Category: Marketing


Redefining Success and Failure

JonWritten by:

In any sales position there comes a time when you come face to face with the prospect of your own failure. It’s there, every morning, staring you in the face while you go about your routine. You become so entrapped in the definitions of those words (success and failure) and in the muck of other people’s expectations that it’s hard to have real, personal, attainable goals.

For instance:

A new agent had just joined our office. I believe he was in his third month when he came to me, frantic. He wanted some pointers concerning a large annuity case he had been working on, and his sales manager was not in the office. I asked him about the client, and after a few moments it became clear that an annuity did not fit the client’s need. This particular client was more interested in having their money be accessible at all times. I asked the agent if he had considered this.

“Not really,” he said, smiling. “But I want to get as far ahead of the required numbers as I can.”

You see? To this agent, failure was staying ahead of the quota. He was willing to risk his client’s trust in order to hit certain numbers. His perception of failure was skewed.

In order to have the clarity that one needs to become successful in any sales position, that person should have clear, personal goals. These goals will define what failure and success mean to that individual, and the first step to that clarity is a marketing plan. Any new agent, or any new salesperson, should have a clear vision of what their market is. My sales manager was most effective with seniors. He could talk easily with them, and could gain their trust by focusing on their specific areas of interest. He did this by asking four simple questions.

  1. With whom can I relate most easily?
  2. What are my own areas of interest?
  3. With whom do I find myself associating the most?
  4. Where do I personally fit in?

By having this self awareness, any agent can define their market successfully. Once the market has been defined, then the obstacle is getting in front of these people and branding yourself among them. If the majority of those in your market have a hard time trusting you, then your chance of success dwindles. Knowing your market should be top priority. Knowing where they hang out, knowing what their average income range is, etc. Once you know your market well enough to get in front of them, you must find a way to gain trust. Usually this entails a low pressure, comprehensive discussion of all their needs. They have to know you’re there for them, not your paycheck.

You need to keep a track on all the sales you have done till now, which will be your first step towards self awareness Sales tracking software helps you record all the intricate details of a sale which will help you to analyze your performance and do better in the future.

Once you have established rapport with a certain market, your view of success and failure will change rapidly. You will see enough people in your market to realize that failure is a matter of course. Everyone is not going to buy from you. Success will become a matter of your quality of service, and whether or not you came to meet the need as well as sell some products. Failure is inevitable in sales. The truly successful measure their success not on numbers but passion, determination, and the will to help people.


Why Online Video Advertising Is So Important

JonWritten by:

Let’s face it, watching video on the Internet is a lot more fun and engaging than simply reading the text, right? I always tell people to look at their computer monitor the same way you do your television. You don’t “read” your television, do you? No, you “watch” it. I mean, who turns on their TV to read? I surely don’t and I’m guessing you don’t, either. So, if your customers look at their computer monitor as a television and you “watch” television, it would only stand to reason that you would want to incorporate online video advertising as part of your overall integrated marketing strategy… especially when you look at the latest numbers from comScore and online video viewership.

The numbers, just from the month of July 2011 alone, are staggering…

Overall Online Video By The Numbers – July 2011

  • 86 percent of the U.S. Internet audience viewed online video.
  • Each user watched an average of 18.5 hours of online video
  • The total U.S. Internet audience engaged in a record of 6.9 billion viewing sessions.

In terms of where people watched the most online videos overall, Google Sites with YouTube leading the way ranked as the top online video content property.

Overall Online Video Advertising By The Numbers – July 2011

  • Americans viewed more than 5.3 billion video ads
  • Time spent watching video ads totaled more than 2.4 billion minutes
  • Video ads reached 49 percent of the total U.S. population an average of 35.9 times during the month

Of the 5.3 billion online video ads Americans viewed in July, Hulu accounted for the highest number of online video ad impressions…

So, what are you, as a marketer or advertiser doing to take maximum advantage of the obvious opportunities online video advertising offers?

You know these numbers are only going to go up, right? You know more and more people are going to watch online videos so why not, if you haven’t already, factor in online video advertising into your overall integrated marketing strategy?