. He was the master of the pithy statement that contained great wisdom. Here is Burnett's twenty word description of advertising:

Advertising says to people, "Here's what we've got. Here's what it will do for you. Here's how to get it."

Think about this simple statement each time you build an ad. Most ads I see have parts 1 & 3 but forget to tell the reader "Here's what it will do for you." Make sure your ads offer a benefit to your readers. Benefits are the thing that makes the ad work.

Keep Smiling, Keep Selling!

Thanks Jim Busch

The six rules of enthusiasm

When I first went into sales I would go to the library and check out everything I could find on sales. I would copy or write down points that I wanted to remember. Recently I found something I had photocopied long ago from a sales book. I am not sure where this is from (There is a reference to Edward R. Murrow on the page so I think it dates back to the 1950's) but it makes just as much sense as it did many decades ago.

The first way to rise above the crowd is to do the ordinary thing with extraordinary enthusiasm. The six rules for feeding and developing enthusiasm are:

1. Choose to sell something you can be enthusiastic about.
2. Keep on learning all you can about it.
3. Take pride in it.
4. When enthusiasm lags, work harder.
5. Work and talk enthusiastically
6. Exposure yourself to enthusiastic people

Keep Smiling, Keep Selling!

Thanks Jim Busch

Great way to show off your work

I recently bought some "Magnetic" photo albums. These are the ones with the pages covered with a clear plastic sheet that can be lifted and replaced as needed. I am using these to display the front page stickers my company is now selling. They could be used to display any type of print ad just as easily. Few things are as effective in the sales process as showing prospects ads from other local businesses. These albums are a very professional way to show off your work. By packing the pages with lots of ads you foster the impression that your publication is very successful and that many businesses advertise with you. This helps prospects overcome their fears about advertising. This books are inexpensive and easy to update.

Keep Smiling, Keep Selling!

Thanks Jim B.

Get them moving

When customers get hung up on a problem or a mistake in an ad the sales process comes to a halt. Going over and over a problem is counter-productive and actually makes the problem worst. The best way to handle this is to acknowledge the problem and then ask the client "Moving forward, how can we remedy this situation." The phrase "moving forward" takes the focus off the problem and places on it finding a solution. This can get the sales process back in gear again and moves you toward a close.

Keep Smiling, Keep Selling!

Thanks Jim Busch

What happens in Vegas, doesn't have to stay in Vegas

I'm back from the SACP/PNAWAN conference in Las Vegas and so is this blog. I enjoy attending conferences and find them a great place to learn more about our business. The people who attend these events are some of the best in our industry and are committed to improving their skills. Ostensibly, I attend theses conferences to teach but often I think I benefit more than my students. A sales rep from Utah gave me a great idea. Her paper doesn't have a web site which puts her at a competitive disadvantage relevant to the local daily paper. She helped the customer set up a Facebook page for her advertisers and then e-mails a copy of their ad to them to load on the page. She puts the customers page address into each ad along with the Facebook logo. This gives the account an Internet presence and leaves the rep in control of the business. A great idea, particularly for reps working for smaller papers.

Keep Smiling, Keep Selling!

Thanks Jim Busch