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BUZZ
What we're talking about is generating what the marketing people call buzz- about what you can deliver. If you happen to read anything in this chapter (or anywhere else in this book) that causes you to say or think: "Hey, I tried something like that before, and it didn't work." Do me a favor, bite your tongue, push that negative thought away, and do what I am suggesting anyway-as it's described here, not as you remember doing it before.
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Chapter 6 - BUZZ
Over the years I've tried a good many ways to get my own distinctive "message" out to
everyone in my territory that fit my TIP (Template of ideal prospect).
The message I am speaking of is one that promotes in a positive way what you can (and
can't) do for the companies and individuals in your sales territory. Please understand, this
is much, much different than focusing on what your organization is (or perhaps isn't)
doing at this very moment. What we're talking about is generating what the marketing
people call "buzz" - about what you can deliver.
If you happen to read anything in this chapter (or anywhere else in this book) that causes
you to say or think, "Hey, I tried something like that once before and it didn't work," do
me a favor. Bite your tongue, push that negative thought away, and do what I am
suggesting anyway, as it's described here, not as you remember doing it before. If you
read an idea in the pages that follow, you may rest assured it will work over the long haul
if you give it an honest try and follow the directions you read here. The bottom line is:
This stuff is bullet proof.
Seven Ways to Build a Buzz in Your Territory
Here are seven buzz-building ideas that won't cost you a penny, and that will, without a
doubt, help you generate positive word of mouth in your territory Your aim here is to
determine the best untapped avenues of opportunity for you to get your word out within
your territory.
Idea 1: Get Free Media Coverage
Don't limit your thinking! You can and should exploit the following avenues.
· College campus radio stations
· College campus newspapers
· Local business and financial talk radio
· Internet business talk shows
· Local newspapers (business section)
· Local business journals
· Industry specific newsletters and e-zines
· Association specific newsletters and e-zines
Copyright 2004, Anthony Parinello
1-858-278-8284I strongly invite you to develop a punchy, straight-to-the point press release that
highlights some genuinely newsworthy aspect of your product, service, or solution. Mail
out ten of these a week, and follow up by phone as your schedule permits. The closer our
release matches up with the actual "house style" of the journal or broadcast outlet you end
it to, the more likely it is to appear verbatim.
FIGURE 6.1: Sample Press Release
FOR IMMEDIATE RELEASE For further information, media@sellingacrossamerica.info
SECRETS OF SELLING ACROSS AMERICA REVEALED
(San Diego, CA) Figures show that 75% of salespeople do not meet their sales quota because
they are getting appointments with the wrong people, according to noted Wall Street
Journal best selling author and the nation's leading sales expert, Anthony Parinello. What
makes matters worse is that when salespeople finally get the appointment, they use the
wrong language!
"Organizations have all but stopped training their salespeople because of budget cut-backs,
but salespeople can take action quickly and turn things around." Parinello suggests that
salespeople focus on making each sale larger; cutting the time it takes to sell; and ensuring
that each existing customer buys the add-ons that provide higher-margin sales.
Salespeople must become more of a business person. They have to start speaking their
client's language, which, as Parinello points out, is tailored to four individuals; the language
of functions with the Recommender features for the Influencer, advantages to engage the
Decision Maker, and benefits to break the pre-occupation of the Approver.
"Stop closing the sales," Parinello suggests. "Opening a business relationship is much more
meaningful and powerful than any closing techniques of yesteryear. Let's face it, you don't
shake someone's hand with a closed fist and you don't hug someone with crossed arms."
Anthony Parinello is the author of five books on this subject, the Wall Street Journal best
seller Think and Sell like a CEO, and the renowned Selling to VITO The Very Important Top
Officer, and, Getting the Second Appointment Parinello has 28 years of sales and marketing
experience. His tactics are used by 65 of the Fortune 100 companies, and he has personally
trained over one million people.
Anthony's words of sales wisdom can be heard every Friday on his newly launched internet
talk radio show 'Selling Across America'. Guests are luminaries in the sales training
industry, including; Tom Hopkins, David McNally, Warren Greshes, Dr. Tony Alessandra,
Glenna Salisbury and Nance Rosen.
Listen to Anthony's show on www.sellingacrossamerica.info
Copyright 2004, Anthony Parinello
1-858-278-8284Idea 2: Take Advantage of Your Company's Personalities
If you sell for a company that has a board of directors, get the list of names of the people
who are currently on the board of your own company. If any of your executives serve on
some other company's board of directors, get the names of those companies. Add them to
your list of potential contacts.
