How to Win Over the Man in the Chair Salesmanship, Repetition, and Direct Mail

In a classic business-to-business print ad from the late 50's for McGraw-Hill Magazines an imposing looking executive sits in his chair. He has both feet planted firmly on the ground, a scowl on his face. His hands are folded together in front of him and his elbows rest on the chair; he leans ever so slightly forward. To his right run these eight lines of copy:

"I don't know who you are.

I don't know your company.

I don't know your company's product.

I don't know what your company stands for.

I don't know your company's customers.

I don't know your company's record.

I don't know your company's reputation.

Now ? what was it you wanted to sell me?"

Across the bottom, a single line of copy drives home the selling proposition:

MORAL: Sales start before your salesman calls ? with business publication advertising."

This ad amplifies and expands on what many, including David Ogilvy, consider to be the single best definition of advertising ever given. "Advertising," said copywriter John E. Kennedy nearly eighty years ago, "is salesmanship in print."

---

Shorten Sales Cycles in Complex Sales Environments

Help buyers discover the answers they need to understand and... Read More

The Spirit Of Change

A Highly Conscious Approach To Business Management. For more on... Read More

Speed-up Your Sales Cycle

This week's article is my response to a question by... Read More

Effective Sales Territory Management

How you prioritize your sales territory management activities depends upon... Read More

Generous Donor Refused (how qualified business slipped away)

Generous Donor RefusedPicture this. You are a fund development director... Read More

Investing in Your Sales Team

While there's no easy answer to this question, there are... Read More

Your Extended Shadow And Successful Sales Management

In a small midwestern town, the local high school of... Read More

Rotten to the Core: The Story of How the Best and Brightest can be Ruined

The objective of an incentive is to incite action within... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

To Increase Your Sales and Revenue Make Sure To Add Value

What are you and your company's services and products worth... Read More

Increase Retail Sales With Meetups

I recently attended the monthly Italian language Meetup here in... Read More

The Boss from Hell: Quick to Criticize, Slow to Praise

So you have a boss who dumps all over you... Read More

Sales Coaching... Fact or Fiction?

The old adage in selling has always been, "Find out... Read More

Management From Within

Inspiration and Management from Within ? Part 2.The more you... Read More

Is Your Forecast Too Sunny? How to Improve the Accuracy of Sales Forecasts

As spring moves to summer, the forecast should be for... Read More

Overcoming Sales Objections for Small Business Networks

Do you need help overcoming sales objections? Do you sell... Read More

100% Commission Equals Zero Percent Control

The temptation to use straight (100%) commission plans never goes... Read More

A Fracas in the Franchise - Keep Your Customers by Keeping Your Workers

As a previous owner of a Franchise I know the... Read More

Are Your Sales Meetings Boring?

Many sales meetings are boring and a waste of salespeople's... Read More

8 Procedures to Take Control of Sales and Marketing

The Cash to Cash Cycle Part Three of SeriesWe're sprinting... Read More

Sales Forecasting For New Businesses

Sales forecasting is the process of organizing and analysing information... Read More

Discounting Your Way Into Sales Oblivion

I don't even like saying the word d---------g. I have... Read More

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

The Effective Executive

What does it mean to be an "effective executive"? Well... Read More

Sales Marketing: 12 Sneaky Tricks To Help You Outsell Your Competition

Business can be like war sometimes.You may have to fight... Read More

The Sales Carpenter

I remember moving my family to Argentina as Vice President... Read More

Is Sales Process & CRM Stopping Sales?

Standard metrics and KPI's (Key Performance Indicators) are created usually... Read More

Increasing Sales by Using Coupons - Will it Help Your Business?

Increasing Sales by using Coupons. Will it help your business?... Read More

Whats a Professional Sales Manager?

I was in the depths of a major depression. As... Read More

4 Marketing Myths Threaten Your Sales

These 4 marketing myths can cause you to lose sales... Read More

6 Steps to Avoid Losing Summer Sales

It's a fact - the online world dies down in... Read More

A Real CRM Strategy or Just Tracking Customers?

Exactly what is CRMThe idea itself is nothing new; its... Read More

Getting Off The Advertising And Sales Rollercoaster

Seeing the results of advertising your business can be like... Read More