Archive for September, 2009

The Marketing and Sales Genius of Howard Stern: Business Lessons Learned from a Shock Jock

Wednesday, September 30th, 2009

No, I am not crazy and yes I am talking about the well known shock jock known for his outrageous radio show. Howard Stern is a genius for many reasons and they all apply to how you can succeed as a salesperson, manager and entrepreneur.

Let’s examine several of the reasons and the lessons that can be learned. First of all, lesson number one in business is to never be boring. Although, you may not agree with Howard Stern’s humor or persona, he certainly isn’t boring and that not only attracts people, it keeps people listening who say they might not like him or his show. I liken it to the train wreck theory. People may say they are horrified by something but it does not keep them from paying attention to it.

One of the lessons to writing good advertising copy is in having a great headline. Ninety percent of the effectiveness of a good sales letter can be traced to an attractive headline. If someone is not drawn in by the headline then they certainly won’t read the rest of the letter. The same rule applies to having an effective meet and greet when you first come in contact with a potential customer. Your potential customers are going to make instant and lasting judgments about you. You have to get someone’s attention, stand out from the crowd and give a compelling reason for someone to keep paying attention. Howard Stern gets attention and keeps people listening.

Secondly, be contrarian. The world is full of what I call “me too’s.” Decide who you are and be that person or business. Don’t look at everyone else and copy what they are doing. The masses are not successful and copying others just makes you another faceless entity. The fact is that you stand a much greater chance of being successful if you do exactly the opposite of the masses. Be somebody, do something and be newsworthy in doing it. Don’t be a copycat. Howard Stern stands out and goes against the grain of what everyone else is doing in radio and therefore has created a category of one.

Next you should declare who you are and who you want to be. Don’t wait for some magic person or media to anoint you or certify that you are something. Howard Stern declared himself the ‘King of All Media” and that was when he was almost solely known for his radio show. Because Mr. Stern was willing to decide what he wanted, declare and then shout it from the rooftops people started to accept it and treat him as the king of all media. Suddenly, Howard Stern was in movies, TV, CD’s and multiple different forms of media that he was either not in or was not even being considered for by industry people in those particular media forms. Who do you want to be? Decide and declare it. I have a saying, “You are who you decide to be in any given moment. It does not take money, fame, education, connections, other people or any other excuse that you might presently be sabotaging yourself by using as an excuse to keep you or your business from being what you want.

Another essential element of success is to create a following. Make you and your business personable. The more personable you are and the more you communicate that in an endearing and enduring fashion the greater following you will create. If you have customer that have not heard from you in some fashion for eighteen months then it is as if they never did business with you. You are forgotten and all the hard work that went into creating a customer and potential follower is gone. Most people work so hard on getting new customers that they ignore the customer’s they have. You must move your customers from being customers to being followers and fans.  Howard Stern works very hard at creating consistent followers and then creates fans from his followers.

Howard Stern’s radio show is like a radio soap opera with real live stories involving him and his co-stars. Each person on the show opens themselves up in a personal way that invites the listeners into very private view of their lives. The listeners feel connected because they can relate to what’s going on in their world. The Stern Show was reality radio before there was reality TV.  Don’t be afraid to show some warts and be personal with your customers, they will connect with you on a deeper level and trust you more for talking about the so-called “elephant in the room” that nobody would mention. Be vulnerable and people will let you in; act perfect and people will shun you. Nobody can relate to perfection.

There are clues to success and you can find them all over. Often the best places to look are in places most would not look. Somehow I doubt that MBA classes are being taught today about the marketing and sales genius of the Howard Stern Show. The reality there is probably more lessons to be learned in listening to two hours of Howard Stern than taking two hours of an MBA class. Who knew you could learn so much about business from a so-called shock jock.

Mark Tewart, the author of “How To Be A Sales Superstar - Break All the Rules and Succeed While Doing It”

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Choose to Win or Choose To Lose

Tuesday, September 29th, 2009

Traffic is slow, business is weak, the economy stinks and banks aren’t buying. Repeat this mantra one hundred times and see how you feel. I promise you that if you replay this message enough you will believe it as absolute truth and become depressed and desperate. No matter what circumstances are present the choice is simple; you choose to win or choose to lose.

