Titan Principle Sales E-Report

Saturday, November 25, 2006

Titan Principle Sales E-Report

November 13th, 2006
Publisher: Ron Karr
Contact : Ron Karr
E-Mail: ron@ronkarr.com Tel: 201.666.7599

To our subscribers: Welcome to Weekly Titan Principle E Series, an electronic newsletter dedicated to building high performing sales cultures. To see prior entries, please go to http://ronkarr.com/titanreport

In This Issue:

Main Article: If You Believe It, They Will Too....
Sales Tip: Whose Numbers Count the Most?
Leadership Tip: Do as I Say....Not as I Do?

Main Article---If You Believe It, They Will Too......

One of the pre-requisites you need to sell successfully is the ability to believe in your product or service. Most people do. Then there are those who really believe in what they have to sell. What separates these two groups? Those who really believe are extremely passionate in what they do. Their passion is so great that they enter each new relationship with the conviction that their customer really needs what they have to offer. They truly believe that by not using their service, the customer is in danger of not reaching their goals. These sales reps are on a mission to convert the non-believers into believers. This passion is clearly evident in their words, actions and manners. It permeates everything they do and there is no way customers will not see this.

On the contrary, customers can just as easily perceive a lack of conviction on the part of sales reps. They too see this in their words, actions and manners. There is no way you can hide your passion, or lack there of. Here are the signs of passionate people:

1. They do whatever it takes to get the job done
2. They sell as much as possible and do not coast once they hit quota
3. They continuously hone their skills to increase their chances of success
4. Rejection does not stop them
5. They constantly prepare, plan and practice for the main event (sales call)
6. They look to conquer the world (sales territory) because they believe everyone
needs their product/service
7. They strive to continuously exceed expectations
8. They hold themselves accountable for their actions and promises
9. They operate with the theme that "failure is not an option"
10.They love what they do and do what they love

Tiki Barber, a premiere NFL running back for the NY Giants, is in the prime of his career. His contract says he will make several millions of dollars next year. Yet, even with all of that money and success, Tiki announced he is retiring from football at the end of this year . Football has taken a toll on his body and he no longer wants to put up with the punishing routine.

Several fans and pundits in the NY area criticized Tiki for making the announcement now and for retiring early. Why? He felt his passion fading and didn’t want to continue doing something that no longer seemed appealing. While some may agree that he should have announced his retirement at the end of the season and not interfere with the season, what is most important is the decision made by Tiki? He is not going to waste his time and the fans time/money by holding on to something even though the passion has waned. He knows that next season and in future seasons fans will notice the passion is no longer there and they will not be happy with the decrease in productivity.

For sales reps, passion is everything. Belief in a solution helps the sales executive talk from the heart; and that authenticity is readily evident. The right amount of passion helps offset any perceived lack of skills and experience. People buy and respond to passion.

Look at the 10 signs of passion listed above. If you are lacking in any area, see what you can do to get that passion back. In many cases, you can rekindle the flame of passion. If not, it may be time to move on. Either way, you won't be able to fool your customers. They need to feel your passion for their proposed solution. Without it, it will be a long hill to climb in getting them to buy your product.

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If you want to make a dramatic impact on your end of year sales or supercharge your 2007 sales results, bring Ron Karr in to address the troops on sales, negotiation, and customer service and leadership. His programs are insightful, energetic and inspirational. They generate results. Call us now at 800.423.5277 or click http://ronkarr.com/repturl/bkrk.htm here to schedule your date.

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Sales Tip - Who’s Numbers Count the Most?

Telling customers the results you have produced for others is critical to the sales process. They offer credibility and sound reason as to why someone should stop and talk with you. In most cases, these results are not enough to sell the customer! The results that are going to motivate a customer to buy are his results, not someone else’s. Therefore, it is imperative to talk with your customer and identify the results they are after. Ask how they are going to measure the results. Find out what their current results are and the difference becomes your opportunity to provide a value proposition.

In building the value proposition, use your customer's numbers and extrapolate the results you anticipate your customer can expect from using your product and service. By having your customer provide their essential numbers such as usages, desired results, etc., they will be more apt to believe your story because it is based around the numbers they have provided you, not numbers you have inserted on your own. A customer cannot refute their own numbers.

