{"id":1187,"date":"2017-03-08T13:58:21","date_gmt":"2017-03-08T13:58:21","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1187"},"modified":"2017-03-08T13:58:21","modified_gmt":"2017-03-08T13:58:21","slug":"the-secret-to-increasing-your-sales","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-secret-to-increasing-your-sales\/","title":{"rendered":"The Secret to Increasing Your Sales"},"content":{"rendered":"

In this excerpt from my 2001 book, I wrote: “Tear up the last page in your presentation and double the investment you are asking for.” That was one of the keys to success then and remains so in 2017.<\/p>\n

Here are the simple back-to-basics steps that still work today:<\/p>\n

    \n
  1. \u00a0Know your prospects dreams.<\/li>\n
  2. \u00a0Wear your ad manager’s hat & do the best presentation you possibly can with the client’s best \u00a0interest at heart<\/li>\n
  3. \u00a0Establish a budget within the parameters, as described by the client.<\/li>\n
  4. \u00a0Look for the big idea.\u00a0 Revolve your presentation around a creative solution to an agreed to \u00a0client problem or dream; not around spots, rates, or GRP’s.<\/li>\n
  5. \u00a0THEN TEAR UP THE LAST PAGE, AND DOUBLE THE INVESTMENT!!!<\/li>\n<\/ol>\n

    WHY DOUBLE YOUR PRESENTATION?<\/strong><\/p>\n

     <\/p>\n

      \n
    1. A) \u00a0\u00a0From a Client Perspective<\/u><\/li>\n<\/ol>\n
        \n
      1. \u00a0Dominating your medium will capture and gain a dominant Share-of-Mind and subsequent \u00a0dominant Share-of-Market with your audience.<\/li>\n
      2. \u00a0Major investments are viewed with much more respect and attention than minor or token \u00a0investments. Your advertisers have a vested interest in ensuring your campaign works if the \u00a0investment is significant.<\/li>\n
      3. \u00a0More budget directly increases reach, frequency, Share-of-Voice and success.<\/li>\n
      4. \u00a0Clients seldom tell you their real budget. They believe they have a vested interest in reducing \u00a0their costs, but will always invest more if they are convinced they’ll get a return on that \u00a0investment.<\/li>\n
      5. Larger ‘asks’ demonstrate your confidence in what you are proposing.<\/li>\n<\/ol>\n
          \n
        1. B) \u00a0\u00a0From Your Perspective<\/u><\/li>\n<\/ol>\n
            \n
          1. You deserve more. Radio should not continue to accept competitors as “automatic buys”.<\/li>\n
          2. It takes just as much work to write and service a $20,000.00 account as it does a $100,000.00 account.<\/li>\n
          3. You will make more money………more easily.<\/li>\n<\/ol>\n

            If only half your clients double their budget, and you capture the original proposed budget as a fall-back position with the other half, your sales will increase by 50%.<\/h4>\n","protected":false},"excerpt":{"rendered":"

            In this excerpt from my 2001 book, I wrote: “Tear up the last page in your presentation and double the investment you are asking for.” That was one of the keys to success then and remains so in 2017. Here are the simple back-to-basics steps that still work today: \u00a0Know your prospects dreams. \u00a0Wear your […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[168,312,311,313,85,16],"class_list":["post-1187","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-campaign","tag-creative-solution","tag-double","tag-increase","tag-investments","tag-roi"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1187"}],"version-history":[{"count":2,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1187\/revisions"}],"predecessor-version":[{"id":1189,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1187\/revisions\/1189"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}