Magazine Advertising Sales Training: Your Blueprint to Stress-Free Ad Sales TM

Magazine Advertising Sales Training: Why Do We Get Objections, Part 4

2010-12-29T05:01:00.001-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

Stay customer focused

When you are Customer focused, presentation are based on Clients’ needs; you include benefits and Check In. This makes objections go. This is how sales becomes stress free.

Welcome to Stress-Free Selling ®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Having a Hard Time Getting Appointments?

2010-12-23T05:31:00.000-05:00

Is it hard getting past the first couple minutes of a sales call?

Are prospects telling you "My budget's spent" or throwing another objection at you within minutes of speaking with them? If so, here's why...

You're talking about yourself... and they don't care!! I know you think you have to tell them how wonderful your products are when you finally get them on the phone, but that is exactly what is causing your problems. They don't care, and you're not paying attention to that.

If your conversation opens asking to speak about advertising, I'll bet dollars to donuts that you get lots of "I'm not interested" and "We don't have any money left in our budget" rather than "Yes, tell me more."

What is their #1 priority? Probably increasing sales. So try this opening instead: I'm calling to see if we can help you increase sales like we've done for (name a competitor). How's business this year? The likeliness you will actually strike a conversation is multi-fold, and that's the first step.

Of course, you now have to hold their interest, and you do that by asking them questions... not talking about yourself.

This is the first step. If you'd like more ideas, check out the resources on my website, or call me about one-on-one coaching or sales force training. The key is in your hands to increasing sales. My customers are selling without discounting, writing annual schedules, and closing deals regularly. You can too.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Selling is Not Telling

2010-12-22T05:00:00.001-05:00

Understanding Cliches

When I started selling in 1980, I remember being told "Selling is not telling." It sounded reasonable, but I didn't figure out what it really meant and how to do it for a long time.

In a recent coaching session with a client, this point came up. Here are two ways to sell without telling.

Paint word pictures about their situation and desired solutions, and
Ask leading questions and get your prospects to tell you what you wanted to tell them!

A combination of the two is most powerful.
Click here to Eavesdrop on the coaching call.

Remember: stay focused on their needs and avoid talking about your product or service. Focus on their needs and then simply show them you are the solution. The audio gives you a perfect example of how to talk about your customer being their customer without talking about your customer! Click the orange play button above this paragraph to listen to a portion of the coaching call.

Though this was a very short (4-1/2 minutes) clip, I this helps you eliminate objections and obstacles. If you need more help achieving your sales goals, call or email me.

Welcome to Stress-Free Selling®,Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Why Do We Get Objections, Part 3

2010-12-21T12:03:00.001-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

Show me the value!

The other reason we get objections is because Customers don’t see value in what you’re selling.

Once again, you focused on yourself and your product/service. When Prospects think your product is almost the same as the others they can buy, then price becomes the only place to make a decision. And they’re right… if this were the case. When Clients see that you can help them achieve their goals and overcome their challenges, then price becomes less of an issue.

The last time I sold for a company, I had more than a 100 active accounts… with no deals. All my competitors haggled. They truly believed they had to. They just didn’t know how to sell value.

You show value with carefully selected features illustrating the benefits to your Clients in a way that helps them achieve their goals. The focus is 100% on them.

Welcome to Stress-Free Selling ®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Why Do We Get Objections, Part 5

2010-12-21T12:02:00.007-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

No need

If a Prospect says they don't have a need for your product, find one, or leave. In an ethical world, you have no right to try to sell something to someone who truly does not need your product. There are plenty of people who do. Not only are they easier to sell, they’re the ones you want to sell to!

Welcome to Stress-Free Selling ®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Why Do We Get Objections, Part 2

2010-12-21T12:02:00.005-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

You skipped a step!

Here’s what really happens when you get objections. You skipped a step! You are so anxious to make a sale, you jump ahead and quickly start talking about your products. Remember this: people don’t care about you until they see what you can do for them. Heard this before? I’m sure I said it!!!! This is why you get objections… you’ve been talking about yourself, and no one cares. So they throw in an objection to make you go away. And it usually works, because the objections aren’t real.

When objections are real, you want real ways of addressing them, and we’ll discuss that. For now, remember that if you approach the sale in the order we’ve discussed, staying totally focused on them, fake objections are replaced with questions and concerns. These are part of a conversation… not a sales pitch.

Welcome to Stress-Free Selling®,

Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Why Do We Get Objections, Part 1

2010-12-21T12:02:00.003-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

Why do we get objections?

Most objections aren’t real. They’re an easy way getting rid of you without actually saying No! Your goal is to eliminate fake objections. You can only do this by having real conversations. The only way this will happen is when your focus is on them, not you.

It sounds strange, but the idea is to sell without selling, to sell without talking about yourself. When you do this, sales happen naturally and stress-free. That’s what we’ve been talking about.

Objections are the first step to a sale

This Old School thought also says, "If you don't get an objection, there is no interest." NOT!!! In the old days, when manipulative selling ruled, this may have been the case. Objections indicate you haven't shown me you are worth more than my money. It's that simple. It doesn't mean they don't like you. It doesn't mean any of those things going on in your head. It just means that the value isn’t evident. It also probably means the focus isn't in the right place.