The one single ingredient that is always present in any success story is self determination. You are always responsible. You are responsible for the good and you are responsible for the bad, it’s just that simple. If you will allow any excuse for failure no matter how overwhelming the evidence, you have sown the seeds for more excuses to follow.

To succeed in good or bad economies takes the exact same ingredients but in tougher times it takes more resolve to keep producing the successful ingredients. Your success or failure is based upon your beliefs and philosophy. If you do not have a belief system to support success and a personal philosophy of self determination, you are subject to all forces that cause failure.

You must create an impenetrable mind; a mind that can sustain all attacks of negativity and philosophies of randomness. The dirty truth is that most people do not believe in self determination. Most people are excuse makers and have philosophies of luck and a welfare belief system.

In the United States which is the richest country in the world with resources and opportunities that can only be imagined by people in some parts of the world, people make excuses everyday as to how they cannot control their own destiny. It is much easier make excuses than to take control of your own destiny. After all, how can it ever be your fault? The economy is so bad and certainly you don’t control the economy.

The economy is made up of single micro economies that create a larger macro economy. You do control your economy and it starts between your ears. When you listen to the news and hear that things are not good, do you allow that to be your destiny? After all, if you hear it on the news, it must be true, right.

Let me ask you a few questions.

Did you allow your expenses and debt to get too high? Did you allow weak processes and accept less than favorable results? Did you create an ongoing relationship based marketing program to your existing customers or did you ignore your most valuable asset which is are your customers? Did you neglect to install and enforce daily education? Have you massively self-educated yourself on a daily basis to stay abreast of all developments in marketing, technology, social media and marketplace changes. Have you created a marketing plan based upon measurable direct response media that you continually tweak? Do you allow excuses and surround yourself with excuse makers?

Success is based upon certain fundamental truths. Install and adhere religiously to those truths without fail and you will succeed. Although everyone has setbacks, setbacks are not failures and are only temporary signs to adjust and plain accordingly. Always ask yourself, “What’s next?” Keep moving and adjusting. Success and failure are ultimately a choice. The choice is yours.

Mark Tewart, author of “How To Be A Sales Superstar”

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The Most Important Decision of Your Life

Wednesday, September 23rd, 2009

On November 19th 2005, a day after having surgery, I was diagnosed with sqamous cell carcinoma cancer. I would compare receiving the news to going to the dentist and being numbed. However, this numbed my whole body. For twenty minutes I rushed through all kinds of thoughts and emotions – shock, anger, why me, sadness.

After the twenty minutes, I made a big decision. I decided to live. I decided that all of the emotions and thoughts I was experiencing were not supporting me. I decided right then and there to switch my mind and all actions to that of support and complete cure. At that moment I was cured.

On January 31st 2006 I received my thirty-third and final daily radiation treatment. I am now cancer free. I did not need the doctor to declare that for me, I had already made that decision from the day of diagnosis. I had even told my doctor that at my first appointment.

My whole life I have believed in the power of the mind. The ability to create your outer life from thoughts and emotions from within are undeniable. Nothing is as powerful as your personal philosophy in life. The good news is that your personal philosophy is simply decided by you and your own free will.

In my lifetime, I have been both poor and rich. I have had both sad and happy times. I have lived through tragedies and triumphs. One thing that has never wavered has been my mental approach to whatever has come towards me. Nothing can create wealth and abundance in any segment of a person’s life more than their attitudes and thoughts.

I have seen materially rich people with great poverty of mind and I have seen people in great struggles with an attitude of abundance. Wealth and possessions can flee in an instant but nothing or nobody can take away your mind and your choice of thought.

Whenever friends or relatives would begin to discuss my disease, they would focus on how it was so unfair especially since I am a lifetime non-smoker. Ninety-nine percent of the particular cancer that I had occurs in heavy smokers. I had to make a decision not to focus on whether it was fair or not and focus on what could be done to move forward.

