GBJ Staff

Why ask questions?

by Al Simon

The tension was palpable between Jim and me. Forty-five minutes of my best sales moves had produced nothing. The possibilities of a deal seemed as cold as our half-drunk coffee.

I decided to try one more question, “Jim, why did you agree to this meeting? I don’t see any reasons to do business with each other, do you?”

Jim looked at me incredulously and almost shouted, “You don’t see any reasons? But I want to get better!” And so a deal was born.

Questions work. Not the questions traditional sales trainers teach – those leading, ‘only one reasonable answer’ questions. Those that really work are the open, honest, ‘any answer is fair’ questions. Many start with ‘why’ or ‘how’ and reveal what is on the prospect’s mind. This then lets the sales professional assume the role of trusted advisor.

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GBJ Staff

Tell customers what you want them to do

Hook ‘em and reel them in. Therein lies the challenge with all marketing appeals – an effective call to action.

According to Tara Hornor, marketing media writer for PrintPlace.com, “Without a solid call to action, your audience is left with no direction and no urgency. You’ll probably receive little or no return on your investment.”

Whether you’re a veteran in your field or just starting a business, one of the first things you learn about marketing is how critically important the call to action is to ROI. But, are you writing a message that works?

Because each sales and marketing need is unique, no hard and fast rules apply. Instead, follow a process to develop your customized call to action messaging. Hornor offers these tips for success.

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GBJ Staff

Open call for Suwanee Day logo design

Photo by Brian McDonald

Put your creativity and design skills to work. Submit your concept for the 2012 Suwanee Day design competition for the chance to see your concept become the official logo for this year’s annual festival. The winning artist will receive a $500 cash prize. Deadline for submitting entries is Thurs., May 31, 2012.

Planned for September 15 in Town Center Park, the 2012 Suwanee Day festival hopes to top last year’s attendance of 55,000. The winning design will serve as the official logo for the 2012 ‘celebration of community’ themed event and will be imprinted on festival t-shirts and promotional materials.

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GBJ Staff

Jackson EMC receives J.D. Power distinction

Jackson Electric Membership Corporation (EMC) has been named a J.D. Power 2012 Customer Service Champion – one of only 50 companies earning this distinction.

“We are honored to be included in this elite group of U.S. companies,” said Randall Pugh, Jackson EMC president. “Our dedication to quality service has been a fundamental part of Jackson EMC since we first powered our lines in 1939. Each one of our employees brings that dedication to work with them every day. We truly appreciate this external confirmation of our continuing efforts to serve our members.” In 2011, J.D. Power also recognized Jackson EMC as having the ‘Highest Customer Satisfaction among Midsize Utilities in the South.’

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GBJ Staff

GCPS marketing programs earn industry certification

Gwinnett students at three of the district’s traditional high schools now are able to enroll in industry-certified marketing classes. Brookwood, North Gwinnett and Peachtree Ridge each earned industry certification from the American Marketing Association (AMA) for their respective marketing education programs.

Industry certification is a formal process that strengthens marketing programs through a rigorous review conducted by leaders from the AMA along with business and industry. This process aligns curriculum and instruction with current industry standards to help provide better career opportunities for students. The following program components are also evaluated and strengthened during the review process: lab areas, equipment, industry and community involvement, work-based learning opportunities, instructor qualifications and program safety.

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GBJ Staff

Gwinnett Ducks Unlimited chapter rises to top

The President’s Top 100 is one of the most highly sought-after titles of recognition Ducks Unlimited (DU) offers to chapters throughout the nation. The Gwinnett County Chapter ranks as the 27th best fundraising chapter for 2011, making the Top 100 four of the past five years. This group earned this year’s spot from out of more than 2,700 DU chapters nationwide.

Local support for DU comes primarily from Gwinnett’s business community. “We offer the right event at the right location,” says Jay Roper, DU area chairman, speaking of the Gwinnett Chapter’s annual banquet held the past 33 years. “This is a great event to entertain clients. It offers companies a way to take clients to something they have a passion for and enjoy.”

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GBJ Staff

Are You Listening?

by Al Simon

Sometimes in our sales training classes we will ask the group to list the most important attributes of a ‘good’ salesperson. Answers such as persistent, quick thinker, excellent public speaker, knowledgeable, hard worker, make the cut, but far down the list is one of my personal favorites: a good listener.

Because many people view salespeople as ‘talkers’ – those who convince others to do something they want them to do – listening is often an undervalued trait. Today, prospects want salespeople to listen to them, to understand their business.

This point was driven home for me one day when I was on a sales call with a client to observe his performance. He did a good job, asking a few excellent questions to which the prospect responded with a lot of valuable information. As we were leaving, the salesman excused himself for a moment and the prospect said to me, “He seems very sharp.” I had to chuckle – the salesman had not said much else besides asking questions!

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GBJ Staff

Gwinnett firm sponsors car in NASCAR Sprint Cup Series

Look for No. 10 on the track at Bristol Motor Speedway for a car with ties to Gwinnett-based Tradebank International Inc. (Tradebank).

As Tradebank celebrates its 25th year in business, it’s doing big things, including its first-ever primary sponsorship of a car and driver in the NASCAR Sprint Cup Series (NSCS).

Tradebank is partnering with Tommy Baldwin Racing (TBR) to debut the No. 10 Tradebank Chevrolet car in the Food City 500 at Bristol Motor Speedway, March 18, driven by NASCAR veteran David Reutimann.

“Tradebank’s business model is predicated on creating win-win relationships which is certainly the case with our partnership with TBR,” stated Todd Gerry, Senior Vice President of Marketing of Tradebank. “Our partnership will allow Tradebank to enhance its brand awareness with the loyal fans of NASCAR Nation while providing TBR with the many resources required, through our vast barter network, to pursue its goal of competing at the highest levels of the NCSC.”

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GBJ Staff

Take responsibility instead of making excuses

by Al Simon

Mark has made a decent living in sales for 10 years. Always in the middle of the sales charts, Mark has been comfortable with his selling skills. That is, until his most recent job where he consistently finds himself at the bottom.

Mark thinks, “I’m doing the same things here that I’ve always done and I can’t get anywhere. Maybe it’s the quality of the prospects; they are pretty pathetic. Plus, the territory I’ve been given is mined out.”

Particularly rankling is the situation with his co-worker Susan. Hired on the same day, with only six months experience, she is consistently climbing up the sales chart. “It’s because she’s a woman,” he rationalizes. “The prospects aren’t expecting a woman salesperson and that’s her edge.”

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GBJ Staff

Tradeshow taps Norcross executive as panel expert

 

Students using the Axis TV Interactive Wayfinding technology developed by Visix, Inc. at Dartmouth University.

Visix, Inc. led educational workshops and discussion groups at the recent Digital Signage Expo in Las Vegas. Facilitated by Visix President Sean Matthews, the key topic focused on the incorporation of digital signage into a crisis communication in plan. This Norcross technology firm develops interactive room signs, wayfinding designs and digital signage software for organizational communications in corporate, education and healthcare markets.

“We’re excited to have such a robust presence at the show this year,” says Matthews. “DSE is a great event for us to dialogue with buyers and learn what they want in digital signage content management, so we can tailor our offering to meet their needs. The discussion groups extend that interaction and allow us to focus on a major area of concern for communicators – mass alerts.”

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