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Grow! by Paul Martin

Posts Tagged 'Sales'

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Be excited about how God created you

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We're all different--and that's good! God handcrafted each one of us into the person He wants us to be.  He has given us experiences unlike anyone else on planet Earth to help shape our character.  Be excited about how God lovingly created you! But there's a catch.  Often, we bump into co-workers, family members and friends that just rub us the wrong way.  We just don't seem to connect as well as other people do.  Researchers tell us that we'll understand and communicate well with about 25% of the population.  As for the remaining 75%, we just have to work harder. Purpose: The Motivation for Working Together If we believe God created us for a unique purpose, we also will believe that He created others for a unique purpose, too.  It is our job to find ways to connect and communicate with the 75%.  Learning how others like to communicate and work can be a challenge--but it is a great challenge to take on. In I Corinthians 12, the Apostle Paul outlines how the diffe ...

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Introvert

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How do you tell an introverted pathologist from an extroverted pathologist at a party? The extroverted pathologist looks down at your shoes. Today's leader finds great challenges managing people of all personalities. Introverts can be especially challenging--and our non-profits  are filled with introverts. Introverts comprise a large community of non-profit people--especially those who have a good creative or service bent. I have seen an entire NPO staffed with introverts--even the development officer! In fact, research shows that more than 60% of the U.S. population is introverts. Introverts are not necessarily shy. Many love to speak in front of large crowds. Psychology Today says introverts are drained by social encounters and energized by solitary, often creative pursuits. Introverts may socialize easily, but just prefer not to. In an industry (non-profits) that is totally centered around building relationships in the community, how do managers lead their introverts into the community to bui ...

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My First Radio: A Great Companion

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I have fond memories of listening to Dallas' KLIF the Mighty 1190 through my Raleigh transistor radio. I took that little transistor companion with me on family vacations and listened to KHJ in Los Angeles and KJR in Seattle.

Although today's technology delivers convenience better selection and sound quality, it doesn't bring the companionship that great personalities do.

My friend Chuck Gratner when he led KOJO in Dallas during the 80s said it well:

At its' best, each medium has its' advantages:
At its' best, television entertains best.
At its' best, newspapers inform best.
At its' best, radio companions best.

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Facebook ‘Likes’ Assemble Your Customers and Donors

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What sounds like middle-school gossip can mean more frequent customers and more loyal donors to marketers.  Soon, Facebook will permit marketers to mix their ad messages with users’ regular news feed. So, your Facebook news feed will show your friends’ regular posts and ad messages will be interspersed.  This could be very good for marketers.  After all, more than half of Facebook viewing is from a mobile device and the layout just doesn’t have room for the right sidebar ad area. But there’s a catch: the user must ‘Like’ the marketer’s page for the ad messages to appear in the flow of the news feed. The new features are called “Premium on Facebook” and could be a great opportunity for marketers and non-profit organizations: During a fundraiser, listener-supported radio stations can buy a place in the news feed of those who ‘Like’ the station At the end of the year, a non-profit can make a specific offer through the news feed ...

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“The only way this station will grow is to go outside these walls."

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We were in one of those tense meetings that is unique to radio stations. The station manager, sales manager and program director looked at the Arbitron numbers and then at the station revenues, provoking the typical high-stress conversation about ratings and revenue. The station manager let the conversation wind its way around and then let the room get a little quiet. He spoke as the colonel in a World War II movie would say, "Gentlemen, this radio station is a great station, but it has problems...and whether we need more listeners or more money, the only way this station will grow is to go outside these walls." Radio is a relationship business. Our Raison d'être is to communicate with an enormous number of people. Outreach is our oxygen. That's what the legendary stations of the 60's, 70's and 80's did well: They engaged listeners in creative ways. The real power of radio is in the number of people we reach every day...and the only way to build that reach is spending time reaching-out into the comm ...

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Help your partners—even with Facebook?