I made a decision to research my disease. I wanted to be empowered in my decisions. I created a regimented approach that included traditional treatment along with nutrition, supplements, whole body detoxification, exercise, proper rest, mental imaging and prayer. Some of these approaches were never mentioned by traditional medicine practitioners. However, I made the decision to be in charge of my knowledge and my actions.

After witnessing many people going through treatment for cancer and experiencing both my parents passing from the disease as well, I am more convinced than ever that your attitude and power of your mind makes a difference in everything you do in life. Your decision of your attitude in life is the most important choice of your life.

Mark Tewart, Cancer Survivor, Husband, Father and author of “How To Be A Sales Superstar”

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Ten Deadly Sins of Marketing and Sales

Wednesday, September 23rd, 2009

Sin #1 – Being boring or not memorable

Whether you are creating marketing utilizing any type of media or selling to audiences anywhere from one to many, you must be memorable to get a response or to get a sale. In a politically correct homogenized world, people suffer from copy cat syndrome. Everything begins to blend into each other.

In 1950 the average person would experience an average of one hundred marketing messages a day and roughly ten of those would ask the person to take action. By 1980 the average person was exposed to one thousand messages a day and one hundred of those messages were asking for a response of some sort. Fast forward to today and the average person is being bombarded with ten thousand messages a day and one thousand of those messages are asking for action. Through just the growth in marketing messages alone you can see the importance of standing out of the crowd.

Every salesperson, manager and business owner must spend concentrated time an effort on figuring out what distinguishes them from everybody else. You must deeply examine the 4 P’s of your business – People, Product, Process and Positioning. You can position yourself in the market by marketing your strengths and uniqueness in each category of the four P’s or you can position yourself through your weaknesses.

Admitting a weakness or talking about the proverbial “elephant in the room” that nobody else will talk about is a great positioning tool that creates trust with people. Too many people want o only talk about their strengths and it becomes an exercise of the “me too” syndrome. Be bold or be gone.

Sin #2 – Trying to follow the herd

If you had to pick one common thread of very successful marketers and salespeople, it’s that they tend to be contrarian in their path. I have heard it said that if you want to be successful, find someone who is already successful at what you want to do and do what they did. I think that is a very valid point. However, most successful people look for opportunity gaps that are available and take advantage of those gaps. The majority of people follow everyone else. Whether it is marketing, sales, investing or anything else, the opportunity rarely lies in doing what has already been accomplished.

You must look to learn the lessons of the previous successes and utilize the principles in another area or find what is missing in that area and fill it. The world did not need another coffee shop but there was opportunity for a sense of comfort and belonging when Starbucks filled that void. The last thing Starbucks is a coffee shop. Coffee is a by-product of the product. In the Starbucks example the product sells the by-product. In other words, Starbucks sells coffee without having to try to sell coffee.

Sin #3 – Not telling stories

For over one hundred years people have been taught on the advantages of the feature-benefit approach to selling. Unfortunately, that teaching keeps most salespeople and businesses broke. Yes it’s true the features are important and it’s even truer that the benefits are really what people buy. However, those things will not matter if you can’t tell it in a story to describe those things. People hear, see, feel and even smell stories. Stories add depth and emotion to bland features and exciting benefits.

The Bible, Aesop’s Fables, good movies, good books and good TV all have something in common; a good story. Real stories can being life to the most boring of products and services. People understand and like stories. Stories feed the human and societal affect we all desire. Facts tell; stories sell.

Sin #4 – Being a salesperson

People buy from people. Notice I did not say salespeople. People want to feel that you have their best interest at heart. Most people view a salesperson as a one-sided, one dimensional character that is concerned only about his commission.

The derivative and basic meaning of the word sell is “to serve.” You must be willing to serve without putting yourself first. Of course everyone understands a salesperson has a mission to sell. What people want to know is if your self-serving mission is greater than your mission to serve.

Follow the age old belief of giving without expecting in return and you will receive in abundance. Nature abhors a vacuum and will fill the hole left when you give. To be ready to receive you must understand to give.

Sin #5 – Not dancing with the one who bought you

Relax; the above title was not a typo. I did mean to write bought you. The customer’s who bought you, bought from you and brought you to where you are now. Most businesses, salespeople and big dumb corporations are all alike. They tend to act like hamsters on a wheel, running harder and harder towards new customers. Every day they get up and run as hard as they can to chase new customers and the chase never gets easier. They simply run and run and run until they give out and get replaced by the latest and greatest whoever or whatever.