Using your customer's numbers will also get them involved in the development of the value proposition. Collaboration and believability are two critical components for getting a customer to say yes!
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Leadership Tip: Do As I Say, Not As I Do?

NY State Comptroller Alan Hevessi is on the verge of being charged for using state employees to chauffer his wife around town. The Reverend Ted Haggard has just resigned over alleged misconduct and acts he gave sermons against.

The news today is filled with dozens of examples of how people are asking others to do one thing and they themselves are doing the opposite. People don't have patience for those who don't believe in what they say. They know your real beliefs by how you live. As a population, we need to do more of “Do As I Say and Only Do as I Do”!!!

As human beings, it is not always easy to follow this theme on a consistent basis. We all have found ourselves doing certain things differently than the way we have preached others. Whatever the case may be, do whatever you can to check and see if your actions are in sync with your words. Your shareholders, employees, customers and suppliers demand this.

If you contradict your own words with wayward actions, why should anyone follow in your foot steps? To be an effective leader, people have to believe in you if they are going to follow you.

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Want help in supercharging your sales, negotiation and leadership skills? Call Ron Karr today at 800.423.5277. Customized coaching, consulting, seminars and keynotes available to help you achieve your results.

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Want all the answers on how to succeed in Win/Win Negotiations and how to respond to the most common negotiation tactics used by buyers today? Order your copy of our Special Report on Successful Negotiations Now by clicking here http://ronkarr.com/trainingtools/details/whitepaper.htm

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Never read the Titan Principle Book or listened to the Titan Principle CD Learning system? Get both of these long selling products for the price of one---today only. Click here http://ronkarr.com/trainingtools/special.htm

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Want quick ideas to easily review before walking into a customer's office? Order your ten pack of Titan Memory Cards now by clicking here http://ronkarr.com/repturl/memcards-ql.htm

WE ARE ON A MISSION TO EDUCATE AND ELEVATE THE PROFESSIONALISM OF PEOPLE OF INFLUENCE. THIS INCLUDES SALES EXECUTIVES, ENTREPRENUERS, PROFESSIONAL SERVICE PROVIDERS, MANAGERS, ETC. IF YOU LIKED THIS E-REPORT, PLEASE RECOMMEND IT TO YOUR FRIENDS, COLLEAGUES AND ASSOCIATES. SIMPLY HAVE THEM GO TO WWW.RONKARR.COM, AND INSERT THEIR E-MAIL ADDRESS IN THE POP UP WINDOW. IT IS FREE. IT IS VALUABLE. THANK YOU FOR YOUR HELP.

Wednesday, June 28, 2006

Titan Principle E-Report

Karr Associates, Inc.

Titan Principle Sales E-Report
Helping Organizations and Individuals Sell More in Less Time!!!

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In This Issue:

*Profit by Talking to Satisfied Customers!

*Stop Giving In Too Fast!!!

*Start Your Free Titan E Course Today!!!

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Profit by Talking to Satisfied Customers!

Did you ever notice that most of the time you are making sales calls, your customers are not in a hurry to switch vendors? They are basically satisfied and are not in a rush to do anything new. Many sales people find this to be a problem, yet these sales calls tend to provide the most profitable opportunities.

Marc Miller, in his book "Selling is Dead", does a good job in explaining this. While his thesis is geared towards key account selling, I would suggest the same holds true for all sales relationships including customers who purchase items over a period of time.

Why are satisfied customers your best opportunities? To begin with, this is where you can get into conversations about the results they are after and the gaps that prevent them from getting there. By being the catalyst to uncovering new possibilities, you now gain the high ground as the trusted advisor who is bringing new ideas and solutions to the table.

When the customer buys into your proposal with a conceptual agreement, they now more than likely will skip the shopping phase and move into a conversation with you on implementation. At this point, you have the high ground and little or no competition. If for some reason the customer slips back into the shopping mode, then at least the specs of the customer purchase are designed around your solutions, which again puts you in the driver's seat.

