Ever heard of Zipf's Law? If you are selling a product, then you need to study this natural phenomena. Mr. Zipf found that "the", the most used English word, occurred about twice as often as "of", the second most used word, and about three times as often as "and", the third most used.
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One of my favorite definitions of the marketing process is this: 

"Marketing is the buying and selling of things with good will at a profit.   If you can only have one, take good will because it is tomorrow's profit."

Our clients need to build a relationship with their...

We've all had a salesperson who has excellent skills, seems to enjoy selling and yet consistently under performs.  At least, they under perform in OUR estimation.   But they are performing within their comfort zone. They are performing as they see themselves being able to perform.

The good news and the bad...

In a recent newsletter, we were discussing ways to get our prospect's time.  "If they won't give you their time, they won't give you their money." How true this is! Through the skillful use of "grabbers" we can get the attention of potential clients.

Remember to...

It's an age-old adage we all know to be true. Unless our prospects invest time with us, they usually won't invest money.

Pic: Valerie Geller and Pat Bryson at Radiodays Europe conference in Berlin

These opening lines may sound familiar to you:

"Yes, hello, my name is _________and I sell radio...

Most of our clients will measure the success of their advertising with us by the growth of their business.  But sometimes, we deliver the customer to the business, but the business either does not sell the prospects or does not retain them.  How they handle customer complaints is a...

If you haven't read the book, "Switch", I suggest you add it to your list. In this book, Chip and Dan Heath talk about change and how we each can accomplish it.

I'd like to share with you one of the concepts they talk about called "Action Triggers".

Our environment can reinforce or deter our habits.  Habits can be good or bad.  We say we have established a "habit" when our actions occur on autopilot. If we are to change, we must...

"80% of our business comes from 20% of our clients."Ever heard that bit of wisdom?  It's known as the Pareto Principle, named after Italian economist Vilfredo Pareto, who observed in 1906 that 80% of the land in Italy was owned by 20% of the population.  He also observed that 20% of the pea pods in his garden contained 80% of the peas. 

Most sales managers will tell you that 80% of their station's billing is produced by 20% of their sales staff. ...