A Strong Model For a Recruitment Campaign

“If I advertise, I won’t be able to handle the business. I can’t find employees!” Smart salespeople handle this objection by turning the conversation to recruitment advertising. If the client goes for it, how do you structure the campaign? The strongest campaigns use the “tradigital” strategy Tom Ray recommends in his book, Branding Is OUT, Results […]

Salespeople can sell recruitment advertising

How Much Can Happen In a Year?

How long has it been since you did a full needs analysis with your best long-term client? You might be surprised at how much has changed. It’s easy to let that sort of thing slip. You negotiate “the annual”. You take the client to lunch once a quarter. You bring them concert tickets every now and […]

Salespeople should avoid surprises

Have You Tested The Funnel?

The law firm had recently cancelled its radio and television advertising. “We got great results from the campaign for a long time,” the managing partner told me. “But it hasn’t been working the last three or four months.” The personal injury firm had been advertising an “accident book”  — a short book on what to […]

TV and radio salespeople must keep customers from confusion