{"id":75,"date":"2011-12-07T16:08:21","date_gmt":"2011-12-07T16:08:21","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2011\/12\/7\/110821.html"},"modified":"2011-12-07T16:08:21","modified_gmt":"2011-12-07T16:08:21","slug":"grow-your-sales","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/","title":{"rendered":"Grow Your Sales"},"content":{"rendered":"

Grow Your Sales; Fire Your Retail Sales Manager!<\/span><\/u><\/b><\/span><\/o:p><\/span><\/u><\/b><\/p>\n

     &mmp;nbsp;      <\/span>In one of our revenue development workshops we begin the conversation by suggesting, “If you want to increase sales, fire your retail sales manager and your entire retail sales force.” It’s a great way to wake up all of the retail salespeople in the room.<\/span><\/span><\/o:p><\/span><\/p>\n

            <\/span>We follow up with, “Then rehire your retail sales manager as a local<\/i> sales manager and lose the word ’retail’ on your account executives business cards.”<\/span><\/span><\/o:p><\/span><\/p>\n

            <\/span>The reality is that <\/span><\/span>Main Street<\/span><\/st1:address><\/st1:street> is shrinking in every market. Markets that had eight or nine retailers selling home electronics a few years ago, for example, now have two or three, and they’re probably big box stores where your ‘retail’ salespeople can’t connect with the decision-maker.<\/span><\/o:p><\/span><\/p>\n

            <\/span>Look around your market. The growth is not in local retail establishments. The largest and fastest growing sector of your economy is the service sector; services like law firms, plumbers, financial advisors, electricians etc. <\/span><\/span><\/o:p><\/span><\/p>\n

            <\/span>Not only is the number of retail prospects in your market shrinking, more importantly, online shopping, smart phones, a global economy and big box stores, are dramatically squeezing retail profit margins, which in turn, puts the squeeze on ad budgets.<\/span><\/span><\/o:p><\/span><\/p>\n

            <\/span>Why should we be pursuing the service sector?<\/span><\/span><\/o:p><\/span><\/p>\n

·        <\/span><\/span><\/span>Margins are excellent!<\/span><\/u> Once the dentist’s first few customers have covered their fixed costs (chair, rent, equipment and receptionist) the profit on the additional two patients you attract for them is nearly 100%!  <\/span>Service sector doesn’t have to buy what they sell. If a retailer sells 200 units his cost is twice as high as selling one hundred units because she has to buy everything she sells.<\/span><\/span><\/o:p><\/span><\/p>\n

·        <\/span><\/span><\/span>Services Don’t Need Volume<\/span><\/u>  <\/span>One roofing job for a local roofer can pay for a sizable campaign on your station and a cosmetic surgeon doesn’t need to line patients up around the block to make a huge buck. <\/span><\/span><\/o:p><\/span><\/p>\n

·        <\/span><\/span><\/span>No Global Competition.<\/span><\/u>  <\/span>When you have a tooth ache or a leaky faucet, you don’t go online to look for service from Hong Kong or <\/span><\/span>Pakistan<\/span><\/st1:place><\/st1:country-region>. The service must be performed locally and the decision-maker lives in your market.<\/span><\/o:p><\/span><\/p>\n

·        <\/span><\/span><\/span>Less Haggling.  <\/span><\/span><\/u>Retailers, by definition, buy low and sell high.  <\/span>Most local professionals or service providers have never seen a radio account executive, and seldom do they know what your competitor’s rates are.  <\/span>With higher profits per sale, rate is not as<\/span><\/span><\/a> important and usually one or two new sales make them happy advertisers.<\/span><\/o:p><\/span><\/p>\n

We don’t have time in your short weekly ENS on Sales to explore all of the reasons the stations we consult are capturing huge increases from service sector clients, but I think you get the point;  <\/span>your most lucrative growth opportunities in 2012 and beyond, are in the services and professions.  <\/span>So as you plan for a ‘Happy New Year’, plan to fire your retail people in favor of training a local marketing team.<\/span><\/span><\/o:p><\/span><\/p>\n

      <\/span>One final word:  <\/span>You can’t sell services or professionals if you are still speaking retail. Lawyers, for example, don’t want and can’t handle ‘traffic’….they want ‘billable hours.’<\/span><\/span><\/o:p><\/span><\/p>\n

