My wife and business partner, Angela, taught me one of the most valuable sales lessons I’ve ever learned; the difference between selling to a need, versus selling to a want.
When she sold Fords and GM’s, she sold to a need. Families needed a van to take the kids to school or a car to replace their dying relic in order to get to work. These were largely transactional buyers looking for basic transportation needs to be filled at the lowest possible cost. They did not look forward to spending money on another vehicle.
When she began to work at BMW, she quickly discovered nobody needs a BMW. At BMW, the customers bought what they wanted rather than being sold what they needed.  There was a huge difference in the customer relationship at BMW.  Customers were actually excited about buying their new BMW while the needs buyers were skeptical and nervous.
While the Ford and GM buyer shopped all over town and had no loyalty, the BMW buyers became life long friends who still send Angela cards and letters today even though she’s out of the business and works with me.
Do your sales people know how to build relationships to the next level, going beyond selling solutions to needs?
Traditional needs analysis and solutions selling are great door-opening strategies. But the cost of the cure cannot exceed the price of the pain in needs selling.
To build more profitable customer relationships you need to get beyond appealing to needs and become a partner in filling the wants of your key accounts.
Needs are largely short term band-aid… “I must sell four cars today.”  Wants are longer term and visionary in scope… “I want to be the largest dealer in the county within five years.”
When you become the conduit to filling the vision instead of the need, you are on your way to partnering in a more profitable customer relationship.

Click here to arrange a free demo of our “Becoming a Master Questioner” sales workshop to help your account executives uncover what your clients want.

We had a plumbing problem last week and to solve our problem I went online to find the phone number for a plumber I had heard advertised.
When I called, the inside sales person asked, “Where did you get our phone number?”  Of course I answered “on the internet.”
It all happened so fast, and the question was so loaded, that I didn’t realize until after I hung up that I had given credit for the sale to the internet, even though it was radio that motivated me to choose that particular plumber.
The interviewer never asked the important second question which is, “What made you choose our company over all of the others online?” and I neglected to go the next step and elaborate on the process that drove me to search for their particular number online.
In the old days, businesses credited Yellow Pages with sales by asking that same question, and now I found myself guilty of proliferating the “power of search” myth….I’m ashamed of myself.  I never gave credit to the radio station that aired that plumber’s campaign; that campaign was the reason why I preferred that plumber over the long list of competitors revealed by Google.
In our “Winning in the New Media Economy” seminars, we are able to prove with actual local research, that the best S.E.O. (search engine optimization) is S.O.M. (share of mind).
Our in-market research proves that most people do not click on the first name a search engine reveals if they have not heard of that name. The majority will scan their search engine results in favour of clicking on a name they recognize.
We also use actual local case studies and proven marketing basics to persuade more businesses that in the electronic age, print is obsolete.  All they need is broadcast to inspire and internet to inform. We have captured literally millions of print dollars from newspapers, yellow pages, brochures and more, in favor of our broadcast and internet media mix.
Click here to arrange a free online overview of how our “Winning in the New Media Economy” advertiser seminar could increase your local direct sales.

The propinquity effect is the tendency for people to form relationships with those whom they encounter often. The science of propinquity dictates that the more you come into contact with a person with interesting, entertaining or helpful information, the more likely you are to form a relationship with that person.
The days of “spray and pray” for broadcast account executives is over….you know, that was the practice of spraying the entire market with your “cold calls” praying that one of them would pay off.
Making more valid contacts, with pre-qualified prospects, will allow propinquity to kick in and grow your sales in 2014 and beyond. Our new SoundADvice e-marketing system for 2014 allows you to reach out and contact your prospects every week.
And our Pre-qualifying Score Sheet helps you determine the best prospects for you to contact.
Click here to arrange a free demo of SoundADvice and click here to view our Pre-qualifying Score Sheet to help you identify your best prospects.