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"No one wants to buy radio anymore, so we're selling Facebook," said the radio station manager. I've known him for a long time and seen him as a strong manager of both commercial and non-commercial stations. He is now at a non-commercial station and talked about the great difficulty his Business Development Representatives are having with getting appointments today. He said his business development representatives are now opening conversations with prospects by saying, "How's Facebook working for your business?" The rep probes to hear what the prospect's desire for his Facebook marketing. Most businesspeople are discovering that Facebook marketing is not as easy as what they read in the press and they become dissatisfied. The rep keeps discovering more about the business prospect by asking more questions. The rep makes it clear that he is more interested in hearing about the prospect's business than telling them about the work he does at the radio station. When the prospect asks about the rep's work, he say ...

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Growing Influence without Growing Expense

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Ask a smart college freshman about his girlfriend and he will often say, "Not now. Relationships are expensive."

Whether listeners, donors, business development partners or community leaders, it takes time, effort and money to build good relationships.

  • Listeners require a strong signal (expensive) and promotion to attract them to the station (also expensive)
  • Donors require a good, strong bond with your non-profit (expensive) to have them feel enough a part to give.
  • Business development partners require a sign that your station influences a lot of people (expensive)
  • Community leaders (including pastors) require a special kind of treatment (expensive) to get on your side

These relationships are worthwhile to fulfill the mission of our stations, but they can be pretty expensive.  That’s where staffing and outsource relationship management help you keep these important relationships aligned while keeping costs under control.

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Four Steps to Growth With Limited Relationship Capacity

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As the manager detailed that his business development efforts were not meeting his expectations, I asked him how many people his reps could handle at a time. He looked puzzled—then his eyes lit up.  He got it.  It was simple math. Advocace’s research shows that a successful business development representative can have about 17 active accounts per month.  During the fourth quarter, the number might go up a bit, but it will go down about the same amount shortly thereafter as the active account count regresses to the mean. Growing 17 Active Accounts So, how do you make the most of those 17 accounts? Have a deep relationship with prospects and clients.  Find out the real issues they face and provide a solution with your products and services. Grow your average customer spend.  Ask prospects to participate in new promotions and increased service levels.  Offer something new to each account each month—even those who make an annual commitment with yo ...

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Raising Big Donations for the Super Bowl

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When the Super Bowl XLV Host Committee wanted to win the biggest game of 2011, the committee knew it also had to win about $25 million in donations to land the game for Dallas-Ft. Worth and get the area ready as a successful host.  Legendary football quarterback Roger Staubach, President of the host committee, turned to Bill Lively—the man who raised $338 million dollars for the new Dallas performing arts center. Bill Lively is a hero in Dallas.  Not just for funding the Super Bowl host committee needs, but also because he is a master of the ask.  He isn’t afraid to ask for big sums to propel his vision. The Dallas Morning News profiled the master fundraiser in an astonishingly candid article about fundraising. Take a few moments to enjoy the article (link below) and you’ll see that, even when you’re asking for $42 million dollars in a single gift, there can be tense and funny moments. Super Bowl dynamo Bill Lively has gone from humble beginnings to master of &lsquo ...

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“I really don’t think my reps are working Friday afternoons.”

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That’s what a manager recently told me.  He mentioned that the office was like a ghost town after lunch on Fridays.  He didn’t think his reps (both major donor and business development reps) were accomplishing things on Friday afternoon. He probably was right. Three issues seemed to be in play: The reps were beat up—mostly from self-inflicted wounds.  The reps amplified the “No” they heard from a few clients to discourage them. The reps didn’t feel like they had an advantage—the station had decent ratings, but the format was controversial in their area. The reps weren’t totally clear on what they should do to make management happy. Let’s talk about number three first.  We’ll get to the others in coming posts. The manager emphasized to the rep team his expectations—in both work-hours and dollars.  But there was probably one more area to consider: specific activity.  Most reps we see know th ...

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