by Mike Brunel | Sep 4, 2023 | Strategy
In the dynamic landscape of media advertising, addressing clients’ needs often involves creative thinking and strategic innovation.
At NRS Media, (since sold) we tackled a pressing concern for our clients by revolutionising their advertising contracts for radio, TV, and newspapers.
This blog delves into the issues we resolved, the methodology we employed, and the remarkable results we achieved.
Understanding the Problem
Media advertising transformation with 12-month contracts”
When I embarked on the journey with NRS Media, the prevailing practice was for media companies to sell their advertising space in short-term intervals: weekly, monthly, or at most, 3-month or 13-week blocks.
This approach limited the potential for both clients and media companies to establish meaningful, long-term partnerships.
Proposing a Bold Solution
I recognised the untapped potential of long-term advertising contracts and proposed a game-changing idea—a 12-month advertising contract. Branded Image Plus.
The key to success lies in devising the right sales process that would enable this transformation.
This marked the inception of a transformative journey that would reshape the industry.
Executing the Solution
With a talented and dedicated team by my side, we set out to prove the viability of the 12-month advertising contract concept.
Our strategy was rooted in a simple yet effective sales process that demanded unwavering discipline from the team.
Our approach revolved around mastering fundamental presentation skills, honing closing techniques, and meticulous preparation.
These were the pillars that upheld our one simple concept, propelling us to achieve extraordinary results.
The Revelation: More than Just Sales
Beneath the surface of the sales figures and success stories, lay the real challenge—transforming media advertising from a transactional exchange into a relationship-driven partnership.
The shift in perspective was transformative. We reframed the entire proposition by addressing three crucial questions:
- Do you encounter this problem?
- How does the unresolved issue impact your business?
- Are you open to exploring a collaborative solution?
The Impact and Results
Our approach had a resounding impact. By addressing the root problem and highlighting the potential consequences of not embracing change, we were able to foster genuine partnerships between media companies and clients.
The shift from selling media as a mere commodity to nurturing meaningful relationships redefined the advertising landscape.
Conclusion: The Power of Problem Solving
In essence, the story of NRS Media’s journey is that of a problem solver.
We demonstrated that by unravelling the complexities of an industry-wide challenge, addressing it creatively, and engaging clients in a meaningful dialogue, remarkable transformations are possible.
If you want your sales problems solved, my “SalesBlueprint Success Syndicate” is coming soon.
If you want to fast-track and get into my early bird offer “Reply” Yes to this email
Mike (Problem Solver) Brunel
by Mike Brunel | Jul 10, 2023 | Sales, Strategy
Building Trust and Delivering on Promises in Sales.
Two Powerful Reasons Why You Might Be Losing Clients.
When it comes to establishing and maintaining client relationships, two crucial questions often determine the outcome:
“Can I trust this person?” and “Can I work with this person?”
This week, we delve into these questions and explore how you can build trust with clients and deliver on your promises to ensure their satisfaction.
Building Trust:
The foundation of any successful client relationship lies in trust.
It is imperative to instil confidence in your clients that you are reliable, trustworthy, and capable of handling their needs. Here are some essential steps to build trust:
- Keep Agreements:
One of the primary ways to build trust is by keeping your agreements.
When you commit to meeting a client at a specific time, be punctual and follow through.
Similarly, if you promise to provide documentation or other materials, ensure you deliver them promptly.
Consistently honouring your commitments demonstrates your professionalism and reliability.
- Solve Their Problems:
Clients seek solutions to their problems, and it is your responsibility to showcase your ability to address their needs effectively.
Provide evidence, such as case studies or testimonials, that demonstrate how you have solved similar problems in the past.
By showcasing your expertise and understanding of their challenges, you instil confidence in your clients that you can deliver the desired results.
- Avoid Overpromising and Underdelivering:
Maintaining trust requires managing expectations. It is tempting to promise more than you can deliver in an effort to win over clients. However, overpromising and underdelivering can quickly erode trust.
Instead, be realistic about what you can accomplish and communicate clear expectations to your clients.
By consistently meeting or exceeding these expectations, you foster trust and long-term relationships.
Conclusion: In the realm of sales, building trust and delivering on promises are critical components of client retention.
By focusing on these areas, you enhance your chances of establishing fruitful and long-lasting relationships with your clients.
Remember, trust takes time to develop, so it is essential to consistently demonstrate your reliability and commitment. In the fast-paced world of sales, seeking guidance and support is always a wise choice to enhance your skills further and excel in your career.