If Stress-Free Selling® is your goal, then everyone is comfortable. Your Prospects may have questions or concerns. Few objections arise… when sales are approached properly. You’re having a conversation. Objections don’t frequent conversations!

Welcome to Stress-Free Selling®,

Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: If It's About Them, When Do I Talk About Me?

2010-12-21T12:02:00.001-05:00

End of Year Sale - Through 12/31/2010 - 50% OFF all Downloadable Sales Tools

So, when do I tell them About My Product/Service?

If you’re focused on their goals, by showing how you can solve their problems, you become the logical solution. You show your credibility and worthiness by talking about them… not you!

You will be surprised at how few questions Prospects ask about you!

If they need to know more about you, they will ask! When you appear to have the logical solution to their problems, prospects ask very few questions about you. The way many people sell now, they probably spend a lot of time talking about themselves. That’s lopsided!

If you feel you have key points you need to make, in a written proposal, include them as Addendums. In a face-to-face proposal, you will find out when you close the call what else you need to discuss… if anything. Stay focused on your prospects goals, objectives, priorities and obstacles, and you become the only logical decision... and you won't have to speak about yourself hardly at all!

Welcome to Stress-Free Selling®,

Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Getting Appointments

2010-12-21T11:29:00.000-05:00

Here's another question from a client: Jenae, please give me wording to set up an appointment on an 'outward' call.

My answer:
Try this... “Hi Joe, I’m calling to see if we can help increase your sales like we do for (NAME 1 or 2 COMPETITOR OF THEIRS). Did I catch you at a bad time?”

Or

“Hi Joe, I’m calling to see if we can help increase your sales like we do for tons of other businesses to (NAME THEIR MARKET/INDUSTRY). Did I catch you at a bad time?”

With CONFIDENCE, go into Discovery questions… no excuses or apologies or stumbling!

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Are You on the Same Page?

2010-12-21T11:22:00.000-05:00

Do you know where the problem is in an unsold call?

On a coaching call today, I heard the very common statement, "I told them." And my coaching client recited a long list of things she told her prospect in an attempt to convince him to buy from her. Before she finished her list, I felt beat up. I wanted her to stop hammering me. And then I realized, if I feel this way, yikes, how do her prospects feel? Not good, I'm certain.

Here's a simple approach to avoid tense sales situations... and to create positive, fruitful, long lasting business relationships. Instead of telling your prospect a litany of things, chose ONE point to discuss. One at a time...

Start with: "It seems to me..."
Make your statement
End with: "How does that sound to you?"

The biggest mistake salespeople make is thinking that what you have to say is of paramount importance. It's not! What's critical, however, is what they care about. This approach, Checking In assures you know that you are on the same page, because what you are talking about is important to them... and if it's not, this is when they'll tell you. Otherwise, what happens is as soon as they can get a word in edgewise, you hear something like, "I'll think about it," or another version of "Get out of here and leave me alone."

I promise if you make this one change today, this week, you will notice a big difference in your sales skills... and your sales. If you need more help achieving your sales goals, call or email me.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896)

Magazine Advertising Sales Training: I'll call you when I'm ready to advertise

2009-11-16T13:33:00.000-05:00

A client said, "I just got this blow off email from a prospect:" When we decide, we will contact you to see how you fit in. "What can I do?" he asked me.

Here you go...
That’s a typical response… especially to a question about whether they’re ready to buy.

Think about this… if they had made a decision in your favor, they would have contacted you! So, and virtually everyone does this, asking if they’re ready to buy when it’s obvious they’re not is necessarily going to yield, We don’t know yet... Don't call us, we'll call you.

Instead, ask a better question like, “How can we help you ______________ (fill in the blank with their biggest obstacle or main goal)?” Or call back and leave a message with an offer to give them information that will help them (if you have, can create or order a special report they’d be interested in.) Or better yet… don’t leave a message and call instead!

You really do want to talk with them. So keep calling ‘til you get them on the phone. A lot of business owners work outside of regular business hours, so call when gatekeepers are less likely to be there and when they're less likely to be involved with their clients.

Nothing’s guaranteed, but here are three ideas as to how to stop getting this input.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Turn Troubles Into Ads

2009-11-10T14:55:00.000-05:00

Tyler, a coaching client, came up with great verbiage to re-enter the Discovery stage with prospects who were giving him no attention and with advertisers who had left him. The first time he used it, he turned a cancellation into a 3x sale. Here’s what he said:

I approached him with, “I don’t think I’ve been meeting your needs.” His customer replied: “What do you mean?” Tyler responded by saying he'd never really asked what was important to him, and he followed that statement by going right into his fact finding questions.

When Tyler realized how important this stage of the sale is, he incorporated this all the time, and blew the socks off his sales records.

I hope this helps you.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Easier Renewals

2009-11-07T09:27:00.000-05:00

Jenae,

What is good wording for a “button up email” for renewals?

John,

You need to talk with them first! Then you can zap an email with a summary… no proposal, no grandiose verbiage. NO, don’t send an agreement until they agree! Otherwise if they don't renew, you probably won't get them on the phone when you need to speak with them… well, ok, not never, but you know how hard it can be when they don’t want to talk with you. So you WANT to speak with them before you send a renewal.

