Monthly Archives: August 2009

Absence of Body Language

 © by Wayne Ens

            If you haven’t noticed, the skills required for selling and building customer relationships in the business-to-business world have changed dramatically in recent years.
            In a recent MarketingSherpa survey, buyers and sales people were asked, “Why do buyers leave?”
            Not surprisingly, the top answer with sales people was “price”. The top answer with buyers, however, was “service”.
            But multi-tasking, tighter deadlines and technology have redefined the world of selling, and how buyers define service.
            Service that was once measured by the amount of face-to-face time you dedicated to your prospects, is now measured by busy buyers based on how much face-to-face time you don’t occupy to achieve their objectives.
            Buyer styles that were read face-to-face through ‘body language’ or verbal tones, now often have to be assessed through ‘literature language’ received in hastilycrafted emails.
            Relationships that were once built exclusively on face-to-face communication and personality are now also impacted by your ability to communicate effectively with technology and to convey your personality, and read your prospects’ personalities, through the written word. 
            Your ability to write succinctly with empathy, and to read between the lines in client emails, are skills that are as important today as the questioning and negotiating skills you acquired when you were learning face-to-face selling. 

P.S. Our Customer-Focused Communications workshops will help you understand what’s behind the emails you receive and how to reach and influence your prospects with new technologies and the written word.   

Magic Formula

© by Wayne ENS

           My friend Bill Dawkins at Magic FM, told me about a ‘magic’ call formula the folks at Val Pak, the coupon envelope people, use when selling local advertisers.  
          Bill told me he had bought a Val Pak franchise a number of years ago, but did not believe their call formula.  He set out to prove they were wrong, but he could not.
          Since Bill told me about the ‘magic’ formula, we’ve used it at several of our stations, and it really does work!
          So here it is for you; 10/7/4/1……that’s the formula.
          If you make ten phone calls, you’ll reach seven decision-makers, confirm four appointments and make a minimum of one sale. It sounds too easy and too good to be true, doesn’t it?
          Well, there is a catch. You need to do your homework so that you have a Valid Business Reason for every call and every appointment. A Valid Business Reason is a reason for the call that benefits the prospect.
          That reason may be some local research about the prospect’s category, a proven marketing concept that has worked for that category in other markets, or anything else that establishes your intent to help your prospects increase sales from the very first appointment.
          We have worked with hundreds of media sales teams across North America and have discovered numerous ‘magic’ formulas which we have tested and proven to increase sales.
          Click here if you would like to talk about becoming one of our successful stations.

Pareto Principle

         © by Wayne ENS  

            I often encounter managers who confuse activity with productivity, especially managers thrust into a multi-tasking environment, wearing several hats with multiple mandates.
            Coaching them to employ the old 80/20 rule in their time management has been one of the most valuable tools I’ve been able to give them.
            The 80/20 rule was first revealed by Vilfredo Pareto when he discovered the importance of what he called “the vital few” economic activities versus the “the trivial many”. Also called the Pareto Principle, this rule dictates that 20 percent of your activities will account for 80 percent of your results; 20 percent of your products will account for 80 percent of your profits; and 20 percent of your accounts will account for 80 percent of your revenue.
            When you have a list of ten things to do, the odds are that two of those ten tasks will be more valuable to your company, your customers and your career, than the other eight combined. In fact, one of those tasks may create results five or ten times the value of the other nine, even though each of the ten tasks require the same amount of time.
            It is that one or two highest-leverage tasks you need to tackle FIRST each day, even though they may be the toughest or most complex on your to-do list. The most successful managers, and sales people, refuse to focus on the bottom 80 percent of their tasks until the top 20 percent are successfully completed.
            Before you tackle the tasks on your to-do list, discipline yourself to ask, “Is this on the top 20 percent of my activities list, or the bottom 80 percent?”



Building Trust

          You may have seen this sales tip last week from John Potter, VP Training for the Radio Advertising Bureau.
          John said, “I used an insurance man for years.  He took me to breakfast for a review of my insurance needs every six months.  At the conclusion of reviews, more often than not, he said he thought my insurance matched my needs and he would call me again in six months.  I liked him.  I believed him.  I trusted him.

          Now I have a new insurance man.  He calls me often.  But every time he tries to sell me something.  I don’t like him.  I don’t think he has my best interests at heart.

          Contact your clients often.  Do not try to sell them something every call. Take them marketing information, ideas beyond advertising, information about their competitors. They’ll like you. They’ll believe you. They’ll trust you.”
          This is exactly what our SoundADvice does for busy account executives. It puts marketing information, ideas beyond advertising, and useful business tips in front of them, along with your photo and call letters every week.
          Your customers and prospects will appreciate your SoundADvice. They’ll learn that you are not just a ‘spot broker’, but you are a marketing expert, and they’ll learn to trust you.
          Your investment for SoundADvice is less than you spend on your morning cup of coffee each day, and we have a special offer right now which includes our powerful, “How to Sell in the New Media Economy” workshop.
Interested? Reply here and I’ll follow up with a free online demo. 

Advertising Works

© by Wayne Ens           

            The most successful stations I work with are visible everywhere in their communities, in pursuit of audience.
            But I’m convinced their high visibility does even more for their revenues than it does for their ratings!
            Prospects who don’t listen to your station can get the impression that everyone else in town does listen to you when your vehicles, banners, sponsorships and staff are seen at every community event they attend.
            With all of your competitors claiming to be “number one”, most business decision-makers don’t believe ratings.   They have learned that figures don’t lie, but liars sure can figure.
            On the other hand, they do believe their own eyes and have confidence in your popularity when they perceive they see you everywhere.
            Retailers claim the key to success is location, location, location. Are your station vehicles tucked away overnight in an employee’s driveway or hidden behind your station, or do you have a plan to keep them out, moving and visible?
            Do your personalities pull a shift then hide in their cocoons the rest of the day, or are they out and about, clearly identifying themselves as your stars with their attire and vehicles?
            By the way, radio advertising works too! The easiest person to sell is someone who listens to your station….you don’t have to convince them someone listens, they know first hand. Do you run creative, relevant, thought-provoking commercials to attract new advertisers?
            Our business is no different than our clientsbusinesses. Advertising is the first link in a marketing program. But advertising only ‘attracts’audience and sponsors. It’s what comes over your speakers and what we do to create value for our advertisers AFTER the sale that will determine your long-term success.
P.S. Do your reps know how to create the value perception for your advertisers? Our Creating the Radio ROI can dramatically improve your customer satisfaction, key account order size, and renewal rates. 
P.P.S. Our weekly radio e-marketing, called SoundADvice, can be the most cost-effective advertising you can buy. Email Wayne to arrange a free, no obligation demo.