Here's why good ideas are lousy ideas...

"GOOD" Salespeople can easily SELL...GOOD Ideas!

Whether an "Idea" is Good or Bad is NOT determined by WHO is trying to Sell it. The "Value" or "Worth" of an Idea is determined by how it Benefits the End-User.

Those Ideas that provide MANY Good Benefits to end-users, can be called "Good" ideas. And...if an InExperienced Sales Person has a hard time trying to Sell it...does NOT mean the Idea is "Lousy"!

I just read TW's experiences in trying to "sell" the "TV Channel Guide" program and I feel compelled to "Speak Up" for the army of "Sales" people who earn a good living, selling Good Ideas....via "Cold-Calling".

Granted...I do NOT have a clue as to what TW looks like, what his voice sounds like or what his personality is ....or....what his Sample looks like that he is showing potential advertisers....how he is Presenting the program...or, how he is Pricing...or even...how he is "trying to Close" the sale.

I can understand TW's frustration but...because of his inexperience, his "problems" do not mean others have the same results.

I've been successfully "Selling" the TV Channel Guides for some time. I made up Samples and a Presentation and a way to present the Prices...that have worked for me in HUNDREDS of Sales of these products.

This last Sunday (today is Tuesday) I saw an ad for a new Pizza Delivery biz in my town. I immediately thought it would be a good prosepct for my TV Channel Guide program.

Yesterday morning at 9am, I went over to the 80 room motel that is near the new pizza biz. I brought some of MY Samples I've used in other motels. I asked the front desk clerk what's the First Name of the GM. She told me and I asked if he was IN. She said he is in and what my business was. I told her I'd like to "Show him something" and "Ask him a question".

She disappeared and about a minute later, here comes the GM. I introduced myself, handed her a Sample and asked her, "if she would have any objection to placing them in all her rooms if they were free to her"?

Note: Take a look at the question I asked. Can you see the "psychology" involved? Can you see what "Answer" I'm looking for?

I want the GM to answer with a "No!"....which means, "YES!" to me!

She agreed.

This "little" marketing technique took me some EXPERIENCE (and a number of Cold-Calls on GMs) to discover how to easily get the GMs to agree to let me put my Guides in their rooms.

The SAME with Paying Advertisers.

I immediately went over to the new Pizza biz....went in the back door (His hours on the front door said he opens at 10am)...asked to see the owner, who was pointed out to me as the guy making round dough balls.

I walked over...introduced myself and asked if I could "Take A QUICK Minute to Show him Something". He grabbed a towel, wiped off his hands and turned to face me.

I handed him one of my samples, explained that the Pizza Bizzes on my samples were VERY HAPPY with the bizness they are getting from my Guides. Explained that I had just gotten permission from the GM at the 8o room motel down the street and that, since he was new, I'm offering him FIRST SHOT at having HIS Pizza Ad in ALL 80 of those rooms. Having HIS Pizzas being seen by 60 to 80 HUNGRY people who did NOT bring food with them.

I told him my prices...while at the same time...picking an "Ad Agreement" out of the back of my 3-ring Sales Binder...and started writing HIS Business Name at the top of my Form.

NOTE; I learned thru "Trial and Error" of MANY attempts at closing, HOW to handle the "Close". I do NOT, "Ask" if he'd like to order! I ASSUME he wants to order by starting to write up the order.

If he responds with, "Hey! I didn't say I was going ahead with this! (They usually don't) I stop writing and ask what his question is...answer his question and continue writing....hand him a copy and tell him to, "Make Your Check Payable to AdVantage Marketing".

I COLLECT CHECKS! I AM NOT THERE TO "MAKE FRIENDS"!

And...after getting his check I went next door to a Gift Shop...sold the owner on a Space on the Back. Went across the street to a real estate office, asked to speak to the "Principal Broker"...sold him.

This morning (Tues) I went to a Mexican Restaurant, asked to see the owner. I was told he's out and would be back in about an hour. I asked, "Where's he usually park and What Color is his car?"

I then went over to "Antique Mall"....found the owners (a couple)...closed them for an Ad on the Back...went back to the Mexican Rest...saw the owners Black & Silver Truck in HIS parking space...went in and sold him.

Thus...in 2 days...I made 5 "Sales Calls" (Motel GM, Gift Shop, Realtor & 2 Restauranteurs)....found them ALL in....made FIVE Sales Calls ($790 on front $1500 on Back) ....HOWEVER....I've been doing this for many years.

So....the "Idea" is STILL "GOOD"....ALL people involved will Benefit!

The Motel provides information to their guests and appears "more professional" and...prevents some calls to the front desk (where can I get a Pizza? When's Check-Out Time? When's the Pool Open? etc. All info printed ON the TV Channel Guide)

The Advertisers show their businesses to a "Captive Audience".

And "I" benefit from having CASH from more clients.

So...."Good Ideas" MUST be "Sold" by "GOOD" Salespeople.

And...understand ONE thing;

Magazines, Newspapers, Radio & TV Shows would NOT exist if it weren't for business paying for ADVERTISING....SOLD to them by "Good" Salespeople who DON'T have to contact many prospects to "sell" their quota.

Don Alm...."SALES" person