Just one or two days ago, you talked about how important it is to connect with clients (saying if you don't your competitors will... and you're right.) If you let this once-a-year opportunity pass, and you don’t have a regular "touch" marketing campaign, when are they ever going to feel connected to you and that you truly care about anything other than their money?

You’re right! This is VERY important. Let me know if this helped.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Cold Calls

2009-10-29T10:31:00.001-04:00

What's the best way to approach cold calls?

First, try for Referrals. They’re you’re best cold calls. You probably sell two or three times (or more) easily referrals than any other prospect... so go for them first.

When making cold calls, try to find the name of the correct person before you try to get them on the phone. Frequently you can get this by calling their sales department… they’ll talk to anyone! And you can probably get inside information in the process. PLUS, you’ll be transferred to the correct person from an internal number rather than an unknown outside number, so it’ll help you get by and through voice mail and gatekeepers. Oh, you can also ask what their direct extension is, so you can circumvent gatekeepers in the future.

This is what I say… “I’m calling to see if I can help increase your sales, like we do for (name one or two of their competitors). Did I catch you at a bad time?” Then go into the questions starting with a modified opening something like, “To help, I need to understand a bit about your situation, what would you say are your biggest ales challenges right now?

You just got them talking instead of you, and the ball is rolling right down the center of the lane for a strike!

Welcome to Stress-Free Selling®,

Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers, Ad Directors - call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Turn Cancellations Into Renewals

2009-10-28T16:22:00.002-04:00

Cancellations and non-renewals are a downer... but a fact of life. Here's the problem... if you haven't asked great questions at the beginning of your sales process, now you have to hope you can... which is the main reason to get all this information in the first place. But, ok, let's get back to trying to save what might be lost.

Instead of calling and telling them why they should stay with you, you need to find out what's important to them. In order to know WHAT to tell them, you have to know what their hot buttons are. So this will help you get there.

Here are the questions to ask...

What are your top business priorities right now?
What has changed in your marketing strategy, priorities, challenges since (mention last issue they ran with you)?
How is what you’re doing working for you?
What do you like most about the other (name magazines) you are using?
What would you change, if anything, about them?

I promise that if you get answers to these questions before you try to sell them on keeping their ads running, you will have a much easier time of it.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Participate in our Jan 11-12, 2010 Stress-Free Selling® Seminar, and turn your sales around. Click here for details.

Magazine Advertising Sales Training: Email or Letter?

2009-10-28T16:15:00.001-04:00

Client Question...
Instead of an sending a proposal as an attachment, should I just put the letter in the email?

My Response...
Emails are best when readable on one screen. The letter is two pages, so it's too long for an email.

Another Option...
It would be best if you call them instead. Voice to voice always trumps writing. Salespeople would be unnecessary if letters could do the selling. You need to know what his hot buttons are before you can "convince" him to buy anything... so call first!

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Getting In Made Easy

2008-12-24T12:13:00.005-05:00

Let's say you want to contact someone who doesn't know you. You may be hesitant, because in the past, they didn't return your calls or blew you off pretty quickly. With that background, of course you're not overly thrilled about picking up the phone and calling someone new!

Imagine this scenario instead... Instead of calling to talk about how wonderful your magazine isre and why they should hire you, you call to talk about them and to offer something that will help their business. The dynamics of the conversation is completely different if your opening line is something like: "Hi, I'm Jenae. I'm calling to see if we can help increase your sales like we have for other companies like yours. I'd also like to share with you a report on how you can XYZ. Is now a good time to chat?"

The XYZ report can be an article you've run in your publication that they may not have seen (like a Top 100, Trends report or Buying Habits report), other Top 10 Tips you can put together (like Top 10 Tips to Successful Advertising... nothing to do with your publication) or even a copy of someone else's article you've read, like one my my past newsletter clips!

If the report you're offering is of keen interest to the person you're calling, they will be more willing to speak with you. Certainly, your chances are higher than if you say, "I'm calling to talk to you about advertising right now."

Make your calls all about them, and you'll find Getting In gets easier and easier.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Never Cold Call Again

2008-11-25T10:47:00.005-05:00

I received this question from one of my clients last week: Your great techniques seem to more based on responding to incoming calls. How do you not fall into not talking about yourself with cold calls when they don't know who I am!
It has been said EF Hutton can't cold call. Everyone knows them! Does everyone who should know you know you?

My response? "Nothing changes! Start with Fact Finding - even with new "cold" calls. Always start with fact finding. The trick is to call people who know who you are so you don't need to tell them anything up front." So how do you do this? It's easy: send a copy of your magazine each month to every prospect. This way, everyone who needs to know you, knows you.
Next, communicate regularly through an ezine. Remember this... ezines are about them NOT about you! Each month, write a short article about something that will help their business... then later in the ezine, you can write a short blurb about you. They have no reason to want to know about you if they don't see how you can help them. So show them that first.
Every day people sign up for my ezine, and less than a handful opt out each year... because the ezines are about them first.

Your database is your prospect list! Spend time putting together the names and email addresses of the people you want to reach... then reach them! "
They didn't opt in, so that's SPAM," you say. "Nope, it's not.... if it doesn't meet four critical rules."

Are your From, To and Contact information accurate?
Does your subject line live up to its content? (Don't deceive)
Can they opt out easily and obviously.
Is your physical address included?

