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Dean Kirkland

Phil Bernstein's Advertising, Marketing, and Sales Training BlogPhil Bernstein's Advertising, Marketing, and Sales Training Blog

http://philbernstein.wordpress.com/

Located in Portland

Last update: May 11th, 2018 at 08:00 am

ping: http://ignoregon.com/ping/1161

31 post clicks in the past 90 days

Tell Your Story, Find More Customers and Make More Sales

The law firm had recently cancelled its radio and television advertising. “We got great results from the campaign for a long time,” the managing partner told me. “But it hasn’t been working the last three or four months.” The personal injury firm had been advertising an “accident bookR

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Starbucks Gets It Right. Inevitably, you or your company will screw up. Maybe today, maybe next week, maybe six months from now. How you respond will show what you’re made of. When Dr. David Dao was beaten and dragged off a United Express flight last April, United Airlines’ upper management very publicly botched

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It used to be difficult to express your unvarnished opinions to the world. Now it’s easy. And because it’s so easy, Jamie Allman has lost his job. Allman, a TV and radio commentator in St. Louis, fired up his Twitter account the other day and sent out a tweet about Parkland high school shooting survivor […

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The sale was in the bag. From the first contact through the presentation, the customer was engaged, animated, and receptive to your ideas. All signs pointed to a signed agreement. Instead, the client handed the business to your competition. Sales Advice: What’s your next move? Your first impulse may be to argue. Resist it

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You’ve got a great idea for a prospect. What’s the best way to communicate it? I know. You’re crazy busy. Between prospecting, internal paperwork, make-goods, and that new initiative corporate just dumped on you, there aren’t enough hours in the day. So when you’ve got something big to propose

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A question for veterans: When you were brand-new to media sales, what did you do when someone gave you a new idea? You tried it, because you didn’t know any better. What do you do with new ideas now? The Day I Made $3600 Because I Didn’t Know Any Better In 1995 I was a […]

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Are you avoiding a great source of new business?   If you’re not talking to your clients’ competitors, you’re wasting a big opportunity.   It’s One You May Have Created About a year ago, a Midwest optometry practice started a television and digital advertising campaign, using a creative ide

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There’s a lot going on in your prospect’s world. It pays to withhold judgment. That Time I Got Mad at a Virginia Lawyer Three members of the law firm were on time for our presentation, but the managing partner showed up 20 minutes late. Once we got underway, he kept checking his smartphone, reading and […]

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Most people don’t want to go first.   Photo by Alphaspirit   Dave Trott recently recounted  the launch of world’s first underground railway — and the “mechanical staircase” that would bring people up and down. It was 1911 in London. Today everyone knows what an escalator is. You&

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Converting a call-in to a sale is harder than it looks. During a Breakthrough Prospecting training session not long ago, a radio group Market Manager shared a frustration with me: “Why aren’t we closing call-ins?” she said. “When they call us, it should be an easy sale, but we don’t get them on

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 “A bed with a single nail sticking up will penetrate you the second you lie down. But a thousand nails can’t penetrate anything. The pressure of each nail is completely diffused by all the others around it.” — Bill Schley     If you spend any time watching television or listening to t

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The Two Best Sales Books I Read Last Year. Sometimes  a good sales book can explain what you just went through.   Last year, I was part of a group that met with a local bank. The bank had three branches. We met with two people: the President of one of the branches, and his financial officer. They told us they were

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Every business exists to solve someone else’s problem. A mattress store can solve the “my back hurts” problem. An HVAC dealer can solve the “it’s too cold in the house!” problem. A restaurant can solve the “I’m hungry and don’t want to cook” problem. As media sales

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What should you get for the advertising salesperson in your life? My recommendation: get them a digital copy of  Breakthrough Prospecting: Jumpstart Your Media Sales Career and Make the Income You Deserve. It’s regularly $14.95, and on sale for just $9.95 between now and Midnight on Cyber Monday. In Bre

