I came across Tim Wackel and think he is brilliant when it comes to selling in today’s environment. Recently, he wrote an article “Profile of a Serial Deal Killer – Four Crimes You Must Avoid in Today’s Economy.” Here are excerpts with my remarks:

#4  -  Assuming “no” when you really don’t “know

How often have we done that? Stop assuming! If the advertiser doesn’t call you back immediately don’t assume the worst. Trust me, they have lots of other things on their plate and you are not always their top priority. Stop pre-judging your clients until you KNOW (not NO) for sure.

#3  -  Talking too much

Your advertisers are busy. Your advertisers don’t care about you, they care about themselves. The “gift of gab” is great at parties and social affairs. Business meetings are neither of those! In today’s environment the gifts of asking great questions, listening and silence are valued well above the “gift of gab.”

#2  –  Failing to ask for commitment

It’s really pretty simple. If you don’t ask you probably won’t get. If you’ve done your homework, asked the right questions up front, understand the client’s business (we assume you understand yours) and find solutions to their problems why do you hesitate to ask? Your television station, website and all the other assets you bring to the table plus your ability to bring promotional ideas are solution providers. Luck is opportunity meeting preparation.  Get lucky often and ask for commitment.

#1  –  Purposely (or mistakenly) using less than adequate skills

I love this quote, “Sales people who think they’re done learning are usually just done.” Think about that. Do you continue learning? And, in today’s environment where everything is a click away it’s so easy but are you doing it? Ask yourself:

• How much time do you put into preparation? That includes preparing for a telephone call as well as a face-to-face call
• Are you asking thought-proving questions?
• Are you bringing forward IDEAS worth paying for?
• Do you thoroughly analyze your successes (why they succeeded) and failures (why they didn’t)?
• How do you use that information for future opportunities?
• What do you do CONSISTENTLY to build stronger relationships?

Creating excuses is easy. Focus on CUSTOMER Success! Becoming better at solving our advertiser’s problems isn’t easy but it’s a lot more fun and rewarding!