The Axioms of Selling Blog

Suzanne Franks

Suzanne Franks
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20 Apr by Suzanne Franks

I am a "professional of the eighties."

That's when I entered the sales force and began my long and rewarding career in local media sales.

I attended six weeks of sales training before being released to the field. While we learned the features and benefits of our product, and how to submit an order accurately, the majority of the time was spent learning and practicing needs-based selling in context to the product we were selling: yellow pages.

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13 Apr by Suzanne Franks

Why is it that so many sales and marketing organizations focus so much energy on:

  • Re-working product bundles, updating sales pitches, and collateral
  • Distributing the information via the latest POS technology like laptops and iPads

...and think that this approach is going to lead to dramatically better sales results?

I am not saying that these tools don't add value to a sales call. But, let's keep them in their proper role. If you view each sales opportunity as a movie, these tools are merely bit players. They support the plot line of the sales process, but they don't move the plot forward.

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16 Mar by Suzanne Franks

In order to change your sales results, you need to change your sales behavior.

I bet you've heard that before, and I bet you agree. However, changing behavior is hard, really hard, unless you've set the foundation to make it easy.

To help you out, here are five things you'll need that will absolutely, positively, make changing sales behavior easy.

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02 Feb by Suzanne Franks

The Paradox of Choice.

With so many media choices available, how do local businesses' choose what's best?

I recently attended a BIA/Kesley webinar entitled Local Media Sales Performance. The webinar reviewed the findings from a survey they conducted with local media sales reps across a wide array of media.

While there was a considerable amount of interesting information regarding the increasingly complex life of local media sales consultants, I kept coming back to one thought—"The Paradox of Choice"—and not only its' effects on the local media consultant, but more importantly, the effect on the local businesses they serve.

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13 Dec by Suzanne Franks

Haven't we all wished for just a little pixie dust we could sprinkle over our sales force so that quotas are consistently met and exceeded by the majority of our sales professionals?

Well there is pixie dust, and it's called practice.

Think about it. What successful sports team, from sandlots to the majors, do you know that doesn't hold practice for their players? What musician plays a concert without practicing? What great chef serves a meal without hours in the kitchen practicing and perfecting the recipe?

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