I saw Reba in concert last night. 

At one point during her show she took some time out to talk about the early days when radio stations wouldn't play her songs.  She spoke about driving from Oklahoma to Nashville.  She spoke about how she had dreams of being not only a singing star but a movie star.  

One line really stood out for me.   She said  "I have big dreams"

Well she has fulfilled most of those dreams.  Countless number 1 hit songs,  sold out concerts, a hit TV show and movie rolls have all happened for the little girl from Oklahoma.

I'm sure that there were dreams she had that have gone unrealized.  After all you can't accomplish everything you'd like.  But if you dream big and work hard to make those dreams a reality, you'll be a success even if only half those dreams come true.


Big dreams + hard work = an exciting, fulfilling, valuable life.

I have a lot of friends that are in local bands.   As any musician can tell you it's almost impossible to get airplay on the hometown radio stations.
 
So how do they get additional publicity and promotion?

By getting involved in charitable events. 

A lot of the big fundraisers are co-sponsored by television and radio stations.  When the stations talk about the event they mention the bands.   The bands get a lot of goodwill in the community and a ton of free publicity.  

It helps them get more bookings for top dollar.

There are plenty of ways to be noticed in the marketplace.   Don't be afraid to try new methods.  The more people know about you the more likely they'll be able to buy from you.

The generation the marketers refer to as the millenials grew up getting their information through entertainment.

They never knew a world without cable TV, internet, cell phones, or video on demand.  If you are of an older generation and you ignore the world in which this rising economic force was raised, you are missing out on some big profits.

They get their news through The Daily Show and The Colbert Report, they were educated with multi-media presentations, they have a short attention span and are being barraged with messages from thousands of sources.

You can't reach these consumers by old traditional methods.  Your sales pitch can't be dull.  You have got to capture their imagination and appeal to their lifestyle.   The old ways of making a sales presentation won't work with them.

You've got to be entertaining.  You've got to position yourself as an expert without bogging them down with unnecessary details.  Be honest.  Be sincere.  Don't try to be one of them but don't be their Dad or Mom either. 

Know your audience and tailor your act to fit their needs. 

It's no secret that horse racing is not the sport that it used to be.  New competition from casinos, and hundreds of other entertainment options have taken away some of the glamor and crowds that used to be a part of the sport of kings.

But now Big Brown is creating a buzz.  People are talking about horse racing.  It's one of the lead stories on ESPN and sportstalk radio shows are discussing how tough it is to win the triple crown.

What about your successes?  Do you talk about them?  Do you work it to create a buzz about your skills?  Your product?  Your service?

Buzz creates excitement.  Excitement creates  awareness.  Awareness creates sales. 

Find an angle.  Create the buzz. Run your race.  And increase your sales.

I was talking to Pat the owner of one of my favorite watering holes ( the Dundee Dell with the worlds largest collection of single malt scotches.  If you're in Omaha check it out) and we were commenting on how so many things in the bar business have changed over the years but the basics have not been touched.

He talked about how the old juke box that used to play 45's has been replaced by a digital music player that can play any song ever recorded.  We discussed computers for inventory control and HD televisions to watch the games.

But with all the changes one thing remains the same.  people come to a bar to get away from the house, to meet friends, to have conversations, and to enjoy themselves.   That has never changed and it never will.

The same is true with sales.  The tools have improved.  No more pay phones and pagers, everyone has a cell phone.  Paper orders that used to take forever to fill out have been replaced by a wireless digital order form that takes seconds.

But one thing hasn't changed.  The need for the personal one on one service that a quality sales person can provide.

Even though a customer may be able to place an order online, a good salesperson that is providing the personal touch can keep the customer when they may be tempted to buy elsewhere to save a few bucks.  A good salesperson can provide information, service, comfort and entertainment to the client.   A web page can't do that.

So embrace the new technology but remember.  People are still buying for the same reasons they bought 500 years ago. And good salespeople are still leading the way.

When the Pope was visiting America, more than one article commented on the fact that Pope Benedict was not the showman that Pope John Paul was.  It was not to be disrespectful to Pope Benedict and I mean no disrespect by mentioning this, but if the Pope needs showbusiness techniques to sell his message shouldn't you be utilizing the same methods to get your point across?

While Pope John Paul was a showman, Pope Benedict uses a lot of the same methods that successful entertainers use too.

The most obvious is the image.Not only does he have the image of being the Pope but his red Prada shoes help distinguish him from previous pontiffs.  His German heritage also creates a strong image.

