Sales & How You Say It…

•September 3, 2014 • Leave a Comment

With the looming automation of…well, everything…it makes sense to me now that to succeed in Sales going forward, is to be anything BUT automated. And a lot of that has to do with the way you sound, what you say, and how you come across. A ‘first impression’ yes, but more than that.

Which indirectly, leads us to this recent article, and the momentary swirl it created surrounding a PR giant, Edelman, over a blog post related to a very tragic event [which we will not actually name in this writing, for reasons stated below.] See it here.

There are many ways to say things, and sometimes you just need a filter, a bit of reflection, or some sensitivity. We all do. The writer of the linked blog post clearly did in my view. While sales people can often be seen as manipulative or lacking grace, they can also alienate if they go for too much jargon, as was the case here on the PR side, I would assert.

Consider that context is everything if you would, and like it or not, the final arbiter is your recipient; whether an audience, your client, or a potential customer. In the case of Edelman with this, the ‘insider’ jargon; the context of what was being written about; was taken in a completely OTHER context than perhaps intended, which was not realized at the time. So much for “PR”, from a world-class PR firm.

While I give them credit [sort of, narrowly] for holding their ground in one sense on exactly the meaning they had intended, they bomb out hugely for not realizing how this would come across outside their own defined orbit. Using the word ‘opportunity’ as they did, may have made sense internally…but only in a very small circle. A bit tone-deaf if you ask me, at a very inopportune time.

Their audience: those same client[s], prospect[s], the public at large mentioned above, all took this a different way, and frankly, Edelman should have easily avoided such a scenario. It is after all, what they purport to advise their very clients on.¬†Doesn’t the same apply to other areas of life, including how you deal with your own clients?

The lesson here on the Sales side regarding how Edelman dealt with this scenario [since that is after all, our focus]:::

  • Put yourself, mentally, on the ‘other’ side, as Edelman should have. The side where your audience/client/prospect sits.
  • Leave all the jargon, talking points, “closing” tactics aside, and THINK about where your client is, and what they want/need to hear. And be mindful: To become neutral for an exercise like this, is actually much harder than it appears.
  • Project how what you say & do will be received by them, in all the ways you can imagine. Then vary it, mix it up, and make changes to both parts, viewing it from as many angles as possible.

Now, while you could note that I am perilously close to the appearance of glomming-on to what is [already] a terrible tragedy & series of events following [awful in several ways], you should also note: [1] the title here gives no hint to it being related to these occurrences, and deliberately so, [2] The name of the person involved is not mentioned anywhere in this post [except inside the article link], avoiding most obvious ‘link-bait’ possibilities which could drive traffic to this blog, also deliberate, [3] Edelman is also not in the headline/subject, appearing in the 2nd paragraph, and [4] the fervent attention about this tragedy has somewhat cooled, allowing for review of all parts of what occurred here, for potential learnings by all.

So…how did THIS come across, to you? Any glaring words I missed/misused, that don’t reflect their intended meaning? I certainly hope not in this, of all MoM[S] postings.

Are You Willing to Put in the Effort? | Fearless Selling Kelley Robertson

•August 23, 2014 • Leave a Comment

I don’t often re-blog the work of others, but occasionally one comes up, that captures the essence of what we write here at MoM[S], even if in a different way. Enjoy!

Are You Willing to Put in the Effort? | Fearless Selling Kelley Robertson.

MoM[S] & The Competency Development Project

•July 14, 2014 • Leave a Comment

The Digital Analytics Association [DAA for short] is launching this year what they call their ‘Most Important Project of the Decade‘, known as the Digital Competency Development Project.

We support this worthy cause, not just because of the endless reports week after week in the Trades about ‘bot fraud, phantom domains/traffic, iFrame stacking, and on & on. The more professional standards put into place by leading industry groups at this point in time, the better for everyone working in the Digital space.

In fact, we have put our “support” into tangible form, having been selected to be a part of this project as a Subject Matter Expert for the concepts proposed & developed to become the defacto standards of the DAA & its professional members.

