What Is Selling?

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What Is Selling?
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Basic Assumptions

• People are complex and basically trustworthy.
• Cant have a peaceful society if you believe the
  opposite.
• Selling is a worthy craft.
• The media are highly visible, important for an
  informed society, and under attack, especially
  from the right.

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What Is Selling?

• Selling is about getting customers and keeping
  them.
• It involves a process of helping customers get
  what they want.
• It is not a manipulative process in which
  salespeople get buyers to do things they dont
  want to do.
• Selling is about building trusting relationships,
  and guided by three basic relationship rules.

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Basic Relationship Rules

• Do unto others as they would have others do unto
  them.
• Treat them the way THEY want to be treated.
• Slight update of the Golden Rule (Tit for tat).
• People like and trust people exactly like
  themselves.
• People dont care how much you know until they
  know how much you care.

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Purpose

• What Is The Purpose Of Your Business?
• To bring our audience and advertisers together
  - KOMC/KRZK, Branson, MO
• To help people sell more Fords, Lowry Mays, CEO
  Clear Channel Communications
• To create a customer Peter Drucker
• Ad-supported and hybrid media are in the
  advertising delivery business.

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Objectives

• What Are Your Sales Objectives?
• To get results for customers
• To develop new business
• To retain and increase current business
• Increase customer loyalty
• To help competitors get rich
• A rising tide lifts all boats

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Strategies

• What are your Sales Strategies?
• Sell solutions to advertising problems
• Complete customer focus
• Reinforce the value of advertising and of your
  medium
• Create value for your product
• Become the preferred supplier
• Innovate

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Functions

• Sales Functions (Key Skills)
• To create a differential competitive advantage in
  a buyers mind
• To manage relationships
• To solve problems
• Creativity
• Getting results

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Related Functions

• To obtain and process orders
• To provide customer service
• To manage accounts
• To monitor the marketplace
• To recommend tactics
• To cooperate internally

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Biggest Problem

• People do what they are paid to do
• Wrong incentives lead to wrong,
  counter-productive behavior
• E.G. Wall Street and bankers and the sub-prime
  mortgage debacle led to The Great Recession
• Paying salespeople based on commissions on
  revenue makes them focus on their interests not
  customers.

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Where Do You Start Doing It Right?

• With the right, rational incentives
• With a non-manipulative sales approach
• With an ethical, systemized, disciplined,
  solutions-oriented sales approach
• The right process