Speaking of your company's top executives, find out if they know other individuals in
your territory of similar titles. Ask what colleges they graduated from, what clubs and
associations they belong to, and what charitable events they donate to.
Idea 3: Take Advantage of Your Company's Community Relations Activities
If your company is sponsoring any community event--charitable or commercial–you
should get involved!
Whether it's a fund-raiser, a food drive, a golf tournament, or a 10K run, you owe it to
yourself to participate ...and meet and greet, get eyeball-to-eyeball, press the flesh, and
get face-to-face.
Idea 4: Take Advantage of Suppliers and Business Partners
What companies in your territory supply goods and services to your own organization or
to any of your customers? Understand -- when I say your customers that includes any
customers that your organization has.
Identify at least five such companies you can reach out to.
Idea 5: Take Advantage of Related, Non-competitive Organizations
Who are the non-competitive organizations that can lead you to opportunities in your
territory? You can generate "buzz" by reaching out to them.
For example: if you sell commercial carpeting and provide interior design services a non-
competitive organization would be global moving and storage companies that relocate
companies into your territory. In this case the non-competitive organization does not fit
your TIP -- however, the companies that they can introduce you to … and talk you up to -
- will fit your TIP!
Idea 6: Take Advantage of Your Advocacy Lists
These are scrupulously maintained contact lists that, by definition, are constantly in a
state of flux. They contain the names, telephone numbers, physical addresses, and e-mail
addresses of each and every person in your territory that wants to see you get to the next
highest level in your profession and is a great supporter of you and your products,
services and solutions. In other words these are the people who will coach and mentor
you to greater success. What's in it for them? Simple: the law of reciprocity (they help
you, you help them, they help you, you help them, etc.). Typically, these are "upwardly
mobile" individuals.
Copyright 2004, Anthony Parinello
1-858-278-8284Advocacy lists work best if you divide your list into four parts:
· The "A" list. These are individuals you know in high places. They can be family
members; friends, clergy, customers and/or individuals that run the company you
work for. My "A" list currently has twenty-two names. These are the names of my
biggest supporters. Some are my friends, others are CEOs, still others are
salespeople and alumni of my seminars. Don't ever forget or underestimate the
power of the individuals who run the organization you work for! When is the last
time you talked to your CEO or President? Do they know anyone in one or more
of the organizations in your territory?
· The "B" list. These are individuals and/or organizations that have given you a
referral during the current sales year. They're people you've followed up with.
They can be Suspects that have never bought from you -- or prospects or more
likely, longstanding customers. Do any of these folks know of someone (who
knows someone who knows someone…) who can quickly be recruited to be a
coach and/or mentor of your efforts at any one of the organizations in your
territory?
· The "C" List. These are all the board members (or equivalents) of your current
customers. The most powerful name-drop you can use when looking for a coach
and/or mentor in a target organization in your territory is the name of a current or
past board member or other high-level player. Identify, and be ready to connect
with the people on this list - they have extraordinary networking skills and
resources!
· The "D" list. These are individuals in associations and groups that you belong to
and are currently active in.
These four lists can help you in quickly identifying someone (or a bunch of someones) as
coaches and mentors in any suspect or prospect organization in your territory. But you
save to set up the lists if you want to generate "buzz" with them!
Idea 7: Take Advantage of Everybody Else!
No joke. Be ready to generate "buzz" by connecting with …
· Your Alumni Association.
· Your favorite teachers, professors and clergy:
· Your own family's inner circle. (I recently found out that one of my relatives
knows a very senior executive at the largest computer company in the world!)
· People you happen to be sitting next to at the ballgame. (it's totally possible and
probable that the people who happened to be sitting next to you need your
products, services and solutions!)
OK, you get the point. Nothing, no place, and no one is sacred when it comes to making
connections and generating buzz!
Copyright 2004, Anthony Parinello
1-858-278-8284Seven Big Ideas
1. Get Free Media Coverage
2. Take Advantage of Your Company's Personalities
3. Take Advantage of Your Company's Community Relations Activities
4. Take Advantage of Suppliers and Business Partners
5. Take Advantage of Related, Non-competitive Organizations
6. Take Advantage of Your Advocacy Lists
7. Take Advantage of Everybody Else!
NO COLD - CALLING PRINCIPLE
6
PR stands for:
"Promote Regularly."
