{"id":97,"date":"2011-06-12T15:55:45","date_gmt":"2011-06-12T15:55:45","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2011\/6\/12\/115545.html"},"modified":"2011-06-12T15:55:45","modified_gmt":"2011-06-12T15:55:45","slug":"the-new-selling","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-new-selling\/","title":{"rendered":"The New Selling"},"content":{"rendered":"

The New ‘Selling’<\/font><\/strong><\/span><\/span><\/p>\n

          For those of you whom I have consulted or who have participated in our training, you know all three of the media sales worlds have changed; <\/span><\/div>\n
1.)   <\/span><\/span>New media have certainly changed the advertising landscape.<\/span><\/div>\n
2.)   <\/span><\/span>Our traditional retail clients have come under enormous margin pressures from big box stores and online shopping.<\/span><\/div>\n
3.)   <\/span><\/span>The sales strategies that got us where we are today are now our industry’s benchmark rather than our competitive edge.<\/span><\/div>\n
 <\/div>\n
To differentiate our presentations from an increasing number of competitors, the old ways just won’t work any more.<\/span><\/div>\n
One of the changes you’ve heard me speak about is how winners now prepare for every call. The old world of simply filling out a C.N.A. (customer needs analysis) to help us prepare a proposal, just doesn’t work anymore. Why?<\/span><\/div>\n
          In part, because all of your competitors have been using the same C.N.A., and in part because busy multi-tasking business owners don’t have the time to undergo your examination for discovery any longer. <\/span><\/div>\n
          Oh, and let’s not forget, that seldom is there a single decision maker in the new selling environment. The best managers have read or attended courses on decision-making and getting staff buy-in, and have learned to tap the resources they have on staff, among their suppliers, or online, to help them make well-informed decisions, and to capture staff input and buy-in on every major decision.<\/span><\/div>\n
          One of the many ways you can get to the hearts of your clients is to understand who their key influencers are, on staff, or otherwise.<\/span><\/div>\n
          If they follow a certain blog or marketing guru, for example, you need to uncover who that is, and what their words of wisdom are.<\/span><\/div>\n
           If their guru or mentor is someone like a Roy Williams, for example, you can demonstrate how your proposals align perfectly with Roy’s teachings and strategies.<\/span><\/div>\n
          On the other hand, if their key influencer is preaching that traditional media has died and online is the key to marketing success, you need to understand those teachings as well in order to craft a proposal which logically diffuses the objections you know you are about to face.<\/span><\/div>\n
 <\/div>\n
Randy’s What If:<\/span><\/u><\/div>\n
What if you asked a different client or prospect every week whose blogs or books on marketing they follow, then researched those gurus yourself? You would certainly have a better understanding of where your client is coming from, but just as importantly, you might learn a few tricks and tips yourself!   <\/span>     <\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

The New ‘Selling’           For those of you whom I have consulted or who have participated in our training, you know all three of the media sales worlds have changed; 1.)   New media have certainly changed the advertising landscape. 2.)   Our traditional retail clients have come under enormous margin pressures from big box stores and […]<\/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-97","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\/97","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=97"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/97\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=97"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=97"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=97"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}