Marc explains the shopping phase as the ground where most of the dead deals reside. Everyone is competing over the same thing and in most cases, the differentiating issue revolves around price. In Bill Brooks book, "You Are Working Too Hard to Make the Sale", they interviewed over 6,000 buyers and asked why they always beat salespeople up on price. The answer was simple. Put yourselves in our shoes. We see on average 6 sales people a day. They all try to impress us with their "unique" features. Yet, at the end of the day, it all sounds the same. Thinking we can get the same solution elsewhere, the only thing left to differentiate themselves is through price.

According to my two colleagues, you have a choice. Compete with everyone else and lose quite a few deals and gain little profit, or find opportunities where you can truly differentiate yourself with new ideas and solutions for problems the customer has not even thought about. True, most of us have to create a delicate balance here. However, if your sales calls do not include a good mix of customers who are currently satisfied yet do have challenges that require attention, then you are always going to be in a cat fight with price being a major issue most of the time.

Karr Associates, Inc. celebrates its 18th year in business this coming November. All of our client's results have focused around changing their conversations and creating a value proposition that is considered second to none. These results include a 10 year $200 million negotiated supply agreement, as well hundreds of other outcomes sales people have achieved by simply changing their mindset and conversation. Even though many of these customers were ready to make a buying decision, my clients successfully changed the way they thought about the decision. They broke through their "satisfaction" mindsets and identified new opportunities and reasons for doing things differently.

A mindset shift for you to consider this week: When a customer says no thank you, we have everything we need, your mindset should be, great, but that is not what I am here about. I am here to discuss your goals and how we can fill any gaps you may have in reaching those goals. Or, if the customer says this is the way we always buy these products, your mindset should be, great, but that is not what I am here about. I am here to discuss strategies that are powerful enough to support your growth goals.

Remember, customers don't perceive it as valuable talking to us about what they have already achieved. The value comes in discussing what they are trying to achieve now and in the future.

Satisfied Customers!!! Bring them on! There's gold in those opportunities!!! Just ask the right questions!

Start Your Free Titan E Course Today and Learn How to Sell Satisfied Customers!!! Just send a blank e-mail to ron10-166621@autocontactor.com

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If you want to make a dramatic impact on your next meeting, bring Ron Karr in to address the troops on sales, negotiation, customer service and leadership. His programs are insightful, energetic and inspirational. They generate results. Call us now at 800.423.5277 or click here http://ronkarr.com/repturl/bkrk.htm to schedule your date.

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Stop Giving In Too Fast!!!

Over and over again, I see sales executives wanting the deal so bad that they immediately give into requests and wind up giving away money and/or terms that they really did not have to part with in order to get the deal. They have become victimized by the various tactics and strategies buyers use to get gain compromises from sales executives (read more about this in our Special Report on Successful Negotiations by clicking here http://ronkarr.com/trainingtools/details/whitepaper.htm ).

There is one step you only have to use to help ensure you don't give in too easily. It is called Grounding Yourself in Your Points of Power. What are Points of Power? These are areas where you bring strength to a negotiation where the customer needs you as much if not more than you need them. Here are some Points of Power you may bring to the negotiation table:

1. Demand exceeds supply
2. Time - customer needs solution yesterday
3. Knowledge - you have information your customer needs
4. Ability to take risk - you can afford to leave the deal if it does not make sense
5. Strategic relationship - customer needs a relationship with you for strategic positioning
6. Menu of alternatives - customer has options and power to decide on how to work with you
7. Expert - customer values your expertise
8. Perception - perception is reality. If customer perceives you to be the best and wants the best, why give concessions?
9. Inducements- example: Buy one now, get second one for free.

The above 9 Points of Power are examples of the power you may bring to a negotiation. You may even have a few more we did not add to the list. The bottom line is this: If you don't ground yourself in all of the power and strength you bring to a negotiation before you start the meeting, then you will be susceptible to making concessions when the other side strong arms you into thinking are about to lose the deal. When you are grounded in your Points of Power, then you will likely respond in these situations with a renewed strength and spirit that will result in closing more deals with fewer concessions.

How long does it take ground yourself? It depends upon the negotiation. If it is really a big deal, you may spend a few hours and even days with colleagues preparing yourself. If it is an average deal, you may only spend a few moments as you are driving up to the customer's location. However long you spend, just doing it can ensure you are not leaving money on the table that deserves to be in your pocket.

