Knowledge Nuggets from Pat
Ecclesiastes 1:9
What has been will be again, what has been done will be done again; there is nothing new under the sun.
In our daily lives, we often make purchases from complete strangers without a second thought. We buy food, gas, clothing and even electricity from people we’ve never met. However, when seeking both quality and value, we turn to experts in their respective fields – individuals we can trust.
In the world of advertising, particularly in your competitive market, there is an abundance of salespeople vying for your prospect’s attention. Simply regurgitating industry jargon and making promises of unrealistic results won’t cut it. If your pitch echoes what a rep from another radio station, perhaps one with a larger audience, is saying, you’re unlikely to secure the deal.
Again, there is NOTHING NEW UNDER THE SUN.
First and foremost, we have prayer, and we should pray without ceasing. Prayer is a powerful tool. One that we know can produce remarkable results. However, God also expects us to play our part.
Do your homework!
Example: Roofing Company
1. Understand the Industry: Explore the construction market trends, its current landscape and all the factors influencing the direction its heading.
2. Consult Local Experts: Seek advice from local authorities in the field, such as fellow roofing companies and suppliers. Find out if roofing materials prices have surged. Connect with mortgage companies to gauge housing market developments – are people renovating rather than buying new homes? Stay informed by reading local business publications.
3. Analyze the Company: Before reaching out to any company, delve into what makes them tick. Evaluate their advertising strategies, is it a miss or a mess. Scrutinize their ENTIRE website, including their team’s experience and interests. Identify key figures and read reviews about their company. This information might influence your decision to even contact them. Take note of their product offerings, fleet size, workforce, and any special promotions, like complimentary gutters with a new roof.
4. Effective Communication: When you initiate contact with the company’s owner or advertising decision-maker, make sure they understand two critical aspects…
a. Professional Consultation – Your primary role is that of a professional consultant. Your objective is to determine the advertising solution that is BEST FOR THEM. If we are not the right option now, be prepared to recommend a better alternative. This is where listening and asking questions are pivotal. 98% of the time, we are part of the solution.
b. Enhancing Business for a Fair Price: Convey your commitment to helping them grow their business cost-effectively. It’s essential they recognize that your assistance comes with a fair price tag.
In these two key aspects, we make it clear that our primary focus is on benefiting them. We are VALUABLE consultants, WORTH the investment in advertising. This approach is nothing new, but it sets us apart as salespeople who do their homework and genuinely aim to assist potential buyers, even if it doesn’t result in an immediate sale.
Speaking the Truth in Love
I recently read The Challenger Sale, a book on modern sales techniques. This book highlights the importance of being proactive in shaping a customer's thinking, rather than solely focusing on building relationships or responding to customer needs. It can be succinctly summarized by the principle found in Ephesians 4:15, which encourages us to speak the truth in love when dealing with prospects and clients.
I had a valuable learning experience during a recent sales interaction. I was lamenting to Joseph, our resident awesome digital genius, about how I failed to apply Ephesians 4:15 and lost a sale. I was working with a startup, owned by two couples – Mark and John (brothers) and Heather and Jan (sisters). While I quickly built a strong rapport with them, I realized that their digital advertising needs were more complex than I or they initially thought. They had divided responsibilities among themselves, which meant I spent most of the time with the person designated to handle the marketing. Despite my best efforts to guide them through our products, they encountered ongoing issues.
My mistake was not challenging their thinking and offering a more candid assessment of their situation. We all deal with optimism bias. Many of our prospects also have this bias that means we have an unrealistic positive expectation for the future. They may not be willing to admit they have a problem. They need someone to be a trusted advisor to guide them in restructuring their approach for better results. Instead of a do-it-yourself (DIY) solution, they need expert guidance and the right products to help their business succeed.
This experience taught me two valuable lessons. Firstly, I should have continued engaging with the person making the final decisions rather than solely focusing on the marketing lead. Secondly, I should have set clear, realistic expectations for our DIY program. Understanding optimism bias and speaking the truth in love could have made a significant difference in this sales opportunity.
In conclusion, it's crucial to approach sales with an Ephesians 4:15 mindset, offering honest advice and tailored solutions to meet the unique needs of each client. I remain committed to continuous improvement and learning from every sales experience, ensuring that I provide the best possible service to our clients and always being willing to speak the truth in love.
Wisdom Based Selling Insights
Dale Gerke - Bott Radio Network, WFCV Fort Wayne
Once Tina joined the BRN team, she and Susan Scott put their hearts into crafting a Christian Business League of Kansas. During the inaugural CBL gathering, Tina had the delightful pleasure of crossing paths with a charming gentleman, Chris Mann, who a short time later would become her husband. Tina says, "After we met at the first CBL meeting, I went to talk to him about advertising and he bought the whole package."