MindOnMedia[Sales] is honored to have been chosen here, and hope to provide valuable insights in this worthy cause!

Advertising across the globe…

•June 28, 2014 • Leave a Comment

image

Even in a place you might not expect, advertising…and the business of advertising…is alive & well.

This company, On Board Medya, apparently handles the onboard media placements aboard this ferry line in Turkey, on the Bosphorus Strait.

(PS – From my meetings here this week, buying for Mobile has also gotten pretty sophisticated here and through the entire EMEA and MENA [Middle East/North Africa] regions, which you’d expect happening quicker & easier than with Desktop platforms.)

Aggregated media at work around the world!

LinkedIN Influencer Interviews: Sir Martin Sorrell, Founder & CEO of WPP

•June 12, 2014 • 1 Comment

None other than Sir Martin, head of WPP, talks about the very theme of our blog, in this excellent LinkedIN interview segment. His views & comments on Right Brain/Left Brain elements of advertising, and the ‘Art’ and ‘Science’ of the business, start at around the 3:00 minute mark. Enjoy!

See more over on SlideShare:

Diligence Displayed…Details…Determination

•June 9, 2014 • 1 Comment

Publishing, and advertising, are very tough businesses. Maybe all businesses are, in their own way. But as costs rise, and the cuts to those same costs also rise…quality almost universally drops.

Such as it is with this: a major national client, on a [now] major national web destination, with a huge typo in an ad, in that site’s headline position. Ugh. While I am not going to critique this single site, as it may be on dozens of others, it is a glaring error.

SpellCheck

It is glaring, and it is amazing that no one; from the Design/Creative team, to the Agency planning/strategy/buying team, to the QA/Traffic team at the site…noticed this. Now yes, it is only one ad out of hundreds, and these things can happen. But with Digital ads? With Spell Check? Really?

Oh, and where were you, the Sales talent? Yes, YOU. You, that works with all sides, to ensure a proper campaign? Sure, mistakes happen, and I’m really saying this more hypothetically than directly, but this is VERIZON? A huge client.

Are you so busy that you can’t make your client [and by default, yourself] look GREAT, by pointing out what all others missed? The best in Sales, don’t miss such things. We all need to do our best, and be *that* person. It’s almost like therapy to write this here, and remind myself of such crucial items every day, even while having caught many, many typos in my career.

~ ~ ~

In the day, Conde’ Nast was famous in some circles, for things like [among many notable examples], Dinner for staff working after 8pm, and their ubiquitous ‘Car Service’ for anyone on business in town after 10pm, a perk used lavishly, to be sure. But they also had staff, and had Copy Editors, Fact Checkers, and Proofreaders. When is the last time you saw ANY of those as a title? Exactly.

Spell Check: Takes 1 second or less for three words, as in this tagline. If you ‘don’t have the time’, delegate it. Be diligent about it. The Details DO Matter.

5 Years It Is…

•May 27, 2014 • 2 Comments

Today is a celebration for us personally at MindOnMedia[Sales]. Although a more momentous occasion occurred yesterday as we honored our country on Memorial Day, we nonetheless recognize our effort on this milestone day.

5 years ago today, MindOnMedia[Sales]…or MoM[S] for short, an idea kicking around in my head for some time prior to that, was launched. Since then, we’ve defied any one area of focus within the Sales lexicon, with both predictable results, good and less so. Because we are not a “how-to” destination, there are no T-shirts, or DVDs to sell. No lectures or conferences. No books to sign.

Instead…we write about what interests us. What propels us. What the reasons are, for doing what we do, and why we do it. And we also write about many things that others never have prior to us, making MoM[S] a Sales Thought Leadership destination and voice of a different order, as cliche’ as that may sound. MoM[S] defies category, and does so deliberately.

Our nomination this year for the 2014 Best Sales Blogger Award confirms this focus, attention and effort, and we are grateful to be considered.

Of course, we also thank all of you, for having stayed with us over nearly 150 segments written here, at MoM[S]. Hope you stay with us for the next 150 as well! Cheers, Ken

 
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