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Want all the answers on how to succeed in Win/Win Negotiations and how to respond to the most common negotiation tactics used by buyers today? Order your copy of our Special Report on Successful Negotiations Now by clicking here http://ronkarr.com/trainingtools/details/whitepaper.htm

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Never read the Titan Principle Book or listened to the Titan Principle CD Learning system? Get both of these long selling products for the price of one---today only. Click here http://ronkarr.com/trainingtools/special.htm

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Start Your Free Titan E Course Today!!! Sign up for Ron Karr's Seven Master Secrets
of the Titan Principle® e Mini-Course. It is absolutely Free!!! Click here http://ronkarr.com/bootcamp/promo.html

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Want quick ideas to easily review before walking into a customer's office? Order your ten pack of Titan
Memory Cards now by clicking here http://ronkarr.com/repturl/memcards-ql.htm

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Next TITAN SALES BOOT CAMP AT Newark Airport Marriott Oct 17/18, 2006. Sign up today http://ronkarr.com/bootcamp.

Monday, March 06, 2006

Titan Principle E-Report

Karr Associates, Inc.

Titan Principle Sales E-Report

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A Vice President of Sales Speaks out on the Power of The Titan Sales Boot Camp!
Feature Article- 3 Deadly Sins That Will Kill a Sales Career!

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Listen to what a Vice President of Sales has to say about how The Titan Sales Boot Camp has improved his company's sales results. Click here to listen. http://audiopostcard-003.com/X.asp?3542381X1166

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Feature Article- 3 Deadly Sins That Will Kill a Sales Career!

As we get set to see the 2nd episode tonight of this season's Apprentice, the first show was a phenomenal case study depicting three deadly sins that are sure to kill any sales executives career.

The first deadly sin is not making that extra sales call. Giving up too easily. Letting the last rejection dictate whether or not you are going to make one more call that could lead to a sale and put more money in your pocket. The project for this week involved using a blimp to sell Sam's Club Small Business Memberships.

Summer, the Huntington Beach Restaurant Owner,volunteered to call fellow restaurant owners to solicit their interest and show up at the Sams' Club Promotional event to sign up for a membership. The first call she made was a total bomb. It was definitely lacking a hook, something of interest to get the prospects attention. The call fell flat and she was rejected.

Know the feeling? Every sales superstar has been there and will continue to be there as we all know you can't sell everyone. We all get rejected. However, what the superstars do is they don't let one rejection stop them from making the next call. Summer did. She claimed they didn't have a hook, so why waste any more time in making more calls. Why didn't Summer create a strong enough hook? Why didn't she make 100 calls until she found a hook that worked? Why didn't she make 300 calls as we know a fraction of our calls lead to sales? As a restaurant owner, why did she not just talk peer to peer to the other owners? Her team lost the project by only 1 membership!!! As one of her frustrated team members said, one more call from you could have been the difference?

How about you? What would one more call in a given hour, a given day, a week, a month or a year mean for you? One more call could lead to the open door that holds the biggest deal of your career. You'll never know unless you make that call. And for Pete's sake, don't let someone's rejection stop you from making that call. It is your success and income we are talking about.

The second deadly sin is resting on your knowledge and intelligence and thinking that alone will get you deals. Tarek, Summer's team leader, is a member of Mensa, the organization of individuals who boast high IQ's. Donald Trump is very impressed by this and thus made Tarek the first team leader for his group. By the end of the show, the Donald was not impressed. Tarek displayed a cockiness that ticked off everyone and his leadership skills were lousy. Donald even told Tarek to his face that he was not impressed and disheartened enough to fire him.......

Which leads us to the third deadly sin, which is keep your mouth shut when you get the order. Too many people talk themselves out of the deal after they have closed it. Donald was going to fire Tarek when Summer, the person who everyone wanted to fire and who lamely gave up after one sales call rejection, decided to open her mouth. How stupid can she be? Someone else is going to take the hit and now she opens her mouth? Not only did she open her mouth, but what she had to say in defense of Tarek was weak at best. Summer was oblivious to what was going on. She was not listening to all of the signals and what was being said. She was so focused on saving herself that she tuned everybody else out and walked straight into the path of the firing squad, no pun intended. Donald himself chastised her for opening her mouth when she was about to escape the firing for this week. And she continued to talk!!! Which left Donald with no recourse but to say to her "You're Fired"!

