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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Being the Best That You Can BeBeing the Best That You Can Be I can’t read statistics without smiling.
I once scanned the websites of four different health-related charities like the Cancer Society and the Diabetes Association. Each claimed the disease they were trying to cure was the number one cause of death. When I added up the percentages of their claims, these four diseases alone caused more than 600% of deaths. (I guess no one falls victim to accidents, natural causes or the other ailments I didn’t scan)
The point is, everyone has research which ‘proves’ they are number one at something.
I recently read statistics from the Ad Specialty Institute (the promotional product people’s equivalent to our RAB or TVB) that claimed, among other things:
- Promotional products generate a cost-per-thousand impression of $0.004 compared to $0.033 for magazines and $0.019 for TV
- 84% of consumers remember advertisers based upon a free ad specialty product they received.
- 62% of those surveyed have done business with an advertiser after receiving a promotional product.
The study contained many more ‘statistics’ about the power of promotional products, but I think you get the point.
According to a study conducted by my company, ENS Media Inc., the average independent business owner is approached by 16 vendors like you, every week claiming to be the most cost-effective way to increase their sales.
Sales people in fields from promotional products to newspaper, customer relations management software to coupon envelopes, from signage companies to yellow pages, and from billboards to sales trainers are showing your prospects statistics which ‘prove’ their products are the best choice to increase sales.
To varying degrees, each alternative your clients have to choose from, really could be their best choice. But they can’t afford to buy all 16 every week!
SO, here is the question. Which companies win amidst all of these claims and statistics?
The answer is unequivocally, ‘the companies with most convincing sales people!’
The media companies which employ the most credible, consistent and convincing sales practices are those which take the confusion out of media buying and make the advertisers’ decisions easy.
Are your salespeople the most credible, consistent and convincing in your market? Could they be even better?
P.S. If your answer is ‘no’ or ‘I’m not sure’ let’s talk about how we might be able to help. There is always room for improvement.
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