sales | Margie Albert

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Today’s remark – you are such a “geek”

– Posted on Oct 16, 2012 by Margie Albert

Recently a subscriber who works in the IT department at a major media company asked me how she and her fellow employees could improve their inter-departmental communication. She observed there are major differences in personalities, communication styles and perceptions and her team seems to come across as “geeks.”

The following is loaded with generalizations – you will find exceptions for sure – but may be a snapshot of personality styles within your building:

IT Department – analytical, technical, detailed, factual, data driven, oftentimes introverted and oftentimes perceived as “geeks”, “Refiners”
Sales Department – in a hurry, friendly, extroverted, not into details or the technical side of anything, easily annoyed at technical issues, “don’t tell me or show me – just do it so I can move on,” can be perceived as arrogant and flippant, “Creators/Advancers”
News – in a hurry, direct and to the point, facts only when necessary, “don’t tell me or show me – just do it,” can also be perceived as arrogant “Advancers/Executors”
Engineering – similar to IT

If you are an IT’er working with Salespeople please don’t go into great detail about what the issue is. If they are to blame for the problem just show them how to make sure it doesn’t happen again – that is all they care about. And if there’s a way you can just fix it do that! They don’t mean to be rude but often they appear to be. Impatient and irritated is more accurate so don’t take it personally.

If you are a TV Account Executive working with someone from IT remember their work environment is very different from Sales. Most often they are treated like a dentist –they are either fixing a disruption or causing one and neither is welcomed! But remember, their wins are much more difficult to measure or celebrate. They may be “geeks” in your mind but be grateful and appreciate their abilities. Maybe if you took the time to get to know them you would find they are much more than “geeks!” Their lives aren’t that much different from yours but their talents are very different. And being a “geek” today is a compliment!

The point is – we need to communicate in the style the recipient will find most beneficial. That may not be the style we personally enjoy but communication is not about us – it is all about them. Respect each other, focus on their success and you will be remark-able.

Today’s remark – (boring) scripts are not ideas

– Posted on May 21, 2012 by Margie Albert

A friend of mine recently became a GM at a TV station. He came up through the ranks without a sales background. I asked what his biggest surprise was in his new role. His answer? The salespeople were not focused on the customers’ success! He said he looked at several proposals – all were very pretty but they were all about his station. Lots of statistics and why the customer should buy TV and even what programs they should buy but nothing very creative directed at the client from the client’s point of view. He was shocked.

I see the same thing everywhere. Lots of the same old “your commercial will be seen by X number of A25-54” with some Marshall Marketing or Scarborough thrown in to make it look more customized. The research justifies the schedule. And sometimes a script was included. That’s about it.

Any station can do that and most stations do.

What will set you apart is your idea – an idea specifically designed for your advertiser focused completely on their best customer for the product they are featuring. Ideas that will break through the noise and make that best customer want to engage with your advertiser. An idea that intertwines all delivery systems (website, mobile, email, etc) to maximize impact on that consumer and give them multiple engagement points. An idea that compels that best customer to interact and respond with the advertiser because she simply must!

There’s a reason ad agencies come to stations all the time asking for ideas. It’s because they figured it out long ago. To remain relevant to the advertiser it isn’t just about cpp’s or whether they use TV, radio or door-hangers. To the advertiser it’s about establishing a relationship between them and their consumer and relationships are established with relevant compelling ideas.

I know you’ve heard this before but why do proposals today look so similar to proposals done 10 years ago? Basically, they all say “Use TV, use my station and here’s a (boring) script!”

People who take the time to really think and identify the advertiser’s needs and create and develop great ideas to establish the relationship between the advertiser and consumer will always be remark-able.

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Four “Deal Killer” Crimes

– Posted on Jun 08, 2010 by Margie Albert

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!