There are so many incorrect ideas about what is and is not SPAM (and I'm not talking about the food!) Here's a link to the FTC's requirements for the CAN-SPAM act.

Cold calling is when people don’t know who you are… that’s what's cold. When prospects know you, it’s a warm call. Referrals are even warmer. When prospects receive your ezines and magazines month after month, year after year… you can never make cold calls.
This does not mean I wouldn’t call someone who doesn’t know me at all, but it’s not my preferred method. Make sure everyone in your industry who needs to know who you are, knows who you are.
I AM a BIG fan of calling NEW businesses. The method is the same. Start with Fact Finding. Ask a good opening question to stimulate interest in the conversation. Then go right into fact finding. ALWAYS talk about them… what you have in terms of what it will do for them. Follow this procedure, and you'll never sell ink on paper.

Welcome to Stress-Free Selling^®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me. 954-290-9896 Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Stop Wondering. Start Selling

2008-11-03T11:06:00.005-05:00

A client just emailed me with this question: "What approach do you suggest for a prospect like this? They come from outside the industry. I don't want to introduce them to our competition if they are not already aware of them, on the other hand if they have since found them I don't want to under-pitch."
My Response:
"Pursue more questions. In addition to missing critical questions, ask, "What other publications are you looking at right now, or are you only interested in the flagship magazines?" In this prospect's instance, they already stated they're using only "flagship magazines" to reach another industry. You can play off her idea of what's important... which you should continue to do... and in her words, "flagship publications."

The problem is, very few were asked in the fact finding stage. Guessing how to respond means you don't have enough information, so go back and arm yourself. Otherwise, you'll spend all your time wondering and not selling.
Welcome to Stress-Free Selling^®,
Jenae
P.S. If I can help you overcome sales challenges and reach your goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com
P.P.S. For a list of sales resources, click here.
P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Eliminate Stress in Sales

2008-10-28T12:38:00.004-04:00

A sale is stressful when we approach Prospects with the intention of making a sale and the fear of not making a sale. To compound matters, Prospects are afraid we are going to manipulate them. They are afraid we are going to sell them something. . . something that's not in their best interest. Prospects accept appointments reluctantly (which is why we have difficulty getting them on the phone in the first place) and are pre-armed with a litany of excuses (aka objections) to get rid of you.

It is this dichotomy of goals (you want to make a sale and Prospects want to protect themselves) that creates stress. Imagine if you both want to meet. Imagine if neither feels the other is going to try to force anything on him. Imagine you both feel the only acceptable outcome is the satisfaction of your Prospect's goals. Now you have begun the journey to stress-free sales.

Why are you selling what you are selling? If your goal is to make money, your Prospects will smell that and act accordingly.

People do not do business with you to give you money. They do business with you because of what you can do for them. So it is important they understand what you do for them. This is different from the mundane thoughts you have now about what you do.

For example, you could say I am a speaker, consultant, and trainer. And that would be correct. . . to a point. What I really am is a conduit to help people improve their lives and the lives of others. By showing people how to achieve their goals stress-free, I add to the peace and harmony in the world, one Salesperson, one Client at a time. Who would you rather do business with? A speaker/ consultant/trainer or someone who helps you reach your goals stress-free and create harmonious relationships?

Who are you? What is your foundation?

You want Prospects to want to buy before you talk price! The price is always too high when desire is absent. Price is the major point of contention when there is no desire and when no difference is seen between you and your competitor. If this is the case, what else (other than price) would there be to judge you on? Nothing. So your job is to create desire and demonstrate difference.

Ironically, you do this by Discovering what your Prospect's (or Client's) goals and obstacles are and then showing them how you can help them obtain their goals and overcome their obstacles. So next sales call, ask a kazillion questions. Don't talk about yourself until after you have the answers to all the questions you need. Then use your sales skills to initiate a conversation about how you can partner with them so you become an obvious choice.

Welcome to Stress-Free Selling^®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.
P.P.P.S. Publishers & Ad Directors, call for a free consultation (954-290-9896).

Magazine Advertising Sales Training: Hot Buttons Ignite... So how do you find them?

2008-09-09T12:43:00.004-04:00

Hot buttons are words, phrases and concepts that are especially meaningful to Prospects.

For example, an audio person might better relate to "I hear what you're saying," and a visual person to "I see what you mean." Though the difference is subtle, it is exactly these kinds of subtleties that makes sales, heck, life, easier and stress-free. You're an insider when you use their words and not when you use your version of their concept. If you have a product that can help their sales force, and you call them Account Executives when they call them Reps or Counselors or even Sales Managers, you're not connecting.

So how do you uncover their hot buttons? First look at what's "out there." Ask people you know in common, check their website, prospectus and promotional material for clues. Then, when you're meeting (or talking) with them, take copious notes! If you rely on your memory, you will forget a lot... and you will forget and miss the subtleties.

If your goal is to find their hot buttons, stop talking about how wonderful your product or service is! Ask a ton of questions instead. A lot of people are scared to not talk about themselves mistakenly believing that since they finally have a connection with the contact, if they don't tell them everything at once, they won't have another opportunity. Aside from the fact that if this is the case, you have much more serious problems with your sales tactics, you will actually develop better relationships focusing on them and not you. So, if what you're doing is not producing the results you seek, give this a try. Then email me, because I absolutely promise you will see an amazing transformation in your sales.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me.
954-290-9896
Jenae@SalesPowerhouse.com

P.P.S. For a list of sales resources, click here.

