Welcome to The Pipeline.

Stop making sales predictions and start executing0

by Tibor Shanto – tibor.shanto@sellbetter.ca

As some of you may be aware, I have a monthly column on the Globe and Mail’s, usually the third Tuesday of each month.  These pieces are unique from what I usually post here on The Pipeline.  I will post links to these posts as I think they will be of interest to regular readers of this blog.  As always, I invite you to share and comment on the articles on the Globe and Mail site, here, or both.

Enjoy:           Stop making sales predictions and start executing

What’s in Your Pipeline?
Tibor Shanto

What’s A Better Seller? – Sales eXchange 1990

By Tibor Shantotibor.shanto@sellbetter.ca

Blue Collar

Last Wednesday I had the pleasure of discussing sales and selling with Charles Adler, Canada’s Boss of Talk.  Charles had read my piece in the Globe and Mail on the difference between a blue-collar approach to selling and the white-collar approach.  We explored other aspects of sales and successful people, take a listen, and let me know or Charles (@charlesadler), know what you think.


What’s in Your Pipeline?
Tibor Shanto

The Super Bowl: How Advertising is Changing0

Football

Guest Post – Megan Totka

It’s that time of year – the time that many people enjoy even more than the holiday season. NFL playoffs and the Super Bowl have rolled back around, and they bring with them one of the greatest advertising displays of the year. The Super Bowl has always been known for being one of the most expensive advertising opportunities. Many people who care nothing about football, tune in to the game just to watch the commercials.

But how has online advertising impacted the more traditional world of television advertising? The answer is, quite a few different ways.

  • TV commercials point viewers to social media or company websites – instead of just broadcasting an ad and hoping that consumers notice and buy their product; companies are taking it several steps further. Many ads are interactive, and they include a call to action for viewers. Most ads direct people to the company’s website, Facebook, or Twitter. Or, they include ways to tag the company, such as a specific Twitter hashtag to use to identify that the viewer is responding to the ad that they saw.
  • Video sites enable people to share their favorites, instantly – this is probably one of the biggest changes, and actually could work against some companies. Instead of having to watch TV to see a favorite advertisement again, all the viewer has to do is log on to YouTube to watch it over and over. This is a double-edged sword, because while viewers will watch an ad over and over, they may not tune into the television shows that will contain future new ads and products.
  • More interaction between viewers and companies – Doritos has asked fans to film their own Super Bowl ads. The fan-made ads are then posted on the social media pages of Doritos. The fans who made the ads then are encouraged to get their friends and family to vote for their ad. The winner will be broadcasted during the game. This is a level of interaction between company and consumer that is really unprecedented in the world of traditional TV advertising. This is great for companies because consumers want to be talked to, not at.  Also, it’s generally common knowledge that the more you can get someone involved, the more likely they are to be loyal to your brand.

I’m interested to watch the Super Bowl this year, and not because I am invested in any of the teams that could potentially be playing. I am excited to see what the companies who pay a huge premium for ad space are getting for their money, and how they are going to continue to be creative in ways to draw in new customers and interact with them. While most small businesses don’t have the capital to advertise on such a large scale, there are other affordable marketing products they can take advantage of.  And perhaps there are still some ideas to be drawn from the advertising event of the year.

About Megan Totka

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips. ChamberofCommerce.com has over 7,500 listed Chambers.

Media Round Up55

Seems I have been popping up all over the place over the last few weeks.  Some outlets have picked up some of my writing, while others have done a full-blown feature on myself and Renbor Sales Solutions.

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Canadian Business Journal, the leading Canadian B2B publication has done a feature on the work Renbor does along with some of the views I take on sales.  You can read or download a copy here, to share with friends, family, fellow churchgoers, or just to have nearby while preparing for next big sales call.

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In the March edition of Office Technology, published by Business Technology Association, published a piece on sales cycles and how to shorten them, titled “Shorter Sales Cycles”.  Click her for the PDF.

Meantime, in the current edition of SOLD, features a piece called “Don’t Let price be the Eternal Boogieman“.  To see this and other articles on sales success, just click here.

Coming up in the next week or two, if you are in the Greater Toronto Area, you’ll be able to see me on Rogers TV In Business – discussing prospecting and the upcoming Proactive Prospecting Workshop in Markham.

On March 14, I will be on The Sales Management Issues interviews with Jonathan Farrington.  And finally, again with Jonathan Farrington on Top Sales World Hard Talk on March 19.

While not everything you ever wanted to know about sales, a good cross section of solid sales advice as we head into spring.

As always, if you have questions, comments, or just want to talk back, please do so, it makes things much more interesting for all.

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What’s in Your Pipeline?
Tibor Shanto

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