We just completed our exclusive teleseminar with sales superstar Chet Holmes:
“How To Double Your Sales By Doing Less, More Intensively.”
If you were among the 300 attendees:
How was it? Anything in particular that stood out as especially valuable?
THE CHET HOLMES SALES TELESEMINAR: HOW WAS IT?
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The emphasis on getting to know the client and gain their trust, to work to make them see you as an educator and a source of guidance, rather than as a “salesperson,” is the most valuable thing he talked about, and a trait of the very best, most successful radio salespeople that I know.
Taking the “I’d like to talk to you about advertising,” tack is the main trait of the least successful ones.
Hey Dan,
I appreciate this free teleseminar. I believe if you’re going to sell something that’s worth selling, it’s appropriate and expected that as a salesperson you are not only selling but adequately providing a benefit to your client- The benefit being trust placed in you to nurture and treasure their business as much as they do.
I’m not a salesperson per se, but as a program director, aspects of this information ties in with my interaction with people and life!
Thank you.
My marketing attempts/tactics are so often based on how I feel on any given day. That’s why I was struck by the comment, “…it’s not just an idea or a thought, you have to have a STRATEGY.” “That’s why the book is called The Ultimate Sales MACHINE.” I’m excited to get Chet’s book and plan my strategy. Great stuff. Thank you!
As I was listening, I thought of what you teach in copywriting–the principle of making it about the listener instead of about the advertiser–and the public speaking classes I teach, where I emphasize “audience-oriented” speaking. The basic communication principle stays the same, the application is different. Or I guess we could say the “strategy” is the same, but the “tactics” change…
“Funny” inside information:
About halfway through the teleseminar, I was disconnected! I was kicked out of my own teleseminar.
Frantically I dialed to get back in, but I was concerned: I had entered with a different code than everyone else, and I was afraid the system wouldn’t let me in because that code already had been used.
To my huge relief, I did get back in…And Chet was still talking, so I guess (I hope?) no one else even realized I had disappeared.
I didn’t find it all that funny at the time, though….
A terrific way to invest 90 minutes, Dan. Thanks.
One key to strategic selling, obviously, is getting sales people and managers to buy into it. But I was struck by another factor that’s just as big: on his first big push, Chet didn’t see a single response for four months. Makes sense, of course, but ownership has to buy into this, too, or it will never work. Hopefully ownership WILL becuase it absolutely works wonders. But I really think that’s the key: the suits have to buy into the concept and have the patience to let it flower. MANY thanks again!
the suits have to buy into the concept
Chet tells a great story in the book about a boss who was furious at Chet for spending an hour on the phone, at work, obviously just talking to a friend: Laughing, telling stories, etc.
The boss gave Chet a look that clearly said, “What the heck are you doing, making personal calls on company time?” — and Chet actually waved him away…which only made his boss angrier.
It was a cold call to a vice president of Xerox Corporation. One that led to a sale.
The idea that strategic thinking makes a big difference will make a big difference.
Enjoyed it and made mucho notes. LOVED the idea of a FAX ready for instant transmission after an unsuccessful phone call! One thing (actually seven) that I would like is the list of “seven reasons” that Chet referred to. And I missed a little about how (without paying for it) I can develop my “core stories.” That seemed important to the overall client oreintations, but was run past a little to quickly.
Rich Allen, CUMULUS, Appleton/Oshkosh, Wisconsin
It occurs to me that these posts all refer to “Chet’s book.” If you weren’t part of the teleseminar, it’s called THE ULTIMATE SALES MACHINE
(www.danoday.com/chet).
The idea that strategic thinking makes a big difference will make a big difference.
Glad to hear that. The key is to go beyond developing a strategy and actually implementing a rigorous plan to execute it.
LOVED the idea of a FAX ready for instant transmission after an unsuccessful phone call!
Yeah, that’s somebody who’s truly serious about making the sale. A prospect growls at him, “I’m not interested” and hangs up, and Chet immediately sends a follow-up fax.
And then tries again, according to the plan he’s already laid out for himself to follow.
That’s a pro.
One thing (actually seven) that I would like is the list of “seven reasons” that Chet referred to.
There just wasn’t time. It’s in the book — but I hope you noticed Chet didn’t say, “…and if you want to know what they are, buy my book.” We covered as much ground as we could, and suddenly the 90 minutes were up.
And I missed a little about how (without paying for it) I can develop my “core stories.” That seemed important to the overall client oreintations, but was run past a little to quickly.
Again, lots of examples in the book. But here's a tip: You can get a marketing or economy professor at a nearby college to do all that research for you (for your radio station) as a class assignment — probably at no charge.
And as Chet pointed out, in one case history he shared his research came from reports in a couple of magazines. So it doesn't have to cost a lot. But it requires strategic thinking.
I haven't discussed this with Chet, so I have no idea if he'd go for it, but…If I were to design, say, a 4-week teleseminar series (perhaps two 2-hour sessions per week, with lots of time for Q&A) to help radio people implement Chet's strategies, I wonder if enough stations would be interested to make it worth doing?
(It wouldn't be cheap. But for sales managers who are willing to take action, it would be incredibly valuable.)