Copyright 2004, Anthony Parinello
1-858-278-8284
Over the years I've tried a good many ways to get my own distinctive "message" out to
everyone in my territory that fit my TIP (Template of ideal prospect).
The message I am speaking of is one that promotes in a positive way what you can (and
can't) do for the companies and individuals in your sales territory. Please understand, this
is much, much different than focusing on what your organization is (or perhaps isn't)
doing at this very moment. What we're talking about is generating what the marketing
people call "buzz" - about what you can deliver.
If you happen to read anything in this chapter (or anywhere else in this book) that causes
you to say or think, "Hey, I tried something like that once before and it didn't work," do
me a favor. Bite your tongue, push that negative thought away, and do what I am
suggesting anyway, as it's described here, not as you remember doing it before. If you
read an idea in the pages that follow, you may rest assured it will work over the long haul
if you give it an honest try and follow the directions you read here. The bottom line is:
This stuff is bullet proof.
Seven Ways to Build a Buzz in Your Territory
Here are seven buzz-building ideas that won't cost you a penny, and that will, without a
doubt, help you generate positive word of mouth in your territory Your aim here is to
determine the best untapped avenues of opportunity for you to get your word out within
your territory.
Idea 1: Get Free Media Coverage
Don't limit your thinking! You can and should exploit the following avenues.
· College campus radio stations
· College campus newspapers
· Local business and financial talk radio
· Internet business talk shows
· Local newspapers (business section)
· Local business journals
· Industry specific newsletters and e-zines
· Association specific newsletters and e-zines
Copyright 2004, Anthony Parinello
1-858-278-8284I strongly invite you to develop a punchy, straight-to-the point press release that
highlights some genuinely newsworthy aspect of your product, service, or solution. Mail
out ten of these a week, and follow up by phone as your schedule permits. The closer our
release matches up with the actual "house style" of the journal or broadcast outlet you end
it to, the more likely it is to appear verbatim.
FIGURE 6.1: Sample Press Release
FOR IMMEDIATE RELEASE For further information, media@sellingacrossamerica.info
SECRETS OF SELLING ACROSS AMERICA REVEALED
(San Diego, CA) Figures show that 75% of salespeople do not meet their sales quota because
they are getting appointments with the wrong people, according to noted Wall Street
Journal best selling author and the nation's leading sales expert, Anthony Parinello. What
makes matters worse is that when salespeople finally get the appointment, they use the
wrong language!
"Organizations have all but stopped training their salespeople because of budget cut-backs,
but salespeople can take action quickly and turn things around." Parinello suggests that
salespeople focus on making each sale larger; cutting the time it takes to sell; and ensuring
that each existing customer buys the add-ons that provide higher-margin sales.
Salespeople must become more of a business person. They have to start speaking their
client's language, which, as Parinello points out, is tailored to four individuals; the language
of functions with the Recommender features for the Influencer, advantages to engage the
Decision Maker, and benefits to break the pre-occupation of the Approver.
"Stop closing the sales," Parinello suggests. "Opening a business relationship is much more
meaningful and powerful than any closing techniques of yesteryear. Let's face it, you don't
shake someone's hand with a closed fist and you don't hug someone with crossed arms."
Anthony Parinello is the author of five books on this subject, the Wall Street Journal best
seller Think and Sell like a CEO, and the renowned Selling to VITO The Very Important Top
Officer, and, Getting the Second Appointment Parinello has 28 years of sales and marketing
experience. His tactics are used by 65 of the Fortune 100 companies, and he has personally
trained over one million people.
Anthony's words of sales wisdom can be heard every Friday on his newly launched internet
talk radio show 'Selling Across America'. Guests are luminaries in the sales training
industry, including; Tom Hopkins, David McNally, Warren Greshes, Dr. Tony Alessandra,
Glenna Salisbury and Nance Rosen.
Listen to Anthony's show on www.sellingacrossamerica.info
Copyright 2004, Anthony Parinello
1-858-278-8284Idea 2: Take Advantage of Your Company's Personalities
If you sell for a company that has a board of directors, get the list of names of the people
who are currently on the board of your own company. If any of your executives serve on
some other company's board of directors, get the names of those companies. Add them to
your list of potential contacts.
