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Bragging about the Negatives and Speaking of Positive Sales Motivation
Written by: Barry MaherArticle Overview: If you can't get rid of the family or company skeleton, you might as well make it dance.
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Bragging about the Negatives and Speaking of Positive Sales Motivation
"If you can not get rid of the family skeleton, you might as well make it dance."
--George Bernard Shaw
In 1912, the printer was all set to run three million copies of Teddy Roosevelt's nomination speech, complete with photographs of Roosevelt and his VP candidate, the immortal Hiram Johnson. Then the chairman of the campaign committee discovered that no one had obtained permission from the photographer who had taken the pictures. Legal penalties for the copyright violation could be as much as $3 million.
The printing plates were made. Changing the photos would be extremely expensive. But no one knew what the photographer might demand for the rights. It was even possible that, heaven forbid, the man was a Democrat. There were a number of them afoot in those days, and they were an unpredictable lot. The photographer might even deny Roosevelt's people the pictures altogether.
The chairman sent off a quick telegram: "Planning to issue three million copies of Roosevelt speech with pictures of Roosevelt and Johnson on the cover. Great publicity opportunity for photographers. What will you pay us to use your photographs?"
"Appreciate the opportunity," the photographer replied, "but can only pay $250."
The chairman accepted without dickering. He probably could have held out for $350 or $400.
THE KRISPIE CRISIS
Four months after the introduction of Kellogg's Rice Krispies Treats--and the expense of all that new product marketing--the company ran out of stock. Plenty of advertising but very little product. People wanted it but couldn't find it.
So turning crisis into opportunity, (did you know that in Chinese the word for crisis is the same as the word for "no Krispie Treats?") and bragging about the negative, Kellogg ran apologies in major papers across the country asking consumers for patience. The headline read: "OK. Who took the last one?" The ad explained how hard the company was working to keep up with the incredible demand for Rice Krispies Treats.
It would have been hard to plan it any better.
LOUD AND PROUD
Great great sales managers and great salespeople enever try to hide potential negatives, and they certainly don't stumble through them. Great sales managers and great salespeople--like great salespeople--use potential negatives as selling points. They even brag about them.
Are my hourly consultation rates expensive? ABSOLUTELY. And why do I charge so much? Because I can. Because my clients are not just willing, they're happy to pay that much for the results I generate.
Can you find someone else to do the job for less? ABSOLUTELY. I'll be happy to give you phone numbers. Of course, why do you think they charge less? Do you really think they would charge less if they could charge more. They aren't humanitarians. They charge less because that's what their clients are willing to pay for the results they generate.
TIP: If you can brag about a negative, you've made peace with it. Often the secret to making peace is to find a way that you CAN honestly brag about it. Having a skeleton in the closet is a lot more fun when you can make it dance.
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Copyright 2006, Barry Maher, Barry Maher & Associates
This article is adapted from "Filling the Glass," which has been cited by Today's
Librarian as "[One of] The Seven Essential Popular Business Books." Barry Maher
consults, speaks and writes on sales, sales management, leadership and communications.
Contact him and/or sign up for his free email newsletter at www.barrymaher.com.
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About the Author: Barry Maher RSS for Barry's articles - Visit Barry's website Barry Maher is a leading writer, speaker, trainer and motivator on sales, leadership, management and communication. He's appeared on the Today Show, NBC Nightly News, MSNBC and is frequently featured in publications like USA Today, The New York Times, The Wall Street Journal, the London Times and Business Week. Selling Power magazine declared, "To his powerful and famous clients, Barry Maher is simply the best sales trainer in the business." His client list includes ABC, AT&T, Budget Rent a Car, Blue Cross, Fox Cable Television, Johnson & Johnson, Merck, the National Lottery of Ireland, Verizon and innumerable smaller companies and associations. A keynote speaker and a workshop leader, Maher is also the author of "Filling the Glass," which was cited by Today's Librarian magazine as "[One of] The Seven Essential Popular Business Books. His other books include "No Lie: Truth Is the Ultimate Sales Tool," "The Prentice Hall Marketing Yearbook," the niche book "Getting the Most from Your Yellow Pages Advertising" and even the cult classic fantasy novel, "Legend." Contact him and or sign up for his free newsletter at www.barrymaher.com. Click here to visit Barry's website Bragging about the Negatives and Speaking of Positive Sales Motivation Selling as an Expert Witness Seven Habits of Highly Defective Sales Managers Managing and Motivating Imperfect People Basic Selling for the Workplace Moving Past Rejection Speaking of Motivation |
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