Have a fantastic week!
Mike
P.S. Check out my FREE community page and receive daily videos and tips to help you be better equipped to navigate the complex world of sales and drive success in your career.
PLUS: WHENEVER YOU’RE READY…
- Here are 4 ways I can help you make more sales in your business – whether your business is big or small.1. Want to become a Sales Mindset Blueprint Member? You get access to an exclusive coaching session with me and full access to my sales programme every month. Get the deets here.
- Try the new ‘7 Days to Sales Success’ framework. Make more sales in 7 days—the framework of everything you need to start making more sales in your business. The Sales Success Framework is based on a simple 7-day challenge. Click here to find out how you can grow your business by making more sales.
- Join our private Facebook group – The Sales Mindset Inner Circle. Get all the latest up-to-date sales ideas. Every week we do Facebook Live updates on all things sales. Tips, ideas, free coaching, and much more. Join me by clicking here
- Could you work with me one-on-one? If you’re a small or large business owner or in professional services, you might have a few strategies, tactics and tools away from doubling your lead flow, revenue and impact. Please jump on a FREE 15-minute brainstorming call with me by clicking here.
by Mike Brunel | Jun 26, 2023 | Sales, Strategy
Steal this referral Idea Real Estate Agents use.
In Dan Kennedy’s book ‘No BS Sales Success,’ he discusses the sales approach of a real estate agent named Peggy B.
In Peggy B’s real estate business, 70% of her listings come from referrals, while 30% are generated through advertising.
When potential clients express interest in listing with Peggy, they are directed to one of her three assistants.
These assistants evaluate the clients to determine if they meet Peggy’s listing requirements. The assistants refer them to other real estate agents if they don’t.
Peggy’s Sales Strategy.
If the clients meet Peggy’s criteria, a DVD showcasing Peggy’s successes is sent to them on the same day.
An appointment is then scheduled, with the assistant arriving first, followed by Peggy 20 minutes later.
During the assistant’s visit, they review relevant data such as comparable sales in the area, average sales duration, and price expectations.
Before Peggy arrives, she contacts the client to let them know she is on her way. Once Peggy comes, the assistant provides an overview of the property, and while they converse, Peggy asks if it’s alright for the assistant to take a few photos of the house.
This comment to a potential client serves as a trial close, gauging the client’s interest in listing the property.
Peggy then utilises her flip book to explain the ten-step process they will undertake together to secure the best price for the house.
An agreement is prepared in advance by the assistant using the information gathered during the initial phone conversation.
Remarkably, Peggy immediately secured listings for 92% of the homes where she presented this listing approach without any delays.
Success Leaves Clues.
I highly recommend you purchase the book to gain hundreds of ideas for enhancing your sales presentations.
Obtaining referrals is emphasised as a crucial aspect, and the book provides a system for priming clients before presenting your offering.
I work with real estate agents to adopt this process with careful planning and a thorough understanding of the significance of referrals and well-structured presentations.
As for your question on what to do when first meeting a client, it would depend on your specific industry and circumstances.
However, here are some general ideas:
- Establish rapport: Build a connection and establish a positive rapport with the client. Show genuine interest in their needs, concerns, and goals.
- Active listening: Pay close attention to the client’s preferences, requirements, and pain points. An active listener will help you tailor your approach and provide relevant solutions.
- Ask probing questions: Ask open-ended questions to gather more information and better understand the client’s situation. This will enable you to provide more targeted recommendations.
- Demonstrate expertise: Showcase your knowledge and expertise in your field. This can be done by sharing relevant success stories, case studies, or testimonials from satisfied clients.
- Present a value proposition: Clearly articulate your unique value and how it addresses the client’s specific needs and challenges. Highlight the benefits they can expect by working with you.
- Address objections: Be prepared to handle any complaints or concerns the client may have. Anticipate common objections and have well-thought-out responses that address their doubts effectively.
- Proposal or next steps: Based on the client’s requirements and your discussion, present a proposal or outline the next steps in the process. This could include scheduling a follow-up meeting, providing more detailed information, or initiating the necessary paperwork.
Remember, every client interaction is unique, and it’s essential to tailor your approach based on their individual needs and circumstances. Adapt your strategy as needed and always strive to provide exceptional service and value.
Mike (referrals) Brunel.
Good selling.
