Sandy Stefano of Sandler Training led the Professional Consultant's Association's October meeting on the topic titled Developing A Business Development Plan for 2018. Sandy was the perfect person to lead it because her company trains people on sales and prospecting... and it's literally her life.

Sandy Stefano Sandler TrainingShe started out asking the group what the definition of business development was. After a lot of responses, she defined it as "a Broadway show played by a psychiatrist". After the laughter died down, she reasoned that we as consultants, many sole proprietors, work on finding the need our potential clients have for whatever services we provide. We need to do this by using the process of asking questions to get the prospects talking so we can listen, like psychiatrists to find out where the pain might be laying.

Then we talked about the process of clearing the garbage out of our own minds so we can focus on the issue at hand. We all tend to question ourselves and have periods when we feel defeated, which she addressed with a triangle that showed how we should reorient our minds towards getting new clients. The idea of establishing a behavior that we can maintain along with refining our techniques helps all of us maintain a positive attitude... even when we're getting beaten down mentally.

Sandy laid down 3 things all of us need to work on attaining to help our careers go better. The first is partners, those who are willing to work with us in finding new clientele as well as offering support; the second is referrals from clients we've worked with who've appreciated what we've done for them; third is a list of potential clients, as many as you can who you believe should be your target market. The more the merrier, because you never know if a potential client might have a potential client for you.

She said a couple of things that resonated greatly with the audience. The first is that she's always prospecting because, no matter how good the work is they do, every year they lose around 35% of their customers, which means they need to refill the pipeline. The second is that it could take up to 8 attempts just to get through to a potential customer... not close a sale, just to reach them. That's daunting, but her position is that if we take care of the points of the triangle mentioned above that this becomes part of a process and removes all the emotional baggage from our heads.

Next on the list was our addressing 30-second commercials, something PCA does at the beginning of every meeting. She offered 3 things that every statement needs to have: your name and company name; the type of company you work for; what you do to help your clients. This is big because at least half the people in the room owned up to doing 2 out of 3 of these, with the last piece often missing. This is especially important if you're using the phone to reach contacts and need to leave a message. She agreed that it also helps to tell people on messages that you'll continue calling regularly, but if they wish you to leave them alone to ask them to call and say so. This is an important addition; if they call, tell them you'll leave them alone for a specified period of time, 6 months to a year, before trying to reach out to them again, and then see if they tell you not to bother or are open to hearing from you later on.

The finale of the presentation left us with 4 Sandler Rules we all should follow:

* You never have to like prospecting, you just have to do it
* A prospect who is listening is no prospect at all
* There are no bad prospects, only bad salespeople
* You can't lose anything you don't have

It was a wonderful presentation and we all learned a lot. We all thanked Sandy, who's also a member of PCA, for giving us this great information.

By John Hunt, General Sales Manager, 92.1 The Wolf, Movin 100.3/96.5, 95.3/103.9 The Dinosaur And Fox Sports 1490AM

In my opinion, the most interesting aspect of this job can be the perception of radio in the market. Not just the general public perception, but the perception of local businesses in regard to radio as an advertising medium or marketing component. Many local businesses have kindly offered us testimonials in regard to their experience and results with radio on However, there are many businesses that have not yet embraced the full potential radio offers their business. And, after reviewing and researching these myths, our staff came to some interesting conclusions…

Millennials Don’t Listen to Radio

FALSE – Radio has the highest reach for Adults 18-34. 92% of this demographic is reached through radio. Smartphones only reach 83% and TV only reaches 75% of this population group. Source: Nielsen Comparable Metrics Report Q4 2015.

Our Conclusion: Radio overall is a great medium to reach Millennials. Now, be sure the message is honest, emotional and engaging so the content is consumed and absorbed by the listener.

