90% of sales from one thing

90% of sales from one thing

I was having dinner with a friend of mine last week, chewing the fat about all manner of topics.

My friend’s name is John, he’s a lovely man, and – among other things – he’s a mortgage advisor.

And inevitably, we ended up talking about business, and about the various different marketing strategies we’re both deploying to get more customers and grow our businesses.

One of the things that became really obvious during the conversation was the truth of what’s known as “Pareto’s Law”, otherwise known as the 80:20 rule.

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Masses of media customers

Masses of media customers

We media people don’t always have it easy these days, do we?

We’ve been around for longer than most of the new media platforms put together, and that should tell you that we’re doing something that works.

However, in a world where business owners worship ‘the new’ at every turn, it certainly feels like familiarity can often breed contempt.

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Tina and croissants

Tina and croissants

I was in Denmark last month.

Not to take in Legoland or the Tivoli Gardens, but I did have a couple of very enjoyable days with Radio ABC Group, delivering sales training to help stimulate their advertising revenues.

I usually try and keep my training sessions collaborative, rather than boring presentations with fifty million slides, and on this occasion I’m very glad I did.

You see, one of the best takeaways of the workshop came from one of the delegates, Tina Sørensen Strangholt…

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If only your local advertisers knew this

If only your local advertisers knew this

You know as well as I do that local advertisers can be tricky customers. 

Selling them into advertising on any media can be challenging - often they’ll give it a go for a month or two, only to give up because they don’t feel like they’ve got the return they should have.

 But in my career, I’ve discovered something important; something that has helped to sell more advertising and develop more long-term relationships with good quality clients.

An educated buyer is a better buyer.

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The one thing you need to get ahead

The one thing you need to get ahead

I’ve always believed in the power of learning, no matter how accomplished you already are.

One of the people I’ve been learning a lot from recently, is a guy called Grant Cardone. You might have heard of him – he’s very American, very salesy, but he’s got some really excellent stuff to say.

In his book Sell or Be Sold, he makes a terrific point that hit me head-on…

The one thing you need to get ahead, is to sell.

With that in mind, here’s 7 sales lessons that’ve stood out so far:

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Jagger, Gaga & Princess Kate

Jagger, Gaga & Princess Kate

Well, 2019 isn’t waiting around for anyone is it?!

As I write, February is in sight, with Christmas a distant memory, and we’ve had the busiest start to any year I can remember. Which is great. 

We’ve got huge plans for this year, which means that we’ve needed to knuckle down and put a lot of the foundations in place during January.

Thankfully for me, our newest member of the team has been a vital and integral part of everything we’ve done this year, and I thought I’d take this opportunity to introduce her: Chloe Dunn.

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5 not 50

5 not 50

I had an interesting response to my email on Jose Mourinho last month (which is highly topical now that the ‘Special One’ has been dethroned at Old Trafford!).
 
It was from Neil Gough, Sales Manager at WLR FM in Waterford, Ireland. He expanded upon the point I’d made about Mourinho making the best of the squad he had, his first time around at Chelsea.
 
Here’s what Neil said:
 
“A person once said to me: 5, not 50. Look at the businesses in the 5-mile radius around you – there’s probably more opportunities there than driving 50 miles to do business.”
 
It’s a powerful and true insight.

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5 minutes to fresh advertising enquiries

5 minutes to fresh advertising enquiries

Before I go any further, I want you to banish all thoughts of what a successful sales and marketing message should look like. 

Because what I’ve got to share with you goes completely against the grain of what most people think marketing is – we call it the ‘Re-activation Email’. 

Quite frankly, it wouldn’t be too harsh to consider it the runt of the marketing litter.  It’s a bit of an ugly little bugger, but it sure does get results.

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Two golden words for selling advertising

Two golden words for selling advertising

As I mentioned the other week, I’ve always believed in the power of mentors – having someone who’s already trod the path that you want to go down is a very smart way to shortcut success.

Last week I mentioned one of my oldest mentors; this week I want to refer to one of my newest – the inimitable Nigel Botterill.

Botty’s a bona fide UK business superstar, with bags of sales and marketing experience.  Last year, he introduced me to a very clever approach, that can be used with great effect in the advertising industry…

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