No matter what you think of Donald Trump or his show, you have to admit that when it comes to sales, the three lessons learned in the first episode are critical to one's sales success. Don't let rejection stop you from making that one extra call. Don't rest on your laurels and think you can cruise. Cruising does not lead to sales success. When you close the order, shut up! Don't talk yourself out of the deal.

Now, start the week right. Make that next call and go sell something!!!

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If you want to make a dramatic impact on your next meeting, bring Ron Karr in to address the troops on sales, negotiation, customer service and leadership. His programs are insightful, energetic and inspirational. They generate results. Call us now at 800.423.5277 or click http://ronkarr.com/repturl/bkrk.htm here to schedule your date.

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Never read the Titan Principle Book or listened to the Titan Principle CD Learning system? Get both of these long selling products for the price of one---today only. Click here http://ronkarr.com/trainingtools/special.htm

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Want quick ideas to easily review before walking into a customer's office? Order your ten pack of Titan Memory Cards now by clicking here http://ronkarr.com/repturl/memcards-ql.htm

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TITAN SALES BOOT CAMP IN Dallas March 14/15, 2006.

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Ron Karr Karr Associates, Inc. 372 Kinderkamack Rd. Westwood, NJ 07675 Tel: 800.423.5277 201.666.7599 Fax: 201.666.7539

Tuesday, February 21, 2006

Titan Principle E-Report

In This Issue:

• Titan Sales Boot Camp in Dallas March 14/15 2006! sIGN UP TODAY!
• Feature Article- How a Tough Negotiation Put a Radio Staton on the Map

Listen to our new audio message regarding our next Titan Sales Boot Camp in Dallas on March 14/15 by clicking on this link http://audiopostcard-003.com/X.asp?3542381X1166
Time is running out. Only 12 seats left. Listen now!

Sign up Now by Clicking Here http://ronkarr.com/speaking/bootcamp/boot_camp.htm

How a Tough Negotiation Put a Radio Station on the Map

Last week, we visisted with entrepreneur Al Parinello and learned how he built his fledgling radio station into a successful enterprise surrounded by successful businesses offering related services. This strategy would never have worked if Al did not make the radio station a destination for radio listeners to come to. The station had to be more of a draw if it had any chance of becoming profitable.

In evaluating the market, Al realized that being in Atlantic City, he was sandwiched in between the Philadelphia and NYC markets. Even though Atlantic City is very close to Philadelphia, it was the one place where the Howard Stern show did not have coverage. Finding this a bit strange, Al commissioned surveys that backed up his assumptions.

Al immediately picked up the phone and called the Howard Stern Show. He was told that it would probably not work because there would be push back from Philadephia and NYC. If he could get both of those markets to agree, they would entertain the idea of giving his station a license. Agreements were made and now came the time to negotiate with Howard'

Before going any further, you must realize that Al built a slew of successful businesses by negotiating deals that were fair and profitable. After trying to get Howard's agent on the phone for a few days, the agent returns the call and leaves an abrupt voice mail message, saying he had no idea what Al wanted, but if he wanted to talk, call back.

When Al called back, he asked the agent about the terms and conditions. The agent abruptly blurted out "there is no negotiation here! I win, you lose! What is so hard to understand about that?" Floored, Al again started to ask some questions to which the agent interrupted again and told him to stop wasting his time and call back when he was serious. There is no negotiation. Simply accept our terms and conditions, or call someone else. And then the phone went dead. He hung up on Al!

In all of his years negotiating deals, Al has never run into this abrupt behavior which basically shut down the entire conversation. The agent clearly was employing a tactic in which he was going to define the rules of the negotiation, for which there was no negotiation (no pun intended). As the emotion started to filter through Al, he wanted to call back the agent tell him off! However, common sense started to filter into Al's thinking and he knew that the Howard Stern Show would literally catapult his radio station to the top of the market in a short period of time, let alone the siginigicant increase in ad sales he would see immediately. After sleeping on the situation, Al woke up and knew what he had to do.

