last updated February 3, 2014
Over the years I've encouraged our sales people to think of our customers as patients and themselves as doctors. I tell them, you have to find where your customer's pain is before you can prescribe a solution to cure it. In other words, listen and apply a discovery process to find out what each customer is trying to accomplish with his or her sales promotion budget. Our most effective advertisers have learned the value of sitting down with us, because they know Star Tribune is continually updating and enhancing our print and digital advertising solutions. And, despite their busy schedules, these savvy business owners, marketing managers and media buyers understand that a discussion with a Star Tribune rep results in targeted ways to achieve their sales goals.
We've all experienced account execs with pre-canned sales decks squawking through 25 of their favorite slides without engaging the customer in a meaningful discussion. I've heard them referred to as crocodile sales people - small ears and a big mouth. Thankfully, we're crocodile-free at the Star Tribune. We know the best sales meetings are discussions, and our successful advertisers feel the same way. We hope you will, too. So, the next time a Star Tribune sales manager or account executive asks for a few minutes to discuss your business, take them up on it. I can assure you it will be worth your time.
Pearls of Wisdom: Zig Ziglar, one of the great sales gurus, said: "People don't care how much you know until they know how much you care."