Those of you who have been receiving our ENS on Sales over the last 11 years know it’s time for my annual politically incorrect, “Merry Christmas” message. (Although, I’m increasingly convinced that “politically correct” is an oxymoron because I don’t know any politicians who are “correct.” They all seem to care more about getting elected than they do about doing what’s right.)
I used to agonize over whether I should say, “Merry Christmas” to people but I believe in recognizing the role that history and heritage plays in making people, nations, businesses and cultures what they are, and Christmas is a part of my heritage I’m not ready to deny.
I’m not offended when a friend wishes me Happy Hanukkah, and I feel honored when another friend, from another faith, invites me to her New Year’s celebration in November. There is no denying that Christianity played a role in making North America what it is today…..good or bad.
And I have never seen anyone, in any faith, object to getting a day off on December 25^th, even though they know how the holiday originated, so Merry Christmas everyone!
Tis the season to rejoice and count our blessings.
As you celebrate over the holidays, I invite you to reflect upon how fortunate we are to be in this business.
Sure, emerging technologies and fragmented audiences have made our business more competitive, but we get paid for helping other people and it doesn’t get any better than that!
Whether we’re helping charitable organizations with a fund-raising campaign, or helping businesses to grow and provide more employment with our advertising campaigns, we’re helping, informing and entertaining people every day!
We have a purpose greater than a paycheck! We transform lives. We help needy children by promoting Christmas toy drives. We entertain people, adding laughter, music and insight to their otherwise boring lives. We keep people informed, make them think, and even let them know if they’ll need an overcoat on the way to work today.
We help businesses solve their problems and increase their sales.
Country singer Kenny Rogers once said “Find a way to get paid for doing something you love and you’ll never have to work a day in your life.”  I think that’s where all of us are in broadcasting.
So Merry ….Happy……Greetings……Seasons…… Wishes….. however you say it – I wish you all the best as we tackle the challenges of 2014 and beyond. Merry Christmas from all of us at ENS Media!

          In “The Story of Civilization”, American philosopher and historian Will Durant wrote, “A great civilization is not conquered from without until it has destroyed itself from within.”
          Think of all the civilizations from the Roman Empire to Hitler’s Germany, and you’ll understand what he meant.
Every business, including broadcasting, is in itself a civilization.
If your infra-structure, staff morale, training, mission statement, vision and all of the other components which comprise your “civilization” or culture are strong and in tact, no external competitor or market condition can destroy you.
Stations which blame their competitors for their low rates or that blame their market or any other external conditions for their shortfalls should look inwardly rather than pointing outwardly.
The advantage of focusing on strengthening your civilization is that you control it. You have no control over what the marketplace or your competitors throw at you.
You do, however, control your own beliefs, convictions, systems and culture.
As Radio Ink publisher, Eric Rhoads, reflected on Radio Ink’s civilization in this week’s Radio Ink Headlines, he wrote:
          “While working on my budgets this week, it crossed my mind that I have not budgeted for growth. Yes, of course I budgeted for business growth — but what am I budgeting for the growth of my team members or myself?
Stagnation and the lack of fresh ideas not only kill our personal motivation, they negatively impact our organizations.
In my own organization, I’ve declared 2014 as a year for learning. I have budgeted to attend some events that will force me to learn and grow in new areas. Though it sounds extravagant, I have learned that dull leadership leads to dull companies. No matter how much I read, how much I study or watch, I’m most invigorated when I meet new people and learn about new concepts I need to understand.
It’s almost comical…. in a sad kind of way. Our industry is stagnant and predicting only about 1 percent growth in 2014. This is the same industry where, in many companies, people are not allowed to attend seminars or events. It’s kind of like cutting all promotion budgets and wondering why stations aren’t growing more in ratings and revenue.
Stimulation does not just happen. It comes from a deliberate attempt to learn. When you consider your 2014 plans, make it a point to plan for growth — personal growth and that of your team. The results will positively impact your business.”
         I couldn’t have said it better myself. If you’re planning on growing next year, contact [email protected] to arrange an online demo of the proven programs we have to make sure your civilization grows from within to increase your sales against all odds.