In the world of selling, the close is the glamor phase of the selling process. That’s when you, as a salesperson, cash in on your efforts. It’s payday! There are countless books and tapes on how to close the sale. But there are four very simple ways, when used together, can dramatically increase your closing ratio.
Spike SanteeFour Keys to Increase Your Closing Ratio
More bad news for small business trying to advertise on the Internet. News is out that Google has been hacked sending unsuspecting users to fake websites intent on infecting their computers with malware. Over at Facebook, a staff psychologist harvested the personal data of over 50 million American and shared the information with Cambridge Analytica which illegally used the information to target users for political reasons.
Fake user accounts are infecting social media like Facebook and Twitter causing the social media giants to admit that the problem is far worse than previously acknowledged. In November 2017, Facebook disclosed to shareholders that it had at least twice as many fake users as it previously estimated, perhaps 60 million or more automated accounts. According to a new study by the University of Southern California and Indiana University 15 percent of more (50 million) of Twitter accounts are bots rather than real live people. When you buy digital display advertising on Social Media, you are paying for these fake users.
Spike SanteeAre You Paying to Reach Fake Social Media Users?
By now it is becoming abundantly clear, digital display advertising is fraught with fraud and deception. The early promise that digital marketing would bring unprecedented accountability to advertising has evaporated into thin air. Where can you turn for advertising accountability?
Proctor and Gamble, the worlds largest advertiser recently announced that they were cutting back on their digital advertising budget over concerns about click fraud, non-human interaction and ad placement on websites with objectionable content. At the same time, they announced a return to Radio advertising. And for good reason, Radio is the Original Social Medium.
Questions about the viability of terrestrial radio abound. People ask me all the time what impact satellite or Internet radio has on our business. I have to respond by saying, not much. First of all, AM and FM radio listenership is at record levels. There are more people listening to AM and FM radio than at any other time in history. There are nine times more people listening to terrestrial radio than listen to satellite radio. Internet radio listening is a mere fraction of terrestrial radio. There are over 15,000 full-power commercial radio stations on the air in the United States and more being built all the time.
“I tried advertising once and it didn’t work”, is a common objection advertising sales people often hear when trying to establish a new relationship with a prospect. I write extensively about what an advertising sales person can do to ensure that the advertising they sell lives up to their expectations. But, no amount of good advertising will fix a bad business. The business must be prepared to back up the advertising campaign with the basic customer service necessary to convert the advertising into new customers.
Spike SanteeThe Advertising and Business Management Partnership
My Radio was due for an oil change the other day so I took it into the dealership for some service. While I was waiting on the service department to work on my Radio, I walked through the showroom looking at all of the beautiful new Radios. There is nothing quite like the feeling you get when you sit behind the wheel of a brand new Radio for the very first time. It’s so clean and shiny. The leather is soft to the touch. And the smell of a new Radio gets to me every time.
The poet and song writer Bob Dylan sang, “The times they are a changin’ in the 1960s but the message still rings true today for local business owners. Everything is changing at such a rapid pace it’s difficult to keep up. But as Dylan sang, “If your time to you is worth savin’ then you better start swimmin’ or you’ll sink like a stone”, that is good advice today. Here is a story about how one company responded to the changing customer needs and grew into a powerhouse brand today.