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REMEMBER: While many sales centers do have a podium presentation that are quite good, some of the speakers don’t address the issue of how the prospects found themselves attending the presentation in the first place. Even if the speaker does so it is advisable for reps to also address our industry’s marketing approach with their sales guests.
Prospects need to be reminded that if it were not for TV, radio, magazine, newspaper, website advertising, etc., none of us as consumers would know what new gadgets are out, what new cars are looking like, what new services are available and so on, and that advertising is simply the manner in which businesses communicate with consumers.
That said, it should also be pointed out that advertising is very expensive with no guaranteed results and that a (e.g.) 30-second TV commercial during the upcoming Super Bowl costs millions of dollars which ultimately is paid for by the consumers who purchase those products/services being advertised.
In our business, the rep could add that instead of paying out millions on TV and radio ads we instead contact consumers in a direct and less costly manner by offering them something in exchange for their time to ‘come on down’ and see what it is we have to offer, ending with a little humor that the ‘rep’ is the ‘underpaid’ commercial!
By being upfront with our marketing approach and tossing in a little sense of humor the prospect will ‘get it’ because they understand commercials. And when they have been briefly informed as to our ‘method’ of advertising they will not only find that acceptable (and know they’ll get those ‘gifts’, too) they will be more receptive. And when that happens the savvy TS Pro will laugh all the way to the bank.
TODAY’S VIDEO: One of the greatest Super Bowl commercials of all time – Herding Cats
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