It’s infinitely easier and more productive to build relationships with those you have already sold and then resale those people, sell more to these people and have those people bring you more sales through referrals and viral marketing. Don’t you love that high tech term viral marketing? We use to call it word of mouth.

It is a little harder than it seems though. You must keep contacting and connecting to your customers in and endearing and enduring fashion. I am not talking about just sending a mundane postcard twice a year or a calendar at Christmas time. I am talking about a full blown ongoing marketing plan of appreciation, information and yes, also solicitation.

When you build relationships with the ones who bought and brought you to where you are at while also going after conquest new business, you will find yourself building your business and success exponentially. Unfortunately, most people are chasing money in what they believe is the surest and fastest way possible which is new customers. Unfortunately their principles are backwards and therefore by chasing more money they grow even more broke.

Sin #6 – Thinking copywriting is something you do with the government to protect your product or idea

The type of copywriting I am talking about is the art and science of writing words and creating images that get people to respond. An absolute integral part of becoming a master of sales and marketing is to become a master copywriter. You must study the best copywriters such as John Caples, Dan Kennedy, Claude Hopkins, David Garfinkel, Jay Abraham and many more.

I am always amazed at people who think they can just create an ad or write a sales letter without having trained themselves to do so correctly. Many people think they can simply run an ad or mail a letter and people will respond in droves. They quickly find out that their wallets and purses run dry before the ink on their ads.

Great athletes, musicians, scientists and actors train their whole lives to become great but a business owner will often run an ad without even a moment of study. It’s a sin of stupidity and arrogance. Even the very best who have trained their whole lives at copywriting experience many moments of failure so you can imagine what an untrained person will experience.

You should pay well for great copywriting and you should learn to write copy yourself. This is not something that should ever be one hundred percent delegated. Nobody will ever know your business like you, have passion like you and speak in your voice like you. Learning the art and science of copywriting will also transform your sales skills. The skill is transferable.

Sin #7 – Looking for a magic button

Some of the popular hot buttons today seem to be social networking, digital marketing and internet marketing. All of those things are very viable and should be in your sales and marketing arsenal. However, at the end of the day, all of these things are media. You must view media as distribution. Most distribution is good if used correctly. Writing and old fashioned sales letter can still be incredibly successful if done well but once again it is just a media.

If you can use a media and get a positive ROI, then use it and keep using it and growing it. People tend to glamorize a particular media and follow the masses of popularity looking for latest, greatest and the media that is the Holy Grail. There are no holy grails and every media has its day in the sun. The key is to use more than one and keep adding different ones that all utilize a concept termed by colleague Nido Qubein as “Significant Congruence.” Everything feeds everything else. There is a synergy and the more you do correctly the more it grows.

Sin #8 – Using archaic ideas concerning sales and marketing budgets

Whenever I work with a business, I ask the leaders what their budget is. I then ask why that is their budget? I have never received an answer to why that makes sense. I understand the concept of a budget and why a business has one. I also understand math. If you give me a dollar and I hand you back two, you would have to be stupid not to repeat that as fast and as often as you can. Sales and marketing budgets should follow the same path.

Test everything you do and everything you spend. Test, test and then test some more. If it works and brings in a profit and ROI then do more until it does not. Rinse and repeat. Do this for very media, message, market and sales action you do.

I have worked with businesses that we quadrupled their budget but kept getting a strong return on investment. So why would quit until you don’t get a return. I have also lowered budgets significantly by getting rid of methods or media that were not working and still increasing ROI with less money by being more effective with fewer resources.

A budget is guide and nothing more and nothing less. If it makes you money then spend the money.

Sin #9 – Showing and selling your product without knowledge

It’s rarely the product. It’s about the heart and mind of the person buying the product. Presentation without investigation equals frustration. Your sales success is not about a presentation or demonstration so much as it about how those things relates to the customers emotion and psychology.

