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Archive for January 2009

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

Posted in Uncategorized

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