Magazine Advertising Sales Training: Hot Buttons Ignite... So, how do you find them?

2008-09-09T12:40:00.001-04:00

Hot buttons are words, phrases and concepts that are especially meaningful to Prospects.

For example, an audio person might better relate to "I hear what you're saying," and a visual person to "I see what you mean." Though the difference is subtle, it is exactly these kinds of subtleties that makes sales, heck, life, easier and stress-free.

You're an insider when you use their words and not when you use your version of their concept. If you have a product that can help their sales force, and you call them Account Executives when they call them Reps or Counselors or even Sales Managers, you're not connecting.

So how do you uncover their hot buttons? First look at what's "out there:" ask people you know in common, check their website, prospectus and promotional material for clues. Then, when you're meeting (or talking) with them, take copious notes! If you rely on your memory, you will forget a lot... and you will forget and miss the subtleties.

If your goal is to find their hot buttons, stop talking about how wonderful your magazine is! Ask a ton of questions instead. A lot of people are scared to not talk about themselves mistakenly believing that since they finally have a connection with the contact, if they don't tell them everything at once, they won't have another opportunity. Aside from the fact that if this is the case, you have much more serious problems with your sales tactics, you will actually develop better relationships focusing on them and not you.

So, if what you're doing is not producing the results you seek, give this a try. Then email me, because I absolutely promise you will see an amazing transformation in your sales.

Welcome to Stress-Free Selling®,
Jenae

P.S. If I can help you overcome sales challenges and reach your goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

P.P.S. For a list of sales resources, click here.

Magazine Advertising Sales Training: Competition is Getting Tougher

2008-08-13T05:00:00.002-04:00

On May 15, the New York Times reported that starting this Fall, Turner TV is offering advertisers spots that capitalize on the content of the movies!

AMC cable network is teaming up with Nielsen Media Research to offer Audience Identity Metric so they can offer packages to advertisers that are tailored to the behavior of the consumers who watch those movies.

Contextual online advertising is commonplace, and while online advertising grows, it is changing the way advertisers think about traditional print media.

Publishers Information Bureau recently reported consumer magazines ad revenue decreased 1.2% the first quarter 2008 and ad pages sank 6.4%.

You may be surprised to read this in my monthly newsletter as its usually filled with tips. Here's the point, if your continue to sell ink on paper, you are going to fall into this downward spiral. Some systematically beat the economic trend. When I sold advertising, I always did. How?

Make sure your sales approach gets you there. Remember: if you continue doing what you've always done, you'll get the results you've always gotten. Now, more than ever, it's imperative that you dare to make some changes in your sales strategies and tactics. Go back through my previous newsletters, and select one new idea to implement today. Or buy a CD. Top atheletes practice their skills every day. When was the last time you practiced your ground strokes?

Welcome to Stress-Free Selling,
Jenae

P.S. If I can help you overcome sales challenges and reach new goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

Magazine Advertising Sales Training: What's the best way to convince people to choose your magazine?

2008-08-12T05:00:00.001-04:00

Recently a seminar attendee told me, "Jenae, I'm having trouble convincing people my product is the best. What should I do?"

For starters, stop trying to convince people! When you approach a sale from the vantage point of "convincing others," you are focused on what you need to tell them about you.

How many times have you heard, "No one cares about you until they see how you care about them?" Well then, pay attention! Start the sale by asking a ton of questions and not talking about yourself... at all.

Out of this information, identify their obstacles and goals. Show prospects how you can help overcome obstacles and achieve goals. It's truly this simple.

Now record or write out your conversation. I'll guess for every ten times you say "I" or "we," you say "you" or "your" one. Reverse it, and you're talking about them. Learn how to say "you" and "your" for every "I" and "we." I promise this will change your results.

Practice makes perfect. If sales is important to your success, start practicing now!

Welcome to Stress-Free Selling,
Jenae

P.S. If I can help you overcome sales challenges and reach new goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Competition is Getting Tougher

2008-08-11T05:00:00.001-04:00

On May 15, the New York Times reported that starting this Fall, Turner TV is offering advertisers spots that capitalize on the content of the movies!

Contextual online advertising is commonplace, and while online advertising grows, it is changing the way advertisers think about traditional print media.

Publishers Information Bureau recently reported consumer magazines ad revenue decreased 1.2% the first quarter 2008 and ad pages sank 6.4%.

P.S. If I can help you overcome sales challenges and reach new goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

Magazine Advertising Sales Training: How to Make It About Them

2008-08-10T15:38:00.001-04:00

I'm sure it's at least a million times you've heard, "Make sales About Them." But how do you do that???? Here's one easy way how.

Take a look at a recent letter or proposal you wrote. Count how many times you see "I" or "we." Now count how many times you see "you" and "your." If you're like most people, there are ten times more "I's" and "we's" as there are "you's" and "your's." The easy solution is to reverse that. when you write in "I" terms, you are writing about yourself. When you write about "you," well... I think you get the picture.

