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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: December 7th, 2016 at 03:06 pm

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

31 post clicks in the past 90 days

Tell Your Story, Find More Customers and Make More Sales

When I sold advertising for the New York Mets, my efforts were aided by some built-in urgency: every advertiser wanted their fence sign to be up by Opening Day.   Opening Day was fixed on the calendar, in early April every year. Clients had to have their copy turned in by mid-February.    Before the pain

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There’s an easy-to-find source of marketing data about your clients… and many salespeople don’t bother to use it. It’s your client’s Facebook page. Before you roll your eyes, take a moment to ask yourself — are you looking at those Facebook pages before every meeting? In my travels as a b

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“Preparation with improvisation produces spontaneity.” — Michael Port When I begin working with a new group of television salespeople, I tell them that part of preparing a winning presentation is rehearsal. I tell them to say every word out loud in advance – it sounds different coming out of your mouth t

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One More Sales Lesson From The Election. You never know how the final few yards of the race are going to go. Just ask Tanguy Pepiot, a University of Oregon distance runner: Direct link to the video: https://www.youtube.com/watch?v=38fffcRexi4  As Geoffrey C. Arnold of The Oregonian described it: Pepiot w

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Election Day Edition. When you donate money to a Presidential candidate, you wind up on a list. You start getting email — a lot of email. It’s a marketing master class. “Enter the conversation already taking place in the customer’s mind.” — Robert Collier I thought of Colli

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“I keep trying to tell him how dumb his radio buy is, and he just won’t listen.” So said a television account executive as we prepared for a sales call with a window retailer. The owner was a long-time radio user, and my job was to convince him to start using TV and digital. The […]

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Update 11/9/16: Never Mind. The biggest buy of your career is up. You are one of two finalists. The two of you will be presenting to a committee of 20. Seven of them are solidly in your corner. Seven of them are determined to vote for your opponent no matter what. The other six will decide who gets the business. [̷

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Are you putting your long-term advertisers on autopilot? Some clients have learned to fight back. Not long ago I met with a very smart personal injury lawyer in the Southeast. He uses a lot of television, and has for more than a decade. He made it clear to us during our first meeting that he was not going […]

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Before your read the rest of this article, borrow someone’s cell phone and call your own.  Let it go to voicemail. What does your greeting sound like? What you just heard is what your customers hear. Is your name mentioned on the greeting? Is your voice on the greeting? Can callers leave a message? If […]

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In 2004, Mount St. Helens began belching smoke.   I was a radio salesperson at the time. One of my biggest clients was Beaverton Mitsubishi, owned by a guy named Joe Khorasani. Joe had a temper that could fairly be described as “volcanic”. Fortunately, Joe also had a good sense of humor. I decided to [̷

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It’s easy for us salespeople to kid ourselves. What Does “An Appointment” Mean? When I get to the end of a Revenue Initiative with a television station sales department, I ask each Account Executive to write up and send me their follow-up plans for each client we met with. Among the questions they are to

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How good are you at presenting in front of a group? Are you sure?   During my days as an account executive, my radio station did a trade deal with a public speaking trainer. Our team spent a full day working on presentation skills. As part of the exercise, the trainer had each salesperson stand […]

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Seth Godin recently cleared up a years-old mystery for me. Greg, The Relentless Nibbler Greg was an advertising agency client when I sold radio. Two or three times a year, he would send me an RFP, I’d respond, and we’d work out a deal. He was a tough negotiator, but he was fair — until […]

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An Iowa waitress taught me the value of frequency. It was a Monday morning in a Cedar Rapids hotel. I was in town to work with a group of TV station salespeople. I went down to the hotel restaurant for breakfast. I don’t always eat properly on the road, but I can usually get in […]

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Little things mean a lot when you’re trying to persuade.   Not long ago I met with the administrator of a nursing home and rehabilitation center on the East Coast. The center had received some very bad publicity over the previous year after failing several state inspections. During our meeting, the administrator

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There was a time in the not-too-distant past when people didn’t give out their cell phone numbers. Those days are over: these days, email signatures and business cards only have cell numbers on them. I’ve encountered (and have written about in the past) account executives who don’t even check their landlin

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How do you sell ice to an Eskimo? The answer: you don’t. Early in my radio sales career, I met with a window dealer who was actually interested in talking to me about advertising. This was a rarity at the time. The conversation, as I recall, took place in November. I asked him when his […]

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Do you work in television advertising sales? We’re collecting “How I Got Started” stories at TV Sales Cafe, and would love to have yours. Remember the movie City Slickers? Billy Crystal plays an advertising salesman who goes to his son’s school for Career Day. He has to follow a construction who has

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When the spring sunlight shines on your account list, what do you see? If your list is cluttered with junk, it may be time to clean some of the bad stuff out. If you’ve been at this for more than a year, you’ve got some junk in your sales trunk. Clients who love to pick […]

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“I’m tired of getting put off — I’d rather they just say no.”   Jane has been selling broadcast for about a year, and is finding her sales efforts blocked by clients who either can’t or won’t commit. In her post on TV Sales Cafe, she writes I’ll meet with someone and they

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Not long ago, I learned that the President of a credit union couldn’t make a $12,000 decision. Prior to the first meeting the AE was convinced he had the right guy — he was the freakin’ President of the CU. But when I asked the Prez about the decision-making process at the initial needs analysis, […]

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I’m giving away three copies of Jim Doyle’s great new book Prime Time: Transforming Your TV Sales Staff Into A Sales FORCE.   If you’re a television sales manager, a DOS, or a General Manager — or if you’re an Account Executive who’s thinking about going into management — this

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How were you paid when you started out in sales? I began my radio sales career with a three-month guarantee. My manager extended it an extra month because he felt I was doing everything right. After that it was straight commission. There are lively discussions happening now at TV Sales Cafe and Radio Sales Cafe […]

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Plain talk makes sales. Fancy talk makes you sound lame. – Jeffrey Gitomer Do you use jargon in your sales presentations? Words that, while understood by your industry colleagues, mean nothing to your customers? Jargon can knock a sale off course without your even knowing it. I recently watched a salesperson present s

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Adults learn by doing, not by hearing how the trainer did it.  — Chris Lytle   A Quick Question for Salespeople and Sales Managers: What Have You Used?   Over the past year or so since I brought this blog back from hiatus, I’ve published a lot of advice. I’ve given you tips on Preparing […

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There’s an old joke about a man who beseeches God: “Please let me win the lottery”. Photo by Bacho Foto/dpc He goes through all his troubles — business failures, medical problems, the loss of his house and car. Again and again he begs for God’s help in winning the lottery. Finally, God speaks:

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The great thing about sales is that there are lessons every day. Sometimes they’re new ones, and sometimes they’re painful reminders of lessons we’ve forgotten. In the past six years as a consultant and sales trainer, I’ve met with about 1200 business owners and managers all over the United States. B

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What do you do when the prospect says, “Just drop by some time”?   A television salesperson in the Southeast told me not long ago that she had two big struggles: Getting potential customers to meet with her, and Time management As we talked, it became clear that these two issues were intertwined. I asked [&

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How often do you show up for meetings “a few minutes late”? Those “few minutes” are damaging your reputation and costing you money. – Photo by fotofabrika/dpc Last month in this space I listed three sales resolutions you could make to increase sales in 2016. Here’s one more: Be on time.

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I was meeting with the owner of an upscale ladies boutique in a southeastern state. Although the store sold all manner of women’s clothing, the largest revenue driver was shoes. Apparently, ladies love shoes. Who knew? The conversation had just …

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