Sales Training

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Just Say “Yes!”

Some behavioral scientists suggest that up to 95 percent of our basic personality is formed before the age of five. To understand how we behave today, we must go back to that early period. In most cases, the first three words an infant understands are “mommy,” “daddy” and “no” — not necessarily in that order. In fact, the first word a baby speaks frequently is “no,” which delivers a strong case that most of our basic attitudes are more negative than positive.

A large number of Radio salespeople tend to think more often about what will go wrong during a sales call and how they will fail to get the order, rather than what’s right and what their true potential is for success. To give you an idea of the effect of childhood negative programming, finish the following:
Don’t bite off _____.
Don’t speak unless you’re _____.
Don’t talk to _____.
Don’t go where you’re not _____.
Children should be seen and not _____.
Now, can you think of a positive statement that you heard frequently as a child?
Let’s look at each completed statement and how it may affect your Radio sales career:
Don’t bite off more than you can chew. (I can’t make my number this month, it’s too high.)
Don’t speak unless you’re spoken to. (I have a problem making cold calls.)
Don’t talk to strangers. (It’s difficult using the phone to make appointments, and I am very uncomfortable in networking situations.)

Don’t go where you’re not wanted. (I should call on that account, but they are probably busy, plus it’s almost lunchtime, I don’t want to bother them; I’ll come back later.)
Children should be seen and not heard. (I have a hard time making presentations in front of a group of people.)

Has your sales manager ever told you: “It’s about time that you try to bite off more than you can chew”? How about “you are now old enough to talk to strangers” or “you can now be heard, not just seen”? Had we been told these things when our basic behaviors were developing, we would have less call reluctance, fear of failure and self-sabotage in our daily lives and career.
To change this, we must make sure that our attitudes are positive, taking us closer to our goals and objectives. The good news is that positive new attitudes can be developed through the daily repetition of affirmations.

Essentially, an affirmation is a positive statement in the first person singular which describes the “you” that you want to become and the success you want to achieve. Every minute, on average, we make 11 comments to ourselves about ourselves, and they can be either positive or negative. Self-talk is almost like an “automatic guidance system” and can operate as a success mechanism or failure mechanism. You develop it by the things you say to yourself.

“The greatest discovery of our generation,” said William James, one of the fathers of American psychology, “is that human beings, by changing the inner attitudes of their minds, can change the outer aspects of their lives.”

Start using affirmations today. Write them down and carry them with you. Develop a schedule for saying them — first thing in the morning, last thing before you go to bed at night, immediately after lunch, or just before you leave the office. Say them over and over to yourself. You will soon find that they are a good way to keep your attitude up and your mind on positive thoughts. Here are some positive affirmations for any Radio account executive:

» I am the No. 1 account executive at my station.
» I enjoy using the telephone to make appointments.
» I turn prospects into clients.
» My creative, positive energy is released every time I am with a client.
» Networking situations bring out the best in me.
» Prospecting allows me to meet interesting people.
» I am at my best when making presentations to a large group.
» When I walk into a business, people are always glad to see me.
» Every month, I make my number easily.
» The phone is a valuable tool for my success, and I use it often.

By: Peter Chimento email peterchimento@yahoo.com.

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