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A Little About Phil Bernstein
I’ve been a salesman my entire career.
My first upsell was in a record store, where a manager showed me how to pitch a record cleaner to customers who walked up to the register with some albums. I’ve sold club memberships and season tickets, fence signs and stadium skyboxes.
I’ve read the sales books — and still do. From classics by Dale Carnegie, Tom Hopkins and Zig Ziglar to contemporary works by Art Sobczak, Chris Lytle, Kevin Davis and Sam Richter. I’ve attended the seminars, and I still go.
I learn it, and I teach it.
Now it’s advertising and marketing. Digital, mobile, and television these days, but in the past print and radio, too. For over two decades I’ve helped businesses all over the country use the most powerful advertising techniques to tell their stories, find more customers, and make more sales.
I didn’t major in advertising. I never took a marketing course in college.
Instead, I’ve spent thousands of dollars of my own money, and tens of thousands of hours, studying the smartest and most successful copywriters, marketing gurus, and salespeople. Claude Hopkins, Dan O’Day, John Carlton, Perry Marshall, Dan Kennedy, Jim Doyle… I’ve bought their books, downloaded their online courses, and attended their seminars.
I’ve put their methods to work on behalf of hundreds of local businesses, using all sorts of media — television, radio, online, mobile, social media and all forms digital. From car dealers and real estate agents to window retailers, from medical practices to a school for troubled adolescents, I’ve designed campaigns to bring them new customers.
These days, I do it in collaboration with television advertising sales departments all over the United States. I train Account Executives in sales techniques — from cold call to needs analysis to presentation, close, and follow-up. I do it with them, working with their clients and using their digital and broadcast tools to help business owners generate better results from their advertising.