Now the Pope's shoes have nothing to do with his message, but I overheard many conversations where people were talking about his footware. 

If people are talking about his shoes, it opens the door for people to talk about the message he is telling.

The same will work for you in the world of sales.  Develop a strong positive image and people will be more willing to hear your message and to be talking about you. 

I was watching Al Pacino in a Scent of a Woman last night and I realized how the great actors with longevity keep challenging themselves and keep reinventing themselves.

Even if they don't always work out.

Pacino's movie opened this weekend and did lackluster business.  Certainly not what most movies of his have done.

But he didn't have to take the chance in the first place.  At this stage of his career he doesn't need to risk making a bad movie.  He could certainly rest on his laurels.

But he doesn't.

The great actors with longevity adapt to a changing marketplace.  They continue to evolve. They continue to take chances.  Even if they don't always work out.

If you've been in sales awhile are you still pushing the envelope?  Are you still challenging yourself?  Are you reinventing yourself for a changing and challenging marketplace?

Keep trying new things.  Keep prospecting new clients.  Keep abreast of the new technology and use it to your advantage.

It will help guarantee a long, prosperous, and interesting career.

We are living in an interesting time.   The marketplace is obviously changing.  It is a much more global market.  Technology is affecting most of our jobs.  Consumers are cautious if not down right worried.

Is the media overblowing these concerns?

I would say yes they are even if they don't mean to.

The newspaper, television, and radio business is going through a time of change.  There is more competition than ever.  The  internet is changing the way everyone is doing business.  Reporters are being laid off and fired.  Most every media company has cut back.

But not all companies are going through this.  In fact, most homeowners are paying their mortgages on time.  95% of Americans are employed. Things are obviously slowing down but historically we are still much better off than say the mid to late 70's. 

The point I am trying to make is that while there are obviously concerns with the economy over all it is strong and solid.

But if the media is dealing with their changes and uncertainties as they adapt to a changing environment could those concerns be reflected in their reporting?

I say yes.

Even if it's subliminal the uncertainty they are feeling comes through the reporting.  But not every industry is making the cutbacks the media is making.   But if people keep buying into the negativity it becomes a self fulfilling prophecy. 

So be aware of the challenges but also be aware that we have seen worse and we have overcome it.  The American economy will adjust and bounce back like it always does.   Don't let the negativity that's out there in the media bring you down.   When the recovery begins don't be playing catch up.  Be on the cutting edge.  Keep your attitude positive.  Your perception will become your reality.

As I get ready for the pre-sales of my book and as I start to line up radio, television, and print interviews to promote " There's No Business Without The Show"  let me remind you some of the things you need to do to get booked for these venues. 

#1  Know the audience.  Who is being reached by the station, the program, or the publication, that you are trying to get an interview?  Does your product or service match their audience?   It doesn't do you or the station any good to try to be booked on a political radio talk show if your topic is how to get your house ready for the winter months.   Make sure your message fits their message.

#2   What is the hook?  What do you have to offer?  Where's the sizzle?  What can you bring to that program that nobody else can?  Don't expect the booking agent to have a lot of time or interest in trying to get you to fit them.  You must come out of the shoot with something interesting and informative that makes them want to book you.  Have your angle ready and be ready to sell it.     

#3   Success breeds success.  When you are on a program make sure that you promote that.  Bookers like to go where the buzz is.  Try to create a buzz about your message so that the shows seek you out as much as you are seeking them out.  

There's a lot of time and a lot of space that needs to be filled by the media.  Fine tune your message and take advantage of the free publicity these sources can offer.   If you are interesting and relevant to their audience you will generate new leads and sales.  The media will have a story that generates interest in their product too.  It is a win win situation. 

I am not a technophobe or a luddite by any stretch of the imagination.  Computers and the new technology have made our lives easier.  Whether buying books, ( hint hint) exchanging information, keeping in touch with loved ones, or reaching world markets that would have been closed to you a generation ago, the new technology is a great tool.

But don't forget about the human element.

It's not an accident that some of the biggest, most successful websites all have a human persona.

The Drudge report, Craig's list, and Myspace, all have a human face attached to them.

I doubt that the Drudge report would be as big if it was called news and stuff you should know.com.  Myspace probably wouldn't be as big a deal without "Tom" being signed on as your first friend.

Think about this when you use the internet to improve your sales.   Promote the human element.  Promote yourself.  Make a human connection with your computer.