Business Development Center

It all began in the 1980’s. Ronald Regan was president and one of the many controversial things he did in that office was to deregulate the TV industry. Why did he do it? Well, as a conservative Republican he lived and breathed by the “free market rule,” which stated that the government didn’t belong in business, and businesses should live and die by the success or failure of their own practices and market forces.

At the same time, cable TV was just starting its expansion into the American television marketplace, and that opened up a huge broadcast venue which simply didn’t exist beforehand. Anybody with any experience in the broadcast industry was starting his own channel and pretty soon cable channels were commonplace. The most successful channels at the time were religious based channels which were basically used for fundraising purposes. There were literally hundreds of them, from local, small time reverends and ministers with dubious backgrounds, to nationally broadcast spiritual and religious shows, utilizing well-known religious figures.

At this point, two things happened.  For one, many of the young, fledgling channels and networks who counted on ad revenue to keep themselves afloat attracted less than stellar ratings and starting going under. And at the same time, the religious channels started to realize that their fundraising efforts were failing miserably in the late evening and wee hours of the morning.

Cheap broadcast space was born! And enterprising businessmen, more like vultures than saviors, swooped down and began to chew on the dying carcasses of the young cable industry, buying up blocks of cheap, late night, off peak broadcast time and running 30 minute or 60 minute, inexpensively produced commercials refashioned as entertainment programs.

Pretty soon there were infomercial superstars.  Celebrities, as well as a cast of unknowns, found fame and fortune in the newly created infomercial industry. There was Jane Fonda who captured lightening in a bottle with her exercise tapes simultaneously boosting the video business along with the infomercial business. There was Ron Popeil, who marketed every gadget and device people didn’t even know they needed and made the switch from printed contact to electronic contact so successfully he’s still doing it today. And there was Kenny Kingston who made the Psychic Hotline into one of the largest businesses in the world without even having anything to sell! Only in America and only in infomercials could such overwhelming success happen so quickly.

Soon, everybody with an idea was trying to come up with the next big thing. As is always the case with any new industry, immediately following the initial success there comes a huge wave of imitators and innovators trying to cash in. And as always happens – most fail. There was such a huge crush of wannabes flooding into the business that production rates skyrocketed and broadcast time became more and more expensive and less and less available. Almost overnight, the infomercial industry went from nothing to today’s enviable haul of billions of dollars annually. And that’s just in America. Successful infomercials, like Hollywood movies are translated into foreign languages and played all around the globe especially when they are celebrity driven.

The newly created infomercial industry was the precursor to the Home Shopping Network and QVC which are essentially 24 hour mini infomercials, product driven, price driven and celebrity driven. And now we have The Infomercial Channel – 24 hours a day of infomercials. Gone are the days of loud mouthed hucksters, snake oil salesmen yelling into the camera, hawking the latest “it slices! it dices!” home improvement device. Today, infomercials are slick, expensive and if they work, highly profitable.

One of the easiest ways to increase sales is through networking and one of the best ways to network is to network easily. What I mean by this is to do things that come naturally to you.

Some of the ideas that can be helpful for networking are:

1. Join groups that you would be interested in joining. For example, if you like to run, join a running group; if you like to play bridge, join a bridge group; if you would like to go to church, become a member of a congregation. Joining a group just for the sake of networking, generally doesn’t work.

2. Volunteer to speak at events. You can start by speaking to small groups and then in time you can become more selective and speak to larger groups. Toastmasters is an excellent group to join to improve your speaking ability as well as another networking opportunity.

3. Write articles. There is something that makes someone seem like an expert when they write an article on a specific topic. Articles are easy to write if you are passionate about what you are writing about. There are also hundreds of publications that are hungry for material. Again, you will have to start small with local publications and work up to other publications. No one wants to publish you? Use some of the free online services like www.isnare.com or do a blog (which can be a great networking tool on its own).

4. Keep a Rolodex (I use Outlook) and keep it organized. Ideally include not only names and address but also a few points of interest about the person or their business.

5. Keep in touch with people. The best way to do this is to know what interests the people have and then send them personalized emails or notes with articles of interest attached. Do this with no intention of them buying but the more they know you, the more they will tend to buy.

6. Become an expert: Becoming an expert in any field is simple to do. First pick a topic that you are passionate about and then spend an hour a day reading trade journals; going to trade shows; and learning about that topic. Within six to eight weeks, you will be close to an expert in that field and people will turn to you for solutions.

7. Be generous: People tend to link happy occasions with gifts. Be prolific with gifts; for example, baby gifts – you will find that people are very grateful that you remembered their special occasion.

8. Follow-through: If you are trying to sell a product to a customer, make sure that you follow up with them so you can make the sale. Many times people will provide the information on the product and will tell the customer that they will get back to them, but don’t, so the sale falls through.

9. If you are going to be out there, work the room: What I mean by this is why go to a function and sit only with the people that you already know. No need to sit in the corner when you can mingle with new people and get to know them. This skill does not come naturally to introverted people; however, it is something that can be easily learned by stepping out of your comfort zone.

People tend to buy from people they know. Become more known and sell more. This is one way smaller companies and beat larger companies any day.