{"id":202,"date":"2009-03-01T15:35:35","date_gmt":"2009-03-01T15:35:35","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2009\/3\/1\/103535.html"},"modified":"2009-03-01T15:35:35","modified_gmt":"2009-03-01T15:35:35","slug":"re-invent-yourself","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/re-invent-yourself\/","title":{"rendered":"Re-Invent Yourself"},"content":{"rendered":"<p><span style=\"font-family: Arial\"><b><span style=\"font-size: 22pt\">Re-Invent Yourself!<\/span><\/b><\/span><\/p>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; When competition gets tough, everyone looks for alternative new ways to make sales.&nbsp;Unfortunately, some of your clients will seriously consider cutting you in a desperate search to find new and improved ways to increase sales. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">(Please see, &lsquo;There Are No Surprises&rsquo; <b>Ens on Sales<\/b> on how to prevent cancellations)<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; But here is the good news! &nbsp;All of the businesses who <u>don&rsquo;t<\/u> use you are also looking for alternative new ways to solve their sales problems.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Do the math! There are approximately 63 registered businesses per one-thousand population in your market.&nbsp;We estimate that approximately 50 out of those 63 could benefit from radio advertising. &nbsp;That means in a market of 150,000 people, you have approximately 7,500 prospects.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; But wait, there&rsquo;s more good news.&nbsp;Less than 10% of the businesses in your market currently use radio or TV&hellip;..and what&rsquo;s even more exciting, 75% of the businesses in your market have never seen a radio or TV rep!<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Why&hellip;.because we think they &lsquo;don&rsquo;t advertise&rsquo; so we don&rsquo;t call them.&nbsp;But it&rsquo;s really chicken and egg syndrome. &nbsp;They don&rsquo;t advertise because we don&rsquo;t know how to sell them.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">Here will be the secret to your success in 2009;<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">1.) Forget about seeking growth by influencing the strategies of national decision makers you can&rsquo;t even reach. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">2.) Fire your &lsquo;retail&rsquo; sales people. &nbsp;Traditional retail is shrinking under increased competition from big box stores, online marketers, and discount chains and are feeling increased pressure in the emerging economy.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">3.) Rehire your retail people as local advertising people. &nbsp;The 75% of businesses who have never seen a radio rep aren&rsquo;t in retail, they are in the service sector.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The service sector is the largest and fastest growing sector in our economy, far outpacing our manufacturing, agriculture and retail sectors.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; So why don&rsquo;t we call on cosmetic surgeons, roofers, plumbers, educational institutions and a long list of other service providers. Some would say &ldquo;because they don&rsquo;t advertise&rdquo;. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; For years our &lsquo;friends&rsquo; at yellow pages have been taking more money from our markets than all of the radio and TV stations combined because they do call on these services and professions. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; But lawyers, doctors, roofers and electricians don&rsquo;t speak &lsquo;retail&rsquo;. Talking about traffic and awareness to them is meaningless. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; In this economy everyone wants more business. It&rsquo;s time to re-invent yourself. Learn how to get out of retail and generate business for the services and professions and you will not be affected by a diminished retail sector.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; And here is some more good news. <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">1.) This sector has not been bombarded with rankers and ratings.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">2.) They are looking for <u>new<\/u> ways to grow their businesses in this economy.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">3.) The first one in with a customer-focused idea wins!<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">4.) They all think we&rsquo;re more expensive than we are, and are pleasantly surprised at how little it costs to capture new business with radio and TV.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">5.) Your competitors will call on about 5% of these prospects and give up.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">6.) Because your listeners aren&rsquo;t bombarded with ads from well drilling companies or chimney cleaning companies, their share of voice with you will be strong and their campaigns will work.<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">7.) Sheep syndrome will kick in. Once one aluminum siding installer experiences success with you, their competitors will all follow like sheep and advertise too!<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">Many of us can remember, for example, when there were no lawyers advertising, they all just used the directory of ineffective markets, the yellow directory. But once one grew with a media ad campaign, others followed suit. (In case you haven&rsquo;t heard, advertising does work!) <\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">&nbsp;<\/span><\/div>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"font-family: Arial\">P.S. Don&rsquo;t know how to re-invent yourself and get out of retail? contact <\/span><a href=\"mailto:wayne@wensmedia.com\"><span style=\"font-family: Arial\">wayne@wensmedia.com<\/span><\/a><span style=\"font-family: Arial\">&nbsp; <\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Re-Invent Yourself! &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; When competition gets tough, everyone looks for alternative new ways to make sales.&nbsp;Unfortunately, some of your clients will seriously consider cutting you in a desperate search to find new and improved ways to increase sales. (Please see, &lsquo;There Are No Surprises&rsquo; Ens on Sales on how to prevent cancellations) &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; But here [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-202","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Re-Invent Yourself - ENS on Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/re-invent-yourself\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Re-Invent Yourself - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"Re-Invent Yourself! &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; When competition gets tough, everyone looks for alternative new ways to make sales.&nbsp;Unfortunately, some of your clients will seriously consider cutting you in a desperate search to find new and improved ways to increase sales. 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