A sales process is worthless without understanding people. You must ask questions, listen, show you are listening and utilize what you see and hear from your customers. People tend to give keyword answers that reflect their true emotions and thoughts. They tend to repeat those keywords over and over. Those keywords are keys that open the sale.

Find the customers keywords. Look for the customers patterns. People tend to repeat patterns. How did they buy or make decisions in the past. Unlock those patterns and repeat but with HFG – Hope for Gain. Everyone wants to improve their position in life and everyone has hope. You must fins and give hope for gain.

You must ask questions to determine if they are moving towards that hope or if they are focusing more on the pain caused by their current situation that they feel is keeping them from their hope. Pain and pleasure determine all decisions. You must find their path and move them along in their path. You are the Wizard of Oz so to speak. You hold the key to their yellow brick road.

Sin #10 – Acquiring and keeping a bad attitude

All the motivational speeches in the world won’t help you unless you take responsibility. Everything and I do mean everything is up to you and it all starts in your mind. Read the book As a Man Thinketh by James Allen and Think and Grow Rich by Napoleon Hill and The Greatest Secret In the World by Og Mandino and of course How To Be A Sales Superstar: Break All the Rules and Succeed While Doing It by yours truly Mark Tewart. All of these books can help your understanding of your mid and how to utilize it to success.

Follow the tree of success.

Thoughts

to

Emotions

to

Actions

to

Habits

to

Results

To

Character

To

Destiny

Your thoughts and attitude are controllable and will determine your success.

I hope you have enjoyed this report. If you have seen the value in this report, I invite you to do two things.

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“Think big, live large and you are in charge”

Best Wishes,

Mark Tewart, Speaker, Consultant, Entrepreneur and Author of the best seller “How To Be A Sales Superstar”

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Ten Tips for Winning in a Bad Economy

Wednesday, September 23rd, 2009

Unless you have been hiding in a cave somewhere, you have heard that the U.S. economy is doing poorly. Housing starts are down, the value of the dollar is down, car sales are down, real estate is down, retail is down, gas prices are up, food prices are up, bankruptcies are up and the sky is falling. What is a person to do?

1. Don’t Drink the Cool Aid
The news is sensationalized and fear sells. Things are rarely as good as they seem and things are rarely as bad as they seem. If you allow yourself to give in to the news, you will determine your destiny. When people tell me about the bad economy, I tell them I have chosen not to participate.

2. You Can’t Cut Your Way to a Profit
Expense management is done at all times, not just in bad markets. Cutting expenses in bad times is a misnomer. It’s like taking Tylenol for a heroin addiction. You set your good and bad habits in good markets, not bad. Be selectively extravagant and prudently frugal. I have never seen a business survive and thrive a down market by trying to cut expenses as their long-term strategy.

3. Don’t Cut Your Life Line
Some of the easiest variable expenses to cut out are advertising and marketing. That also takes a bad situation and makes it worse. When your business drops and you take action to stop the flow even more, you are doomed. Be smarter with your marketing and adopt direct response methods that can be tracked and measured, but don’t cut marketing because it’s the easiest cut.

4. Dance With Who Bought You
The past and present customers are the lifeblood of any business. These customers are also the most overlooked and underutilized asset in ALL businesses. Everyone gives lip service to their glorious love of their customers, but what are you really doing to create and nurture the relationship? Do you have a relationship building program that creates over 50 positive customer contacts per year? You can have all the BDCs and CRMs you want, and that does not mean you are creating personalized-based marketing that creates relationships. The people who have done business with you already like and trust you and will most likely do business again - and bring others - if they are appreciated, rewarded and, yes, asked. NOBODY does a good enough job with their customers. There’s gold in them thar hills.

5. Make the Bad News Good
Use all the bad news and the fear and negative emotions associated with it to your advantage. Use the headlines in your marketing and advertising and become the solution provider, i.e., 10 Tips for Winning in a Bad Economy.

6. Stop Boring Me to Death
If I get another “one size fits all, looks the same” mailer for an event sale, I think I will puke. Be creative and use trash can mailers, wallet mailers and other dimensional mail. Stop trying to get the lowest cost per piece and concentrate on the highest ROI for your mailings and other marketing. Boring does not sell in any media format.

