I delivered this presentation to Xerox’s Business Development Executives about a year ago. This group of elite Xerox business development specialists receives an enormous amount of advanced training. I was thrilled with their response. Many said the fresh angle (5 lessons from TV reporters for sales reps) really resonated. One executive said she specifically liked the tip: "Don't give them a reason to change the channel." These 5 lessons from TV News cover the following: focusing on your audience (your prospective clients), catching a busy c-level executive's attention and making a great impression once you get in the door. These are easy tips that can make an immediate difference in your sales pursuits. This presentation provides best practices and insight from respected sources, such as IDC and Sales and Marketing Magazine. Enjoy and please share your feedback and your own best practices!

1. 5 Lessons
from
TV News
with these lessons from
IMPROVE SALES
PERFORMANCE

2. Want to improve your sales performance?

3. And open more doors to
senior level executives?

4. The following 5 Lessons
from TV news pros can
help you get more client
meetings and help you
shine once you’re there.

5. #1 The Roseanne Rule
#1

6. In the early 90’s, when the hit
TV-show Roseanne was the
hottest thing on television,
TV news professionals were told:
“Remember, you’re talking
to Roseanne and her family.”

7. That meant:
1.Cover stories the
“Roseanne” viewer
would care about.
2.Be conversational.
(Don’t talk like an
uppity journalist.)
3.Keep it simple: Write to
a viewer with a high
school education.

8. That same hyper-focused approach can
be applied to the sales world and will help
you cut through the other sales pitches.

9. The average IT Buyer
receives 6 calls a day
from vendors.
- IDC 2012 Buyer Experience Study

10. “I’m busy. I don’t have time for your
call, and if you leave me a message,
there’s a 90% chance I’ll delete it.”
~ The Busy Executive (your target)

11. The typical buyer receives more than
14 to 20 email marketing messages a week.

12. “I’m not like the other 10 people you’ve called this
morning. Know something specific and relevant
about my business and how you’ve solved problems
for similar customers.” ~ The Busy Executive (your target)

13. #2 Don’t Bury the Lead
#2

14. Burying the lead is one of the most
common mistakes sales people make.
It can cost you a client.

15. Hit them with your most compelling or
important information
within the first 15 seconds.

16. To put things in perspective,
you have about the same
amount of time as:
2½ Vine
videos
1 Instagram
video
OR
Seconds count!

17. This is what you’re
competing with.
(many, many distractions and
lots of competition)

18. Give them a reason not to change the channel.

19. A person decides in 30 seconds if they like you.

20. Within 5 minutes, they’ve given you a label.

21. So, choose your first
10 to 15 words
carefully.

22. #3 The “Exclusive” or Compelling Angle
#3

23. 70% of Marketing and Sales execs ranked
the ‘inability to differentiate” as their
number one inhibitor to growth.
- Sales and Marketing Management Magazine

24. Today’s buyers are consumerized.
They have more sources of information than
ever before. They want fresh material.

25. Give them something different to think about.
(Something they haven’t heard from the other guys.)
Hint: They love
3rd party Insight.

26. #4 Think “Headline News”
#4

27. Simplify.

28. Be Prepared. Be Concise.
What do you want them to walk away with?

29. #5 Use Great Storytelling
#5

30. Time-stressed clients have no patience for
Stories break through
information overload.
a data dump…

31. if told as a story.
People retain information better

32. So, share insight.
Use storytelling.
And, finally,…

33. Create an unexpected moment
and make an
impression.

34. 5 Lessons
from
TV News
Let’s Wrap Things Up.
What to Remember:
#1 The Roseanne Rule
#2 Don’t Bury the Lead
#3 The Exclusive or Compelling Angle
#4 Think “Headline News”
#5 Use Great Storytelling

35. 5 Lessons
from
TV News
Mary Nelson is a successful
Communications and
Marketing Leader who spent
15 years in broadcast media
(as a reporter and anchor)
and then transferred those
About the Presenter:
You can find Mary on LinkedIn at:
http://www.linkedin.com/in/marybornhofennelson/
skills to a powerful business career.
Her real-world TV news experience and
Fortune 500 best practices give her a
fresh voice in today’s communications
and marketing industry.