Working Fast

Quick story. I’m having the exterior of my house painted. They’re on Day 2. And they should finish up today. BUT… it’s gonna be HOT. Hot hot. So, when they got here this morning, I opened up the window of my office and said, “I bet you’re gonna work fast so you can be done before it gets too hot.”

And I wasn’t trying to imply to them that they should bust their ass, so my house could be finished. I was just kind of feeling bad that they were going to be stuck outside on such a wicked hot day.

But the owner, Dana, said to me…

“I hear ya, but it’s hard to work fast.”

I stopped and thought about that.

He’s a painter. He’s working on the trim today. There’s some delicate work. If he rushes… then the quality suffers.

There’s “hustle” and then there’s “rushing”. There’s a difference. If I rush through any process of creating great ads for my clients… or skip parts of the sales process… then, the end result suffers. So, yes, sometimes it’s hard to work fast… especially when you’re in the good habit of doing the best work for your customers that you can. Which ensures that some day you’ll get a referral from that happy customer.

Here’s another quote – I think I heard it in the movie “Shooter”…

“Slow is smooth and smooth is fast.”

Slow doesn’t have to mean turtle-slow or sloth-slow. It can also mean “smooth-slow”. And isn’t “Smooth” something you’d like to be?

There are many times that I need to hustle. And that just means putting a little extra giddyup in my step and staying focused on my task at hand… and when that’s done, starting my next task. And the next. But I don’t rush something that shouldn’t be rushed. Because then the work suffers. When you can see the bigger picture, “smooth” and “hustle” will always bring you greater success in the long run versus just working fast just to get something off your plate.

Maybe you have employees and you wish them to work a little faster. It might not be “fast” that you want out of them. They might just need to quit with excessive “Lolly-gagging”. Or maybe they need more focus and direction. Don’t assume that faster work means more money for the company. Because if work suffers from too much “fast”… then, your customers will “smoothly” never be repeat customers.

We’ve hired our painter multiple times and referred him to others. And we’ll keep hiring him when we need his unique kind of “smoothness”.

Have a groovy day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

SiouxFallsRadioAdvertising.com

Image by Robert Balog from Pixabay

Learning the Hard Way

We’ve all learned lessons the hard way, right?  But we’re better people for it.  It makes that lesson sink in just a little bit farther.  Let me share a quick story about how it seemed like “back to school” for me recently.

radio advertising sioux falls

It was “back to school” for me recently. Image by “digitalart” / freedigitalphotos.net

I had a client who I began a “radio relationship” with late last year.  Everything seemed to be going fine… and out of left field I get a call from them saying that they are canceling their radio advertising… and going with some “other” radio people just to try it out.

They weren’t firing me… it was just a temporary thing they said.  They were curious.  They also had multiple people trying to make marketing decisions, which didn’t help.  But that’s not my point here.

My point is that I screwed up somewhere.  Me.  I didn’t blame anyone.  I didn’t get upset.  (please don’t get all mad and whiny if someone decides to not do business with you – if you do, you just guarantee that they’ll never ever come back to you – be the bigger person)

It had to be something that I could have avoided, right?

I dug a bit deeper.  I waited a couple days and then called and asked, “So, what really was the reason you’re taking a detour from what you were doing?”

They told me that the “other radio people” presented them with a really creative and funny ad that they couldn’t pass up.

Oh, shit.  The other guys.  Crap, crap, crap, crap, crap.

How did this happen?!

My lesson here is that I forgot to tell them that they were going to be called on by every advertising platform in town when they started advertising aggressively on the radio with me.

I forgot to tell them that they’re going to be swooned over and given the world because people will heavily desire their business.

No, let me re-phrase that, I should have told them that their phones would ring off the hook with desperate advertising people begging for their business, showering them with empty promises.

My lesson is that I didn’t get face-to-face with them enough.  Why?  Because they were busy.  They are mile-a-minute type of people.  So, I didn’t want to bug them too much.  But I could have got around that.  I could have tried harder.  Heck, everyone has to eat, right?  I should have bought them a few lunches here and there.

My other lesson is that I should have continued to educate them on what a good radio ad really consists of.  I was just assuming that they loved me enough to stick with me no matter what.  I assumed.  Whoops.  Dumbass.

But these lessons help me.  They make me better all around.  Hard lessons teach everyone (sometimes painfully) how to avoid similar situations in the future.  So, don’t get down or feel beat up.  Get back on your horse and do it better.