He called the agent back, who by the way, was in a totally different frame of mind. The agent was now jovial, kinder and more receptive to Al. The agent knew that if Al called back, he succeeded in setting the terms for the negotiation and it was now time to do the deal. Within 45 minutes of that phone call, papers were faxed back and forth and a deal was struck.

A high risk deal! A deal that required a significant six figure investment up front that would double if certain market parameters were met. If the Howard Stern show increased Al's Market share by x, he would pay a license double the amount of the entry fee. Needless to say, Al paid the higher amount with a smile because of the results he saw in market share and ad revenues. It was a huge success. The Stern Show became the highest rated show on any station at any time in the market. Al was able to sell the station for about 20 times what he paid for it.

Would it have been a big success if Al let his emotion get in the way at the beginning of the negotiation? People often employ hard ball tactics to set boundaries and rules for the game. You have to evaluate the best way to respond. Sometimes, you may be best served to walk away and set your own rules. You can't do this if you don't have other business to fall back on. Al couldn't do this because he knew the Howard Stern Show was the one thing that would immediately change his business fortunes. In cases like this, it's okay to do what it takes, as long as you never take your sights off of the overall goal.

The key lesson here is never negotiate the battle. Always make sure you are poised to win the war. Taking a hill simply for the sake of showing someone they cannot take advantage of you is not wise if in fact you lose the war. Emotion in a negotiation is dangerous. For the person employing the tactic, emotion is a great tool! For the person responding, you must remove the emotion and see everything for what it really is. Otherwise, emotion will cloud your judgement and lead to bad deals.

Thanks Al for this wonderful lesson. Question Al: What's the next trick up your sleeve now that Howard Stern has moved to satellite radio? Oh, that's right! You sold the station just in time. That's another lesson: Knowing when to hold and when to fold.

Thursday, February 02, 2006

Are You Like the IRS?

Titan Leadership Tip

In an effort to keep tax payers honest, the IRS is stepping up both its audit and customer service efforts at the same time. Interestingly, the IRS has created the position of Tax Advocate, an individual who monitors how tax payers are treated and makes recommendations to the IRS on how to improve its customer service.

Granted, not many of us would have a positive mental picture of the IRS when it comes to defining good customer service. However, we may want to think about taking a page from their book.

Who in your organization is an advocate for your customers? Who is checking on what the customer has to go through in using your products and services? Who is fighting for their cause in the midst of your pressures to decrease costs and improve productivity?

Decreasing costs and improving productivity at the expense of the customer is not a formula for success. In fact, is it a valid indicator that your business is at risk of hitting hard times.

There are many examples today of valued customers leaving long time vendors because of poor service. Case in point is my defection from American Airlines. As a frequent business traveler who usually travels on full fare coach tickets, American Airlines reached a nadir in its customer service which forced me to make a reluctant change. Interestingly, in the last 2 months I have spoken to 10 other frequent flyers who have also defected from American Airlines. Funny thing about these defections. Does American Airlines realize we left? Apparently not because no one has contacted us to find out what caused us to leave. Or, worse yet, they just don’t care.

If American Airlines had a customer advocate monitoring things, do you think we would have defected? Hard to say. What we can say is there probably would have been a better chance of us not defecting with a customer advocate in place because the customer service problems we experienced will hopefully have been uncovered and dealt with... assuming the customer advocate is empowered to facilitate changes and is listened to by management.

Who is your customer advocate? Are you listening to those who deal with your customer’s day in and day out? Are you listening and responding to your customer’s needs.

If the IRS feels it needs to address this situation when it is the only game in town, it is a sure bet that anyone who competes for a living must do the same thing.

Click here for info on the latest in performance assessments

Wednesday, February 01, 2006

Titan Principle E-Report

In This Issue:

• Titan Sales Boot Camp in Dallas March 14/15 2006! sIGN UP TODAY!
• Feature Article- What's The Best Way to Grow Revenues---Vertically or Horizontally?
• Living vs. Creating a Legacy

MAKE SURE 2006 GENERATES RECORD REVENUIES! LEARN HOW TO SELL MORE IN LESS TIME AT HIGHER PROFIt! Titan Sales Boot Camp in Dallas on March 14/15, 2006. Act now and reserve your seat today!!! http://ronkarr.com/bootcampor CALL US AT 800.423.5277.

