ENS on Sales

ENS on Sales is Rick's free weekly tip for Media Reps and Managers.  We provide short, useful advice every week to help guide media reps and managers to become better at what they do.  Many managers tell us they find the tips as useful topics for sales training, and media reps find some of the topics useful as client leave-behinds.  We address topics such as:

• Time Management
• Ad Writing and Creativity
• Creating Strategy
• Effective Advertising
• Prospecting
• Motivation
• Goal Setting
• Best Selling Practices
• And much more

Sign-up to get your free copy in your email every week.  You are also welcome to view our archives on the right.

Current ENS on Sales Issue:

What Are You So Afraid Of?

Have you ever heard of a salesperson who had to go to therapy because they stopped into a business and asked to speak with the owner? 

Neither have I. 

Yet prospecting can feel strangely terrifying. 

What if they’re busy? 

What if I interrupt them? 

What if they’re having a bad day? 

What if they say NO? 

What if they release the hounds? 

Okay, that last one is probably unlikely. 

But the fear is real. You’re definitely not alone. This fear causes a lot of salespeople to do everything except the thing that creates new business. 

They organize their CRM. Send emails. Research prospects for 47 minutes. Tweak a proposal. Check LinkedIn. Refill their coffee. 

All very productive-looking ways to avoid contacting another human being. 

One thing that makes prospecting less intimidating is knowing what you’re going to say before you make the call or walk through the door. 

Not memorizing a speech. Preparing. 

And know your goal. 

Your goal on that first contact probably isn’t to sell anything. It’s to get 20 or 30 minutes with them later. 

On the phone, keep it simple: 

“Hey Fred, can I steal a minute from you?” 

That’s pretty honest. You are stealing a minute.  

(I remember this from an audiobook I listened to years ago called “New Sales. Simplified.” By Mike Weinberg – and I really like it.) 

Then get to the point: 

“I’m hoping to visit with you for about 20 or 25 minutes next week. I’d like to bring you a couple of ideas, learn a little more about your business, and see if we might be a good fit.” 

Then stop talking. 

You don’t need a five-minute pitch. You need a reason for another conversation. 

Preparation creates confidence. And confidence usually doesn’t come before taking action anyway. 

It comes because of taking action. 

Pick a few businesses. Know who you want to talk to. Know what you’re going to say. Know what your goal is. 

Then make the call. Walk through the door. 

Worst-case scenario?  

They say no. 

Five minutes later, your life looks remarkably similar to the way it did before the call. 

Check your pulse. Still there? 

Good! Call the next one. 

Duane Christensen
Ens Media

If you’d like to learn how our SoundADvice program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, email me at [email protected] to request more info. We’ll send you the important details ASAP. And it costs less than 3 lattes a week.