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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 4th, 2017 at 08:07 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

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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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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