Selling is the transfer of confidence and emotion. And let’s face facts. Most media advertising is sold not bought. It requires sellers to be better. We can all admit that it has gotten harder, not easier, to sell our product. Some of that is based on the sins of our fathers. Some from the sheer volume of choices presented to local advertisers. And some of it is from advertiser fear. What we need to overcome this fear is confidence. That is where transference comes into play. We must have supreme but infectious confidence in our ability to deliver for our customers. After all, how can you convince someone to buy something if you, yourself are not sold? Start there. Be sold on what you sell first. Know how and why it will deliver the goods. And then shout it from the rooftops.
Transference
Transference
Transference
Selling is the transfer of confidence and emotion. And let’s face facts. Most media advertising is sold not bought. It requires sellers to be better. We can all admit that it has gotten harder, not easier, to sell our product. Some of that is based on the sins of our fathers. Some from the sheer volume of choices presented to local advertisers. And some of it is from advertiser fear. What we need to overcome this fear is confidence. That is where transference comes into play. We must have supreme but infectious confidence in our ability to deliver for our customers. After all, how can you convince someone to buy something if you, yourself are not sold? Start there. Be sold on what you sell first. Know how and why it will deliver the goods. And then shout it from the rooftops.