Will Knowing The News Help You Make More Sales ?
I have a friend who’s a sales manager. At one time, he was a newspaper reporter. He believes that the best salespeople are those who used to be reporters.
I think, or used to anyway, that he’s wrong. But the more I think about his reasoning, the more I come to feel like he might be right. At least, partially.
He says that most sales talks, and salespeople for that matter, are dry, uninteresting and dull.
Almost every human being out there wants to know the latest gossip, news, happenings and highlights.
He says that early in his sales career, he started to pepper his presentations with the news of the day and began to look at everything from the newsman’s angle. In other words, he made his presentations newsworthy.
He says he began to have success at just this point in his career.
Later in his sales life, when he had to hire a salesman, he looked for people with a nose for news. People who could carry the conversation, make it interesting and work the angles news-wise and sales-wise.
He even went so far as to say the old-time travelling medicine shows were the precursor of this type of selling.
They started their presentations with some headlines, then a little song and dance to appeal to the eye, they touted all the virtues of the product, told stories about how the product had worked for other people just like you and then they asked for the money.
Can adding the news of the day into your presentations really add up to more sales ?
I believe so.
What about you ? Could you work industry news or the recent headlines into your daily presentations ?
{ 10 comments… read them below or add one }
Mike,
Sellers who strategically “use the news” can slash their sales cycles, avoid competitive battles and increase profitability. I advise salespeople to identify the triggering events that create opportunities for their products/services, then to track the local business media to identify companies who are ripe for their offering.
To learn more, check out this article on my blog called “How to Shorten Your Sales Cycle.” http://tinyurl.com/dbbwr
Jill Konrath, author of “Selling to Big Companies”
http://www.SellingtoBigCompanies.com
Hi Jill,
It’s an honor to have you drop by and comment, as I’ve read a LOT of your articles and subscribed to your RSS feed previously.
I had previously read your article, I think it was last year, and can highly recommend it to my readers.
Thanks for adding to the conversation and for giving us all an actionable strategy to follow and use.
Hey Mike;
I used the latest statistics in my papers. These are virtual sales people.
I do believe the news and trends of the time can have a great influence.
Good post.
Mike
Interesting concept, Joe! I do believe you are on to something. Hiring reporters is one way to address the need for relevant, actionable, sales stories. The assumption that one needs to have “reporter” on a resume is misguided, as what you are seeking is not a reporter turned salesman, but a salesman equipped with the abilitiy to tell compelling stories that sell.
People relate to stories, and savvy salespeople use their stories to hook people on products with a simple format:
(1) Get them hooked (start with a specific incident — a moment in time with real people facing real challenges)
(2) Explain the solution, and how it worked
(3) Show how your product (the solution) is better than any comparable offerings
(4) End with the benefit your prospect will achieve by using your solution
(5) Invite a trial…
Astute reporters know that it’s all about the “hook,” and if your salespeople are up to date on current events, they’ll have many more hooks and examples than the next guy.
Again, it’s a great skill, but having “reporter” on a resume isn’t the only way you achieve credibility in telling stories that sell.
Thanks for keeping us thinking!
I agree with Mary. You also need to be careful with certain news categories such as medicine. When the media reports certain research or treatment advances, they’re sometimes “off” by a few degrees. This is usually the result of assigning general reporters to a beat where advanced knowledge or specialization is needed.
But, overall, Mike you make a very good point.
Regards,
Glenn
Michael - Thanks for the backup. I like that “virtual salespeople” line. I’ll use that !
Mary - That’s an outstanding comment … but who’s Joe ?
Glenn - Thanks for helping us see where to be the most careful.
You guys have taken my post and improved it 150% … that’s why I do this, to leave a little of me out there and get you to leave a little of yourselves.
Even Joe would like this … whoever he is
My apologies, Mike! I was in a holiday haze, and will pay more attention to names, as a person’s name is probably the most important thing a salesperson should get right.
Again, my apologies, and thanks for the humor and appropriate razzing.
Happy and prosperous New Year to all!
I don’t really mind what you call me … as long as you don’t call me late for dinner !
Like my really good, close friend Paris says, ” … it doesn’t matter what they’re saying, as long as it’s about you ! ”
Thanks for your time and the comments Mary. Stick around and help us all learn.
I wrote my earlier comment “on the fly” and could have supplied more clarity had I given an example. Here’s what I was thinking. A copier salesman calls on an oncologist’s office and tries to talk about the latest news about cancer research. But the MSM has (very) slightly missinterpreted the article published in the medical journal putting a slightly different spin on it. There’s the danger.
Regards,
Glenn
Thanks for that addition, Glenn.
Gathering facts and info from several sources is always the best way.
It takes about 1000 hours of research to become an ‘expert’ on a subject.
Obviously, that doesn’t happen overnite.
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