Signature January/February 2015 - 14
shortruns
6 SIMPLE
THINGS TO
ACHIEVE YOUR
ASSOCIATION'S
AD SALES
GOALS IN 2016
BY RYAN DHORN
Each New Year, we set resolutions or
goals for the upcoming year. Experts tell
us that 90 percent of people set goals
on January 1st, yet less than 10 percent
achieve those goals. Here are six things
you must do if you want to actually
achieve your association's advertising
sales goals for the New Year.
Set goals that are realistic.
IDEA Consider cutting your goals by
1
#
as much as 35 to 50 percent.
Trust me - be realistic. Push.
Stretch. Grow. But be realistic if you want
to succeed this year. Often, the goal is just
too large to accomplish in the period of
time that you have allocated. This seems
so simple, yet it is the number-one offense
of New Year goal setting.
Set focus points. After you
IDEA make a list of your goals, you
2
#
need to set a path to get there.
For example: I want to grow
my publication's or website's sales revenue
by 75 percent. Ok, great. What is that
number? Say it is $100,000. What are
the three things you will need to do to
accomplish that? Perhaps clean up your
CRM? Maybe get to work at 7am every
day? Perhaps you will need to get some
sales training? Without focus points, goals
are dreams at best. Get specific.
Eliminate random patterns
IDEA in your life. Each day should
3
#
not be a new day in sales land.
Identify patterns in your life
that are random. If they are important to
your sales process, then turn them into
time blocks and commit to them daily.
14
JANUARY/FEBRUARY 16
signature
Use your calendar to keep you on track.
If they are not important to your sales
life, eliminate them.
Identify repeatable patterns
IDEA of success. Last year, there
4
#
were things that went right in
your association's sales efforts.
Identify those things and repeat them.
Identify things that did not go right and
do not repeat them. Seems simple, right?
Then why do so many sales people repeat
things that do not work and hope for a
different result? Because from birth you
have been taught that if you work really,
really hard, you can achieve anything.
This is not true. Sorry. Working hard at
the wrong things will get you nowhere. If
you're not sure where you're off in your
sales process, get some help.
Understand that ad sales
IDEA is a numbers game. Break
5
#
down your numbers into bitesize pieces. Rather than stare
at a $200,000 media sales goal, break that
down. Then create a plan to attack the
smaller pieces. Once you have the number
broken into manageable pieces, then back
yourself into your numbers.
For example, if your goal is $200,000
and your product sells for $10,000, then
you will need to close 20 deals. If you
close 50 percent of the clients that you
meet with, then you need to prospect 40
potential clients. As a sales coach, I would
advise you to prospect 50. You need a
buffer to stay on track.
Get some help. Goal setting
IDEA is easy, but reaching those
6
#
goals is not only hard - it
is near impossible without
some help and guidance. Think about
this: When do you lose the most weight
- by yourself or with a partner? When
do you gain the most muscle mass - by
yourself or with a trainer? Ask yourself
- and your team - what you really need
to be a success. n
Ryan Dohrn (Ryan@BrainSwellMedia.com) is a
global media sales coach and trainer with 360 Ad
Sales. He works with over 50 media companies,
associations, and event managers and has trained
over 3,000 ad sales people in seven countries.
Table of Contents for the Digital Edition of Signature January/February 2015
No label
Signature January/February 2015 - No label
Signature January/February 2015 - Cover2
Signature January/February 2015 - 1
Signature January/February 2015 - 2
Signature January/February 2015 - 3
Signature January/February 2015 - 4
Signature January/February 2015 - 5
Signature January/February 2015 - 6
Signature January/February 2015 - 7
Signature January/February 2015 - 8
Signature January/February 2015 - 9
Signature January/February 2015 - 10
Signature January/February 2015 - 11
Signature January/February 2015 - 12
Signature January/February 2015 - 13
Signature January/February 2015 - 14
Signature January/February 2015 - 15
Signature January/February 2015 - 16
Signature January/February 2015 - 17
Signature January/February 2015 - 18
Signature January/February 2015 - 19
Signature January/February 2015 - 20
Signature January/February 2015 - 21
Signature January/February 2015 - 22
Signature January/February 2015 - 23
Signature January/February 2015 - 24
Signature January/February 2015 - 25
Signature January/February 2015 - 26
Signature January/February 2015 - 27
Signature January/February 2015 - 28
Signature January/February 2015 - 29
Signature January/February 2015 - 30
Signature January/February 2015 - 31
Signature January/February 2015 - 32
Signature January/February 2015 - 33
Signature January/February 2015 - 34
Signature January/February 2015 - 35
Signature January/February 2015 - 36
Signature January/February 2015 - 37
Signature January/February 2015 - 38
Signature January/February 2015 - 39
Signature January/February 2015 - 40
Signature January/February 2015 - 41
Signature January/February 2015 - 42
Signature January/February 2015 - 43
Signature January/February 2015 - 44
Signature January/February 2015 - 45
Signature January/February 2015 - 46
Signature January/February 2015 - 47
Signature January/February 2015 - 48
Signature January/February 2015 - Cover3
Signature January/February 2015 - Cover4
http://www.brightcopy.net/allen/sign/2015-MayJune
http://www.brightcopy.net/allen/sign/2015-MarApr
http://www.brightcopy.net/allen/sign/2015-JanFeb
http://www.brightcopy.net/allen/sign/22-7
http://www.brightcopy.net/allen/sign/22-6
http://www.brightcopy.net/allen/sign/22-5
http://www.brightcopy.net/allen/sign/22-4
https://www.nxtbook.com/allen/sign/22-3
https://www.nxtbook.com/allen/sign/22-2
https://www.nxtbook.com/allen/sign/20-2
https://www.nxtbook.com/allen/sign/22-1
https://www.nxtbook.com/allen/sign/21-6
https://www.nxtbook.com/allen/sign/21-5
https://www.nxtbook.com/allen/sign/21-4
https://www.nxtbook.com/allen/sign/21-3
https://www.nxtbook.com/allen/sign/21-2
https://www.nxtbook.com/allen/sign/21-1
https://www.nxtbook.com/allen/sign/20-6
https://www.nxtbook.com/allen/sign/20-5
https://www.nxtbook.com/allen/sign/20-4
https://www.nxtbook.com/allen/sign/20-3
https://www.nxtbookmedia.com