I say this is easy because the tactic is. The execution is challenging... until you get it... then it's a snap. Just think about what their goals and obstacles are. Write about helping them achieve goals and overcome challenges. Write about what they are looking for not what you are providing.

Succeed at this challenge, and your letters will be read and you will be chosen... because you fulfill needs. When I work in the magazine publishing industry, I tell my clients, people don't want ink on paper. They want what the ink does for them... bring their stores more traffic, improve their reputation, announce a new product, etc. What do your prospects want from you? Focus on this, and you'll have the winning formula.

Welcome to Stress-Free Selling,
Jenae

P.S. If I can help you overcome sales challenges and reach new goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Phone vs. Email

2008-08-10T15:03:00.001-04:00

Should I send a letter/email or call?
I'm periodically asked this question about how to respond to a situation. The answer is simple. . . fortunately!

Is it urgent?
Pick up the phone. You don't know if they're out of town, out ill, on vacation, or just don't check their email that frequently. If you need to communicate now, communicate now!

Is it sensitive?
Pick up the phone! Some people, not you, of course, use email to avoid conflict. Unfortunately, words have many meanings and intonations, and if you are not on the other end of the line to hear the response, you could unintentionally be igniting a flame.

Do you need documentation?
Send an email. This is good proof that you did what you said you were going to do. . . if you think you need it.

How do they like to communicate?
If it's not urgent or sensitive, and you don't need documentation, be client/prospect friendly. YOU may prefer email, but if THEY prefer voice-to-voice, please them. . . not you!

Avoiding problems is just one more way to make new and repeat sales more easily.

Welcome to Stress-Free Selling,
Jenae

P.S. If I can help you overcome sales challenges and reach new goals, call or email me.
954-290-9896
Jenae@MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Advertising Doesn't Work

2008-05-15T10:39:00.002-04:00

Jenae,
It's great that you are thinking of doing seminars. I will look for the dates when you post them. One more question that is very vital... How do you reply when a customer that has advertised once or twice says that they are not sure print advertising actually gets them any business or is worth the cost? I tried to research studies on the effectiveness of published advertising and have only come up with one study by the Magazine Association of America which is not an objective study I'm sure. I really need a good reply! Thanks!
Deborah Bertossa

Deborah,
The trick is not to sell ink on paper in the first place. I almost never sold one or two time ads… almost always sold annual schedules. If people buy one or two times, that’s equivalent to their telling you they don’t believe it’s a good buy in the first place. You have to establish desire before you make a sale… otherwise, this is the dilemma you get into. Buy my CDs, bring me in to do a training session, or set up a coaching program. I know I can help you.

Here's to Stress-Free Selling,
Jenaé
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com
954-476-0067

Magazine Advertising Sales Training: Selling 1x and Special Sections

2008-05-15T10:36:00.003-04:00

Jenae, I really enjoyed your presentation last week on Selling on Rate Card. I especially noted how you don't sell a 1x rate...but have a quick question. How then, or do you at all, sell Special Advertising Sections that appear in only one issue? Thanks.

Jordana Megonigal, Showcase Marketing

Dear Jordana,

Here are two choices: Have a special 1x rate for Special Sections, or sell a program in which the Special Section is a piece of the solution. The reality is that a Special Section is still only 1x advertising which is not particularly effective. Couple this with the fact that it is as difficult to bring in a business once as bringing a new client who will do more business with you. Personally, I'd rather focus on bringing in long-term business that can truly benefit from my magazine than the 1x stuff that's time-consuming to get, small in dollars, and not effective for them.

Here's to Stress-Free Selling, Jenaé

Jenae@MagazineAdvertisingSales.com

www.MagazineAdvertisingSales.com

954-476-0067

Magazine Advertising Sales Training: Take Advantage of Your Easiest Sales!

2008-01-17T08:19:00.000-05:00

If you are like most people I know, you sell half or more of the referrals you get. One of my coaches claims 100% sales of his referrals!

Before I go on, I want to clarify what I mean by referrals. When someone says “SoAndSo should do business with you,” and they don’t know SoAndSo, this is not a referral. This is the same brilliant idea you probably already had. Ok, back to prospecting referrals…

There is a good way and a better way to ask for referrals. Asking if someone knows “anyone” is tantamount to asking for “no one.” “Any one” is too big. Narrow the field to make it easier for people to help find a referral to give you. Here are a few referral tips:

Give, read or email a list of your top prospects, and ask who they have relationships with on this list that they would be comfortable recommending.

Ask your customers if they know anyone in a specific geographical area, if that’s appropriate to your business.

Ask for a referral in a certain business or industry group.

You make it easy for them to help you when you show them a road rather than the globe. When you make it easy, you get referrals. . . which gets you sales. . . easily!

Welcome to stress-free advertising sales,
Jenaé Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: "I don't believe in _____ (fill in the blank)."

2007-12-31T14:23:00.000-05:00

"I don't believe in ____________ (fill in the blank)."

So, what can you do when your prospect tells you s/he doesn't believe in what you sell? I don't believe in advertising. I don't believe in your type of publication.

Well... if you've done a good job fact finding, you'll know what their hot buttons are, and instead of talking about what you do, you'll talk about how you can help them overcome their challenges as it relates to their hot buttons.

Here's another track: Quantify your results.

