Sales & Marketing Management - October 2007 - (Page 4)

the Editor’s Letter MICHAEL McCUE EDITOR-IN-CHIEF WWW.SALESANDMARKETINGMANAGEMENT.COM GROUP PUBLISHER DANIEL J. CORCORAN (646) 654-5107 (646) 654-7367, Fax Daniel.Corcoran@nielsen.com ADVERTISING SALES National Sales Director JASON WAFALOSKY (610) 792-2481 Jason.Wafalosky@nielsen.com Las Vegas Travel Sales Manager PETER V. EDMUNDS (714) 963-3499 Peter.Edmunds@nielsen.com Account Executive MIKE GANGEL (646) 654-5318 Mike.Gangel@nielsen.com In Sales, Reality Isn’t Subjective It’s funny the way fate conspires to bring us face-to-face with our greatest fears. That thought ran through my head frequently last month, although it didn’t seem very funny at the time.For some reason,I have no fear of cruising 37,000 feet above the ground in a metal tube traveling 500 miles per hour, but being at the top of a tall building gives me the creeps. The only recurring nightmare I’ve ever had involves being on top of a building, feeling it sway in the wind, until it comes crumbling down beneath my feet. The lone positive is that, as in most nightmares, I always wake up before hitting the ground. So there I was on August 28, looking out of the windows on the 52nd floor of World Trade Center 7.I was there to intercalling on a customer or a partner, we ask them to stay current on everything we’re doing. That’s a difficult task. “But the reality of your business is the effectiveness of your sales force. If your company is doing something, but you can’t make it ‘real’ to your sales reps, it probably isn’t real at all. If they can’t explain it to the market effectively,it might as well not exist.” What does that conversation have to do with my fear of tall buildings? Reality and perception, of course. I was certainly safer atop that skyscraper than I would be trying to cross Broadway on my walk back to the hotel. That was reality. But my perception was that the floor was moving beneath my feet, 570 feet above the concrete. My brain knew I was safer there than I was facing New York City traffic, but my stomach—which was trying to escape via my throat at the time—wasn’t impressed by that fact. The ability to focus on reality is crucial for top salespeople, and their production is your reality. I, on the other hand, am an editor. I might not be as safe, but I’m definitely happier when my feet are firmly on the ground. MARKETING Group Marketing Director/Travel and Performance Group SHEREEN ABUZOBAA (703) 488-2809 Shereen.Abuzobaa@nielsen.com Marketing Director/Travel and Performance Group ROBERT KUWADA (646) 654-5159 Robert.Kuwada@nielsen.com Marketing Manager JENNIFER PEPPER-STAM (646) 654-7263 Jennifer.PepperStam@nielsen.com PRODUCTION Group Production Director BERRYL SCHIFFER (646) 654-7302 Berryl.Schiffer@nielsen.com Production Director PHYLLIS JEFFERSON (646) 654-7297 Phyllis.Jefferson@nielsen.com TRAVEL AND PERFORMANCE DIVISION Group President BILL COOKE General Manager RHONDA LINOVITZ Sales & Marketing Management is published by Nielsen Business Media, Inc. Nielsen Business Media Chief Operating Officer: GREG FARRAR Senior Vice President, Human Resources: MICHAEL ALICEA Senior Vice President, Finance: DEREK IRWIN Senior Vice President, Travel, Performance & Marketing Services: WILLIAM J. COOKE Senior Vice President, Marketing & Media: SABRINA CROW Senior Vice President, Film & Performing Arts: JOHN KILCULLEN Senior Vice President, Music & Literary: JOHN KILCULLEN Senior Vice President, Corporate Development & Planning: THOMAS KUCZYNSKI Senior Vice President, Retail: DAVID LOECHNER Senior Vice President, eMedia Strategy & Technology: LINDA McCUTCHEON Senior Vice President, Building Design: JOE RANDALL Senior Vice President, Central Services: MARY KAY SUSTEK Vice President, Licensing & Events: HOWARD APPELBAUM Vice President, Marketing Services: DREW DeSARLE Vice President/General Manager, Burrill Life Sciences Media Group, LLC: ZACHARY DICKER Vice President, Manufacturing & Distribution: JENNIFER GREGO Vice President, Audience Marketing: JOANNE WHEATLEY FINALIST FOR THE 2005 JESSE H. NEAL NATIONAL BUSINESS JOURNALISM AWARD FOR BEST SINGLE ISSUE, AND WINNER IN 2004 FOR BEST REGULARLY FEATURED DEPARTMENT WINNER OF NATIONAL AND REGIONAL EDITORIAL AWARDS AT THE 27TH ANNUAL AMERICAN SOCIETY OF BUSINESS PUBLICATION EDITORS AWARDS COMPETITION view Hewlett Packard Vice President Scott Tuthill during the launch of HP’s “What Do You Have to Say” global marketing campaign (see cover story on page 18). Just a few minutes into our discussion, I asked Scott what some of the Small and Medium Business division’s greatest sales challenges were. He replied, “One of the biggest is keeping our sales team’s knowledge base current.Change is accelerating, and regardless of whether our reps are Michael McCue michael.mccue@salesandmarketing.com www.salesandmarketing.com www.salesandmarketingmanagement.com 2004 WINNER OF TWO REGIONAL DESIGN AWARDS FROM THE AMERICAN SOCIETY OF BUSINESS PUBLICATION EDITORS 4 SALES&MARKETING MANAGEMENT OCTOBER 2007 http://www.salesandmarketingmanagement.com http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - October 2007

Sales & Marketing Management - October 2007 Contents Editor’s Letter Management Strategies Why Prospecting Gets No Respect Sales Strategy: Spotlight your Services Marketing: A Social Intelligence Primer Management: Steer your Team to Success Motivation/Incentives: The No-Pain Way to Gain Training: Looking for Yesterday’s Learning or Tomorrow’s? Technology: Get Trade Show Satisfaction with the Video Massage Focusing on SMB Solutions The Best Sales Force The Hottest Job Industries Overseas Aggravation Gadgets & Gear: Pen and Ink as an Art Form Books that Improve Strategic Thinking, People Skills and Sales One Foot Out the Door Work/Life: Calling in the Fitness Cavalry. Take-Aways: Bite-size Strategies to Help You Sell More, Market Smarter and Manage Better

Sales & Marketing Management - October 2007

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