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“It was the day my grandmother exploded.” That’s how The Crow Road by Iain Banks opens. The narrator has returned home for a funeral; Chapter One begins in the chapel of a crematorium in Scotland. Although this is from a novel and not a commercial, it’s a great example of an opening line that compels the r

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There’s one sales approach more effective than a phone call. Not long ago I told the story of my attempts to book a hotel room near the airport in Lexington, Kentucky. You can read the full tale here, and you should.  The sales lesson of the story was that a phone call is often much […]

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“Nobody answers a phone that doesn’t ring.” — Jeb Blount Blount, author of Fanatical Prospecting, is a proponent of cold calling. Mostly on the phone, but he’s not against other methods. The key, he says, is to interrupt: If you want sustained success in your sales career, if you want to maximi

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How do you motivate yourself to make sales calls when you just don’t feel like getting on the phone? When someone signs up for my mailing list, I send them an email asking what they’re struggling with. These two responses echo many: From a radio AE in the Midwest: Call reluctance. Not because I lack th

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How well do you listen on a sales call? You’ve heard sales coaches like me preach the value of effective listening. You’ve heard the same thing from your managers. You’ve read it in books.  So how good are you? And how do you measure it? Here’s a simple, low-cost way to make sure you’re l

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In an increasingly-online world, your real money still comes from selling in person. Face-to-face, belly-to-belly with your clients. Another industry that still thrives on face-to-face sales is non-electronic gadgets. The peelers, choppers, and miracle showerheads. Thousands are sold every weekend at state fairs and carniva

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Media Sales Advice for Rookies. If you’re a brand-new media salesperson, you don’t want to seem like you’re new at this. When somebody asks you a question, you don’t want them to know you’re a rookie. You’ll be tempted to guess at the answer. So here’s some advertising sales ad

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In the advertising sales game, few things are worse than an unexpected cancellation. The agreement was signed with great fanfare a few months ago. The ad looked great, the digital campaign’s performing well, and you’ve settled in for a good, long relationship. Then the email comes out of the blue. “It̵

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If you’ve spent any time as an advertising salesperson, you’ve learned that our reputation out there isn’t particularly good. Too many of our colleagues and competitors walk into a prospect’s office with a media kit, a “new advertiser package,” and no knowledge of the client’s busin

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Why isn’t my service contract campaign working?” The question came from a television station AE in the Southeast. His customer was an HVAC contractor who wanted to sell more maintenance service agreements. The TV ad had been on the air for about three months. There had been little response. Many heating and air

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A couple of Indian restaurants in my hometown of Portland are paying to advertise on Yelp. Here’s what appeared on one smartphone over the weekend:   The little “Ad” icon next to each review makes it clear — these restaurants paid for this to appear. If you can’t control the copy, there is

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My New Sales Book Is Out!. Do you need to bring your new direct sales numbers up? Breakthrough Prospecting is for you. Any media salesperson — radio, television, digital, print, outdoor — at any level will find real value. The book is chock full of actionable tips that will generate new direct money

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Yes, Your Own Voice Mail. Here are three salespeoples’ outgoing voice mail greetings I encountered on Tuesday, June 13. Names and numbers have been changed to protect people who should know better: “The person you are trying to reach is not available. Please leave a message after the tone.” Delivered by an

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How assertive should your advertising be?     According to Alina Dizik of the Wall Street Journal*, not very assertive at all. Dizik’s recent column* points to a study conducted by three researchers at the University of Central Florida.  The researchers showed magazine advertisements to a total of

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For those who missed the announcement, I’ve got a sales book coming out in a few weeks. The folks on my email list had a chance to vote for three possible covers. And the winner is… I got lots of votes by email, and on Facebook, Instagram and LinkedIn. All three finalists had their fans. […]

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Salespeople and sales managers spend a lot of time on the phone. And we spend a lot of time driving. The invention of the cell phone meant we could talk on the phone while we drove – in fact, the first cellular phones were promoted as “car phones.” As crash data came in to highway […]

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