If you can show how many new customers you can bring to them, calculate their return on investment. Will they reap two, three, ten, twenty times their initial investment with you?

Show prospects how using your publication or website translates into dollars for them, and choosing you becomes the obvious choice.

Welcome to Stress-Free Selling^TM,
Jenaé Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Create Great Relationships

2007-11-28T10:27:00.001-05:00

So many salespeople approach the sale from the standpoint of believing "I have to create a good relationship." The irony is good relationships are the result of everything done right! Your prospects see through your schmoozing. Most salespeople do it. They go into an office, see a trophy or picture and talk about that. This obviously obsequious tactic is fake. Your prospects see right through this manipulative attempt to create a relationship, and in many times it backfires. It puts their guard up even more.

Instead of shooting the breeze when you meet a new prospect in the hopes you will create a connection, ask questions that show you really care about their business. When you talk to prospects about the things they themselves are concerned about, you create a solid connection. Yes, people do business with people they like. Here's the critical question: Who are they apt to like more: someone trying to be their friend or someone trying to help them achieve their goals in a friendly manner?

So make sure to focus on the key questions that will help you help them. This will help you create great relationships... effectively... and quickly.

Welcome to Stress-Free Selling^TM,
Jenaé Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Overcome "What Are You Selling?" as Opening Objection

2007-10-20T08:36:00.000-04:00

You hear "What are you selling" up front when your prospect thinks you sound like a sales person. They put their guard up so fast, your head is spinning! What follows this fake objection is the tried and true, “I’m not interested” to which you probably have no response. If you do answer this question by telling them what you sell, you lose anyway. So don’t do it!

The simple answer starts off sounding corny, but it works... if you mean it! Simply respond, “I am not selling anything at this point. I'm calling to investigate if there is a possibility I can help you overcome your biggest challenges (name it). If not, I have nothing to sell you. I’m not looking to take your money. In fact, I won’t accept your money if I don’t think I can help you meet your goals. Is now a good time to talk about this more?”

If they grant you an opportunity to talk, take it or schedule an appointment to ask your Fact Finding questions.

If not, be comfortable walking away from a sale… even if you can’t really afford it. You will make more sales and more easily than ever before when clients sense you care about them first and not your wallet.. When you insist in pursuing a bad sale, you end up begging, not selling!

Here's to stress-free selling ^TM,
Jenae Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: What Happens When You Negotiate Price?

2007-10-02T11:16:00.000-04:00

If price is the fifth or sixth reason why people choose to buy a product, then why is it the #1 obstacle many salespeople have? This is simple: when there is nothing else to compare you to, price is the only criteria. When sales is approached from the product perspective (here's why you should buy my product/service), you are addressing your needs, not theirs; so price becomes the key basis on which to make a decision since you're missing the mark.

But what happens when you negotiate on price?

People who buy on price leave on price - This means you keep customers for short periods of time and there is no sell-through or returns.
When price is the overriding issue, you are always fighting for the sale - Sales made by "fighting" for them, are unstable, short-term gains. In fact, if you make sales this way, you probably feel you're losing customers as fast as you're making them... and it's because price is the major determining factor.
You always have to negotiate price... and sometimes lower them the second time - Considering this philosophical approach does not pan out, it's strange that a common belief is "I'll give a deal to 'test' my product (service), and then sell at full price when they see how wonderful it is. People who hold this view find themselves not only always negotiating price with the same customers but sometimes having to reduce price even more. Think about this... how do your prospects know they got the best price from you in the first place? They don't! So they keep asking for discounts and you keep lowering your prices to keep the business. Sometimes a sales is not better than no sale.

So what do you do to eliminate this dilemma?

Fortunately, the answer is simple: focus on them. Ask tons of questions and show how you help achieve their goals and overcome their obstacles. When this is your path, sales will become easier, be larger and last longer.

Welcome to stress-free selling^TM,

Jenae Rubin
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Get In

2007-09-03T23:39:00.000-04:00

If prospects are indifferent to you, you have to be different to get their attention. Melissa was having trouble Getting In to a roofing company, so she bought an inexpensive shingle at a local home store. On the back of it she wrote, “I’ve been trying to contact you to show you how we can blow the roof off your sales like we’ve done for other roofers. Call me to see if we can do the same for you.”

Is it corny? Yes! (And I’m not usually in favor of corny.) What’s important is that she got his attention. When she called next, her prospect had a smile on his face and took her call. She Got In! And that’s the point. There are lots more cool ideas in Step 6… and even more on my 70-minute Non-Traditional Stress-Free Selling (formerly Pearl Marketing) CD on my website, www.MagazineAdvertisingSales.com.

Welcome to stress-free sales,
Jenae Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

This is an excerpt from Jenae's upcoming book, Stress-Free Selling^TM: Make Objections Disappear

Magazine Advertising Sales Training: How to Talk About the Competition

2007-08-29T10:32:00.000-04:00

We know we shouldn't say derogatory things about anyone, including our competition. The temptation is so great when we know we’re so much better! Our stomachs churn when we hear customers say things we know are the opposite. So… how do we handle this dilemma? What's a tactful, appropriate and successful way to handle this?

Before I answer this, let’s look at the alternative
If you approach this by talking about what your competitors are not or what they don’t have, you are spending time talking about your competitors! Now you've got your customers and prospects thinking about them and not you. Ouch. You want air time focused on you and them not them.

