Differentiation is one of the fundamentals to marketing success. The ability to describe the customer benefits you provide will set you apart from the rest of the vendors within your product category and will help you build a profitable customer list.
Spike SanteePresenting Your Professional Qualifications
People Don’t Like Spending Money on Advertising! They don’t like spending their money on something they can’t touch and feel. They don’t like spending their money on something that is difficult to understand. They don’t like spending their money on something that doesn’t generate an immediate return. That’s exactly why I’m calling!
If you are in advertising sales you have most surely heard someone say “Advertising is a necessary evil”. It is often said in a begrudging manor, not in a complimentary way. When your prospect tells you this, it rarely leads to a sale. But maybe it should. The prospect is at least acknowledging that advertising is necessary. You have half of the battle won already. Now you just have to show the prospect that by working with you, they will be able to eliminate the evil aspects from their mind.
Spike SanteeIs Advertising Really a Necessary Evil?
You just got off the phone after another grueling session with a media buyer who says your Radio station isn’t efficient enough to get on the buy, your station isn’t meeting the target Cost Per Point, you need more added value. You feel pretty lousy. Have you ever wondered how they treat the other people they buy from?
Just imagine what your sales life would be like if you could gobble up all of the product lines in your market and get rid of two thirds of your competition. It would be Super Fantastic! You sell all the products lines people want with much less competition than before. That’s exactly what has happened in happened in the Radio business. So why are sales down in the dumps?