A great resource for managers (and sellers who will be managers one day) is Sales & Marketing Management magazine. I recently read a post I thought would interest those of you trying to solve one of the greatest challenges managers face…hiring superstars.

Mistake 1: Relying only on interviews to evaluate a candidate
Mistake 2: Using successful people as models
Mistake 3: Too many criteria
Mistake 4: Evaluating “personality” instead of job skills
Mistake 5: Using yourself as an example
Mistake 6: Failure to use statistically validated testing to predict job skills most critical to success
Mistake 7: Not researching the reasons that people fail
Mistake 8: Relying on general “good guy” criteria
Mistake 9: Bypassing the reference check

Click here to read the entire post.

Want to really turn-off an advertiser? Want to over-hype your sales presentation? Want to look like a marketing amateur…instead of a marketing pro? Then you should just keep on using those CAPS, Bold text, and exclamation points!!! in your sales presentations. It’s not that they can’t ever be used, but only do so sparingly (very sparingly). All this over-hype only makes your pitch less meaningful.

Sit in your prospect’s seat. If your sales points are truly compelling, they should speak for themselves without the embellishment of dramatic text and punctuation. Selling in today’s business environment has become more and more delicate. No one wants to be sold…we want to buy. And when you overuse bold text, CAPS, and exclamation points!!!, you’re screaming at your prospects…and who wants to be screamed at during a sales pitch?

I went to the optometrist today (all this computer time is getting to my eyes…though passing by 40 may have something to do with it as well). Anyhow, in our greeting he asked what I did for a living. When I was done telling him I ran a business that provided sales, marketing, and tech tools for Radio — he said, “I had a radio person in here earlier today.” Oh…do I love hearing that. So, I followed up with a few questions and here’s what I found out.

1. He had been off Radio for at least a year.
2. He had been using TV recently.
3. He wanted back on Radio.

Here’s the lesson. If you have a client that has left Radio and gone to TV, print, or any other media; it may have nothing to do with the fact that he doesn’t like Radio anymore. It often just means he likes to mix things up. Often, when a client leaves us, we think they’re gone forever…they’re not. Keep in contact with advertisers. Don’t let them forget you’re there. Stay in touch with helpful information that can make you be seen as a marketing pro…not just a salesperson. Then, when they’re ready to get back in bed with Radio, you’ll be there to tuck them in again. Goodnight for now, TV.

In my previous post, I mentioned I was now using a new free Google service called, Google Apps to filter my salesimaging email through (to solve my spam problem…and it has). Yesterday it came time to figure out how to get that email onto my BlackBerry.

Option 1 is the easiest. There’s a sweet little Gmail application that goes right on your BlackBerry. You can bypass all the POP/SMTP stuff and get your email directly from this little application. Option 2 is to use the regular POP settings that Google Apps provides. You can get step-by-step instructions for each of these methods here: https://www.google.com/support/a/bin/answer.py?answer=39374&query=blackberry&topic=&type

Remember though, none of this works until first you’ve got a Google, as well as Google Apps account (read my previous post).

Good luck and enjoy spam-free email on your desktop…and on your BlackBerry/mobile phone.

After spending too long buried in spam, my problem has been fixed thanks to Google. We set up Google POP accounts for each of our salesimaging email addresses to filter through. The Google spam filter is remarkable. It’s picked up 99% of spam and rarely catches a good message by mistake. Every few days, I log onto my Google email account and check the spam folder. There I see the hundreds of spam messages that used to make their way to my desktop inbox. A nice bonus is that you can set up the Google account so your emails come to your inbox, but also stay online in the Google inbox. This way if you ever accidentally delete or lose an email, you can login to your Google account and retrieve it (it can hold thousands and thousands and thousands of emails). Best of all…it’s free and still allows you to use your desktop email client just as you always have (Outlook, Entourage, Thunderbird, etc…).

Learn more here: https://www.google.com/a/

While you head out to visit clients and prospects, here are some promotional ideas for October:

October will be Emotional Wellness Month, Long-Term Care Planning Month, Book Month, Breast Cancer Awareness Month, Chiropractic Month, Crime Prevention Month, Dental Hygiene Month, Domestic Violence Awareness Month, Orthodontic Health Month, Physical Therapy Month, Seafood Month, Spina Bifida Awareness Month, and Vegetarian Month.

Fire Prevention Week - October 7-13
Mental Illness Awareness Week - October 7-13
Massage Therapy Week - October 21-27
World Smile Day - October 5th
Columbus Day - October 8th
Be Bald and Be Free Day - October 14th
National Boss Day - October 16th
Sweetest Day - October 20th
Cranky Co-Workers Day - October 27th
Mother-In-Law Day - October 28th
Halloween - October 31st

I love sharing important tips that help you become a more modern radio sales pro. But, I couldn’t resist having you see a YouTube video that was brought to our attention today from the NAB. It has to do with the proposed XM/Sirius merger-to-monopoly. Have a chuckle.

Be sure to visit www.c3sr.org and send an email to the Federal Communications Commission opposing the monopoly.

