ENS on Sales

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Your Sales Culture

Your 2009 Sales Culture

          You can learn a great deal about the way a company does business by reading their help wanted ads. I saw an ad last week seeking an Account Executive for a station that required “a carnivore, not a grazer.”
          I have the good fortune of working with media companies across North America, and I can tell you from what I’ve observed, I’ll take the grazer over the carnivore any day… especially in this economy!
          The dictionary defines carnivore as “a predator who attacks, kills and devours its prey” How many renewals will you get out of prey that has been killed?
          The grazer, however “feeds on organisms which when eaten are not killed and continue to grow.”
          Your prospects and clients can spot sales people who are out for the kill versus those who want to help them grow. I think you know which they prefer to do business with.
          As I wrote this ENS on Sales I checked several recruiting ads for radio and TV sales people and was encouraged to see the tone changing to attract the kind of candidates your customers want to do business with.
          I saw phrases like;
·        Creativity and marketing smarts to develop profitable campaigns
·        Driven to help our customers succeed
·        Nurture a business by creating profitable solutions
·        Develop long term relationships
          The stations I’ve seen that continue to grow in spite of a weakening economy are the ones that recruit and train with a view to creating successful campaigns for their clients rather than those that focus on hard-sell closing techniques or this month’s budget.
Our selling in the Silver Lining Economy sales workshop is helping hundreds of media sales reps sell more in a tough economy. Want to sell more now? Contact wayne@wensmedia.com.
Posted by Angela Barrey Sun, Mar 1 2009 10:45 AM
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