Sales, Marketing & Social Media Today

I write about the two topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual produce better results in these areas. Feel free to send me your questions. The blog is published on Wordpress and tumblr along with the LinkedIn publishing platform.

Why You Should Cast Me

Posted 4 days ago

Why You Should Publish Me

Posted 4 days ago

A Fun Look Back at My Professional Journey

Posted 4 days ago

My Sales, Marketing, & Social Media Resume Author, Writer, Blogger

Posted 1 week ago
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Posted 2 weeks ago
<p>#NYC #NativeNewYorker #Castme #Hometown #commercials #tv #spokesmodel #spokesperson</p>

#NYC #NativeNewYorker #Castme #Hometown #commercials #tv #spokesmodel #spokesperson

Posted 3 weeks ago

Increase Sales by Firing your Worst Customers

Everyone has that customer that is a late payer, nasty  and/or a time waster that they wished they could fire. In previous posts, I have discussed how to deal with difficult customerssociopaths and how to get customers to pay on time. However, there are some customers that need to be fired. The question is how to determine which customers to fire. As Dr. Tony Alessandra puts it, the good, the bad and the ugly. He goes on to describe how companies rank their customers and fire the bottom level of customers. You want to keep the good, try to convert the bad into the good group and fire the ugly.

But how do you determine which customers need to be fired? During my time in outside sales, I was faced with this very dilemma. I had the slow payer, the nasty customer, the customer who always ordered something and returned it. To properly assess which customers to give the ax to, you need to determine how much business they provide you with and how much of your time they take up. As a Sales Rep, or Business owner, time is money. You want to spend most of your time with your good clients, try to improve the relationship with the bad customers and fire the worst customers or the ugly ones. Once you have this list, you want to get to work on firing the worst customers by removing discounts and giving priority to your better customers. I always asked my good customers if they had colleagues who might need my services. However, I would wait until I have them delivered value with my products and services before asking for referrals.

By focusing on the best customers, improving your relationship with the bad customers and firing the the worst or ugly customers; your sales will increase dramatically. My numbers improved a lot when I used this method.

How has firing your worst customers increased your sales?

Posted 3 weeks ago

Close Sales during Cold Calling with the Colombo Technique

n previous articles, I have discussed how to overcome objections and make cold calls successfully as referenced below.

“In sales, everyone has to be able to overcome objections in order to be successful. The best way to overcome objections is to prevent them. This can be done by providing a thorough sales presentation that covers all the information about your products and services. Also it is imperative that you address any questions the prospect has immediately. However, objections will come up from time to time. Some of these objections are real buying signals and others are just stalls to put you off. As a Salesperson, you need to be able to tell the difference.”

During some cold calls to dental offices, I was not able to obtain the information that I needed to overcome prospect objections. This occurred because the person I was speaking to was not the decision maker. As a result, they were reluctant to talk for fear that they would say the wrong things or give away to much information on their bosses business. Despite their reluctance, I would continue to talk with them, build rapport and bond. I would ask to speak to the decision maker but many times they were not in the office; or the person I was speaking with would not want to disturb them for fear of getting reamed out when I left the office.

When this was the case, I would use the Colombo technique to get the information that I needed. I would turn to leave the office, put my hand on the doorknob and ask who their supplier was or when I could catch the boss. Usually the person I was speaking with would provide me with a lot of information about the prospect. Even more than I expected! This is because the person that I was speaking with put their guard down because they thought I was leaving the office so one last question didn’t seem so bad.

During other cold calls, I was able to speak to the decision maker. I would build rapport with them and try to obtain as much information as I could to overcome their objections. Many times the prospect would be reluctant to give me information; stating that they were happy with their supplier or they were too busy to speak to me. When they used the supplier objection, I would employ the Columbo technique; turn to leave and ask who their supplier was. Many times they would tell me and I would ask them for few moments of their time to show how my products were better. I would get the time and close the prospect on giving me a trial order. I developed some of my best customers this way. Other times, I was able to obtain a follow up appointment with the prospect.

The key to the Colombo technique is to get prospects talking. Even if it’s about things not related to their business at first. You want to make them comfortable talking with you. Next, you want to save the question you really want to know for the end of the conversation because the prospect will most likely answer it thinking you are going to leave their office. In other words, their guard is down.

The Columbo technique is a great way to close sales and obtain information.

How have you employed the Columbo technique?

Posted 4 weeks ago
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Posted 8 weeks ago

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio? Well not exactly.Television has embraced new technology. Content has been made available on mobile devices, Tablets Laptops and PC’s.Television networks have developed a strong presence on social networks. Every Television network and their shows; have their own branded social media channels. Video content is made available instantly via on demand programming for premium cable subscribers.

Dual Technology is used by television networks by allowing viewers to live tweet with characters of their favorite shows and television personalities via computers/mobile devices. Television networks use of Twitter is an example of dual technology. Live tweeting has proven to be a successful engagement strategy for television networks; engaging with millennial and baby-boomers alike. An example is tonight’s live Blue Bloods Actors chat via CBS’s branded BlueBlood’s Twitter handle.

Another marketing strategy, employed by television networks is to make the actors in their shows use products from advertisers. This is a shift from traditional advertisements; as most people are turned off by many traditional ads. Many Auto, Telecom, Clothing, Luxury Brands and even educational institutions use this form of advertising. It does not seem like an ad if it is part of the show. This is what television networks and advertisers are banking on.

Did Mobile kill the TV star? Not exactly but it killed a culture of television and cable monopolies. Although television and cable have changed to adopt to the shift to mobile, they still face threats from Apple, Intel, Google and Sony who attempting to offer television content via internet TV delivery platforms.

All of these changes that I mentioned above, will shift the power from the Television and cable networks into the hands of advertisers by driving down rates. The general public will also be able to access programming much cheaper but this is a discussion for down the road.

Did Mobile kill the TV star? You decide.

Posted 8 weeks ago