I used to despise paying those insanely expensive charges for 411/directory assistance calls from my cellular phone. Well, I haven’t had to for months…thanks to 800-FREE-411 (800-373-3411). It’s free. Though, you do have to listen to a ten-second commercial before you get your phone number. But, that’s a great trade considering you’re saving $1-$2 every time you use the service.Program it into your cell phone today (better yet, add it to speed dial). 800-FREE-411 (800-373-3411)

More info: http://www.free411.com

I received a really good question a couple weeks ago from a veteran Sales Manager. Below is her question and my response. I hope this will help any new AE’s reading this…or anyone who want to take their customer relationships (and sales) to the next level:

Gregg:

I have a brand new salesperson on board and wonder what you would suggest they start studying 1st. I’ve got 33 Years in this business and am a CRMC. However, I sometimes am guilty of thinking “well everybody knows that” and it’s just not true. Help me help him. THANKS!

My Reply:
I would say without question that new reps knowing how to deliver a comfortable, conversational needs analysis is the most important factor to early success or failure. You and I could talk to any prospect in any business category and ask all the pivotal questions (without a cheat sheet) that would give them the best chance for success…and our best shot at getting their business. Most newbie’s just don’t have this skill. Thus, the prospect will not have the confidence in them to buy what we’re trying to sell.

I wrote a two-part article for Radio Ink called, “Have a Conversation, Not an Interrogation…The ABC’s of a CNA.”

I hope reading it (over and over and over) will help your new rep. Rehearse them until you know they’ve got it down. Then…new clients will follow.

Here’s the link to the article:
http://www.salesimaging.com/articles/needsanalysis.html

Best of Business!
Gregg

Gregg Murray for Radio Ink Magazine

Selling radio was once was a simple procedure. A rate card in the hip pocket, a typed schedule, and no need for an appointment. After all, Joe Business Owner figured you’d stop by sooner or later to shoot the breeze. When it all came together, you walked away with a three-day schedule and celebrated. No more. Today a rate card, bad sports jacket, and slick arsenal of closing lines will get your organization nothing but an invitation to the nearest exit.

Duopoly’s and superduopoly’s have changed the game. Plan to compete in the big leagues? Then, you had better be make immediate steps to bring your marketing department into the twenty-first century. Our industry remains full of dreadful stories about low-rent salespeople, package peddling, and cheap presentation materials that continue to perpetuate radios perception as a second-class advertising platform.

Today we have an exceptional opportunity to raise the quality of our image to the world of advertisers and agencies. If you’re ready to become part of a new excellence in first-class sales organizations, read on. The suggestions that follow are steps to begin getting an unfair share of your markets advertising dollars…unless of course mediocrity is your idea of rewarding.

You Look Marvelous

Turning pro begins by displaying a professional appearance. You can’t let Herb Tarlek sales reps run around town banging on doors any longer. No joke! This is show business and you should never be embarrassed about insisting reps project big market professionalism. There is a number of dress for success books on the market, and having one as required reading to a rep who could use an image boost can get the point across. Try “Your Executive Image: How to Look Your Best & Project Success for Men and Women” by Victoria A. Seitz.

You Gave Them What?

I recently faced a radio sales horror story while developing a coupon book we wanted to produce for clients. We emailed managers who had also done coupon books and asked for recommended printers. The responses came back describing how coupon books were put together in house on standard stock paper, then cut to size, stapled together, and secured with electrical tape. There it is! Radio sales at its worst. Whether it’s a coupon book, your presentation brochure, a media kit, or station stationary, the price of producing cheap materials is costing us big as an industry. If you expect the largest chunk of an advertising budget, your presentation materials better look the part.

Get the Point

PowerPoint™ is the standard in presentation documents. Having PowerPoint™ available to your staff and providing them with the training to use it well is a necessity to keep up in the big leagues. Typed proposals, photocopies, and documents produced on a word processor and ink jet printer screams, “we are cheap.” How do you expect a client to see you as an image-maker who can drive business when you can’t do it yourself? To make presentations really soar use a color laser printer, add amazing backgrounds from digitaljuice.com, and utilize cool graphics through arttoday.com or gettyimages.com.

Staying in Touch

The new secret weapon in creating advertising impressions for your sales department is the “FYI” card. It’s an awesome tool that reminds your staff the importance of sending information to their clients that will allow them to be perceived as a resource, not just a salesperson. Have your printer produce quality stock 3”x5” note cards that can be folded and paper clipped to articles of interest for the client. On the front display your color logo and “FYI.” On the back, list contact information, and inside space to jot a note. FYI’s keep your stations contact information and the name of your rep in front of decision makers. Advertising is creating top-of-mind-awareness. Make more unique and positive impressions in your prospects mind through FYI articles.

Premiums for Advertisers

When was it decided that t-shirts and concert tickets given to a listener are more valuable than a gift of the same value given to a prospect or client? Having advertiser premiums are a sure way to build rapport and separate you from the competition. Don’t kid yourself; those with the relationships get the money. Gifts such as morning bagels, a plant, or a restaurant certificate creates a special place for you in the clients mind. Skip magnets and bumper stickers and begin handing out thoughtful gifts to those who actually put money in your pocket!

Consolidation has made it a necessity for all of us who want to excel to present a more professional business image. We no longer work in a mom and pop business climate. Decision makers expect more from us than ever. If you want to stay in the game, you had better get your team and resources out ahead of the competition. Turn pro today!

Sales Imaging’s, Greg Murray is a Radio Ink Columnist, RAB Speaker, CRMC Diamond, and Microsoft Certified Specialist.