– Posted on Feb 06, 2011 by Margie Albert
Working for, and by, myself sure opened up my eyes and my life. There are so many things I would have done differently while working in TV Sales and TV Management if I had taken the time to think more. Here are a few of my observations:
- Many of the hours I spent at work were not to complete tasks. I was there mostly because I mismanaged my day and/or to impress my boss and peers.
- I did not pace myself so by the end of the day and, worse, end of the week I was mentally and physically exhausted. Everyone around me knew to talk to me Monday and Tuesday mornings when I was at my best. Talking to me in the afternoon or at the end of the week was at their own risk!
- There were time-stealers everywhere and I allowed them to win. Stupid emails, meetings I didn’t need to attend but felt if I missed them I might miss something, long conversations with co-workers (fun but not productive), the internet. You get the picture.
- My own personal time became less and less valued and I didn’t recognize it as rejuvenating and necessary. I was so busy with “career” that I forgot about “me.” I truly thought if I wasn’t focused completely on my work I would lose ground and be seen as unworthy for growth.
I became my job.
1. Pace your energy and time will take care of itself. Determine what re-energizes you and set aside time for it. Be committed to this.
2. Analyze your days and eliminate as many time-stealers as possible. If necessary talk with your Manager. If you are well thought out about why something is lessening your productivity she will understand.
3. Find a “buddy” you will support your change efforts. He/she may wish to join you.
Be sure you are more than your job. Some day your job will be gone and who will you be then? Being “obsessed” is not the same as being “productive.”
– Posted on Jan 31, 2011 by Margie Albert
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?
– Posted on Jan 17, 2011 by Margie Albert
TV Account Executives and Sales Teams could connect on an entirely different level with current and potential advertisers. Clients care about their business and what they can do to improve it. You have a wealth of knowledge pertaining to their business, the economic health of your marketplace, etc. Share it!
A client station recently asked me about my blog – where do I get my content “inspirations,” the mechanics, time involved, and do I find it valuable as a client attraction tool. If he’s asking these questions hopefully you are too.
They are all around me! I read everything I can. I subscribe to other blogs. I listen to my friends. Facebook and LinkedIn discussions give me ideas. YOU inspire me. I make notes during the week if I think of something and have a list to fall back on. If I draw a blank I run to google (google “blog topics”) but that doesn’t happen often. I can think of loads of topics for TV Station Sales Teams. Just Focus On Customer Success (sorry, couldn’t help myself).
I’m not sure but I do get great feedback and my open rate is growing. No specific instance where I have signed a deal based on my blog but I sense it is separating me from other Broadcast Consultants. You tell me! Seriously, please tell me what you find valuable.
Easy! I use iContact but there are many services you can use. My template was designed by a graphic artist when I updated my website. I sent my first blog out specifically inviting people to EASILY UNsubscribe. For the first few months I included the “UNsubscribe” message clearly in the body of my text and did not rely on the templated version in fine print provided by iContact. Check with your corporate attorney if you have one before starting your blog. I AM NOT AN ATTORNEY – I am only telling you what I did. Please don’t report me to the email police should you determine I am an email felon!
Varies. I send mine out on Monday or Tuesday. Takes about 90 minutes on average. I post to my website, get it set up for delivery on iContact and post on some other sites as well. I use hootsuite to schedule tweets and have my website connected to facebook so it automatically posts there.
Want to bond with current and potential advertisers? Share information generously and help them.