What makes a good TV Salesperson?

– Posted on Jan 31, 2011 by Margie

Recently I found this quote from Chris Murray at Varda Kreuz:

“When a customer walks into a DIY store looking for a drill, she doesn’t really want a drill – she wants a hole! A bad salesperson will present all the drills that are on sale. A good salesperson will discuss the desired hole with the customer.”

Typically, we define good salespeople as those with the gift of gab; they are charming, friendly, magnetic, etc.  I suggest those a wonderful attributes but not the most important.

When asked what word or words describe great salespeople I hear words such as “they listen,” “honest,” “reliable,” care about my needs,” “ask questions,” “curious,” “deliver what they promise,” and they “focus on customer success.” (this is a great exercise – ask your clients to do this and see what they say)

Taking an order is not selling. Media buyers’ order 100 GRPs and you deliver them – you may need to package and negotiate up your numbers but that’s still fulfilling their order.  Taking a package to a client they requested is not selling – it’s fulfilling their order.

Determining what the client is trying to accomplish and developing an idea beyond the 100 GRPs or the requested package is selling. To do this you must build trust, determine the need of the customer and fulfill that need.

A good salesperson has one, and only one, purpose – to be of true and deep service to the customer. You are either selling or unselling 24 hours a day based on this premise.

Are you selling or unselling?

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Tough days at TV Stations? That’s up to you.

– Posted on Jan 21, 2011 by Margie

Bad attitudes can be like carbon monoxide poisoning – you don’t always smell it but it exists and can be deadly. We all know “attitude” affects virtually everything we do and, maybe more importantly, everything people perceive about us.

TV Sellers, you can have the best ideas and presentations on earth but your attitude is perceived first before you even open your mouth. Remember carbon monoxide?!  Internally, TV Stations have plenty of challenges and being part of the solution is all of our responsibilities

Take a minute and honestly examine your attitude – here are four telling signs to look for:

1.       Are people around you including your clients listening with respect? If your clients could hand pick their AE would they pick you? Why? Why not?

2.       Do you look at your work optimistically or pessimistically? Are you excited most every day to come to work and meet with your advertisers and co-workers? If not, why?

3.       What are you doing to improve your surroundings and work life? Or are you contributing to the negativity?

4.       Are co-workers and clients seeking you out for advice or just to be around you? Those with great attitudes are oftentimes magnets and we know positive attitudes breed positive energy.

I recently read that people with bad attitudes have an 800% higher incident rate of being diagnosed with clinical depression, 4x more likely to suffer a stroke, heart attack or be diagnosed with cancer. They have a 50% higher divorce rate. Yuck!

What have you done to examine and adjust your attitude when necessary? Please tell us because we all need some help from time to time.

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