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Jared Hamilton
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Bart Wilson

Bart Wilson Director of Operations, Media

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

Quick. Name this product: "Set it and forget it!" I think we can learn a lot about sales from infomercials. But first, look at what they are up against. Now, I’m sure they have done market research that tells them who their buyer is, and they advertise on channels that reach that demographic, but they don’t truly know who will be watching. With all of the choices on TV they have to captivate their audience quickly so that they can deliver their message. The customer can’t touch, smell, hear, or demo their products. Imagine trying to sell a car like that! So how do they do it? Ron Popeil (Ronco) has generated 2 billion dollars in sales by infomercial. How does Ronco get people to drop $160 on a product they have never touched? I think these are some of the keys to an infomercial. First, I see a lot of energy and enthusiasm. Some of the commercials accomplish this by yelling at you. (I don’t recommend this with your customers.) Others do it with a studio audience that claps on cue. When you watch these you see the passion the have for their product. Imagine an infomercial hosted by Ben Stein (Bueller, Bueller…). Also, infomercials are all about benefit. Now, because they are delivering a message to the masses, they must touch on everything their product does. It cuts through a tin can and a tomato. Look at all it will do. But wait, there’s more. The benefits help create the need. How can you live without it? Third, look at when they talk price. There are four basic buyer’s questions. 1. What is it? 2. How does it work? 3. What will it do for me? 4. How much does it cost? These infomercials make sure the first three questions are answered before moving on to the fourth. Not many people would watch if they said, “This is our new vacuum and it costs $300. Now here is how it works.” Also, on price, they rarely mention how much it is. They always reduce to the ridiculous and break it up into “4 easy payments of”. It’s a good lesson for any professional sales person. To sell you must build value before you talk price. You build value in communicating the BENEFITS to the user. Once they perceive the benefits the price discussion becomes much more meaningful for all.

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