PLUS: WHENEVER YOU’RE READY…
- Here are 4 ways I can help you make more sales in your business – whether your business is big or small.1. Want to become a Sales Mindset Blueprint Member? You get access to an exclusive coaching session with me and full access to my sales programme every month. Get the deets here.
- Try the new ‘7 Days to Sales Success’ framework. Make more sales in 7 days—the framework of everything you need to start making more sales in your business. The Sales Success Framework is based on a simple 7-day challenge. Click here to find out how you can grow your business by making more sales.
- Join our private Facebook group – The Sales Mindset Inner Circle. Get all the latest up-to-date sales ideas. Every week we do Facebook Live updates on all things sales. Tips, ideas, free coaching, and much more. Join me by clicking here
- Could you work with me one-on-one? If you’re a small or large business owner or in professional services, you might have a few strategies, tactics and tools away from doubling your lead flow, revenue and impact. Please jump on a FREE 15-minute brainstorm call with me by clicking here.
by Mike Brunel | Apr 11, 2023 | Strategy
In 1963, meteorologist Edward Lorenz made a stunning discovery that changed the way we view the universe.
For years, people believed that the universe operated like a machine where causes had corresponding effects.
This idea is commonly referred to as “cause and effect” or “what you reap you sow.”
Lorenz introduced the concept of the Butterfly Effect, which suggests that small actions can have significant impacts.
I recall a few years back my daughter asked me if I had heard of the Butterfly Effect.
I told her at the time that it was about cause and effect, but she corrected me, saying, “Dad, it’s about a butterfly flapping its wings in Sydney and creating a hurricane in Atlanta.” She was right, and I was reminded of the power of this theory.
Lorenz’s Butterfly Effect specifically refers to the idea that a butterfly flapping its wings in Beijing in March could cause hurricane patterns in the Atlantic to be completely different by August.
Here’s an example to illustrate this theory:
If a butterfly in Beijing flaps its wings, it creates tiny wind patterns that could impact a passing breeze. This passing breeze could then affect local wind patterns, which might alter the course of a storm.
If the storm’s original path was two degrees more to the south, it would not hit a particular mountain range and dissipate. Instead, it would continue in a different direction and last longer than it otherwise might have, causing more weather events to happen.
The Butterfly Effect shows that small adjustments can lead to significant outcomes.
Understanding this simple theory means that every idea you implement could cause an effect somewhere.
As you sell your products this week, keep in mind the power of the Butterfly Effect.
Every small action you take could have a significant impact.
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and in 11 languages generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions which include rugby, and travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME
by Mike Brunel | Mar 7, 2023 | Leadership, Sales, Strategy
If you’ve read my last few posts. You’ll see that I’ve been discussing the mistakes business owners make ( I have made every one of them- no kidding!) when it comes to getting the right salesperson on your team.
I want to give you as much value as possible, so here are three essential hoops (as I call them) that you might want to consider when it comes to employing new salespeople.
Structure Not Gut
Hoop 1- Company Culture Fit
Company Culture– While we believe that fitting in with the company culture is essential, as demonstrated in the graph on our FREE report, it makes up only 10%.
Don’t get too caught up in ensuring this is a significant part of recruiting.
Create a good job description.
This is a critical factor in hiring good salespeople. When you advertise for a salesperson, what do you ask?
How do you define the role? What are you looking for? What is the remuneration?
*Chet Holmes, one of my early mentors, always did this exercise when advertising for super salespeople.
Write down three initiatives that you would love to hire someone to do in your business.
Three only. Next to each one, do this:
What would it mean to your business?
How would it change your business?
Now list what you could afford to pay such people if they performed.
Do the exercise. This forms the foundation of a good job description.
Hoop 2- Structuring an interview – History of Success.
Once you get the CV’s for the position, look for a history of success. Somewhere, you can see a challenge, a life experience they overcame.
Structuring an interview- A structured interview process makes up 30% or a third of the process (FREE report). That’s a lot. In your structured interview, you should have some questions to ask after reading the CV. Here are a few to start with.
How do you function as a team?
How do you feel about operating in a team environment?
Do you like working on your outside of that team?
Can you tell me when you were asked to do a project independently? What was it?
These questions might get the process moving.
Challenge the candidate– You are hiring salespeople to do a specific job. Human beings inherently will do anything to avoid pain. However, in the business of selling, rejection is part of what selling is, and it can be painful.
If everyone got 100% of the business every time they presented a product, the salesperson would be out of business.