The easy solution
The good news is, it's easy. Simply say, "What companies like about me is. . ." This six word preface is 100% positive, focused exclusively on you and your good points, and directs the conversation where you want it to go. Now you can say anything you want, and you’re taking them where you want them to go. Now, you are in charge of the conversation, and you have them focused on you and your good points.

This gem will help you avoid pitfalls and speed the sales process.

Here's to stress-free sales,

Jenae Rubin
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Hearts Trump Wallet

2007-08-28T08:51:00.000-04:00

"While money is the oxygen of a business, it's not it's purpose.*" People will not do business with you to give you money. They will give you money because of what you can do for them. Many forget this simple fact.

Not only does doing things we know is wrong cause us stress and illness, it causes us sales!

If we don't believe in every cell of our being that what we are selling is completely right for our customers and prospects, they will pick up on this... and not buy from us.
If we take money from a customer and do not deliver, we reduce (or kill) the chances of their doing business with us again.

It's hard enough to get business in the first place, why lose it because we're scared.

Trust yourself and your product well enough that you prefer to walk away from sales that are wrong for your business before forcing or begging for business.

The easiest way to get there is to develop your sales skills and product. When both are strong, you will sell success and be successful.

Here's to stress-free sales,

Jenae Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Why is Sales Stressful?

2007-08-19T21:57:00.001-04:00

Sales is stressful when we approach prospects with the intention of making a sale and the fear of not making a sale. Prospects accept appointments reluctantly (that’s why we have so much difficulty getting them on the phone in the first place) and are armed with a litany of excuses (you call them objections) to get rid of you.

It is this dichotomy of goals (you want to make a sale and they want to protect themselves) that creates stress. Imagine if you both wanted to meet. Imagine if neither felt the other was going to try to force anything on him. Imagine you both feel the only acceptable outcome is the satisfaction of client’s goals. You just began the journey to stress-free sales.

This is an excerpt from Jenae's upcoming book, Stress-Free Selling^TM: Make Objections Disappear

Here's to stress-free sales,
Jenae
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Use Research to Your Advantage

2007-08-06T20:23:00.000-04:00

Do you have an MRI study? Do you use industry research from MPA, CRMA, or another source? A common mistake publishers make is not knowing which information to share and which to keep to themselves. Just because you have data does not mean you have to share it. Just because the data is presented to you in a certain form does not mean you want to share it that way. Here's what I mean...

Example 1 - Too much data

Let's say you have results for the market value of your home in these ten categories:

Under $50,000; $50,000 - $74,999; $75,000 - $99,999; $100,000 - $149,999;
$150,000 - $199,999; $200,000 - $249,999; $250,000 - $299,999; $300,000 - $349,999; $350,000 - $399,999; $400,000 - $449,999; $450,000 - $499,999; $500,000 or more

Many publishers would be tempted to list the amounts in all the categories. You'd be better off grouping them in ways that make sense to you. So, if your audience represents the average US population, you can reduce the number of categories to something like this:

Less than $150,000; $150,000 - $249,999; More than $250,000.

Change the categories to represent your needs. You will make it easier for your reps to explain how your magazine fulfills your prospects' needs.

Example 2 - Data doesn't present you well

You have two choices here.

1) Don't show the information that doesn't help you... not even to your reps! Reps get excited when they know they real data is coming, and then their balloon is deflated and they get discouraged if the information doesn't help them. Don't help deflate their enthusiasm. That's just not smart.

2) Similarly to Example 1, present the information to your advantage. So if your primary prospect is seeking 30-44 year olds, and there are too more people reading your publication who are older or younger than you want, don't show those numbers. Only show the percentage of people in the category you wish to present.

These are two simple examples. What you need to know is that because information is presented to you in a certain way, that does not mean you have to present the information in the same way to your customers.

Take the best of what you have to make your story. If I can help you figure out how to position yourself and use the information you have, please contact me.

Here's to stress-free ad sales,
Jenae Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com

Magazine Advertising Sales Training: Prepare for Increasing Rates

2007-07-26T09:24:00.000-04:00

Are your salespeople prepared for 2008's spiraling paper costs?

Are they complaining about your price being too high now? If so, how are you going to overcome this objection when paper prices start climbing and you have to increase prices substantially?

Your safest bet is to make sure your clients are secure in their selection of your publication. If you are a last choice now, you probably will be no choice next year. If you get one or two "pity buys" now when your competitors get full year schedules, you will be behind the eight ball in a few months when you are selling next year's issues.

Make sure your salespeople are going about sales so your competitors lose when you everyone is raising rates next year... not you. If you are not comfortable that your salespeople can outsell your competitors when the going gets tough, make this a priority now. Otherwise you will be in crisis mode next year, wondering what you can do to catch up... and it may be too late.

What changes can you make to your product to make sure it is the most saleable? Make them now! What training can you give your salespeople to make sure they are the most armed? Give it to them now. You know what objections you're having the most trouble with. Find solutions for them now. If you wait, you may find it's too late to make up for lost time. If you'd like some help, visit www.MagazineAdvertisingSales.com or call me at 954-476-0067.

Here's to stress-free ad sales,
Jenae Rubin

Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com