Proposal Idea

Smart advertising sales people know selling programs is much better than selling accounts one ad at a time. A simple way to make a program recommendation is to use a calendar. Microsoft Outlook allows you to easily set up calendars for each of your client. Simply plug in the type of ad and where it is running on the appropriate day. This allows the client to quickly scan the month and visualize their program. You can also save these files and keep a record of the customer's history. If you have an especially strong relationship with an advertiser you can create a calendar that includes all of his advertising including the programs they run with your competitors. This gives you more control over the clients advertising and positions you as a consultant.

Sales is about communication with prospects and advertisers. Using calendars is an excellent way to clearly communicate the program you are proposing. I suggest you include a map with every proposal you give an advertiser.

Keep Smiling, Keep Selling

Thanks Jim Busch

Weekly Quote

Growing up in the sixties I was in awe of astronauts and test pilots. This is why one of my favorite books is "The Right Stuff" which is about these American heroes. The author asked a test pilot what would be going through his mind if he was in a plane that was about to crash. He response was simple "I would be thinking about how not to crash" This the perfect example of solution thinking which is the subject of this week's quote and excellent advice in any aspect of life.

"Focus 90%of your time on solutions and only 10% of your time on problems"
Anthony J. D'Angelo

Keep Smiling, Keep Selling!

Thanks Jim Busch

Auto Rebound

After 2 dismal years the auto industry is poised for a rebound. Both J. D. Power and CSM are projecting a minimum of a 15% increase in new car sales over 2009. Bear in mind that many dealerships closed in this period so the surviving dealerships should gain even more. Dealerships should begin to advertise aggressively now. The dealers who reach out to consumers are going to get the lion's share of this new business. This could be the difference in making up their recession losses or going deeper into the red. Their ads should focus on giving value to the consumer and on the stability of the dealership.

Keep Smiling, Keep Selling!

Thanks Jim Busch

What are you trying to do?

I was working with a telephone sales rep today who presented a classified ad to one of her clients. The customer wanted to cut back on the cost of the ad and suggested removing the "attention getter" logo and deleting some of the copy. The rep asked this penny pinching client a great question "Mr. Customer, is your goal to pay as little as possible for an ad or is it to sell your item as quickly as possible?" This is a bit bold but it did the job. What she did was take the focus off the price of the ad and put it back on the reason the customer needed the ad. She cost justified the enhancements to the ad by reminding the customer how these features would help them achieve their goal.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Where is the "Why"

I may have just found the worst print ad in history. It is a full page process color ad for a restaurant. The name/logo of the establishment takes up approximately 25% of the space. The phone number and address plus a huge Free Delivery take up about another 15%. The balance of the ad is their entire menu set in about 6 point type against a dark beige background. My middle age eyes can not decipher this copy even with the aid of my bifocals. While the ad lists and describes every item on the menu, one thing is notably missing from this ad--the "WHY". The ad doesn't tell a potential customer why they should give this restaurant a try. No where does it tell them that the "food is delicious" or that the "prices are unbeatable". There is nothing that distinguishes this restaurant from its' competitors. A strong benefit oriented headline would make this ad much stronger. As it stands the ad is a very expensive way to deliver a menu to their existing customer base.

Keep Smiling Keep Selling!

Thanks Jim Busch

A "Risky" Question

When a prospect seems interested but can't seem to make a decision they may have some concerns which they are reluctant to share with the rep. Most buyers are risk averse, they are afraid of making a mistake. I sometimes will ask them "Mr. Customer, do you see any risks in proceeding with the program we've discussed?" This forces them to lay their cards on the table. If they say "no" then suggest that you move ahead with the order. If they share a perceived risk with you, the hidden objection is exposed and you can address it. Many reps are afraid to expose a customer's concerns because they are afraid they will not be able to counter them effectively. This just wastes a rep's time. Leaving an objection hidden just prolongs the agony, you will never make a sale until it is cleared away. If you can't answer it, at least you can move on to the next prospect. If you can alleviate the customer's fears, you get the sale.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

There maybe no real Betty Crocker or Mr. Clean but there was a real Dr. Scholl. The good doctor of footcare fame was born William M. Scholl in 1882. Starting in 1904 with one small store, he built a nationwide empire worth millions by the time of his retirement in the 1960's. Dr. Scholl attributed his success in large part to advertising. This quote expresses his simple business philosophy:

"Early to bed, early to rise, work like hell and advertise"

Keep Smiling, Keep Selling!

Thanks Jim Busch