John Foust

There’s a story about a professor of literature at the University of North Carolina in Chapel Hill. As he approached retirement, someone from the newspaper interviewed him.

People usually say “no” to things they don’t understand. It’s a salesperson’s job to help prospects understand what he or she is selling. What makes media choice A better than choice B?

Oboes set the pace for the entire orchestra. It’s easy to see a direct comparison to a leader’s role in the business world, writes veteran sales trainer John Foust.

A few points to keep in mind, he writes: Leaders lead by example, don't micromanage and periodically review goals.

Transparency is a key principle of business communication. When we are transparent with other people, we eliminate the window shades of pride and embarrassment which tempt us to wait “one more day” before sharing what we fear could be interpreted as bad news, writes veteran sales trainer John Foust 

In the most recent installment of his "Ad-Libs" column, Foust provides some tips for executing this approach and discusses why it is necessary. 

It’s easy to be vague. It’s challenging to think – and communicate – in specifics, writes veteran sales train John Foust in his most recent "Ad-Libs" column.

Specifics are meaningful and generalities wander all over the place, without much significance at all. Generalities have no sticking power. Foust looks at two areas of sales that have a particular need for specificity.

One of the most important techniques in communication – especially in persuasive communication – is to tell people "why," writes veteran sales trainer John Foust.

In his latest "Ad-Libs" column, Foust gives five examples of how to use simple bridges to explain your reasoning to prospects during sales presentations. 

Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign.

There are two types of advertising: image and response.

The first is designed to give people a good impression of the advertiser. The latter aims to generate an immediate response to a specific offer. In his latest 'Ad Libs' column, veteran sales trainer John Foust shares what these two ad types should have in common — especially if they're going to be successful.