Category Archives: Uncategorized

Kick Start

Kick Start

            We all have tasks to perform that we’d rather not. You know, the ones you keep pushing to the bottom of your pile?
           Do you know is what the hardest thing about starting those projects or tasks?
           The hardest thing about starting those projects is……starting those projects!
           Once you kick yourself in the butt and finally tackle the project it seldom takes as long or is as difficult as you had imagined it would be. It just needed your kick-start.
           Most courses, books and trainers on the topic of ‘time management’ suggest that you do those distasteful projects first; Get them out of the way and the rest of your day will be a breeze.
           Procrastination is the enemy of attitude.
           Letting the thought of starting that task eat away at you for the bulk of the day can have huge detrimental effects on your ability to focus on the projects or tasks you normally would enjoy.
            So take a look at your to do list every morning, and kick-start that ‘hard to start’ project first. Starting it is half the battle, finishing it naturally follows and clears the way for a better day.

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A Thank You Bonus

A Thank You Bonus

            Last week’s ENS on Sales discussed the power of saying, “thank you”, to your clients and having an Appreciation Marketing Plan to differentiate you from a long list of competitors.
            But I received an unexpected bonus yesterday when I said, “thank you”. I don’t usually frequent fast food restaurants, but I was in a rush and had to grab a bite at a KFC restaurant.             The older lady who served me was one of the most cheerful and friendly servers I had ever met. She not only said, “thank you”, when she handed me the change, but she said, “I hope you enjoy your meal”, and I felt she meant it!
            After the meal, I went back to the same person at the counter and told her I’d like to speak to the manager.   She never asked why or tried to block me, but rather, she quickly went and got the manager.
            The manager looked as if he was about to experience a complaint or a sales pitch.
            While the server was still present I told the manager how delightful it had been to be served by such a bright, courteous and cheerful person. The manager said, “thanks very much for telling us, we’re very happy to have her here”, and my server began to cry.
            Here is the ‘bonus’ part. I hadn’t meant to evoke tears, but I too felt really good about my ‘Thank You’ deed for the rest of the day! Saying thank you makes the ‘thankor’ and the ‘thankee’ feel good!

P.S. Make a note in your calendar everyday to catch one of your staff or peers doing something right!. (It’s human nature to catch them doing something wrong) Behaviors that get recognized or rewarded get repeated.

Appreciation Marketing

Appreciation Marketing

In a recent SoundADvice our members sent to their clients and prospects, we exposed the power of having an Appreciation Marketing Plan……an actual strategic and tactical plan to ensure your customers know how much you appreciate their business.

The response was overwhelming. Advertisers who use the tactics we prescribed, have told us they were amazed at the immediate and measurable results. One advertiser said, “I can’t believe we weren’t doing this….the results have been amazing!” Then I thought to myself, “Do most TV and radio stations have an Appreciation Marketing Plan?”

Of course, most account executives politely say, “thank you”, as they’re running out of the client’s door with an order….but does your station have plans and systems in place to let each client know how much you really appreciate their business?

Your clients have more confusing new media choices every day. Formally recognizing and appreciating them can be one of the most powerful and cost-effective ways to differentiate yourself from a long list of competitors who simply focus on closing the next deal.

P.S. Many of the 14 Appreciation Marketing tactics we presented to advertisers in SoundADvice, are applicable to radio and TV marketing. Click here for us to send a free copy of our 14 Appreciation Marketing Tactics you can use.

Don’t Be a Buddha

Don’t Be a Buddha

        Still out of breath from my workout this morning, I said to my wife, "I think I’ll quit exercising and just become a model for Buddha statues".
        Of course I was joking, but that quick quip reminded me that all too often we take the easy route…the line of least resistance.
        We’ve all heard the old proverb, ‘Anything worth getting is worth working for’, but some salespeople still insist on picking only the low hanging fruit while leaving tons of fruit behind because "it’s too much work".
        Ironically, it’s those same salespeople who claim there is no new business to be had.
        Do you want to know if you’re working hard enough to keep your selling skills sharp? Here’s the litmus test;
        If your closing ratio is higher than 50%, don’t think it’s because you’re a great closer….it’s probably because you’re only targeting the same ‘easy’ accounts everyone else is targeting.
        Don’t be a Buddha….stay in shape and keep your skills sharp by working the tougher accounts.
        Keeping your selling skills in shape will also make you more fit to sell the so-called ‘easy’ accounts.

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Are You Keeping Up?

Are You Keeping Up?

          Your clients and prospects are faced with new technology, new systems, new competition, new regulations, new products, new consumer expectations and new media every day. They can’t keep up!
          My newest version of Microsoft Office can’t keep up. It tells me there is no such thing as an ipad, but it does recognize the now-older ipod. It also rejects ‘smartphone’ as a word, although it will accept that there are ‘smart phones.’
          It’s really hard for everyone to keep up with the rapid pace of change today. But if you put in a sincere effort to keep up, you’ll be worth your weight in gold to your clients and to your company.
          If you make the effort to learn what’s producing results in new markets, new products, and your fit in the new media mix, you’ll become the sustaining resource to your clients that every winning account executive wants to become.
          There is an old adage that says “Your only competitive advantage is to learn fast than the competition.” That’s never been more true than it is today.
P.S. Is your company or one of your associations planning a sales conference? Click here for Craig to arrange an online meeting to discuss how Our Selling In The New Media Economy can be custom-tailored to fit your market and your situation.