“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
In 2003, Michel Lewis released the book, Moneyball: The Art of Winning an Unfair Game.
The central premise of Moneyball is that the collective wisdom of baseball insiders (including players, managers, coaches, scouts, and the front office) over the past century is subjective and often flawed.
Despite the clear indications that better times are ahead, many business owners remain cautious about advertising spending their money on advertising, despite the overwhelming evidence that now is the time to advertise, before it’s too late.
It’s Monday morning, Labor Day Weekend. As I sit here relaxing and planning the week to come, I wonder how many people who complain about computer voice tracking are complaining about it today? Not many I would guess. Not today because you get to spend the day at home with your family and friends thanks to technology.
You arrive for the presentation. You set up your materials. You stand and deliver one of your best presentations ever. The prospect nods in agreement throughout. You get positive feedback to all of your trial closes. You feel like the sale is a sure thing. You ask for the order and the prospect says “It’s a great presentation. I need to send it to the Director of Procurement for their approval.”
There is an old saying in the news business that “if it bleeds, it leads”. It means the worst news of the day will lead at the top of the newscast. Negative news gets the most attention. And so it is with the economic news of the day.
Spike SanteeWhen You’re Going Through Tough Times, Keep on Going!
Package selling has been a staple of the Radio advertising business for many years. Package selling can facilitate the selling process and put money on the books quickly because packages are easier for the advertiser and the sales person to understand than trying to build a proposal from scratch.
Are you a manager or a leader? As a manager, you have two kinds of time. You have “management time” and “leadership time”. Management time is the time you spend getting your sales people to do their work. Leadership time is the time you spend training and leading your sales team to new levels of success. When you are spending your time managing, that is time you can’t use to teach and lead your sales team.
That’s an old newsroom saying about which stories will be placed at the top of the list for publication or broadcast. It satisfies the natural compulsion of the public to gawk at the bad news along the way. The problem with that reporting philosophy in times like these is that it can cause you to take your eye off of your bountiful blessings and make you think things are worse than they really are.