Sales

Experiential Marketing

Experiential marketing—also known as “engagement marketing”—is at the forefront of our awareness these days, as nearly every company you can think of is applying the realization that today’s consumers—especially Millennials—value experiences above all else, and said companies are doing everything…

Three Seconds

That’s how long anyone, ever, will look at an online banner ad to decide whether it’s interesting or relevant enough to do something about it. The “doing something about it” part, 995 times out of 1,000, is not to click…

An Inconvenient Package

Have you ever had a prospect that has been difficult to impossible to reach? You know, someone who won’t return phone calls or emails, and you’re getting nowhere with the assistant or anyone else in the company who might have…

The Common Things

The passing of Gary Fries has been very much on my mind, and, as I reflect in my Last Word in this issue, Mr. Fries excelled in his command of the basics of our business. This he learned from one…

Little to the Imagination

I’ll admit it: When it comes to radio sales, I’m not very imaginative. On purpose. Sure, when I’m in front of a client and I see the opportunity to create a commercial, campaign or schedule that hits the sweet spot,…

Salesmanship

From our friend Jay Douglas: “We can always learn something from our ancestors. This is a tutorial on selling I found in “The Gillette Blade,” an internal publication of the Gillette Safety Razor Co. from, yes, 1918. “If you ignore…

Sales Tips from Kanye West

Controversial and mercurial, entrepreneur-rapper-clothier Kanye West often finds himself in the news for all the wrong reasons. But if you deconstruct much of Mr. West’s rhetoric and behavior, you will find some valuable sales lessons—some of them in the “What…

Redefining “long-term.”

By Pat Bryson “I’m not sure radio works: you’ll have to prove it to me with this week’s schedule.” “I want to test you. I’ll agree to three months.” “Business is too uncertain to plan my advertising 6 months in…

What to Do after the Sale

By Pat Bryson Although every salesperson will lose a client now and then, the truly great salespeople know how to retain a large percentage of their business. They minimize their attrition rate. We know that statistically we can minimize our…

Don’t Take No for an Answer

The toughest aspect of any sales position is overcoming a buyer’s objections. Whether you offer a service or are a small business retailer, today’s buyers are more discerning than ever. Your goal is to have a convincing response to these…