How to get others to sell your products and services for you

Imagine if you could have others promote you to their customers, who just happen to be your target market.

Well you can if you if you ask  these simple questions when setting up a cross promotion.

cover-pt-barnumP.T. Barnum (who according to Joe Vitale  (from The Secret fame) in his book “There’s a Customer Born Every Minute”, said that P.T. Barnum invented cross promotions.) would ask the following questions before setting up a cross promotion.

Question #1: Who are my potential customers? Those customers that are most likely to buy from you.

Question #2: Who else wants to reach these same people? Who else serves those same type of customers.

Question #3: How can we reach our potential customers more effectively? By cross promoting our products and services.

and I would add:

Question #4: How am I goint to win with this promotion? Marketing  is simple, if you don’t win, you shouldn’t be playing.

Question #5: How will my  marketing partner  win with this promotion? Same goes for your marketing partner, if they don’t receive benefit in the deal… why would they go ahead.

Queston #6: How will my marketing partner’s customer win with this promotion? If their customer’s will need extra benefit (value) from the promotion in order to take the action that is needed to make the promotion a success.

The benefits of cross promoting to your target customer can be amazing and very cost effective.

So ask the right questions and grow your business.

Should managers/leaders apologize?

The following question was posted on LinkedIn by Doyle  Slayton who is a trainer in the Dallas/Fort Worth area.

Should managers/leaders apologize?

I’ve worked for bosses who hold polar opposite views on the issue of whether or not a manager should apologize. One believes that a manager should never apologize to their employees. The other makes it a practice to apologize regularly for wrongdoings.

During the last few months, I’ve begun to solidify my views on the subject. Before I share my opinion…

What do you think… should leaders/managers apologize?

Here is my response.


Hi Doyle,

Everyone messes up at times. And because Managers often have to make decisions with incomplete information, the opportunity to mess up increases.

I believe that if a Manager doesn’t apologize and humble him/herself when this happens they will lose respect from their employees.

However, if the Manager does humble him/herself then they will gain respect in the eyes of their employees. They will be perceived as real. And their employees will work that much harder for them in the future.

So, if the situation warrents it, swallow that pride and apologize, because not only is it the right thing to do from a people perspective, but from a business perspective as well.

Great question.

Making a difference,

Richard Elmes CSP
“The Sales Dating Guy”

The number one characteristic of a great sales leader

The following question was recently posed on LindedIn by  Jaime Davis-Thomas,  Director of Research & Publications at EcSELL Institute

What are the characteristics of a great sales leader?

Here was my answer:

Hi Jaime,

The number one characteristic of a great sales leader is that they care.

They care about helping solve their customer’s problems,
They care about building their business,
They care about supporting their family
and they care about doing it the right way.

Making a difference,

Richard Elmes CSP
The Sales Dating Guy

What is the one tip you have learned that has made the greatest difference in the impact of your presentation?

Jennifer Kahnweiler, who is a “workplace guru” who speaks to leaders and aspiring leaders on how to strengthen their people skills. posed this question on LinkedIn:

What is the one tip you have learned that has made the greatest difference in the impact of your presentation?

Great question!!!

Here is my response:

Hi Jennifer,

What was the one tip that made the greatest difference in the impact on my presentations was when I realized that it is not about me and what I was going to get out of the experience. Instead it was about what I was giving to the audience.

When I shifted my focus from what I am doing or saying to what the audience is receiving, everything changed.

I was less nervous and more effective.

Now, when I am developing new material, I customize  it with that audience in mind.

When I deliver my material I am more focused on the audience than myself. I look into their eyes and look for the “light bulbs” to come on.

Overall I view my presentations as a gift to the audience. A gift
that will hopefully, help make their business and life more successful.

I hope this helps.

Making a difference,

Richard Elmes CSP
The Sales Dating Guy

Personal trust in business – Have we lost the ability to trust one another?

Here is my reponse to this LinkedIn question posted by David G.

I don’t believe we have totally lost the ability to trust one another.

 I do believe however, that trust is earned.

 Whether we trust one another depends on many different factors:

Our History: If we have been burned in the past we will be less likely to put ourselves in that vulnerable state again. However we are more likely to trust the person who has come through for us in the past.

The Data: We look at all the information that we can see, hear, feel, taste and touch to determine whether the situation is safe.

The Context: When we look at the situation, the reputation and the personal incentives (how they will win) of the other person are also considered.

Building trust is a slow process that is earned a little at a time. Come through for me this time and I will trust you a little more next time.

However, you can lose trust in an instant. As one of my favourite sales gurus Zig Ziglar  says,

“If you lie to me and I catch you. I will put a question mark at the end of everything you say in the future.”

There is also an excellent book by Stephen M.R. Cover called The Speed of Trust, which talks about how to build trust, and how building a trusting organization increases speed and reduces costs.