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Confidence Scheme

Wayne Ens — Wed, 16 May 2012 14:43:32 GMT

Confidence Scheme

            How long would Starbucks maintain their profits if they advertised coffee on sale for less than Dunkin Donuts? And how many Lexus, made by Toyota, would sell at their current profit margins if they replaced the Lexus logo with the parent company logo?
            You know that when a prospect sees a media proposal which claims to have a value of $50,000 but is being offered at $10,000, advertisers do not really believe the stated $50,000 value.
            But have you stopped to think of the role pricing has on the confidence level of your salespeople? When we bonus or give away spots, what is the perceived real value of a spot in your sellers’ minds?
            Most sales professionals grow their sales by developing strong customer relationships based upon trust. Can they confidently build that trust if they know another seller in your organization is selling for less?
            Many managers use AMI, Average Monthly Invoice, to estimate what the marketplace perceives their station to be worth. We use AMI per account executive to determine what each account executive believes your station to be worth!
            When you calculate each of your seller’s AMI’s, you’ll quickly discover what THEY think your station is worth.
            Selling has often been described as ‘a transference in confidence.’ Your pricing policies reflect directly upon the confidence your account executives will have in your station.
            If you are giving it away, that’s what it’s perceived to be worth in the minds of your seller’s. And only the crooks on your team will try to sell something for more than they believe it to be worth.
            Crooks seldom build lasting and trusting relationships with their victims. Is your pricing policy a confidence scheme, or a confidence-builder?

Kick Start

Wayne Ens — Wed, 09 May 2012 20:57:22 GMT

Kick Start

            We all have tasks to perform that we’d rather not. You know, the ones you keep pushing to the bottom of your pile?
           Do you know is what the hardest thing about starting those projects or tasks?
           The hardest thing about starting those projects is……starting those projects!
           Once you kick yourself in the butt and finally tackle the project it seldom takes as long or is as difficult as you had imagined it would be. It just needed your kick-start.
           Most courses, books and trainers on the topic of ‘time management’ suggest that you do those distasteful projects first; Get them out of the way and the rest of your day will be a breeze.
           Procrastination is the enemy of attitude.
           Letting the thought of starting that task eat away at you for the bulk of the day can have huge detrimental effects on your ability to focus on the projects or tasks you normally would enjoy.
            So take a look at your to do list every morning, and kick-start that ‘hard to start’ project first. Starting it is half the battle, finishing it naturally follows and clears the way for a better day.

A Thank You Bonus

Wayne Ens — Thu, 03 May 2012 14:50:55 GMT

A Thank You Bonus

            Last week’s ENS on Sales discussed the power of saying, “thank you”, to your clients and having an Appreciation Marketing Plan to differentiate you from a long list of competitors.
            But I received an unexpected bonus yesterday when I said, “thank you”. I don’t usually frequent fast food restaurants, but I was in a rush and had to grab a bite at a KFC restaurant.             The older lady who served me was one of the most cheerful and friendly servers I had ever met. She not only said, “thank you”, when she handed me the change, but she said, “I hope you enjoy your meal”, and I felt she meant it!
            After the meal, I went back to the same person at the counter and told her I’d like to speak to the manager.   She never asked why or tried to block me, but rather, she quickly went and got the manager.
            The manager looked as if he was about to experience a complaint or a sales pitch.
            While the server was still present I told the manager how delightful it had been to be served by such a bright, courteous and cheerful person. The manager said, “thanks very much for telling us, we’re very happy to have her here”, and my server began to cry.
            Here is the ‘bonus’ part. I hadn’t meant to evoke tears, but I too felt really good about my ‘Thank You’ deed for the rest of the day! Saying thank you makes the ‘thankor’ and the ‘thankee’ feel good!

P.S. Make a note in your calendar everyday to catch one of your staff or peers doing something right!. (It’s human nature to catch them doing something wrong) Behaviors that get recognized or rewarded get repeated.

Appreciation Marketing

Wayne Ens — Sun, 29 Apr 2012 18:07:28 GMT

Appreciation Marketing

In a recent SoundADvice our members sent to their clients and prospects, we exposed the power of having an Appreciation Marketing Plan……an actual strategic and tactical plan to ensure your customers know how much you appreciate their business.

The response was overwhelming. Advertisers who use the tactics we prescribed, have told us they were amazed at the immediate and measurable results. One advertiser said, “I can’t believe we weren’t doing this….the results have been amazing!” Then I thought to myself, “Do most TV and radio stations have an Appreciation Marketing Plan?”

Of course, most account executives politely say, “thank you”, as they’re running out of the client’s door with an order….but does your station have plans and systems in place to let each client know how much you really appreciate their business?

Your clients have more confusing new media choices every day. Formally recognizing and appreciating them can be one of the most powerful and cost-effective ways to differentiate yourself from a long list of competitors who simply focus on closing the next deal.

P.S. Many of the 14 Appreciation Marketing tactics we presented to advertisers in SoundADvice, are applicable to radio and TV marketing. Click here for us to send a free copy of our 14 Appreciation Marketing Tactics you can use.

Don't Be a Buddha

Wayne Ens — Wed, 25 Apr 2012 14:58:37 GMT

Don't Be a Buddha

        Still out of breath from my workout this morning, I said to my wife, "I think I'll quit exercising and just become a model for Buddha statues".
        Of course I was joking, but that quick quip reminded me that all too often we take the easy route...the line of least resistance.
        We've all heard the old proverb, ‘Anything worth getting is worth working for’, but some salespeople still insist on picking only the low hanging fruit while leaving tons of fruit behind because "it's too much work".
        Ironically, it's those same salespeople who claim there is no new business to be had.
        Do you want to know if you're working hard enough to keep your selling skills sharp? Here's the litmus test;
        If your closing ratio is higher than 50%, don't think it's because you're a great closer....it's probably because you're only targeting the same 'easy' accounts everyone else is targeting.
        Don't be a Buddha....stay in shape and keep your skills sharp by working the tougher accounts.
        Keeping your selling skills in shape will also make you more fit to sell the so-called 'easy' accounts.