While consumers ignore exaggerations and unsupported claims, they respond to relevant promises and offers that are backed up by evidence.
Does the customer need a full load or a half load? John Foust uses a firewood analogy to demonstrate why it’s important to ask questions before selling.
When someone tries to multi-task and concentrate on two important things at the same time, it creates a risk that is not worth taking.
We’re all familiar with win-win, but in advertising, we’re dealing with four wins, not two. Here’s a look at those four wins.
It’s important to respect your time and that of others. Start on time, stay on track, end on time. Do that and things will run a lot smoother.
In any sales presentation, it’s not about the salesperson or the product they’re selling. It’s about the advertiser and what they want to buy.
When it comes to persuasive communication, think of ways to show what you’re saying because “showing” beats “telling” every time.
When salespeople review their notes later, they need to be able to move as quickly as possible to the next step in the process, whether that’s a proposal or the first ad in a new campaign.
It’s not a good idea to do things a certain way just because they’ve always been done that way. Here’s how to convince your clients.
Why it’s important to tighten your focus and remember the importance of the day-to-day details of your work and relationships with others.