5 Lessons
from
TV News
with these lessons from
IMPROVE SALES
PERFORMANCE
Want to improve your sales performance?
And open more doors to
senior level executives?
The following 5 Lessons
from TV news pros can
help you get more client
meetings and help you
shine once you’re there.
#1 The Roseanne Rule
#1
In the early 90’s, when the hit
TV-show Roseanne was the
hottest thing on television,
TV news professionals were told:
“Re...
That meant:
1.Cover stories the
“Roseanne” viewer
would care about.
2.Be conversational.
(Don’t talk like an
uppity journa...
That same hyper-focused approach can
be applied to the sales world and will help
you cut through the other sales pitches.
The average IT Buyer
receives 6 calls a day
from vendors.
- IDC 2012 Buyer Experience Study
“I’m busy. I don’t have time for your
call, and if you leave me a message,
there’s a 90% chance I’ll delete it.”
~ The Bus...
The typical buyer receives more than
14 to 20 email marketing messages a week.
“I’m not like the other 10 people you’ve called this
morning. Know something specific and relevant
about my business and h...
#2 Don’t Bury the Lead
#2
Burying the lead is one of the most
common mistakes sales people make.
It can cost you a client.
Hit them with your most compelling or
important information
within the first 15 seconds.
To put things in perspective,
you have about the same
amount of time as:
2½ Vine
videos
1 Instagram
video
OR
Seconds count!
This is what you’re
competing with.
(many, many distractions and
lots of competition)
Give them a reason not to change the channel.
A person decides in 30 seconds if they like you.
Within 5 minutes, they’ve given you a label.
So, choose your first
10 to 15 words
carefully.
#3 The “Exclusive” or Compelling Angle
#3
70% of Marketing and Sales execs ranked
the ‘inability to differentiate” as their
number one inhibitor to growth.
- Sales ...
Today’s buyers are consumerized.
They have more sources of information than
ever before. They want fresh material.
Give them something different to think about.
(Something they haven’t heard from the other guys.)
Hint: They love
3rd part...
#4 Think “Headline News”
#4
Simplify.
Be Prepared. Be Concise.
What do you want them to walk away with?
#5 Use Great Storytelling
#5
Time-stressed clients have no patience for
Stories break through
information overload.
a data dump…
if told as a story.
People retain information better
So, share insight.
Use storytelling.
And, finally,…
Create an unexpected moment
and make an
impression.
5 Lessons
from
TV News
Let’s Wrap Things Up.
What to Remember:
#1 The Roseanne Rule
#2 Don’t Bury the Lead
#3 The Exclusiv...
5 Lessons
from
TV News
Mary Nelson is a successful
Communications and
Marketing Leader who spent
15 years in broadcast med...
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Improve Sales Performance with These Lessons from TV News

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I delivered this presentation to Xerox’s Business Development Executives about a year ago. This group of elite Xerox business development specialists receives an enormous amount of advanced training. I was thrilled with their response. Many said the fresh angle (5 lessons from TV reporters for sales reps) really resonated. One executive said she specifically liked the tip: "Don't give them a reason to change the channel." These 5 lessons from TV News cover the following: focusing on your audience (your prospective clients), catching a busy c-level executive's attention and making a great impression once you get in the door. These are easy tips that can make an immediate difference in your sales pursuits. This presentation provides best practices and insight from respected sources, such as IDC and Sales and Marketing Magazine. Enjoy and please share your feedback and your own best practices!

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Improve Sales Performance with These Lessons from TV News

  1. 1. 5 Lessons from TV News with these lessons from IMPROVE SALES PERFORMANCE
  2. 2. Want to improve your sales performance?
  3. 3. And open more doors to senior level executives?
  4. 4. The following 5 Lessons from TV news pros can help you get more client meetings and help you shine once you’re there.
  5. 5. #1 The Roseanne Rule #1
  6. 6. In the early 90’s, when the hit TV-show Roseanne was the hottest thing on television, TV news professionals were told: “Remember, you’re talking to Roseanne and her family.”
  7. 7. That meant: 1.Cover stories the “Roseanne” viewer would care about. 2.Be conversational. (Don’t talk like an uppity journalist.) 3.Keep it simple: Write to a viewer with a high school education.
  8. 8. That same hyper-focused approach can be applied to the sales world and will help you cut through the other sales pitches.
  9. 9. The average IT Buyer receives 6 calls a day from vendors. - IDC 2012 Buyer Experience Study
  10. 10. “I’m busy. I don’t have time for your call, and if you leave me a message, there’s a 90% chance I’ll delete it.” ~ The Busy Executive (your target)
  11. 11. The typical buyer receives more than 14 to 20 email marketing messages a week.
  12. 12. “I’m not like the other 10 people you’ve called this morning. Know something specific and relevant about my business and how you’ve solved problems for similar customers.” ~ The Busy Executive (your target)
  13. 13. #2 Don’t Bury the Lead #2
  14. 14. Burying the lead is one of the most common mistakes sales people make. It can cost you a client.
  15. 15. Hit them with your most compelling or important information within the first 15 seconds.
  16. 16. To put things in perspective, you have about the same amount of time as: 2½ Vine videos 1 Instagram video OR Seconds count!
  17. 17. This is what you’re competing with. (many, many distractions and lots of competition)
  18. 18. Give them a reason not to change the channel.
  19. 19. A person decides in 30 seconds if they like you.
  20. 20. Within 5 minutes, they’ve given you a label.
  21. 21. So, choose your first 10 to 15 words carefully.
  22. 22. #3 The “Exclusive” or Compelling Angle #3
  23. 23. 70% of Marketing and Sales execs ranked the ‘inability to differentiate” as their number one inhibitor to growth. - Sales and Marketing Management Magazine
  24. 24. Today’s buyers are consumerized. They have more sources of information than ever before. They want fresh material.
  25. 25. Give them something different to think about. (Something they haven’t heard from the other guys.) Hint: They love 3rd party Insight.
  26. 26. #4 Think “Headline News” #4
  27. 27. Simplify.
  28. 28. Be Prepared. Be Concise. What do you want them to walk away with?
  29. 29. #5 Use Great Storytelling #5
  30. 30. Time-stressed clients have no patience for Stories break through information overload. a data dump…
  31. 31. if told as a story. People retain information better
  32. 32. So, share insight. Use storytelling. And, finally,…
  33. 33. Create an unexpected moment and make an impression.
  34. 34. 5 Lessons from TV News Let’s Wrap Things Up. What to Remember: #1 The Roseanne Rule #2 Don’t Bury the Lead #3 The Exclusive or Compelling Angle #4 Think “Headline News” #5 Use Great Storytelling
  35. 35. 5 Lessons from TV News Mary Nelson is a successful Communications and Marketing Leader who spent 15 years in broadcast media (as a reporter and anchor) and then transferred those About the Presenter: You can find Mary on LinkedIn at: http://www.linkedin.com/in/marybornhofennelson/ skills to a powerful business career. Her real-world TV news experience and Fortune 500 best practices give her a fresh voice in today’s communications and marketing industry.

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