{"id":269,"date":"2007-12-17T19:32:36","date_gmt":"2007-12-17T19:32:36","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/143236.html"},"modified":"2007-12-17T19:32:36","modified_gmt":"2007-12-17T19:32:36","slug":"selling-by-seminar-part-two","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/selling-by-seminar-part-two\/","title":{"rendered":"Selling By Seminar, Part Two"},"content":{"rendered":"

          I had such an overwhelming response to last week’s Selling By Seminar<\/u>, I felt I should clarify one point.
\n<\/span><\/span><\/span>          Achieving buy-in from your sales staff to any company initiative is absolutely critical if you are to achieve long-term sustainable success.
\n<\/span><\/span><\/span>          Please do not confuse your sales force’s attitude towards facilitating legitimate customer-focused seminars with the various revenue-generating sales pitches that are out there.
\n<\/span><\/span><\/span>          Sales people with integrity will have moral difficulty attracting prospects to a sales pitch disguised as a seminar. The most professional sales people will also have philosophical difficulty selling your unsold inventory in “packages” or at deep discounted rates.
\n<\/span><\/span><\/span>          If you are establishing an inventory-focused culture, designed to sell out at all costs, the aforementioned revenue-generating schemes will help you achieve your goals. And if that’s your goal, there is nothing wrong with the group sales-pitch approach.
\n<\/span><\/span><\/span>          If, on the other hand, you are evolving a more customer-focused culture, then the only way you will achieve buy-in from your sales force to selling by seminar, is to facilitate legitimate customer-focused experiences.
\n<\/span><\/span><\/span>          Remember the caution we highlighted in last week’s Selling By Seminar memo?
\n<\/span><\/span><\/span>Caution<\/span><\/strong>: Never let your “seminar” degenerate into a sales pitch. The attendee will invite you to make a “sales pitch” if your seminar has been truly educational and enlightening.
\n<\/span><\/span><\/span>The goal of the really great advertising seminar presenters is three-fold:
\n<\/span><\/span><\/span>1.       To introduce your clients and prospects to proven concepts that will help them to grow their business with your medium.
\n<\/span><\/span><\/span>2.       To introduce your sales staff to these same proven concepts so that focusing on results for your customers becomes a permanent and ongoing part of their culture.
\n<\/span><\/span><\/span>3.       To establish your station and your account executives as business partners to your clients. 
\n<\/span><\/span><\/span>The relationships that evolve in a customer-focused culture will result in your clients wanting to buy, rather than in your account executives having to hard-sell.<\/span><\/span><\/span>    <\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          I had such an overwhelming response to last week’s Selling By Seminar, I felt I should clarify one point.           Achieving buy-in from your sales staff to any company initiative is absolutely critical if you are to achieve long-term sustainable success.           Please do not confuse your sales force’s attitude towards facilitating legitimate customer-focused […]<\/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-269","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nSelling By Seminar, Part Two - 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