7. Go Back to the Basics
Everything is basics. Instead of cutting your education, double your education efforts. If the market is really that bad, then you should have tons of time to educate yourself and your team. If your opportunities are fewer, then you must maximize each customer contact. TLC - Think like a customer. Examine your process from a customer’s point of view and ask yourself what creates heartburn for those customers.

8. Super-Size It
You can impact your bottom line immediately by increasing either transaction size or the gross margin. In my entire career, I have never found a business that cannot increase their transaction size and margins. Stop accepting fate as a commodity and differentiate yourself, your product and business and ask for more money. You can do this through add-ons, bundling, value added presentations and better process for asking for and negotiating money. “Do you want fries with that?” and “Do you want the large popcorn for 25 cents more?” are not accidental questions.

9. Create Multiple Experiences
If your customers buy one product or service from you, then they will buy more. The average automobile dealership only retains 19 percent of their customers from sales to service. That number is business suicide. Sending a one-time mailing for a discount oil change does not constitute a continuity program. With a continuity program, any business can move from that 19 percent figure to 50 percent and more. When you create a continuity program, you will insulate your business from bad economies in the future because you will be less dependent on conquest customers.

10. Speed of the Boss, Speed of the Crew
As the leader thinks and acts, the team shall too. If the leaders of your business talk “bad economies” and “bad markets,” the team will believe it. What are your leaders doing right now? Don’t major in the minor. Spend every minute of the day in the pursuit of things that will create customers and incomes now and in the future. Just last week I had a dealer tell me that he was waiting for this bad market to turn around before he did anything with his business. My reply was, “How is that working for you?” If the leader does not believe, don’t expect the troops to believe.

Mark Tewart, author of “How To Be A Sales Superstar”

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Ten Tips for Recruiting Sales People Successfully

Wednesday, September 23rd, 2009

Sales people provide life for all companies. If everything starts with sales people, it only makes sense to make sure that you are recruiting the best potential sales people.

Tip 1: Recruit from want, not need. Make recruiting an everyday activity. Don’t wait until you need it.

Tip 2: Have a strategy to recruit people all the time. To orchestrate a successful ongoing recruiting program you must first have a game plan. Plan and develop a flow chart of your desired results. Write down the obvious. You must know why you are looking to create a recruiting strategy. “When the why gets strong, the how gets easy.”

Tip 3: Know who is in charge of recruiting and his/her qualifications. People must be educated on creating and orchestrating a strategy that works. Don’t leave the who and how to chance.

Tip 4: Newspaper ads – the Sunday paper is full of ads for sales people. If you plan on using help-wanted ads as part of your recruiting, you must write the ad with the mindset of the good sales person you are looking to recruit. Use two age-old formulas: WIIFM – “What’s in it for me?” and AIDA – “Attention, interest, desire and action” when creating your ads.

Tip 5: Try using several avenues to recruit, such as full-color newspaper inserts, business journal classifieds, a banner ad on your Web site, local colleges, Internet job postings, radio ads, military bases, job fairs and employee referral programs. Never leave the vitality of your company to just one avenue of marketing. You must build a marketing web that has many marketing branches to attract good people.

Tip 6: Have an “ideal employee” profile. Know who you are looking for before you find them. When you’ve developed a precise guideline of what the perfect recruit looks like, you can begin your process with that in mind and then remove the emotions involved in interviewing.

Tip 7: Payment plans satisfy base-level needs of the potential recruit. Pay all recruits during training and guarantee them a living wage during their learning curve. Many potentially good sales people are not given the chance to ever enter the business. Lower the barriers of entry in order to find the best people.

Tip 8: Have at least 50 written interview questions. Don’t you show a sales person how to profile customers? Preparation is key to a good interview. Be ready with sub questions to the interviewee’s answers that allow him or her to elaborate and communicate in detail. A good interview will follow the 80/20-rule and allow the recruit to speak 80 percent of the time.

Tip 9: Test and profile a potential sales person. Anyone who has interviewed people has come across a great interview, horrible employee. A good recruiting strategy must utilize many tools to reduce the emotion and help to make a more logical and quantitative selection. There are many tools today that can be used to gauge the personality, sales aptitude, emotional IQ, intelligence and just about anything else you want to know about a possible future employee.

