How to Handle Advertisers Who Resist Change
Colleen is a veteran ad manager who has worked with just about every type of advertiser. “One of the most challenging prospects was a second-generation owner of a building supply…
Too Many Opinions Spoil a Presentation
Back when I was in the ad agency business, I made a logo presentation that turned into a fiasco. It was an uncomfortable reminder of the importance of a presentation…
“Showing” Beats “Telling” Every Time
On a visit to my eye doctor for a check-up, I noticed a poster on the wall in the examination room. It featured a series of photographs of the same…
A Strategy for Organizing Your Advertiser’s Information
I was talking to Greg, a veteran sales manager “Our sales team knows the importance of asking questions and gathering the right information,” he said. “But the key is to…
The Importance of Thinking Small
You may have heard about Volkswagen’s initial ad campaign. At a time when big gas guzzlers were the norm on the roads, a European carmaker had the seemingly impossible job…
A New Look at an Old Sales Technique
Carla has been selling advertising for many years. She has researched and tried a variety of techniques to answer objections. “Just about everybody knows the Feel-Felt-Found formula,” she said. “When…
A Sales Principle That Bears Repeating
Carl is a marketing manager who has been on the receiving end of hundreds of media presentations. He knows a thing or two about effective sales techniques. “Most of the…
See the Other Person’s Point of View
A friend told me about the time his mom took him to the shopping mall to help her pick out a birthday present for his father. He was about six…
One Way to Avoid the Accidental Sales Jibe
Selling and sailing have a lot in common. Consider the jibe.A sailboat cannot sail directly into the wind, but it can sail at angles to the wind. The closest point…
Putting the Boss in an Ad
Sometimes it’s a good idea to feature a boss in an ad. Sometimes it’s not.Two ads come to mind. One shows a plumbing company’s president seated at the head of…
A Formula for Testimonial Quotes
Testimonials can be convincing elements in advertising campaigns. Will Rogers once said, “Get someone else to blow your horn and the sound will carry twice as far.” It’s true that…
Don’t Let Your Presentation Sputter at the End
Alex is an ad manager who wants his sales team to be professional from start to finish. “Some salespeople talk too much, especially at the end of a sales conversation,”…