What's The Best Way to Grow Revenues---Vertically or Horizontally?

For the next two issues of this report, we are going to tell two stories involving a friend and colleague, Al Parinello. This week, we will look at how he built a successful business around a radio station. Next issue, how he successfully negotiated the rights for the Howard Stern radio show which catapulted his station to the top of the ratings.

When Al bought his radio station in Atlantic City over a decade ago, it was losing money. Costs far outweighed advertising revenue. As Al found ways to sell more advertising, he realized one thing. Every radio station was making the same mistake. They all were trying to grow their business horizontally, by constantly increasing advertising revenues. His dilemma was, how far can a radio station increase its advertising revenues when there is only so much advertising dollars to be spent in a given market? Yes, you can succeed in building a better product and gaining a greater share of the pie, which he did. But eventually, you are going to hit a plateau where you can only increase revenues in one area so far.

This is where Al deviated from the competition and struck gold. He decided instead of playing the highly competitive horizontal revenue game, he would concentrate on growing his business vertically. This means reaching out to the market with other products and services that could be easily leveraged through the radio station.

For example, many of Al's advertising clients were struggling to find ways to succeed on the internet. Hence, he started and built a highly successful web company that not only hosts his clients web sites, but creates them as well. Now, he can help a client advertise their service and products on the airwaves as well as succeed in advertising on the internet.

Another example came from the promotion business. What better arena to promote concerts than through a radio station? But advertising costs money, doesn't it? Not as much if you owned the radio station. Thus, Al started a production/promotion company that brought popular concerts to Atlantic City. The radio station won because it became one of the sponsors and helped attract new listeners, which turned into extra dadvertising dollars. The production company won because it leverage an extremely low cost venue for advertising and selling out its events. Eventually, Atlantic City caught up with Al and some of the new casinos started producing their own concerts. Did that stop Al? Not at all! He simply adapted to the changing market and now uses his production company to produce broadway plays in Atlantic City.

As you know, I am a great proponent of increasing revenues from existing clients. You should definitely be selling as much of the current products you are providing your customers. You should also be doing an excellent job of cross-selling all of your products and services into your existing and future customer base. As Al has proven to us, cross-selling provides an opportunity to uncover new revenue opportunities, help strengthen your overall brand and capture revenue dollars that should be sitting in your pocket instead of the competitor's bank account.

One of the most competitive offerings you can provide your customers with is the unique mix of products and services you have to offer. Always take advantage of selling everything you have to offer. The Magic to Your Success Lies in the Mix of Everything You Have to Offer!

Living vs. Creating a Legacy

As some of you know, the past few months have been rather difficult in terms of family illnesses. The reason you have not read an e-report during the past couple of weeks is due to the recent passing of my father'n'law, Norman Roth. This past week was spent with the family attending his funeral and visiting with people who came to pay their respects. As Norm's son'n'law, I got to see first hand how courageous an individual he was. At age 15, when his father past away, he immediately went to work to provide for his family. He never stopped doing that for the next 62 years as he built and eventually sold a very successful dry cleaning business. Along the way, he counseled many people on what it took to succeed. He was compassionate to the point where he continuously gave employees several chances to prove themselves, even after they may have done him some wrong. He never spoke ill will of anyone and always gave his time, energy and knowledge to anyone interested in getting a helping hand. He was there not only for his employees, but friends and family alike.

How do you know he made an impact? You know it from the countless stories told over and over by mouners paying their respects. 250 people showed up at the funeral! Over 100 cars took part in the funeral procession. Dozens of stories were told during the week of how people claim they owe their success to Norm. As family, we knew he was a phenomenal person. Yet, we were all stunned to witness the outpouring of gratitude, appreciation and love for Norman.

Which brings me to a great lesson of life. Norman would not have had these tremendous impacts on other people's lives if he was not living his legacy. All too often I hear people talking about creating and leaving behind a legacy. How about living your legacy while you have the opportunity! Living a legacy creates impact now and guarantees a future in which people will be inspired and enriched by your good deeds. As the famous Nike line states, "Just Do It". Norm, thank you for reminding me there is no better day than today to start living my legacy. You will be missed!

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Titan Principle Sales E-Report

Saturday, November 25, 2006