I spent over 40 years in the media business, and often thought that I would someday write a sales training book. I went back through some of my files and found an outline and some excerpts. I always considered myself as being creative – an idea man. I always kidded that I was like Bill Blazejowski in the movie Night Shift. Here are some of his memorable quotes:

  • “Wanna know why I carry this tape recorder? To tape things. See, I’m an idea man, Chuck. I got ideas coming at me all day… I couldn’t even fight ’em off if I wanted. Wait a second… hold the phone! Hold the phone! [speaking into tape recorder] Idea to eliminate garbage. Edible paper. You eat it, it’s gone! You eat it, it’s outta there! No more garbage!”

 

  • “So there I was at the Blackjack table with all my wash ‘n’ dries… did I tell you I had the idea for them first?”

 

  • “What if you mix…mayonnaise right in the can with the tuna fish? Hold it! Hold it! Wait a minute! Chuck! Take live tuna fish…and feed them mayonnaise. Oh this is good. [speaks into tape recorder] Call StarKist.”

 

I once had a artist friend of mine design a logo based on the catch-phrase “Give me a kernel and I’ll make it pop.” You can see it at the top of this post. I even wrote this poem to preface the book:

 

I’m an idea-man,
Throw me a line.
I’ll put together,
A creative design.

Give me a seed,
I’ll grow a crop.
Give me a kernel,
I’ll make it pop.

With imagination,
And a unique plan.
I’ll work my magic,
As no one else can.

Lend me your hand,
And open your heart.
Let’s work together,
Instead of apart.

Give me your business,
I’ll help you grow.
Take full advantage,
Of all that I know.

My mind is full
Of great concepts.
And with your trust,
You’ll have no regrets

So, give me a kernel,
And I’ll make it pop.
Ideas keep coming,
I can’t make them stop.

 

My career, whether managing or selling, was all about filling holes in time with ads, and using ideas to accomplish this critical task. In the radio & TV business, we called it “time-sales.” Good content was the reason people watched, listened, or read. It was my professional duty to bridge this compelling content with revenue-generating advertising, without driving these customers away. You had to somehow make the advertising as interesting as the content. It was a S.H.I.T. job, so now I’m glad to be retired, but here’s how I made it work:

20 Ways to get your S.H.I.T. together.  Selling Holes In Time. (Time is Money)

  • Write It down…you’ll do it.
  • Set goals regularly for your job, yourself, and your family…write them down. Writing them down is the first step to accomplishment.  Refer to your goals frequently-keep them in front of you.
  • Imagine yourself in positive, winning situations – think about them before you go to bed – dream about them. The “Magic of Believing” is powerful.
  • Stay out of the office as much as possible-do paperwork early or late in the day-if you’re on the streets you know what’s going on.
  • Always have one big “gravy” project going that could make you and the station a lot of money. That one project can keep you going no matter how bad your day is going.
  • Get plenty of physical and mental exercise – keep your mind and body sharp.
  • Ask a lot of questions and most importantly, really listen for the answers. People don’t care how much you know until they know how much you care.  Use the information you’ve been told.
  • Reward yourself frequently for your successes. A new wardrobe item makes you feel good and look even better.
  • Force yourself to be organized. Plan to be at appointments early – so you’ll at least be there on time.  If you are early, go over your presentation one more time in your mind – imagine them reacting positively to your suggestions.
  • Never convert your sales into commissions – you lose your job perspective. Don’t worry about how much money you’re making – worry about finding and solving problems and the money will happen.
  • Go to as many outside activities as possible. Join clubs, go to parties – meet as many people as possible.  Find out what business they’re in, but avoid talking business at social functions.  Get to know them personally.
  • Conquer your fears but be patient with yourself. Keep improving no matter how good you are.
  • Don’t wait – create. Put yourself in a position where you’re taking more ideas to them than they are providing you to sell.
  • Accept a no as graciously as a yes. Smile even when it hurts.  Every rejection is statistically a step to a yes.
  • Practice “negative thinking” in a positive way. Be prepared for all the things that could go wrong and chances are they won’t.
  • Don’t take your job too seriously – keep it fun and challenging. Actions trigger reactions – send out enthusiasm not desperation.
  • Learn to capitalize on your mistakes. Grow from them – they’re a necessary part of learning.
  • Don’t burn bridges – the media business is a small world – your successes and failures travel like wildfire. Receptionists become buyers, buyers become agency owners – what comes around goes around.
  • Be a team player – keep superiors aware of where you are and what’s “happening” on the streets. Assist co-workers in tape pick-ups, ideas, etc.  Be as good a salesperson in the office as on the streets.
  • Loosen up – be a little crazy and a little lazy. Find your presentation/personality niche – many times they are things about yourself you may not like. Use them as a strength.

 

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