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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.**
Practice What We Preach
© by Wayne Ens
It’s hard to sell when your knees are knocking!
Your sales people hear the headlines about our economy, and the woes of traditional media, and they are worried about their jobs.
In some markets they’ve seen management appear to share their desperation by cutting rates up to 20% in a misguided attempt to secure an order.
Yet those same managers don’t appear to have the confidence to invest 20% in their people, training, tools or incentives to secure more business.
You have probably cut all of the expenses you can cut. Isn’t it time you started exploring the other side of the profit equation…..revenue generation?
Investing in sales tools, training people and incentives to capture more revenue can result in a higher return on your investment in this economy than ever before. Your returns will include;
· Improved staff morale - Investing in your people can pay huge dividends and sends a signal you are planning for them to be around for a long time.
· Leading by example - Persuading clients to invest in marketing can be difficult when we don’t practice what we preach.
· Higher closing ratios - The right investment in skills development and marketing tools will invariably improve productivity.
· Larger average orders - Better trained and armed sales people create an air of confidence which is transferred to advertisers and creates stronger customer relationships.
· Attract better talent – There is some great talent that has been bought out. With that money in their jeans, they don’t need huge guarantees and more feet on the street always equals more sales.
Your clients and prospects have made all of the cuts in expenses they can make. They are now starting to turn their focus toward what we sell….increased sales.
Never in recent memory, has increasing sales been so vitally important to your clients. Yet less than 15% of the businesses in your market advertise on local stations, in part because we don’t have the confidence, the tools or the skills to persuade them we can increase their sales.
P.S. This memo may seem a little self-serving in that ENS Media Inc. specializes in helping stations increase their sales with sales best practices, revenue development tools and sales training.
According to our research, 82% of the businesses in your market can’t recall seeing a rep from your station. We don’t see how reducing your marketing and sales efforts are going to solve that problem.
We’re here to help. Contact Wayne@wensmedia.com
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