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,”…
What Golf Teaches Us About Advertising
I love golf, but I’m a terrible golfer. I’m the only golfer I know who has lost someone else’s golf ball. On a best-ball round, I mistakenly hit the wrong…
How to Make a Good Second Impression
Don, who manages his newspaper’s sales department, is always looking for ways to strengthen customer relations. “We understand the importance of first impressions,” he told me. “Know something about the…
Disadvantages Have Their Advantages
Jared told me about a technique his sales team uses. “I learned it in a seminar years ago, and I’ve seen it used in different industries. It’s based on presenting…
Expectations are Like Icebergs
Saundra’s experience as a sales manager has given her a unique perspective on client relationships. “Most sales people in the advertising business are taught to discover problems and prescribe solutions…
- 1
- 2