Media Selling. Warner Charles Dudley

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      Coachable means that you are open to feedback and coaching in the form of an evaluation or criticism with becoming defensive. Being open and not defensive is directly related to your self‐esteem and self‐confidence. People with low self‐esteem and self‐confidence take almost anything said to them in a negative way, as a criticism or slap in the face. Being coachable and not defensive will help you improve and grow and will make you more valued by your management.

      Curious

      Self‐motivated

      Assertive

      Assertive does not mean aggressive. It means being firm in expressing your ideas, thoughts, and feelings. One need not be pushy; quiet determination and resolve can result in being heard, included, and recognized.

      Flexible

      Flexible means being willing to change your plans, your attitudes, your opinions, and your feelings about people and situations. It allows you to be less rigid, open to new ideas and ways of doing things. Flexibility is an attribute that you were either born with or not, but it can learned with practice.

      Cooperative

      Being cooperative means being a good team member, willing to help others and work towards company goals. The best analogy for cooperation I have ever read is, “We are all angels with only one wing, and the only way we can fly is by embracing each other.”

      Nurturing

      Being nurturing means caring for others, wanting to help and mentor. Having a nurturing attitude is vitally important for media salespeople so that they will not forget about their customers after a sale and will care about getting results. This attitude helps salespeople overcome a tendency to hit‐and‐run after making a sale. Paperwork and production need to be completed properly, the schedule placed properly, and the customer contacted frequently and serviced after an ad or schedule runs.

      Can I control and change my attitudes?

      Attitudes can be changed and controlled, but you must have the will power and discipline to practice relentlessly and deliberately. Making any changes within ourselves takes self‐discipline and practice. Techniques used by sports psychologists can help you control, manage, and change your attitude.

      Positive framing

      Imagine if after losing a basketball game a coach uses a negative frame and says to his team, “Do not miss free throws! We lost the game because we missed too many free throws! You’re a bunch of bums!” The team will get a picture implanted in their heads of missing free throws and will continue to miss free throws. On the other hand, it would form a positive image if the coach were to say after losing a game, using a positive frame, “Make your free throws. Free throws win ball games.”

      Always use positive frames in your inner dialogues with yourself and in external dialogues with others. When you use a positive frame, you put a positive spin on things and you create optimism in yourself. An example of a positive frame would be an offer by a gas station of a “cash discount” instead of informing consumers of a “credit card surcharge.” Positive framing is a very valuable sales tool as we will see later in Chapters 11 and 13.

      Visualization and mental rehearsal

      Do the right thing

      Behave ethically at all times. Integrity and honesty are not only good business practices that will help you manage relationships and build

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