Bragging about the Negatives and Speaking of Positive Sales Motivation
Bragging about the Negatives and Speaking of Positive Sales Motivation
--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.
# # #
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.
Bragging about the Negatives and Speaking of Positive Sales Motivation - To learn more about this author, visit Barry Maher's Website.
Like this article? Share it with your friends
"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.
# # #
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.
Bragging about the Negatives and Speaking of Positive Sales Motivation - To learn more about this author, visit Barry Maher's Website.
Like this article? Share it with your friends
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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