"The End Is The Beginning"

Bonura.com Home

by Joe Bonura, CSP


Our Best Ever

When I was in the advertising agency business, I sought a very large and prestigious account. My agency pulled out all the stops and presented the best presentation that we had ever put together. We knew we did extremely well because the potential client commented that it was the most impressive presentation that he had seen.

We Danced With Glee

The potential client left the room, and we danced with glee, positive that we would be the agency of choice. I am glad we did not break out the champagne because, five days later, we were informed that the account was awarded to another advertising agency. What a disappointment! Although we discovered there were political reasons that we lost the business, it still hurt.

Left Holding the Bag

One year later, the "lost client" went bankrupt and left the advertising agency with a $250,000 bag of bills that the agency was accountable for. My first thought was that it could have been my agency left holding the bag. In the advertising business, the agency was responsible for the bills. Not only did the agency lose the commissions, but the agency was responsible for the principal to the media and other suppliers.

The Fog of Defeat

That experience brought to mind one of my favorite quotes from self-help author Napoleon Hill, "In every adversity, there is the seed of a greater or equivalent benefit." It is difficult to see the benefit when going through an adversity, but the benefit exists, if you can get past the fog of defeat to see it. After the loss of that potential client, my agency acquired a prestigious account that more than made up for the one that got away, and they were financially sound.

Just Move On

In selling, the odds are that you will lose more than you will win. My advice? No matter what the outcome, simply continue to sell. As an ongoing practice, continually nurture potential clients so that if you are rejected by one, you just move on to another prospect.

The Circle System

In my sales training sessions, I draw ten circles, stacked one on top of the other. These circles represent ten sales calls. Most sales people will get two sales out of the ten, which is a pretty good closing ratio. I then draw two check marks on the two circles that represent closed sales.

Double Your Success

I then draw two check marks on two more of the circles, leaving six circles unmarked. I challenge the class that if they heed my sales advice, they will procure two more sales than they are presently getting. In other words, they will double their success. A note of caution: no matter how good they are, they may not get the remaining six sales. You will usually lose more than you will win, but the key to success is to continue selling in spite of the losses.

Do Not Stop Swinging

Check out your last 30 days of selling. How many presentations did you make? How many did you win, and how many did you lose? Remember that a multi-million dollar baseball player only hits one of three pitches. Do not let the misses mess up your success. You lose only when you stop swinging.

© 2013 Joe Bonura & Associates, Inc.

To see Joe and hear one of his favorite selling tips, follow this link to a video he created to share with folks who are interested in making more sales, or finding a job:



Joe Bonura would be pleased for you to reprint the article text free of charge (non-exclusively), but asks that you include his name and contact information:

Joe Bonura
Joe Bonura & Associates, Inc.
Website: www.bonura.com
407 Landis Lakes Court
Louisville, KY  40245

(502) 553-1746 phone

E-mail: joe@bonura.com

About Joe Bonura

His background is unique. Joe owned and operated a highly successful advertising agency for 18 years. During that time, he found his advertising campaigns were more effective when he educated his clients in the areas of sales and service. He conducted training seminars for his clients as added value. Word spread that Joe was a quality speaker and more and more people asked him to speak. The demand became so high that he sold the agency to three of his associates to start his own speaking and consulting company, Joe Bonura & Associates, Inc.

Joe is past President of the Kentucky Speakers Association and a Certified Speaking Professional (CSP), a prestigious designation earned by only 8% of the 3,600 member National Speakers Association. Joe presently serves on the board of directors of NSA.

He is author of the audio learning systems "Three-Dimensional Selling®" and "Turning Customer Satisfaction Into Customer Excitement®." He is author of the book Throw the Rabbit—The Ultimate Approach to Three-Dimensional Selling.




Seminars | Audio Samples | Articles | Products | Clients |Throw The Rabbit | About Joe | Order | Contact Info | Home