He stared at me through steel-blue eyes, lower lip quivering in some weird kind of suppressed rage or unbridled contempt. I had just broken Rule Number One: I had suggested he might be wrong. “Think I don’t know who my customers are?” he seethed. “We did twelve million in sales last year. You really think … Read more
Sales demonstrations may sound like a relic from the days when drummers peddled their wares from door to door, but the technique is as powerful as ever at convincing prospects of the value within what you offer. Back when the APL container ship line was trying to convince shippers of the many advantages of double-stack … Read more
What is a brochure? An ad? A radio commercial? A website? You get 5 points if you said they’re all marketing communications channels. But they’re also something more. You can’t be everywhere, and that includes everywhere your prospective customers are. So you develop materials such as ads and brochures to stand in for you. In … Read more
Whenever I visit the State Fair or any kind of exposition such as the Flower and Patio Show, I always gravitate to the booths where the people we once knew as hucksters are giving demonstrations. I genuinely enjoy their sales pitches, and they provide some excellent reminders for my professional life.
What does someone selling a set of pots and pans, eyeglass cleaner, or a high-horsepower blender have to offer to a copywriter? Plenty.
The men and women who sell advertising are among the nicest people you will ever meet. In the interest of full disclosure, I’ll also tell you that I’m a salesman’s kid, so I have a soft spot for good salespeople. Many of them have a genuine interest in you and your company’s success, and want to do everything within their power to help you make that happen. But if you’re going to regard salespeople as trusted advisors, please don’t lose sight of who employs them and how they are compensated.
There’s nothing wrong with asking for advice, or even accepting it when it’s handed to you without a request. But before you base your decision on the advice, stop to ask yourself whether the person who provided it has a stake in what you’ll do.
Looking for ways to increase your overall sales? Maybe there’s a way to increase the size of each sale you already make. One effective technique is suggestive selling, which fast-food restaurants do exceedingly well. “You want fries with that?” “Would you like a drink with that?” They don’t do it to annoy you; they do it because it works!
But suggestive selling doesn’t have to be annoying. Handled cleverly, it can even tell customers that you really understand and care about them. I remember reading about a fine dining restaurant that dramatically improved its per-customer sales in a simple, yet effective, way.
What is a brochure? An ad? A radio commercial? A website? You get 5 points if you said they’re all marketing communications channels. But they’re also something more.
You can’t be everywhere, and that includes everywhere your prospective customers are. So you develop materials such as ads and brochures to stand in for you. In essence, they’re actually salespeople for your organization, conveying messages when you can’t be there to do it.
Nearly every local newspaper publishes special editorial sections and pages like the Spring Sports Review, the Home Improvement Preview, or the Celebrate America’s Freedom tabloid.
I call them “guilt sections” because many sales reps use guilt to sell the space. “You don’t want to support high school basketball? You don’t think Independence Day is important? You know, your competitor down the street is going to be in there.” Have you ever known a point guard to sit depressed on the bench or miss a shot because a particular business didn’t buy an ad?
Most business owners and managers are eager to find good advice – and that makes sense. If someone else has expertise, why not borrow it (or at least consider it) when you’re making an important decision?
But when you ask for that advice (or when it’s handed to you without a request), stop to ask yourself whether the source has a stake in the advice.