Saturday, September 21, 2013

How To “Make Things Happen”!

Sharing an idea with a co-worker.  Pitching for a new salary.  Trying to land an advertiser.  Motivating your station's Core.  

Whether it be an idea, service, product or point-of-view, the goal is to “make things happen.”   

Here are a few thoughts on selling (anything!) I learned from longtime Clear Channel programmer Michael Albl:

All objections to buying take on one of four forms: 
1.    No need
2.    No money
3.    No authority
4.    No hurry

These objections can be eliminated by using NaB & CaPTuRe:

Need:  Find out the NEED.  Verify, up-front, that your product of service matches, or is very close to matching, your prospect’s wants or needs.  Here you establish yourself as a good and careful listener.  And you will have uncovered an important need.

Budget:  Their budget for this need is your second sales stage discovery.  If they can’t pay, they can’t play!  Then again, if they got the money honey…

Commitment:  Who makes and when will a commitment to purchase be made.  You have to be talking to the right person(s).  And if you aren’t there with close in mouth (as opposed to your hand), when they are ready to buy, you might as well keep your mouth closed.
Prescription…without thorough diagnosis is malpractice in both medicine and sales.  An aggressive sales-person wants to go where the action is, not sit around gathering information about prospects needs so their diagnosis of the need is generally superficial.

Take...personal responsibility for making sure everything sold is delivered exactly as specified.  Get right on top of remedying the situation.  When all goes well, credit the support staff. the customer within 30 days of delivery to see that all is running well.  When it is, then ask for referrals.

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