People Only Listen to Radio in the Morning

FALSE – Each week in the 10am-3pm daypart, radio reaches 81% of adults age 18 and up. Also, each week in the 3p-7p daypart radio reaches 83% of adults 25-54 and each week in the 7pm-12am daypart radio reaches 60% of adults in this same demo. Source: Nielsen Audio, RADAR 129, June 2016 (Persons 19+, 18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

Our Conclusion: Radio has very few time limits. Listeners enjoy their favorite stations when they are out and about or simply want music on in the background at home. Remember, many people work second or even third shifts and enjoy their favorite stations during non-traditional commute times.

Digital Services like Pandora Get Used More Than Radio

FALSE – The initial industry perception was traditional AM/FM Radio receives 55% share of audio time while services like Pandora and Spotify only have 45% of that share of time. The REALITY is AM/FM radio share is NINE TIMES greater than Pandora and SEVENTEEN TIMES larger than Spotify. Furthermore, Pandora only reaches 15% of the total population and Spotify only 5%. Sources: Perception: Advertiser Perceptions, May 2015, 327 advertisers and agencies. Edison Research “Share Of Ear” Q2 2015; daily reach


Our Conclusion: The initial perception is interesting because in our opinion, it clarifies radio/audios biggest strength. The medium is extremely personal, yet at the same time perceived to be larger than life. An individual may believe that since “they” only listen to one particular station (or medium), it makes sense that “everyone” does too. Sensible advertisers know how to separate this perception from the reality of their advertising and marketing plan in order to create a profitable advertising investment for their business.

Want to know more?

Let’s discuss your business’ thoughts about radio and lead generation at no obligation.

By John Hunt, General Sales Manager, WOLF 105.1, Movin 100.3/96.5, 95.3/103.9 The Dinosaur And Fox Sports 1490AM

“A man who stops advertising to save money is like a man who stops a clock to save time” – Henry Ford


Successful small businesses know advertising is an essential business plan component. For over ten years we’ve presented marketing workshops in conjunction with the Small Business Development Centers in Oswego and Onondaga Counties. These workshops are designed to help small businesses design the marketing chapter of their business plans.

We know that successful worldwide brands like Coke and Microsoft are household names. So why do they continue to advertise and market their products when they dominate their respective categories? Because – if they don’t, there is a better chance consumers will forget about the products and services over time. Marketing at this stage is designed to continue the brand experience in between the times when a consumer uses the product or service.

“That’s true, but small businesses don’t have the budget or resources that million dollar companies have.”

The principles that these successful companies use are the same principles all businesses are encouraged to use. Successful small businesses look at the patterns and strategies and adapt them for their own campaigns.

Start by looking at how the customers buy. What brings them to the small business? Follow the pattern.

Eventually, the small business will recognize the whole customer buying cycle. Now, focus the advertising at various points or milestones of the buying cycle so that the buying cycle will compress and encourage more frequent transactions.

“Our small business doesn’t have money to throw away on advertising. It needs to work.”

Our company believes all media works if it is used properly. If we know how customers buy from the business, our team can look at those patterns and help improve the buying cycle. There are patterns in every industry. If we compare our research with local small business’ trends, we will help see these patterns more clearly. Knowing these patterns brings about better results from advertising and marketing.

Want to know more?

Let’s review your business’ customer buying cycle at no obligation. Call us at 315-472-0222 or email me at to arrange a meeting with a member of our team. Or – if you have a group or trade organization that would like to host one of the small business marketing workshops at no cost and no obligation, we are scheduling appearances for summer and fall 2016 right now.

The life of a consultant can be a good one. It can also be scary.

It’s scary when things are slow and you’re wondering where your next client will come from. Sometimes you can get clients fairly quickly; other times it feels like you’re never going to get another client at all.

John Boyne and Joseph O'Connor Writers Centre Norwich via Compfight

Almost all of us have been there. It doesn’t have anything to do with whether you’re good at what you do or not. Sometimes it’s timing; sometimes it’s the market. It is what it is.

Last month we had the pleasure of having as our guest speaker Angela Moonan, Founder and Principal of Blue I Marketing. Her talk was on finding ways of telling your corporate story in your marketing.