By John Foust Greensboro, NC Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign. Back at the office, my ad manager must have noticed the stunned look on my face. When I told […]
A key question: What’s next? Read More »
By John Foust Greensboro, NC As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is designed to give people a good impression of the advertiser. (“We’re the dealership that cares.”) The objective of response advertising is to generate immediate response to
Two advertising goals: Attention and Retention Read More »
This month’s Link & Learn lesson, “Diving into the O.C.E.A.N. of Customer Motivations” is the second lesson based upon Dr. Vanessa Van Edwards book, Captivate: The Science of Succeeding with People . In this lesson, Jim dissects the O.C.E.A.N. Model which is the acronym for the five primary factors Dr. Van Edwards states influences Human Behavior, they are: Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism.
Diving into the O.C.E.A.N. of Customer Motivations Read More »
By Jim Busch Like many people in our industry, I loved the HBO series, “Mad Men.” Though selling advertising for a community paper and a shopper in Pittsburgh was not quite as glamorous as being a high-level agency executive in 1960s Manhattan, I loved watching Don Draper use his creativity and communication skills to win
The Fine Art of Putting on a “Dog & Pony” Show Read More »
Partnership for Success This article was written by Jim Busch. For the past thirty years, I’ve been meeting every month or so for a long lunch with my friend Josh. Josh was part of my first sales team when I was promoted to sales management. I was his manager and coach for three years until
Partnership for Success Read More »
Framing Your Sales Message This article was written by Jim Busch. The writer and diarist, Anais Nin, was a keen observer of human behavior. Her understanding of how we interact with one another led her to write, “We do not see the world as it is, we see the world as we are.” In recent
Framing Your Sales Message Read More »
Selling Against Marriage Mail This article was written by Jim Busch. Recently, I had a call from a publisher asking for my thoughts on selling against a “Marriage Mail” competitor. These mailing companies provide advertisers with a low-cost alternative to doing their own mailings. Marriage mail is very popular with both national and local advertisers.
Selling Against Marriage Mail Read More »
That Which Does Not Kill Me, Makes Me Stronger… Putting Job Stress to Work This article was written by Jim Busch. Stress is a fact of life in the 21st century. Workplace issues are a leading cause of this epidemic of anxiety. A poll conducted by Harris Interactive found that 8 out of 10 Americans
That Which Does Not Kill Me, Makes Me Stronger…Putting Job Stress to Work Read More »
Handling Objections: Part Two This article was written by Jim Busch. “Winning Hearts, Minds and Dollars” This is the second of two articles on handling objections. In last month’s Link & Learn column, we discussed how using good sales techniques to position the value of your products can address a prospect’s concerns before they come
Handling Objections Part #2: Winning Hearts, Minds & Dollars Read More »
Handling Objections: Part One “An Ounce of Prevention” This article was written by Jim Busch. One of the biggest challenges in writing a monthly column like this for more than a decade is coming up with fresh subjects to cover. Therefore, when I am doing a conference or doing consulting work, I always ask salespeople
Handling Objections Part #1: An Ounce of Prevention Read More »
