Monthly Archives: February 2018

Working With Millenials

We often hear from frustrated baby boomer sales managers asking, “How can I get millennials to conform to our way of thinking?”

They’re asking the wrong question.

Their question should be, “What do I have to do to appeal to our millennials’ way of thinking?”

Managing employees is no different than managing clients. We have to adapt to their style, not the other way around.

When Advertising Does Not Work

We open every advertiser workshop and seminar with this statement; “Advertising can’t make a bad business a good business.”

You can begin more realistic advertiser relationships the same way. While every other advertising vendor out there is claiming advertising can solve all of a business’ problems, your credibility will jump to the head of the pack when you start your conversation honestly…advertising cannot make a bad business a good business.

It’s a simple matter to define “a good business” that will benefit from advertising. The Litmus test of a good advertising prospect is to ask, “Do you already get repeat and referral business?” If the answer is “no”, there is something inherently wrong with the business that advertising can’t fix.

But, once your prospect says they’re proud of their repeat business and word-of-mouth track record, you know you can accelerate the success of that business with great radio advertising and build a mutually-beneficial long-term advertiser relationship.

Internet marketing guru Seth Godin explains it this way:

In a competitive business like the local taco shop, here’s how it’s supposed to work:

Keep the place clean. Hire friendly staff. Make better tacos. Offer a fun, connected, even memorable experience.

What often happens instead is that you coin some clever slogans, worry about coupons, cut corners on ingredients and expand as fast as you can. What happens is that you build a moat around your business, get defensive about the status quo and race to the bottom. You’re generic now, and you fight the price-battles that being generic forces you to fight.

When in doubt, make better tacos and offer a fun and memorable experience worth advertising.


Your mission as a radio marketing consultant is to uncover businesses that you know are worthy of your time and can benefit from your advertising.

The Difference Between Success and Failure

Very often, the only difference between a very successful salesperson and an unsuccessful salesperson is their ability to handle rejection.
The way you handle rejection is largely about selling yourself on the value you deliver. Here are some ‘mind game’ strategies you might consider;

1.)  Develop the attitude that when a customer says ‘no’ they’re the loser, not you. Assuming you have put together a proposal in your prospect’s best interest, and purchasing your proposal will increase their sales, they’re the loser, not you. Pity the advertiser, not yourself, especially if their competitor ends up buying your idea.

2.)  Remember, you had nothing when you made the presentation, so you don’t lose anything when your prospect says ‘no’. You lived without that sale before and can live without that sale when your proposal is turned down. (That attitude also takes the pressure off you and helps you make a more relaxed and engaging presentation)

3.)  To a degree, selling is simply a matter of math; more presentations equal more sales. Calculate your closing ratio, then get excited about each ‘no’ as it’s one step closer to a yes, based upon your closing ratio. For example, if your record indicates you’ve closed one in ten, you can get pretty excited on your ninth rejection in the knowledge that in all probability your next presentation will be a hit.

4.) Take responsibility for ‘no.’ No busy decision maker has agreed to sit still for a full presentation if they have no interest in what you are offering. Therefore, retrace your steps to determine where you did not meet or beat their expectations and use what you discover to arrange another presentation. The best Sales People, learn from their mistakes.

5.) Structure your presentations so your prospect is not saying ‘no’ to you or to your stations. Structure it so the ‘no’ is only for that particular presentation or idea, thereby leaving the door open for another opportunity.

6.) Change your mission and definition of success. You have no absolute control over whether your prospect says yes or no. You do have complete control over the thought, strategy, and quality that goes into your presentation. Knowing you’ve made each presentation the best that it can be makes you feel like every presentation is a success, regardless of the outcome.

Are you looking for ways to capture more appointments and to make more customer-focused presentations? Consider our local TOMA (Top-of-Mind Awareness) surveys and SoundADvice radio e-marketing system. These proven programs will help you and/or your sales team capture more appointments and more sales.
Click here to arrange a free online demo of these amazing revenue-generating systems.

Pompoms Aren’t Enough  

I’m not a fan of sports analogies, but watching the Super Bowl I couldn’t help but make a Super Bowl weekend observation:

You cannot cheerlead a team to success.

Cheerleading does add a welcome energy and enthusiasm to the game. But without a good team, great game plans and plays, the right equipment and tools, and a clear focus on the goal line,  the rah-rah sessions aren’t enough to win the game.

Does your team have an account-by-account plan that the players follow to make their goals?

Are they focused on goals and how to get there?

Do you give them the tools and equipment they need to compete?

Do you have a clear playbook outlining what makes your sales process better than your competitors?  Are you constantly scouting to build a better team?

And does your team have a team-appointed captain, a shining north star to follow?

P.S.   Our Key Account Management Workshops and our local TOMA surveys can give your team the plays they need to follow, and the tools they need to increase your sales in 2018 and beyond.

Contact [email protected] to arrange an online meeting to explore how we can help your sales team.