Speaking of your company's top executives, find out if they know other individuals in
your territory of similar titles. Ask what colleges they graduated from, what clubs and
associations they belong to, and what charitable events they donate to.
Idea 3: Take Advantage of Your Company's Community Relations Activities
If your company is sponsoring any community event--charitable or commercial–you
should get involved!
Whether it's a fund-raiser, a food drive, a golf tournament, or a 10K run, you owe it to
yourself to participate ...and meet and greet, get eyeball-to-eyeball, press the flesh, and
get face-to-face.
Idea 4: Take Advantage of Suppliers and Business Partners
What companies in your territory supply goods and services to your own organization or
to any of your customers? Understand -- when I say your customers that includes any
customers that your organization has.
Identify at least five such companies you can reach out to.
Idea 5: Take Advantage of Related, Non-competitive Organizations
Who are the non-competitive organizations that can lead you to opportunities in your
territory? You can generate "buzz" by reaching out to them.
For example: if you sell commercial carpeting and provide interior design services a non-
competitive organization would be global moving and storage companies that relocate
companies into your territory. In this case the non-competitive organization does not fit
your TIP -- however, the companies that they can introduce you to … and talk you up to -
- will fit your TIP!
Idea 6: Take Advantage of Your Advocacy Lists
These are scrupulously maintained contact lists that, by definition, are constantly in a
state of flux. They contain the names, telephone numbers, physical addresses, and e-mail
addresses of each and every person in your territory that wants to see you get to the next
highest level in your profession and is a great supporter of you and your products,
services and solutions. In other words these are the people who will coach and mentor
you to greater success. What's in it for them? Simple: the law of reciprocity (they help
you, you help them, they help you, you help them, etc.). Typically, these are "upwardly
mobile" individuals.
Copyright 2004, Anthony Parinello
1-858-278-8284Advocacy lists work best if you divide your list into four parts:
· The "A" list. These are individuals you know in high places. They can be family
members; friends, clergy, customers and/or individuals that run the company you
work for. My "A" list currently has twenty-two names. These are the names of my
biggest supporters. Some are my friends, others are CEOs, still others are
salespeople and alumni of my seminars. Don't ever forget or underestimate the
power of the individuals who run the organization you work for! When is the last
time you talked to your CEO or President? Do they know anyone in one or more
of the organizations in your territory?
· The "B" list. These are individuals and/or organizations that have given you a
referral during the current sales year. They're people you've followed up with.
They can be Suspects that have never bought from you -- or prospects or more
likely, longstanding customers. Do any of these folks know of someone (who
knows someone who knows someone…) who can quickly be recruited to be a
coach and/or mentor of your efforts at any one of the organizations in your
territory?
· The "C" List. These are all the board members (or equivalents) of your current
customers. The most powerful name-drop you can use when looking for a coach
and/or mentor in a target organization in your territory is the name of a current or
past board member or other high-level player. Identify, and be ready to connect
with the people on this list - they have extraordinary networking skills and
resources!
· The "D" list. These are individuals in associations and groups that you belong to
and are currently active in.
These four lists can help you in quickly identifying someone (or a bunch of someones) as
coaches and mentors in any suspect or prospect organization in your territory. But you
save to set up the lists if you want to generate "buzz" with them!
Idea 7: Take Advantage of Everybody Else!
No joke. Be ready to generate "buzz" by connecting with …
· Your Alumni Association.
· Your favorite teachers, professors and clergy:
· Your own family's inner circle. (I recently found out that one of my relatives
knows a very senior executive at the largest computer company in the world!)
· People you happen to be sitting next to at the ballgame. (it's totally possible and
probable that the people who happened to be sitting next to you need your
products, services and solutions!)
OK, you get the point. Nothing, no place, and no one is sacred when it comes to making
connections and generating buzz!
Copyright 2004, Anthony Parinello
1-858-278-8284Seven Big Ideas
1. Get Free Media Coverage
2. Take Advantage of Your Company's Personalities
3. Take Advantage of Your Company's Community Relations Activities
4. Take Advantage of Suppliers and Business Partners
5. Take Advantage of Related, Non-competitive Organizations
6. Take Advantage of Your Advocacy Lists
7. Take Advantage of Everybody Else!
NO COLD - CALLING PRINCIPLE
6
PR stands for:
"Promote Regularly."
Copyright 2004, Anthony Parinello
1-858-278-8284
