Escalante Pure and Simple

The Escalante Report

Use your Shtick to move the social media needle

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According to the Pareto principle twenty percent of people make things happen grabbing the gusto of success.  When it comes to social media marketing the actual percentile may be half of that.  Much closer to the actuary tables used by insurance companies. But before we get to those numbers the question that begs answering is why such a low figure and what proof is there?

The  short answer is successful people have shtick  and a proven strategy to stand out.  Webster defines shtick as, one’s special trait, interest, or activity.  Every single person has it but few ever really develop it to its full potential.

Larry King will go down in history as one of the most successful broadcasters in the history of radio and TV. He worked at developing his shtick by being passionate about broadcasting. But this came after he paid his dues. Early in his career he had an unstable work history being fired and even having a brush with the law.  Fearful of his creditors calling the radio station live on the air, he manged to keep them at bay long enough to turn things around. How did Larry rise from being a deadbeat to being a multi-million dollar brand?  

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Written by Victor Escalante

September 30, 2010 at 11:44 pm

What advertisers can learn from American Idol

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Simon Cowel is an icon of people we love to hate. It is a great ploy to turn American Idol into one of the hottest shows on television. He also happens to be a brand within the larger brand known as “American Idol’. Today’s media is fragmented and it takes a bigger bang to get attention.

Even Viacom’s CEO Sumner Redstone would be forgiving of Simon Cowel’s publicity antics if his network owned the show. By comparison Tom Cruise would be a centered monk next to Simon. He may be the most famous critic everyone loves to hate. We just cannot seem to get enough American Idol, it is an undisputed run away success phenomena. Read the rest of this entry »

Written by Victor Escalante

January 12, 2009 at 6:46 pm

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The seven secrets of sales superstars

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Part I

They know how their product or service is the solution for the qualified company.  In today’s highly volatile marketplace every company large or small is faced with unexpected problems.  You have heard and read the cliché phrase, “sell benefits.”  The stellar salesperson is a modern day Sherlock Holmes at finding the elementary problems of key accounts they are targeting to position themselves to be the preferred vendor with the solution mojo.

In my own experience I once targeted a company that the sales cycle was a year to get the first order. It was part luck, part knowing their problems, and having a breakthrough solution from our R&D department.  That one small trial order progressed into growing that company into the second largest account in sales revenue.

We have entered into an era of specialization.  The superstar salespeople know how to become experts at providing simple solutions to complex problems.

Part II

They get the job done!  It sounds so basic and yet so difficult to achieve by mediocre salespeople.  Superstar sales people have the stick to itiveness.  They show up for preset appointments prepared.  They follow through on promises made during the initial sales call when they are in the discovery phase of the customer’s real problems. They attend to the details of processing work orders to make it frictionless.

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Written by Victor Escalante

January 11, 2009 at 4:33 pm

Posted in Uncategorized

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