Quote of the week

Ralph Waldo Emerson said:

"Life consists of what a person is thinking of all day"

Thinking about what you're thinking is called "meta cognition" Throughout our waking lives, an endless progression of thoughts streams through our minds. These thoughts shape our lives and our characters. What do you think about? Are your thoughts positive or negative? Instead of letting random thoughts come into your head, take active control of your mind. Monitor your self talk. Don't beat your self up, don't make self-fulfilling prophecies? If you allow yourself to think about failure, you will fail. If you think about winning, you will make that come true as well.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Positioning Research

One of my job responsibilities is to help reps pull research for their proposals and presentations. I serve as a liaison between the marketing department and sales. There is a lot of research available from Paper Chain, the CVC audits and just off the web. Most reps use data very poorly. They rattle off the numbers and expect the customer to "Get It". Numbers are meaningless to most people and many people distrust statistics. The key to using data is to position it properly and to put a face on the numbers. After relating the numbers to the customer use a story to illustrate your point. For example if you talk about the fact that a high percentage of your readers are two earner families you could back it up with a statement like: "Mr. Customer, you're a busy person, so you know what its like, your may not have time to read the newspaper every day but our publication is a quick weekly read with lots of way to save money. You can see why busy families, the kind of people who need your services, like our paper, don;t you." This puts a face on the circulation statistics and also tell him how it relates directly to his business. This is much more effective than the raw statistics.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Top Ten List

Each night David Letterman does a humorous "Top Ten List". I recommend that you maintain a top ten list of your own. Your top ten should be the top ten accounts that you would like to sell. The accounts on your list should present you with the best opportunity to drive your revenue and build your territory. Every territory offers many account to sell and it is easy to lose focus. With only 10 accounts on the list you can give them the "full court press" and fully plan them. You can research the account, prepare spec art and spend the time necessary to land the business. Once you sell an account you can move them off the list and replace them with another prospect. Once you decide a prospect can not be sold they should be replaced. A top ten list permits you to focus your best efforts on your best prospects.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Ask, then speak

When a customer states their viewpoint on something, make it a rule to ask a clarifying question before giving them your own ideas. For example if they say, "I don't feel print advertising is right for my business." Instead of telling them that print works get more information. Ask "Why do you feel print is right for your industry?" Their answer will give you insight into their thinking. Perhaps they feel print is too expensive, you can focus on value. If they question readership you can use testimonials or audits. In addition to giving you more information to work with, asking a question rather than simply reacting to their statement, keeps the call consultative and conversational. Asking questions if less confrontational.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Quote of the week

"We may convince others by our arguments, but we can only persuade them by their own." Joseph Joubert

What is the difference between "convincing" and "persuading" others? I believe if you convince them they see the strength of your argument but will not make changes. They are acknowledging that you may be right, but that this fact on little impact on their thinking. When you persuade someone you have changed their thinking and they will take action. The best way to accomplish this is by asking good questions that lead the customer to discover what you want them to know on their own.Your goal is to help them discover their own argument for advertising with you.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Book recommendation

I would like to recommend a book to you all. This is a simple book that consists of small techniques to enhance your communication. It is "How to talk to anyone" by Leil Lowndes. I particularly like the emphasis on inter gender communication. This a book about the little things that make a big difference not only in our business interactions but in our personal lives as well. A lot of the book is just common sense but it is a good reminder to think about how we communicate with others.

Keep Smiling, Keep! Selling!

Thanks Jim Busch

Hunting for new business

Through much of the country the fall is hunting season. Particularly in rural areas this is a big event. This generates a lot of revenue for a wide range of businesses from sporting goods stores to auto dealers to butcher shops. Now is the time to contact these businesses and to design any special promotions built around hunting. I have seen papers do special sections during deer season featuring pictures of hunters with their trophy bucks. You can sell the spaces or sell advertising around the photos.

Keep Smiling, Keep Selling!

Thanks Jim Busch