You Asked for It, You Got It January 2012
I have been asked for years if I offered public training events where my clients could send just 1 or 2 sales people to learn about Ziff-Davis type structured selling. That is why I have launched the Masters of Media Selling program with MediaPost.
The Advantage... (You Can Have) November 2011
At a recent conference on Behavioral Targeting a network President said, "We have an advantage over our competitors who sell 'brands.' The gentleman explained that he could talk with advertisers about how to help them find their customers, while a media-brand-owning-company sales process had to sell its own customers to a buyer...
Being Convincing is Not Enough! July 2011
How many times have you or your sales people come back from a "good meeting" that is then followed by no action? Being convincing is simply not enough in today's sales environment.
Why does so little result so often flow from so many so-called "good meetings?" Read more to learn.
Are You Prepared For Hyper- Competition? June 2011
I surprised the audience last month at the City and Regional Magazine conference when I asserted that giving away their content online doesn't reduce demand for their print magazine. I know it's counter- intuitive. But no statistically significant correlation has been shown that links a large audience of unique users reading a magazine's content free on the web, with a decline of its print newsstand sales or subscriptions.
What Do Clients (and agencies) Really Want? October 2010
How many times do you suppose Helen Gurley Brown ran the cover line on Cosmopolitan: "What Men Really Want?" I wonder if she ever feared her audience would get enough and stop buying the magazine? Well Cosmo readers never got their fill. Here's what clients and agencies "really" want, and can't get their fill of.
Just Get the Meeting; No more Excuses February 2010
Do your sales people have the skills and resouces to get sales calls? Do they understand that setting up (more) sales calls is the pre-requisite to getting more sales?
A Stimulus for the Recession in Sales Calls January 2010
A couple of years ago Harvard Business Review devoted an entire issue to sales. One of the most telling points it made was that the most successful sales people had to be "happy losers." The author called successful sales people happy losers, not because they were happy about losing sales, but because they would be happy DESPITE losing.
Be the Change or Be the Victim December 2009
Change is here. Not the change-back-from-your-dollar kind of change. Change that gives number two and three media franchises an opportunity to be number one if they adapt faster than their self-satisfied-leading-competitor.
Its the Attention Economy, Stupid! November 2009
Your market share is directly related to the attention your media property captures at the client and agency. Sales calls are the measure of that attention. Is your staff getting all the attention it deserves? Or do you need to train them to better get and use client attention that is so valuable?
In a Shrinking Market, Sales Skills Matter More Than Ever October 2009
Publishers are in a battle with their competition for their share of a shrinking market. Sales teams with the best sales skills and most valuable resources will win.
Create Scarcity & Use it to Sell Internet Advertising September 2009
Most online publishers don't have enough inventory to sell significant campaigns to more than a few major advertisers. Use that relative scarcity, combined with exclusivity to get prospects to pay attention, make decsions, and pay premium prices for your limited inventory.
Was it a Print Bubble Too? May 2009
Becaue the housing market imploded, we didn't conclude that no one will live in a house any more. Print must change, but is not dying. Just like there were too many houses built, there were too many magazines and newspapers launched.
No Trust, No Transaction April 2009
Why print is a key to building Internet sales. Print builds trust, Internet uses trust.
The End of the Trend, Not the Beginning of the Death of Print March 2009
Number 2 newspapers in many markets would have gone out of business many years ago...the internet isn't killing them, they were dead men walking for decades, artificially protected by Joint Operating Agreement that lost their purpose.