Now, I’m working harder to get the business back.  I’m making it a challenge to get the business back.  And when I do… I’ll make sure I don’t take it for granted.

Maybe you’ve neglected your own customers here and there without realizing it.  It’s not that you want to.  Sometimes we’re just so busy.  Sometimes we have things going on in our lives in which the word “monkey wrench” isn’t even close to describing the chaos we’ve been through.  It’s ok.  Sometimes you just have to steer the ship back on course!  : )

Have a groovy day!

-Duane

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

Are Objections Getting in the Way of your Sale?

Sales Objections

Image courtesy of “phanlop88” / freedigitalphotos.net

Overcoming Objections.

Is that the goal?  Are you sure?

I’m writing about this because I’m in Sales. I’m also in Advertising and Marketing – which is more Sales.  You are in sales in some way.  Have you been “taught” things about the science of selling?  Some sales education includes the topic of Objections.  It’s about anticipating objections – and then knowing how to precisely respond to those objections.

What do YOU think about anticipating objections?

I think that kind of thinking is backwards (or sideways?).  I believe that we’re encountered by objections because we’re thinking too much about them. Or thinking about them, period.  “What if they say this…what if they say that?”  Worry, worry, worry.  Why worry about what might happen?  What will happen…will happen.  But YOU control what will happen.

Keeping on the subject of Objections…my solution to overcoming objections is to KNOW as much as you want to know about what you are offering (selling).  When an objection comes up from someone you’re selling – you can either automatically answer the question honestly because of your knowledge of the subject, or you can bumble and attempt to lie your way through an answer, or you could honestly say you don’t know but you’ll find out, or you can agree with them that maybe your solution isn’t their solution.  It is what it is.

Why force a sale?  Just be a potential solution…or don’t be.  It doesn’t matter if you’re not someone’s specific solution to their troubles.  All you do then is find someone else who might be.  And then, maybe their objections are answered easily and clearly, and you’ve just become someone’s solution to their problem, and all is well, and you’ve made a sale.  You’ll make more harmonious sales when you just be what you are.  And if you’re honestly NOT a very good solution to your prospects’ problems…then there’s a “cross in the wires” and you’ll never have a fulfilling or successful career in what you’re doing.

I handle objections by being completely honest.  Could someone maybe “wow” a potential new customer better than me in a certain situation?  You bet.  But I’m not worried about wowing a prospect like they were hit with a beam of light from the heavens.  All I want to do is be a good person and allow them to see and feel that I have their best interests at heart.

Don’t stress about sales.  If sales will come they will come.  You just have to be set up properly to allow for it.  Are you helping people?  Are you passionate about it?  Do you want to help more people?  Then you will.  If you want something for nothing…sorry, you’re screwed.  If you want to know the precise response to every objection to your sales attempt, then all you need to do, is know as much as possible (or as much as you want) about what you sell and how it helps people create a better life for themselves.  But don’t ever want a precisely measured and memorized response to an objection.  Your response will be a little different every time.  But the meaning and the idea of your response will be the same.  The more you know, the more you won’t have to even give a second thought to objections and potential objections.

I’ve gone through massive amounts of stress due to my sales and marketing career.  I’ve been up, down, and all around.  I’ve learned that laziness will bring you exactly what you fear it will bring you.  I’ve learned that going after something in which I’m not “all in” will produce no fruit (or very little).  I’ve learned there are not cheats to getting what I ultimately want.  I’ve learned that sales does not have to be stressful.  I’ve learned that money and “things” doesn’t create a happy life.  Whoa…I may have got off track…

So, I don’t even THINK about what a potential new customer might object to.  I either know everything I need to know about what I’m offering…or I don’t.

You may say a salesperson should have a “sales bible” or scripts or a list of questions, objections, and responses.  I will always disagree with you.  And I’ll be a happier salesperson.  Neener neener neener.

But don’t sell for someone else.  Sell for YOU because it helps people live a better life or it takes away some kind of distress in their life.  If you WANT to help more people with your “solutions”…you will.

**** Know your craft.  Know what problems you solve.  And stop worrying.  Just be. ****

I have no idea why I wrote this – except for maybe I feel that one budding salesperson could read it and be inspired. Or maybe a struggling salesperson will read it and decide that Sales isn’t for him or her… and move on to a more fitting profession that will ultimately make them happier.  Isn’t that all we want?  To be happy?

Have a groovy day.  : )

Sioux Falls Radio Advertising blog

Duane Christensen

(Assistant bacon manager at Results Radio Townsquare Media)