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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.**
PredictionsDon’t Get Sucked Into the Predictions When you hear or read the gloomy predictions about advertising sales futures from agencies or big corporation executives, they are talking about national business.
Executives at the large agency or multi-national corporation level have no idea what’s going on with local advertising, especially in the small and medium-sized markets that are below their radar.
Hearing the dire predictions from large agencies and CEO’s might lead you to make excuses for local sales as well…..there are no excuses other than you might have a sales force that doesn’t know how to motivate local-direct business.
Those who do understand local-direct, and how to focus on increasing clients sales instead of focusing on dumping more inventory or packages, are doing well!
You won’t hear about those successes because they don’t involve nationally-recognized businesses.
But in case you haven’t figured it out, no matter what happens with the economy, when your roof leaks, you’ll repair it; when your tooth aches, you’ll see a dentist; when your car breaks down, you’ll see a mechanic; when you’re going through a divorce, you’ll see a lawyer, and your funeral can’t wait until after the recession.
In the past, retail was the low hanging fruit in our industry, but you and your competitors have already picked all of that. Isn’t it time you learned how to speak ‘service sector’ instead of just ‘retail’?
You have a choice. Use the big national predictions as an excuse for your local-direct failure, or learn how to secure business from the largest and fastest growing sector of our economy, the service sector.
P.S. Need help securing more service sector business?
Contact wayne@wensmedia.com
P.P.S. If you hadn’t noticed, even before the economic downturn, big box stores and online shopping were already eroding your traditional retail base.
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