Change equals growth

People don’t like to change, even though it is necessary.
In the professional world, changes can help a business grow.

In Stacy Karacostas’ businessknowhow.com article “Why Change is Necessary: Is Temporary Insanity Keeping You From Growing Your Small Business?” Karacostas explains that successful people and businesses recognize the need for change early. They do not wait until it’s too late to solve the problem.

The main issue is to know when to make or a change or not. Karacostas said sometimes it is based on your instincts, but there are some guidelines you can keep in mind.

Consider these to know if something needs to change:

1. If you have a number of months of data showing that you are not on track to reach goals.

2. You find yourself complaining about the same problem three or more times.

3. When you are presented with a better idea or system for your business you always consider it.

If you are uncomfortable with change or have a hard time letting go of ideas, Karacostas suggests starting out small.

Take Some Extra Time, or You’ll Fall Down

Enjoy a preview from the Creative Selling section of next month's issue:
Horses are like business prospects.
Well-trained horses are prepared for anything they might encounter during
their lifetime. They’ll learn to stand still while a rider mounts and pick up their right foot to produce a collected gait. They won’t complain when it’s hot outside or if they don’t get a blue ribbon at the fair.
Similar to a horse and rider partnership, clients can get into a routine too.
They also develop working relationships over time. But sometimes, clients are unpredictable.
At times, horses will ruin a pattern they’ve done multiple times before
because the rider poked too hard with the spurs or the saddle is pinching their shoulders. Or worse, they might decide to throw off the rider just like the prospect that abruptly stopped calling.
Spur-wearing riders know to be careful and use the metal spikes as a last
resort. They also take a few extra minutes to make sure the saddle fits. If these precautions are taken, the rider and horse can rest assured they’ll have a good performance.
The same principle applies to sales. You have to find the right incentives
to match the right prospects. If you don’t prepare for success, you won’t have it. You won’t be confident or relaxed, which could make your customer nervous or unwilling to work with you.
A horse is not going to perform well for a nervous or aggressive rider in
the same way a client will not work with a sales professional that isn’t flexible and compromising.
Take a moment and pay attention to who you are working with, no matter
who they are. It’s the best way to predict a pleasant outcome.

Happy trails,

Kaye Maloney
Editorial Intern

NameDropping 10/6

Hello all,
After a rather hectic schedule the last couple months, I thought I'd take a moment to offer some much belated congratulations to the following newspaper executives on their new positions:

Michelle Ackerman was named classified advertising director at The Gazette in Colorado Springs, Colo.

Tim Brady was named director of advertising for the Eagle Tribune Company in North Andover, Mass.

Bill Buschmann was named advertising director at The Post-Star in Glens Falls, N.Y.

Tom Caywood was named vice president of classified advertising for the Media General digital media group.

Gina Felix was named publisher of The Carthage (Mo.) Press after two years at the newspaper as advertising manager.

Bill Gilmore was named director of advertising at The Meridian (Miss.) Star.

Tim Hobbs was named vice president of sales at the Waco (Texas) Tribune-Herald.

Charles Horton was promoted to publisher from director of advertising at the Kitsap Sun in Bremerton, Wash.

Matt Kearny was named Advertising Director at The Wenatchee (Wash.) World.

Kimberly Kuntz was named advertising director at the Tahoe Daily Tribune in South Lake Tahoe, Calif.

Michelle Lester was named VP of advertising for the Portland (Maine) Press Herald/Maine Sunday Telegram.

Jim Murphy was promoted to publisher of The Record, Greenbush Life, Latham Life and River Life in and around Troy, Mich., as part of the Journal Register Company.

Moya Neville was named senior VP for advertising sales at The Atlanta (Ga.) Journal-Constitution.

Ann O'Neill was named classified advertising director at The Independent in London, England.

Paul Provost was promoted to publisher from advertising director at the Norwich (Conn.) Bulletin.

Gayle Smith was named advertising director at The Post and Courier in Charleston, S.C.

Deb Tomilson was named VP of business and interactive development at the Providence (R.I.) Journal.

Suzanne Williams was named advertising director at the Peninsula Daily News in Port Angeles, Wash.

Using postcards for marketing?

Here are 5 mistakes to avoid

In Bob Leduc’s article, “5 Postcard Marketing Mistakes You can Easily Avoid,” he presents solutions for common mistakes people make with them.

1) Not defining a specific goal: Always define a specific goal before you do anything. You’ll save time, avoid mistakes and maximize results.

2)Using a cheap mailing list instead of the best list: Don’t settle for a list because it’s cheap or easily available. Research the list to find prospects who will be interested in what you are offering.
3) Attempting to close sales instead of generating leads: Don’t use the cards to close sales, use them to generate web site traffic or sales leads.
4) Trying to say too much on the postcard: Don’t clutter the card; readers want to glance at it and quickly understand what it means.
5) Not including a motivating offer: Make your prospects act now instead of later, give them a reason to do business with you right away.