Click here<\/span><\/u><\/i> if you would like to arrange a no-obligation demo of our, Selling the Service Sector, workshops. <\/span><\/span><\/o:p><\/span><\/p>\n

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

Grow Your Sales; Fire Your Retail Sales Manager!      &mmp;nbsp;      In one of our revenue development workshops we begin the conversation by suggesting, “If you want to increase sales, fire your retail sales manager and your entire retail sales force.” It’s a great way to wake up all of the retail salespeople in the room.             […]<\/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-75","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nGrow Your Sales - 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\/grow-your-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow Your Sales - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"Grow Your Sales; Fire Your Retail Sales Manager!      &mmp;nbsp;      In one of our revenue development workshops we begin the conversation by suggesting, “If you want to increase sales, fire your retail sales manager and your entire retail sales force.” It’s a great way to wake up all of the retail salespeople in the room.             […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"ENS on Sales\" \/>\n<meta property=\"article:published_time\" content=\"2011-12-07T16:08:21+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#\\\/schema\\\/person\\\/13654b9cc752230917df2baf50088008\"},\"headline\":\"Grow Your Sales\",\"datePublished\":\"2011-12-07T16:08:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/\"},\"wordCount\":681,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#organization\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/\",\"url\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/\",\"name\":\"Grow Your Sales - ENS on Sales\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#website\"},\"datePublished\":\"2011-12-07T16:08:21+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/uncategorized\\\/grow-your-sales\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Grow Your Sales\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#website\",\"url\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/\",\"name\":\"ENS on Sales\",\"description\":\"All About Radio Sales\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#organization\",\"name\":\"ENS on Sales\",\"url\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/Ens-Media-logo-square.png\",\"contentUrl\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/Ens-Media-logo-square.png\",\"width\":1000,\"height\":1000,\"caption\":\"ENS on Sales\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/#\\\/schema\\\/person\\\/13654b9cc752230917df2baf50088008\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g\",\"caption\":\"admin\"},\"url\":\"https:\\\/\\\/www.ensmediausa.com\\\/ens-on-sales\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Grow Your Sales - ENS on Sales","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/","og_locale":"en_US","og_type":"article","og_title":"Grow Your Sales - ENS on Sales","og_description":"Grow Your Sales; Fire Your Retail Sales Manager!      &mmp;nbsp;      In one of our revenue development workshops we begin the conversation by suggesting, “If you want to increase sales, fire your retail sales manager and your entire retail sales force.” It’s a great way to wake up all of the retail salespeople in the room.             […]","og_url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/","og_site_name":"ENS on Sales","article_published_time":"2011-12-07T16:08:21+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/#article","isPartOf":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/"},"author":{"name":"admin","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#\/schema\/person\/13654b9cc752230917df2baf50088008"},"headline":"Grow Your Sales","datePublished":"2011-12-07T16:08:21+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/"},"wordCount":681,"commentCount":0,"publisher":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#organization"},"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/","url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/","name":"Grow Your Sales - ENS on Sales","isPartOf":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#website"},"datePublished":"2011-12-07T16:08:21+00:00","breadcrumb":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/grow-your-sales\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ensmediausa.com\/ens-on-sales\/"},{"@type":"ListItem","position":2,"name":"Grow Your Sales"}]},{"@type":"WebSite","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#website","url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/","name":"ENS on Sales","description":"All About Radio Sales","publisher":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#organization","name":"ENS on Sales","url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#\/schema\/logo\/image\/","url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Ens-Media-logo-square.png","contentUrl":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-content\/uploads\/2026\/08\/Ens-Media-logo-square.png","width":1000,"height":1000,"caption":"ENS on Sales"},"image":{"@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.ensmediausa.com\/ens-on-sales\/#\/schema\/person\/13654b9cc752230917df2baf50088008","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9e2156a5d8dadb0dc28f47cbef864670653c5e690d7b740c204ac074ba322237?s=96&r=g","caption":"admin"},"url":"https:\/\/www.ensmediausa.com\/ens-on-sales\/author\/admin\/"}]}},"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/peKYOs-1d","jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/75","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=75"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/75\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=75"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=75"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=75"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}