AccountHUNTER

The Daily Journal for Ad Agency New Business Hunters

Archive for the ‘Researching’ Category

The One Piece of Advice You Can’t Sell Without

Posted by Shane Murphy on Monday, August 14, 2006

moneyroll.jpgI’ve never hidden the fact that I’m a loyal reader of RainToday.com. I subscribe to their newsletters, I visit their site several times per week, and I take a lot of their advice and put it into action.

So imagine my glee this weekend when I came across a free ebook that they’re offering up. 34 pages of quick-hit advice from some of the best in the business. This baby is an easy read, but it’s one that you’re going to want to read, read, and read again.

One of my favorite entries in this fantastic ebook comes from Alan Weiss, who wrote the book Million Dollar Consulting.

If you’re talking about price, you’ve lost control of the discussion.

As salespeople, we all know that to be true, right? When I first started my career, I would cringe every time I heard that dreaded, yet almost inevitable question, “How much is it?” I always go back to that Zig Ziglar standby nowadays — “Price is a one time thing, but cost is a lifetime investment.”

And it doesn’t matter what you’re selling, really. Once you get that mindset, I’m convinced that you could sell anything. Weiss drives that point home flawlessly, using time-shares as his vehicle to do so.

And his contribution to the ebook is but one of 11 contributors. Have you downloaded it yet?

Advertisements

Posted in Closing, Organizing, Pitching, Planning, Prospecting, Reporting, Researching, Schmoozing | Leave a Comment »

Getting Inside Their Heads

Posted by Shane Murphy on Wednesday, August 9, 2006

psychic.JPGAs far as the base concept of selling goes, I’ve always been a bit enamored by the psychologial side of things.  I’m a big believer that the psychology of selling is just as critical to understand as anything if you want to go from good to great.

A lot of it though, really, isn’t all that complicated.  It’s a matter of gaining a deep understanding of what your customer wants, then making sure that she knows that you can make it happen.  One of my early sales mentors used to pride himself on his ability to “get inside their heads and run around a little bit” to get a grasp of not only what they wanted, but also who they were.

This piece from RainToday got me to thinking about that mentor of mine, a guy who I saw do things in a sales training environment that I’ve honestly never seen since.  And to be sure, it  was because he had an ability to get inside their heads.

“The value of the information gathered in this way can be enormous. A deeper understanding of how much clients trust you in these critical areas of emotional connection can be a mirror to see yourself–if you choose to look. By knowing how well you are meeting the clients’ current needs, you can change your approach to account management, relationships, contracts, servicing, information technology, and reporting.”

Imagine what you could do with a basic understanding of how to… well… read their minds.

Posted in Researching | Leave a Comment »

Little Blue Book of Advertising

Posted by Shane Murphy on Tuesday, July 18, 2006

advertisings_blue_book_1.jpgIt’s been a few weeks since I put up a book review on AccountHUNTER, so today I was looking for new titles that may either be out or are coming out in the next few months. In my searching, I came across a title set to be released in late July / early August — “The Little Blue Book of Advertising” by Penguin Group.

Before preparing my request to Penguin for a review copy of this book, I came across a pretty detailed review of it on Brand Autopsy. After reading their impressions of the book, I still sent my request letter but also wanted to link up to it because their synopsis is quite detailed.

The premise of the book is quite simple — 52 tried and true ideas culled over the years by the authors, both of whom are advertising veterans.

The review on Brand Autopsy is impressive to me, in that they don’t just give their singular impression of the overall book, but they break down several of the tips and actually review the tips individually. A unique and time consuming effort for sure.

I’ll do my own review when my copy arrives, of course…

Posted in Planning, Researching | Leave a Comment »

Most Research Starts… on Google

Posted by Shane Murphy on Monday, July 10, 2006

target.jpgI had “researching” down as one of the topics I wanted to blog about this week, so I had to laugh when I pulled up my Google calendar tonight and started my night. First thing that I see when I start my looking is that Google is the top place for people to go to do their searching.

Hopefully, they’re not talking about you! I know that when I need to research a prospect that I’m about to pitch, Google is on my list of places to go, but I also know that there are other services out there that specialize in weeding out the noise that you inevitably encounter when doing any sort of general search on the Internet.

Of course, I’m partial to Ad-ology myself. But there are other tools out there that will cut down your research times significantly. What won’t cut it down, however, is doing what nearly 80% of Internet users do — run to Google. Google is an incredible service, but Google can’t easily help me find out the specifics that I need to really put a stand-out pitch together.

Posted in Researching | Leave a Comment »

Ads on Lottery Tickets?

Posted by Shane Murphy on Tuesday, June 20, 2006

lottery.jpgIndeed it is true… this is something that never crossed my mind, mostly because I've never played the lottery once my entire short life. But it seems that this is not uncommon. Keep it in mind as you think about your potential client.

"State lotteries are long shots indeed, but here's an inside tip: Advertise on the back of every ticket sold and every ticket could be a winner."

Oh, and if you're as repulsed by the lottery as I am, you may want to read this study from New Mexico to learn a bit more about the concept.

Posted in Researching | Leave a Comment »

Ad-ology Widget For Mac OS X

Posted by Shane Murphy on Tuesday, May 23, 2006

adology_200508311228.jpgNot sure how I missed this before, but the Ad-ology folks have a widget out for Mac OS X. According to apple.com, the widget "Allows subscribers to search the vast database of business intelligence for advertising/marcom agencies, plus displays the latest industry news and marketing research."

If you've never glanced at Ad-ology, you're missing out. This nifty little tool just integrates an already easy-to-use system directly into your Mac dashboard.

Ad-ology is designed to allow you to access the latest in agency news, research potential local and regional businesses for proposals and pitches and find co-op advertising funding opportunities, and research a wide variety of consumer demographics by market — or even zip code — and find promotional campaign tie-ins based on movie releases, seasons or charitable causes.

They offer a 21-day free trial… I'd recommend taking a look

Posted in Pitching, Planning, Prospecting, Researching | Leave a Comment »

Proper Research Will Give You A Better Chance!

Posted by Shane Murphy on Sunday, May 7, 2006

I know, you saw the title of this post and thought to yourself "Well, duh! Like I didn't already know that…"

Hey, what do I know? Maybe you don't realize the importance of due diligence before you go pitch a prospect! Actually, it's quite startling to realize just how many people don't have a great grasp on the entire concept of searching.

Take a look at this well-written piece about the importance of understanding an internet search from "Teaching Online Journalism." You may just learn something that you didn't know.

Posted in Prospecting, Researching | Leave a Comment »