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Contract Consulting and/or Targeted Marketing/Sales Programs.
- RADIO/TV Ad Copy Writing, VoiceOver Talent, Audio Production, Placement Consulting
- PRINT Advertising Copy Writing, Brochure & Graphic Design Services
Sample audio at: http://www.iwantmiracles.com/miraclesforbeginners.html
What makes a Salesperson Successful?
What is it about top producers that separates them from the "also-ran"s?
Do leaders in auto sales share traits with insurance salesfolk? Are the same strategies and tactics evident in award winners in telesales & retail sales?
Decidedly, yes. University studies have confirmed what anecdotal evidence and common sense tells us. Top salespeople share several character traits. Here are a few -
Honesty
Yep. As much as the image of the slick used car salesman with stories of little old ladies driving only to church is imbedded in our collective conciousness, the reality is that that guy is not a top producer. Being 'up front' with the customer as well as yourself pays off in respect from customers, referrals - and repeat business.
Ownership of Outcome
Top producers accept responsibility for their results. While their comrades are busy finding fault with the leads or prospects, the economy, management - or some other environmental circumstance, the cream of the crop put their heads down and push forward. A presentation and close that results in a "no" isn't ascribed to something or someone else, and a positive outcome isn't just luck - it is earned.
Self Esteem
Sales leaders have enough confidence in themselves that they don't take "no" personally. They realize a no sale doesn't mean they're a Failure at life. They can be disappointed, but not to the point of getting down on themselves. They're not swaggering, but have the ego strength to withstand the occasional 'no' without being dashed to pieces.
Empathy
A leader's ability to grasp how things look from the other side of the table and convey that to the prospect is something he or she does without conscious effort. Using a consultative approach to selling, understanding the needs and concerns of the customer and responding to them is second nature to the successful salesperson.
Ambition
Nope, it didn't prove productive in "Macbeth", but top salespeople have an above-average desire to succeed. Their drive to be the best - to produce and to excel - colors everything they do. It impacts how they spend their time - on and off the job - and gives them the edge when it comes to the bottom line, because its important to them and they go 'above and beyond' as a matter of course.
There are other qualities you'll find whenever you come across a top salesperson. They're goal oriented, results oriented and don't give up, etc.
Wherever you can improve your score in the above qualities, you've got a good shot at joining them.
Radio Advertising:
Know your Target Audience for Radio Ads
SO you're considering putting some of your hard-earned funds into Radio Advertising. Not a bad choice. If you do a little homework, it can pay off for you. But please consider a few conditions before you plunk down $10,000 on a "Total Audience Package" at the local Hip Hop or Rock Station.
First, consider your Target Audience. Who are your customers? If they're teenage girls, the above might be a wise choice - provided your copy is effective and you get enough coverage (we'll get to that later).
IF your product or service isn't within the means of most of the population, for example, you'll need to find a radio station with a format that has proven itself as attractive to folks with higher incomes.
Any Account Executive worth their salt will be able to give you demographic information about his or her audience. Take a little time and consult with more than one station. Just because "Magic 1690" is your personal favorite, it doesn't follow that your potential clientele like it. You need to reach them "where they live".
Now, let's look at when they're listening. Running you Ad at 3 a.m. every morning will definitely be less expensive... But will your Target Audience hear it? Again, a knowledge of who it is that will buy your product or service is useful since you want to get your message out to more of those folks that YOU are the provider of what they seek.
A wide appeal business such as toilet paper sales can use a shotgun approach and do well. The promoter of a Rock Concert won't hit much of their target at 10 a.m. or 2 p.m. A good rule of thumb for most businesses is good ol' Drive Time (6-9 am and 4-7 p.m.). You'll pay more for those slots, but you'll reach a lot of listeners (when do you listen to radio?).
OK - Getting down to the most audience for the money. After you've found a venue or two you're convinced might be worthy, Listen to them. Find out what their format is, and then go as "against the grain" as possible with Your Ad - without sounding obnoxious.
What do I mean? Your commercial must be heard. In the world of 30 and 60 second spots, you've either got to fire salvo after salvo and repeat your message until they act on it, or present such a radical departure from what listeners are used to that they actually pay attention to your message. I recommend both approaches simultaneously.
But - for those on a limited budget - you'd better capture and hold their attention or your Ad campaign will be an expensive education in what not to do. Go 'against the grain'...
Ya Gotta get their Attention ! If the overwhelming majority of commercials on a given station are "live" reads by on-air talent, get yours commercially produced that sounds "Big Time". If the station that attracts your prospects runs slick, high production ads, record yours in the bathroom with no music behind it - you get the idea.
A talented Account Executive at any station will also have ratings from Arbitron (the Neilson's of Radio) that will give you more insight on the size and demographics of their listeners and how their station compares with the competition. Your mission is to decide if the larger/smaller audience is balanced by the larger/smaller charge.
HEY! No one ever said this was gonna be easy... Good Hunting!
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