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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: June 19th, 2017 at 07:00 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

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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I’m sorry to report that somehow, you missed National Hug a Plumber Day on April 25.  Don’t worry.  There are many other holidays you can celebrate…and profit from. Hug a Plumber Day is one of thousands of “holidays” declared by corporations, civic organizations and individu

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Lessons for Salespeople from the United Airlines Debacle. Something bad is going to happen. Maybe not today, or tomorrow, or next week. But if you sell advertising for a significant length of time, somebody will screw up and you’ll have to clean up the mess. The dust has finally settled on the United Airlines “d

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Lessons for Salespeople from the United Airlines Debacle. Something bad is going to happen. Maybe not today, or tomorrow, or next week. But if you sell advertising for a significant length of time, somebody will screw up and you’ll have to clean up the mess. The dust has finally settled on the United Airlines “d

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A few years ago I met with the owner of an upscale ladies shop in a southeastern state. The store sold a wide variety of women’s clothing, but the biggest revenue category was shoes. Apparently, ladies buy shoes. Who knew?   [UPDATE 4/14, 1PM PACIFIC]: As Susan Rich points out in the comments below, thi

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A few years ago I met with the owner of an upscale ladies shop in a southeastern state. The store sold a wide variety of women’s clothing, but the biggest revenue category was shoes. Apparently, ladies buy shoes. Who knew?   [UPDATE 4/14, 1PM PACIFIC]: As Susan Rich points out in the comments below, thi

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I wish advertisers always accepted my advice and did what I told them. Alas. There are some furniture store owners and auto dealers who think they know more about advertising than I do. Sometimes they’re right. But not often. I once considered telling a funeral director that I’d let him embalm the bodi

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I wish advertisers always accepted my advice and did what I told them. Alas. There are some furniture store owners and auto dealers who think they know more about advertising than I do. Sometimes they’re right. But not often. I once considered telling a funeral director that I’d let him embalm the bodi

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The very first piece of advice James Muir gives is one you shouldn’t follow. In the introduction to The Perfect Close: The Secret To Closing Sales – The Best Selling Practices & Techniques For Closing The Deal, James Muir invites the reader to skip to Chapter 12. That’s where he reveals the two-questio

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The very first piece of advice James Muir gives is one you shouldn’t follow. In the introduction to The Perfect Close: The Secret To Closing Sales – The Best Selling Practices & Techniques For Closing The Deal, James Muir invites the reader to skip to Chapter 12. That’s where he reveals the two-questio

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An Ad Flunks the "So What" Test. Every now and then an ad makes me want to remonstrate the copywriter… and then rewrite it myself. “First you need to enter the conversation going on in the prospect’s mind.”   — Robert Collier. If your message doesn’t address something your targetR

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An Ad Flunks the "So What" Test. Every now and then an ad makes me want to remonstrate the copywriter… and then rewrite it myself. “First you need to enter the conversation going on in the prospect’s mind.”   — Robert Collier. If your message doesn’t address something your targetR

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5 Things You Must Bring... and One to Leave at Your Office. It’s finally time to leave the office and head for that first meeting with a direct prospect. You’ve done your research and confirmed the appointment. What should you bring to the call? There are five things you absolutely must have at the fir

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5 Things You Must Bring... and One to Leave at Your Office. It’s finally time to leave the office and head for that first meeting with a direct prospect. You’ve done your research and confirmed the appointment. What should you bring to the call? There are five things you absolutely must have at the fir

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Have you told the client what they’re supposed to do next? At the conclusion of a needs analysis meeting, I often ask the client to email me something. Usually it’s an example of advertising they’re doing elsewhere. Sometimes it’s a copy of a brochure or flyer. I do this for two reasons: The obvious

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Have you told the client what they’re supposed to do next? At the conclusion of a needs analysis meeting, I often ask the client to email me something. Usually it’s an example of advertising they’re doing elsewhere. Sometimes it’s a copy of a brochure or flyer. I do this for two reasons: The obvious

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How do you handle a rude customer? Some of the worst advice I’ve ever seen on this topic showed up in an unexpected place recently. I’m a regular reader of Geoffrey James’ “Sales Source” column in Inc. Magazine. I agree with his advice sometimes, and disagree at other times. When I disagree, it

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How do you handle a rude customer? Some of the worst advice I’ve ever seen on this topic showed up in an unexpected place recently. I’m a regular reader of Geoffrey James’ “Sales Source” column in Inc. Magazine. I agree with his advice sometimes, and disagree at other times. When I disagree, it

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Your best sales tool is sitting on your desk. Use it.. My position that the phone beats the keyboard is a matter of public record. Here’s some supporting evidence from the world of politics.   Spend any time on social media, and you’ll soon see how much consternation the recent Presidential election ha

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If a client ever tells you “Everyone” is a target customer, tell them about John Grisham.  As 2016 came to a close, Grisham’s thriller The Whistler was the #1 hardcover fiction book in the United States. So when Grisham tells an interviewer he has a particular target in mind when he wri

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Some people go hang gliding for thrills. Some climb mountains. I read sales books. Here are some lessons I picked up from sales books in 2016: A few months ago a roofer in the Southeast rescheduled a meeting three separate times before cancelling it entirely. The AE and Sales Manager I was working with were angry [R

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You May Have Half As Many As You Thought. “People often mistake activity for outcomes, but they are not the same thing.” — Anthony Iannarino, The Only Sales Guide You’ll Ever Need Now that traditional media companies are offering a full array of digital advertising products, we (and our clients) bene

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 Over the next two or three weeks, many of your competitors will be coming in late, leaving early, and socializing while they’re “working”. You can do better. photo by Monkey Business/dpc As Anthony Caliendo, author of The Sales Assassin: Master Your Black Belt In Sales, points out, Business and generating income

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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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