When I sold advertising for the New York Mets, my efforts were aided by some built-in urgency: every advertiser wanted their fence sign to be up by Opening Day. Opening Day was fixed on the calendar, in early April every year. Clients had to have their copy turned in by mid-February. Before the painter […]
There’s an easy-to-find source of marketing data about your clients… and many salespeople don’t bother to use it. It’s your client’s Facebook page. Before you roll your eyes, take a moment to ask yourself — are you looking at those Facebook pages before every meeting? In my travels as a broadcast and digital sales trainer, […]
You never know how the final few yards of the race are going to go. Just ask Tanguy Pepiot, a University of Oregon distance runner: Direct link to the video: https://www.youtube.com/watch?v=38fffcRexi4 As Geoffrey C. Arnold of The Oregonian described it: Pepiot was leading the steeplechase event by a wide margin and started celebrating his anticipated win with less […]
“I keep trying to tell him how dumb his radio buy is, and he just won’t listen.” So said a television account executive as we prepared for a sales call with a window retailer. The owner was a long-time radio user, and my job was to convince him to start using TV and digital. The […]
The biggest buy of your career is up. You are one of two finalists. The two of you will be presenting to a committee of 20. Seven of them are solidly in your corner. Seven of them are determined to vote for your opponent no matter what. The other six will decide who gets the business. […]
