{"id":250,"date":"2007-12-17T19:41:01","date_gmt":"2007-12-17T19:41:01","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/144101.html"},"modified":"2007-12-17T19:41:01","modified_gmt":"2007-12-17T19:41:01","slug":"irrelevant-numbers","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/irrelevant-numbers\/","title":{"rendered":"Irrelevant Numbers?"},"content":{"rendered":"<p class=\"MsoNormal\"><strong><span style=\"font-size: 18pt\"><o:p><\/o:p><\/span><\/strong><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: small\"><span style=\"font-family: Arial\">Your news director knows your audience can not relate to the American national debt at a whopping eight trillion dollars. In fact, most people don&rsquo;t even know how many zeros to put behind the eight to write $8,000,000,000,000.00.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">But it sure hits home when he says, &ldquo;The American national debt is approaching nearly $3,000 for every man woman and child living in the <\/span><\/span><st1:place w:st=\"on\"><st1:country-region w:st=\"on\"><span style=\"font-size: small\"><span style=\"font-family: Arial\">U.S.A.<\/span><\/span><\/st1:country-region><\/st1:place><span style=\"font-size: small\"><span style=\"font-family: Arial\">&rdquo;<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Your large audience estimates can be equally baffling or meaningless to your prospects.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">I went on a call with a radio <span class=\"GramE\">rep,<\/span> calling on a wood flooring company last week and detected the client was not relating to the station&rsquo;s, &lsquo;70,000 listeners.&rsquo;<br \/>\n<\/span><\/span><\/p>\n<div style=\"border-right: windowtext 1pt solid; padding-right: 4pt; border-top: windowtext 1pt solid; padding-left: 4pt; padding-bottom: 1pt; border-left: windowtext 1pt solid; padding-top: 1pt; border-bottom: windowtext 1pt solid\">\n<p class=\"MsoNormal\" style=\"border-right: medium none; padding-right: 0in; border-top: medium none; padding-left: 0in; padding-bottom: 0in; border-left: medium none; padding-top: 0in; border-bottom: medium none\"><span style=\"font-size: small\"><span style=\"font-family: Arial\"><em>Our presentation was for $45,000 and his average sale was $10,000.<br \/>\n<\/em><\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\"><span class=\"GramE\"><em>The bottom line?<\/em><\/span><em> We only needed to promise 150 sales for him over a one year campaign&hellip;..a figure he could get his head around and find believable.<\/em><\/span><\/span><em><o:p><\/o:p><\/em><\/p>\n<\/div>\n<p class=\"MsoNormal\"><o:p><span style=\"font-size: small\"><span style=\"font-family: Arial\">&nbsp;<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">We broke down the numbers in some terms the flooring guy could relate to.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">&ldquo;Yes, we have more than 70,000 listeners, but we know that only 30,000 of them are home owners.&rdquo; Cutting our number in less than half and only talking about &lsquo;home owners&rsquo; seemed to take us a rung up the trust ladder.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Then we went on to say, &ldquo;Our goal is to have only 1.5% of those home owners shop at your location. Does that sound realistic?&rdquo;<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">We then suggested he should close one third of that 1.5%. In other words, we only targeted half of one percent of our homeowners to buy from him over the next 12 months.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">We then asked if a $300 cost of sale ($45,000 ad campaign divided by 150 sales) against a $10,000 sale was realistic.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">I think you know the answer. Who wouldn&rsquo;t invest $300 to make a $10,000 <span class=\"GramE\">sale.<br \/>\n<\/span><\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Encourage your sales people to get off of the big numbers or &ldquo;number-one&rdquo; bandwagon and you&rsquo;ll be amazed how the client&rsquo;s trust will escalate when you talk in numbers relevant to them.<\/span><\/span><\/o:p><\/p>\n<p class=\"MsoNormal\"><o:p>&nbsp;<\/o:p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your news director knows your audience can not relate to the American national debt at a whopping eight trillion dollars. In fact, most people don&rsquo;t even know how many zeros to put behind the eight to write $8,000,000,000,000.00. But it sure hits home when he says, &ldquo;The American national debt is approaching nearly $3,000 for [&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_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_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-250","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>Irrelevant Numbers? - 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\/irrelevant-numbers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Irrelevant Numbers? - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"Your news director knows your audience can not relate to the American national debt at a whopping eight trillion dollars. 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