Dan understands radio people–our real issues, as well as our hang-ups that we might not readily confess. This session was fantastic blend of Zen-selling-master Chet and Dan, radio’s outside insider, who kept it totally relevant to our world. The hardest part of this will be to continue to push to sell more than the 3 AEs (or 3 stations if you’re a manager) below you, and not get distracted by the short-term tactics that we’re accustomed to using. (Julie Hein, Cedar Rapids, IA)
This was a very valuable teleseminar that reinforced so many of the same elements that have helped me reach high levels of sales success in the past; all of which require a genuine commitment to going above and beyond to become a valuable resource of valuable information to your client, and time and effort spent toward relationship building and bonding. The greatest challenge to success is exemplified by the story you shared here Dan about the manager who was angry because he assumed Chet was making a personal call when he was in fact estabishing an outstanding sales relationship with the VP of Xerox which was to result in a major sale. These stragegies for success do require identifying those top prospects, an investment of “quality over quantity” time, and gracious persistence.
Vicki Gutierrez, Sales Manager, KRAI Craig/Steamboat Springs, CO
Oh the differences in sales styles…but the common thread: those who are successful not only build relationships but business trust. Someone who is only “liked” will get a few sales but someone who is “liked and trusted as a business partner” will be much more successful. Getting new salespeople to realise that the time is an investment in their future can be difficult when they’re starving. I’ve been at this for 19 years and have one particular, very large client, that it took me two years to get. They’ve had a contract for about 12years now. I strategized a monthly contact for 2 years. I had pizza delivered. I sent notes. I sent business articles I thought were of benefit to them. I visited and got as much information about how they do business as possible so I could streamline my tactics. I interviewed department heads and spent an entire day observing each department. There were many other smaller things, as well. The point is don’t just show up and ask for business. When you invest in the client, they will invest in your product. That what this seminar explained and reiterated from my perspective. Thank you again.
Chet’s direction in terms of having a stadium pitch, got me thinking that I didnt have one. Our plan is to have everyone here have a stadium prepared/mezmorized.
Other direction changing information was the core story and how he focused entirely on learning more about the client. By the time the call ended I had gone from being problem focused to being solution directed. Thanks for your direction.
I have been in this business for more years than I care to admit – so it was refreshing to have Chet Holmes emphasize tips that everyone needs to be reminded of, if they are going to do their job effectively. Being a resource – with credibility as a resource, rather than a sales person – was what stood out to me. The courage to keep doing what you know is right (four months of no sales !!) – ultimately led to huge success for Chet, and gives me hope that continuing to resist the rate cutting strategies other stations in our market use as their sales plan, will lead to our success. Great Seminar !!
Chuck Schwartz
KELN-KNPQ-KOOQ
North Platte, Nebraska
Thanks, Dan for another invaluable tele-event!
Aside from losing the connection
at exactly 60 minutes the program was otherwise flawless, and I dialed back in as soon as I could react.
Thanks for offering the stream to bridge the gap.
Chet’s advice impressed me so,
that I want to apply it to better focus my job search.
After all, I’m selling myself!
The best information is simple to use and easy to apply. It will still require commitment and execution, but I appreciate the road map to new habits that can get results.
Thanks for yet another free teleseminar. What a gift. Many things Chet said I have learned along the way, but am always glad to be reminded of them. Someone new to the industry or OLD in the industry (the style of selling radio has changed completely over the last 15 years!) will see sales increases IF they use his advice!
Having a “stadium pitch” is brilliant. We are used to focusing on the clients goals and to make sure their creative is designed to meet those goals…but it’s easy to forget to put the same effort in planning for ouselves! Knowing what is our core story as well as having a “pain” pitch is crucial. I must admit, I don’t use research enough. When we are able to educate the client, we become worth spending time with. If I do my job well, and clearly show the pain of not succeeding – the only real option is to work with me to plan success.
One area that is never addressed – understandably – are the special challenges sales people like me have who sell from a “satelite” office. My office is 30 kms away from our station. We have obstacles that are not easily overcome with regular sales tools. We have two great stations that serve two markets but always fight the image of not being local. If there are enough other people in similar selling situations perhaps there could be a sales conference targeting our challenges. It’s all great and usable information though. thanks again. I will buy the book and learn the details. theresa foley Pineridge Broadcasting Ontario Canada
Hi Dan,
I thought the Chet Holmes teleseminar was fantastic! It reconfirmed to me that I am doing things correctly…such as using the title “advertising consultant” rather than salesperson although I am actually the advertising sales manager. Having an attitude of an educator and consultant puts the client at ease. I would have liked to have heard the ideas on how to make radio ads more effective…you know…the part that Chet refused to share…but all in all, it was really great. Thanks!
Our whole staff listened in. One guy used to sell newspaper and I hate his selling style.
He was really paying attention and took lots of notes. I was so happy, thinking “he’s starting to get it!” Today I heard him make 5 phone calls saying “I saw your ad in the paper and I was wondering if you might want to buy radio”. Argh. You can lead a horse to water but you can’t make him drink.
