It’s tough to ask “the budget question” on a sales call, especially with a new prospect. The client doesn’t know you, doesn’t trust you yet, and may be reluctant to give you the information. Many salespeople don’t ask at all. This is a big mistake. If you don’t ask, you won’t know. In my day job, […]
We work in the persuasion industry. As advertising sellers, first we must persuade a prospect to meet with us… and then consider our proposal… and then buy. Then we must design a campaign that persuades our client’s prospects to take action. Here are five books that will help you develop the sales skills to persuade… and […]
The grand illusion of advertising – perpetuated by every seller of ads – is that your problem is #1: the right people haven’t heard about you.
But the painful truth is probably that the right people heard but didn’t care. — Roy Williams
There are lots of ice cream store chains in the United States. But there’s only one Big Gay Ice Cream. The company began its existence in Manhattan as the Big Gay Ice Cream Truck in 2009, and quickly took off. There are now two shops in Manhattan, along with a “permanent pop-up” at the Ace Hotel […]
“Most ads aren’t written to persuade, they’re written not to offend.” — Roy Williams What do you do when people don’t like your ads? Not long ago an ad agency pulled a home improvement commercial off the air in Portland and Seattle because several listeners had called the client to complain about it. The […]
