Tips

Sales Christmas.


As this is the last Drift of 2017, I want to use it to thank and appreciate the sellers in our industry; the women and men who put themselves on the line every day and who monetize all the great digital content and services that the other 99-plus percent of the world take for granted.  I also want to send along a few gifts – sales ideas and insights I’ve shared with salespeople like you in workshops throughout the year.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

Don’t Tell Me What You Sell, Tell Me What You Solve.  The era of the product describer armed with his dense PowerPoint and techie demo are over. You will succeed because you obsess over the client’s business and marketing problems and start every note, every meeting, every sentence with them.

Presence is Power.  We all live in a multi-screen world of perpetual distraction.  Your customers and co-workers feel alienated, unheard and ignored.  You will be amazed at how much your full, undivided attention and empathy can do.  Once they feel truly seen and heard, most of your job is done.

People Always Buy the Same Thing.  A Better Future.  It’s always been true.  Don’t tell me about your tech or content.  Tell me how my life will be different when we are working together.  And then work hard to live the promises you make.

Action Forms Around a Point of View.  Many sellers are afraid to take a position, to commit, to adopt and defend an opinion in the presence of the customer.  So they wait and see what the customer thinks and then change their own colors to fit the moment.  In doing so they leave their most powerful tool on the shelf.  Your informed point of view is fuel to the client relationship.  Bring it.

You Get Delegated to the People You Sound Like.  In our comfort zones we all speak the local language of tech and media arithmetic.  And we rarely realize that senior customers don’t speak those tongues at all.  So they send us to the people who might understand what we’re saying.  Commoditization ensues.

Do the Math.  Then Show Your Work.  When we estimate the actual size and cost of our customer’s marketing and business problems, something magic happens.  Don’t tell me you can help me be more efficient:  tell me how much money you think I’m losing every month I don’t work with you to fix my problem.  I’m not going to ding you if your math is off.  Show me your work and I’ll help you adjust your numbers.  I’ll also appreciate your vision and lean into our relationship.

#deserveit.  Nothing more needs to be said.

Live and Work in the Present.  The past is all nostalgia and regret.  The future is all hope and anxiety.  None of it does you any good.  The best sellers – the best people – are the ones who stay focused on what’s right in front of them.  If you get sideways or lose your bearings, sit down and make a list of what you’ll accomplish in the next few hours.  Win today.  Be happy today.  Do it often enough and you will build a truly great life.

Merry Christmas, Happy Holidays and a wonderful 2018 to all of you. We never stop thinking about you and send you our very best wishes for health, hope and happiness.


Write This Down: Part Two


Back on May 9th, I posted part one of my “Write This Down!” series – really just a running list of helpful sayings and ideas that I share with sellers in my workshops.  Today we add to the list.  Enjoy and share.

The Opposite of yes isn’t no.   The opposite of yes is anything other than yes.  Most sellers don’t get this fact.  They hear “we’re waiting on our budget” or “we have a couple more proposals to look at” and they stop selling.  They don’t see these as the objections or brushoffs that they are and fail to qualify them further.   Hence all the ambivalence and murkiness in your pipeline.

The opposite of selling isn’t not selling.  It’s describing.  This idea prompted the biggest response I’ve ever gotten to The Drift.  Somewhere along the line we lost the connection between sales and actually selling stuff.  The goal is to persuade and change the outcome.   But sellers and those who support them seem completely focused on just endlessly describing stuff.

Don’t take no from someone who can’t also tell you yes.  This ancient gem still shines.  It’s particularly poignant in our industry because of all the lower-level gatekeepers whose main purpose seems to be role-preservation.  Sellers either don’t know these bureaucrats can’t green-light projects or are just too frightened of ‘getting in trouble’ to push any boundaries.

Promotional Message:  If you could tell five thousand digital sales leaders and sellers about your product or service each week in a focused, exclusive environment, would you do it?  Digital sellers have been anticipating, reading and sharing The Drift for more than 15 years.  A provocative, POV-driven read, it’s also a great vehicle for our underwriting sponsors.  We’re taking reservations for the second half of 2017, so if you’re interested please contact Tamara Clarke to plan your campaign today.

Big decision makers want to make big decisions.  I like to talk to sales teams about the client’s floor of consideration.  We think that by keeping the price minuscule and reassuring everyone that it’s just a test we are making the customer more likely to act.  But serious executives don’t want to take political and business risks to spend $50-100K.  Risk aversion only works with those who probably don’t want to buy from you anyway.

Work backward from the cost of the unsolved problem.  The core of the media sale is to stack up enough units of value – pre-rolls, banners, videos, full page takeovers, impressions, etc. – to justify a price tag.  But it’s not about that anymore. As I like to say, if you want to make a million dollars, go find a $20 million problem to solve. One of the crippling limitations of media thinking is that we never stop to consider what the unsolved problem – or the unrealized opportunity – is really worth.

Stop negotiating against yourself.  Speaking of crippling downsides…  Experience is a great teacher in our business.  Unfortunately it tends to teach limitations.  Show me 10 “experienced digital sellers” and I’ll bet you that eight of them know exactly why every new idea won’t work….why the customer won’t pay that price….and why there’s really, actually no way out.

Don’t sell or manage to what’s in the other person’s head.  Managers and sellers alike seem fixated on changing belief and getting others fully on board.  We talk of evangelism and winning others over.   But this just leads to endless cycles of guessing.  Instead, focus on discrete behaviors.  A client either agrees to recommend (that’s a verb) a buy or not; a seller either books a call, or doesn’t.  The sooner you focus on the actions of others the sooner you’ll be fully in touch with reality – and empowered to start changing it.