{"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":"

<\/o:p><\/span><\/strong><\/p>\n

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’t even know how many zeros to put behind the eight to write $8,000,000,000,000.00.
\n<\/span><\/span>But it sure hits home when he says, “The American national debt is approaching nearly $3,000 for every man woman and child living in the <\/span><\/span>U.S.A.<\/span><\/span><\/st1:country-region><\/st1:place>”
\n<\/span><\/span>Your large audience estimates can be equally baffling or meaningless to your prospects.
\n<\/span><\/span>I went on a call with a radio rep,<\/span> calling on a wood flooring company last week and detected the client was not relating to the station’s, ‘70,000 listeners.’
\n<\/span><\/span><\/p>\n

\n

Our presentation was for $45,000 and his average sale was $10,000.
\n<\/em><\/span><\/span>The bottom line?<\/em><\/span> We only needed to promise 150 sales for him over a one year campaign…..a figure he could get his head around and find believable.<\/em><\/span><\/span><\/o:p><\/em><\/p>\n<\/div>\n

 <\/span><\/span>We broke down the numbers in some terms the flooring guy could relate to.
\n<\/span><\/span>“Yes, we have more than 70,000 listeners, but we know that only 30,000 of them are home owners.” Cutting our number in less than half and only talking about ‘home owners’ seemed to take us a rung up the trust ladder.
\n<\/span><\/span>Then we went on to say, “Our goal is to have only 1.5% of those home owners shop at your location. Does that sound realistic?”
\n<\/span><\/span>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.
\n<\/span><\/span>We then asked if a $300 cost of sale ($45,000 ad campaign divided by 150 sales) against a $10,000 sale was realistic.
\n<\/span><\/span>I think you know the answer. Who wouldn’t invest $300 to make a $10,000 sale.
\n<\/span><\/span><\/span>Encourage your sales people to get off of the big numbers or “number-one” bandwagon and you’ll be amazed how the client’s trust will escalate when you talk in numbers relevant to them.<\/span><\/span><\/o:p><\/p>\n

 <\/o:p><\/p>\n","protected":false},"excerpt":{"rendered":"

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’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, “The American national debt is approaching nearly $3,000 for […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-250","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/250","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\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=250"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/250\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}