Tip 10: Don’t hire people based only upon resumes. Most salespeople are hired based upon what they know and fired based upon who they are. If you want to hire good sales people, recruit and hire based on talent and attitude and teach them the necessary skills. Recruiting and hiring effectively is a continuous process that is both part science and being creative. Having a consistent plan will make your recruiting a success.

Mark Tewart, author of How To Be A Sales Superstar” - go to www.superstarbookvideo.com to receive free bonuses

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Five Tips for Beginning Sales People

Wednesday, September 23rd, 2009

1. Educate Yourself

Don’t wait for managers or anyone else to give you the sales education you need. Unfortunately, the most industries have been stuck for years in a, “Throw them in and see if they can swim mentality.” Some dealerships take new recruits to a meeting room and have them watch training tapes for a day and expect them to be trained. Neither of these options will increase your odds for success.

Begin a massive self-education program that will continue your whole career. Combine visual, auditory and experiential learning. Listen to sales and motivational material every day on the way to and from work. Read, watch DVDs and then put it all together by role-playing with a manager or fellow sales person. Education Creates Motivation - Motivation Breeds Perspiration - Perspiration Creates Elevation.

2. Avoid Cancer

Attitude is everything in sales and life. All companies are full of people with negative attitudes and limiting beliefs. These beliefs and attitudes begin to perpetuate into a culture that is counterproductive to all sales people and potentially deadly to the new sales person. You can insulate yourself from the cancerous attitudes by taking the following steps. 1. Avoid smoke-and-joke circles. There has never been a positive conversation in one of these pity party circles, and there never will. Avoid them like the plaque. 2. Utilize motivational material daily. Nobody can be fully self-motivated all the time. You need tools to assist you. CDs, DVDs, pictures, music, books, quotes, spiritual material, mentors and mastermind circles are all tools that you should use.

3. Utilize a Follow-Up System Religiously

Pick a manual or software system that you will use from day one. Every customer, every prospect, every time. When you start with an organized system, you will be focused on the fundamentals that will make you successful both short- and long-term. Collect as much data as you can on each prospect and customer and organize your follow-up by using post cards, letters, gifts, newsletters, e-mail, social media, auto-responders and sequential auto-responders. Persistent = consistent.

In sales and marketing, you must always remember the order of importance of potential sales. Your current customers will always provide you the most return on investment. So often, new sales people are in a constant mad dash for new customers and forget to maximize the potential of the ones they just sold. It’s easier to maintain a good system that was created from the beginning than it is to start a new one later on.

4. Take Massive Action

It’s all about action management, not time management. You have 1,440 minutes in everyday. Success is determined by the actions you take in those minutes. Avoid the time trap of getting caught up in the stuff. Stuff are the things that are minor in nature that we spend most of our day in that create little results. Don’t major in the minor. Continually ask yourself if what you are doing will contribute to a sale either now or in the future. Keep the main thing, the main thing. Each day you must evaluate your actions and create a stop-doing list. After reviewing your day, determine what actions you should lessen or eliminate. Start your day with major actions so it sets a trend for the day. Jump in, don’t wade in.

5. Be Your Own Marketing Manager

Don’t expect any business or anyone to bring you customers. You must take the mindset from day one that you will provide 100 percent of your own customers and anything your company provides is extra. Start by creating your own brand. What will your slogan be that defines you? Utilize your picture, caricature and slogan on all marketing materials and business cards. Create your own Web site as a benefit to the customer that can be integrated with all marketing material.

Next, determine your ideal customer base that buys your product. You can purchase lists of people who drive your brand of product from one of many different list providers. Begin a multi-step marketing approach to these potential customers. Read as many books on copy writing as possible to learn the secrets of getting people to take action from your words. Educating yourself on marketing and copywriting will pay you more dividends than any other single thing you can do.

Sales people are made, not born. It’s the people who do the work, who learn to market themselves, follow-up, handle rejection, persist and maintain a winning attitude that win in the sales profession.