If you are hiring a salesperson to sell your product and prospecting is part of that, would you not at least ask them, “What happens when you get a ‘ No!’ – How do you react?”
Ask them this, and see what happens: “ You know what, I’m not convinced you are the right person for this job.” Observe their reaction. Do they sit there? Or do they do something that indicates they might do the same with a client?
Hoop 3- Assessment Tools
This also makes up 30% of the job evaluation- We take a lot of guidance from these types of assessments and go into more detail here: Download my FREE report. We used to call these the B.S. detector.
We carried these assessments out in my company specifically for the roles we were looking for, in salary and performance-based positions.
Our salespeople had to work alone. We had salespeople sprinkled worldwide, usually unmanaged, working in an unstructured environment.
We had to be clear on what we were looking for. That’s where traits/ behaviours come into play. We knew we had to hire for the task, not just the attitude.
In my next post, I explain what I look for in a salesperson and how I came to that.
Download my FREE report to learn more, or email me… mike@mikebrunel.com
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, and expanded it into a global media sales and training powerhouse. He was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. His products and services are now sold in 23 countries and 11 languages, generating $350 million annually in sales for his clients. Mike sold the company in 2015 and now spends his time following his passions, including rugby and travel. His promise: “I can find thousands of dollars in your business within minutes – GUARANTEED” TRY ME!
by Mike Brunel | Feb 14, 2023 | Leadership, Strategy
£25 and a Dream
Down under the under, a term I used to tell my American clients to describe where New Zealand was to Australia.
This time of year is a chance to reflect on the year thus far.
It’s a chance to reflect on what makes this part of the world special.
And why I think that we Kiwis are a clever bunch of people regarding innovation and following our dreams. (Even if I say so myself)
Every year down under the under, most of us get to take a few weeks away to enjoy our summer. I get to go to a family beach house I have been going to for 20 odd years.
Most of my partner’s family have been going to this part of the world much longer, probably three generations.
The beach is a five-minute walk; it’s a daily ritual with two children and Maude, the dog.
Part of the summer holidays is reading; I usually find fiction an easy read about not much.
Kind of takes your minds off things if you can sprinkle that with the odd nonfiction; it gives you some balance.
Those that have read some of my thoughts on goal setting know that I am not big on doing these in the New Year… I tend to set them at different times of the year, so they overlap.
I was looking through some of my posts from years ago, and I came across this one, £25 and a Dream.
I always look at and add some more thoughts to the story around this time of year.
It’s essential, I think, in this day and age when our young folk think that they are the only pioneers of entrepreneurship, that we did have trailblazers paving the way, with as much passion and determination dating back a year or two.
Over the last two years, Covid has taken away our young ones yearning for travel; this story is a good reminder to dust off the travel bug and explore again.
To the post, one of the books I read on my summer holiday a few years back was: “Only Two Seats Left”, the story about Contiki.
Its author and Contiki founder, John Anderson, blends his autobiography and tales of travel into a great read its New Zealand’s great untold business stories.
A story about a company that started on just £25 pounds and became a worldwide travel company.
For those that do not know about Contiki, it’s a travel company for the 18-35-year-olds.
You can explore Europe and other parts of the world with other young people your age. Many friendships are formed that have lasted years. He says that he thinks the company is responsible for over 5000 marriages.
It impacted so many young people, and these are told in this great read.
There are also some great lessons we could all take note of if we are in sales,
I will explore a few with you with a few revamped posts and lessons I learned from John’s book.
PLUS: WHENEVER YOU’RE READY…
- Here are 4 ways I can help you make more sales in your business – whether your business is big or small.1. Want to become a Sales Mindset Blueprint Member? You get access to an exclusive coaching session with me and full access to my sales programme every month. Get the deets here.
- Try the new ‘7 Days to Sales Success’ framework. Make more sales in 7 days. The framework of everything you need to start making more sales in your business. The Sales Success Framework is based on a simple 7-day challenge. Click here to find out how you can grow your business by increasing sales.
- Join our private Facebook group – The Sales Mindset Inner Circle. Get all the latest up to date sales ideas. Every week we do Facebook Live updates on all things sales. Tips, ideas, free coaching, and much more. Join me by clicking here
- Work with me one-on-one. If you’re a small or large business owner or in professional services, you might have a few strategies, tactics and tools away from doubling your lead flow, revenue and impact. Jump on a FREE 15-minute brainstorming call with me by clicking here.
Good Selling
Mike Brunel