I came across Chet through your newsletter. I then googled him. Impressive background and thought what the heck I will buy his book. I couldn’t put the thing down. The Ultimate Sales Machine is amazing. The teleseminar was unbelieveable. I ordered the mp3 and now have it on my cell phone, mp3 player and computers. My day has consisted of going back and forth between the two mp3’s. Too much to take in on one pass. This is the best $15 for the mp3 and the best $30 bucks on his book. I am on route to the book store to pickup a half dozen Chet Holmes books so that I can send them out to clients. Before I do I will mark that book up with a highlighter and add a quick synopsis of key points from the book as an outline. Thank you Chet for one of the best business books of the decade and bravo Dan for making it a free teleseminar.
Okay, who here believes “BB Hainsworth” is really me, posting under a pseudonym? (Thanks for the rave!)
Couple of points…
If you buy it through my Amazon link (somewhere in this thread above), the book is just $10.
Second — and this might be only for BB, maybe no one else is interested — if you thought the book and the teleseminar were valuable, I have two audio seminars that I partnered with Chet on:
HOW TO GET PAST THE GATEKEEPER: Advanced Strategies for Sales Professionals
https://www.danoday.com/gatekeeper
and
HOW TO ATTRACT, HIRE & KEEP SALES SUPERSTARS
https://www.danoday.com/superstars
They’re REALLY good. Even if you don’t want to order them, you might pop over to those pages just to listen to the verbatim reports of people who attended one of my live presentations of those topics…and then applied the techniques.
In other words, you won’t hear reviews of the seminars. You’ll the results they got after the returned home.
Hi Dan!
Greetings from Norway.
I’m a Disk Jockey and do not work with sales, but this seminar with Chet was really interessting for me to, and gave me a little peek of how it is to work as a sales person.
So again, thanks!
Excellent…reinforces the improtance of a systemized process for sales…and that copywriting and live person to person sales is the same thing.
Dan,
Just dowloaded and listened to the MP3. Here are a couple thoughts from a non-Sales/Production perspective:
I love the idea of the “stadium pitch”. While the relationships we’re trying to build between rep and client are one-to-one, it’s important to see the big picture, and see in which tier of the triangle your client is in.
Chet discussed how he kept pounding away for 4 months without a single sale, only to hit paydirt in the 5th and subsequent months. What I would ask him (and you, and specifically Sales Managers who have to answer for making or missing budget) is how do you reinforce that long-term view when you’ve found yourself stuck in an extremely short-term cycle of “get money on the books NOW any way you can so we can bill it for this month”? It seems like reps too often throw long-term out the window when they’re sitting at 70% of their budget with just a week left in the month (or quarter, or year).
Obviously the seminar is very sales-oriented, but I believe the entire radio station staff should learn these techniques and have access to information, especially when it comes to developing the sales message. In the end, it’s all about sales, and the more people who know how to contribute, the better.
There was a story about an advertiser that was possibly buying correctly, just that his ad/message sucked. I believe it’s important for reps not to put blinders on and focus solely on the sale and schedule, but to also make sure the sales message development is treated with equal importance.
Just some initial thoughts. Again, thanks for offering the teleseminar.
There was a story about an advertiser that was possibly buying correctly, just that his ad/message sucked. I believe it’s important for reps not to put blinders on and focus solely on the sale and schedule, but to also make sure the sales message development is treated with equal importance.
Unfortunately, that’s just not the training most of them receive. The big dirty secret of our industry is that most North American radio stations have clients’ commercials written by staffers who have absolutely no education in how to create an effective radio commercial.
It’s not a secret to those of us in the business, of course. But few clients are told by the account executive, “By the way, I’ll be writing your commercials, and I really don’t have a clue what I’m doing.”
So those salespeople — or the underpaid, overworked copywriter, if the station has one — churn out incredibly bad commercial copy. Not because they don’t care, but because they haven’t been taught how to do it.
Re: The long term vs. short time mindset: I suspect this teleseminar ultimately can help only highly motivated individuals. Most radio
AE’s, as you point out, think only short-term. (For many of them, their mindset can be traced to incessant short-term pressure from their employers.)
What I loved — you probably could tell by the way I brought it up in the teleseminar — was Chet’s response to the big company that said they would “test” his magazine by running a single small ad.
“That is NOT,” Chet said, “the way you test advertising.”
Another thought…
Chet discussed how his employees received tons of training. It brought to mind something I read/heard (I’m paraphrasing):
When employees ask for more taining, too often the boss asks “What if I train them and they leave?” The real question should be “What if you don’t, and they stay?”
It’s disheartening to work with the “veterans” who believe what worked for them 10 years ago, 5 years ago – even last year – is good enough, and the newbies who are only trained in how to write up the schedule.
Again, just a thought.
The real question should be “What if you don’t, and they stay?”
That is a GREAT line. If I can remember it long enough, I’m going to start using that a lot.
After the teleseminar, I picked up Chet’s book for myself, the DOS and the market manager.
I then went on vacation for a week.
Today I returned, asked if they liked the book, my DOS jerked his head to the corner of the room in that, “look over there” move.
There were 17 copies. One for each person in management for 2 seperate clusters.
Pretty cool.