NEW Video! Small Biz Saturday Shoppers, Online Holiday Sales, Trust Issues

Wed Nov 9, 2016

Courtney Huckabay

This month we learn about Small Business Saturday shoppers, online holiday sales and how to build trust in your first meeting.



Hello there, and WELCOME to the NOVEMBER 2016 edition of Media SALES Monthly.


SalesFuel’s most recent AudienceSCAN survey found twenty-three percent of U.S. adults plan to shop at a locally owned business on Small Business Saturday, which is November 26 this year. And although this is a negligible drop from last year, it’s a nearly TWENTY-PERCENT drop from 2014. Are small businesses doing ENOUGH to promote this holiday-shopping day? YOU can help them. Small Business Saturday shoppers want to buy the stuff small businesses SPECIALIZE in! Antique dealers, audio shops and spas/salons are in the SWEET spot for spending this year. They also intend to buy consumer SERVICES like carpet and window cleaning, maid service and furniture refinishing and repair – either as unique gifts or to prep their homes for all their holiday guests. The small business community is MISSING opportunities. These consumers are PROUD to “Shop Small,” so REMIND your small business clients to promote their goods and services in advance of this unique shopping holiday. And SalesFuel can help you out. We created a full white paper with MORE data on these shoppers and UNIQUE IDEAS for you to share with your small business clients. Download this timely FREE white paper today under the “NEWS” tab at


The latest projections from e-Marketer show the typical retailer can expect to see online orders jump more than 17 percent for the coming holiday season – defined as November and December. And these online sales will likely amount to nearly 11 percent of TOTAL holiday retail sales. So your clients must be PREPARED, if they want to turn in a better than average performance this year. Retailers already know they’re up against some tough competition. Amazon DOMINATES. In fact, Amazon accounted for 25 percent of ALL online holiday sales in 2015. But your clients CAN compete by arming themselves with everything Amazon DOESN’T have. Retailers who carry inventory that CAN’T be found anywhere else have a natural ADVANTAGE over online giants. Your clients also need to establish a solid MOBILE commerce presence. This year 2.4 percent of all retail sales will take place on SMARTPHONES – just as sales coming from TABLETS are shrinking. Finally, advise your clients their advertising should start EARLY, be FREQUENT and be MEMORABLE.


In sales, it’s important to build trust quickly, preferably during the FIRST meeting with a prospect. UNFORTUNATELY, many of these first conversations fall FLAT. Craig Wortmann, in an article for SalesEngine, advises us there are easy ways to AVOID a bad meeting. He reminds us NOT to treat the meeting like a round of SPEED dating. It’s not the time to try to WIN OVER the prospect by rattling off YOUR ACCOMPLISHMENTS. The first meeting isn’t a time to “SELL,” but rather establish RAPPORT and start building TRUST.

You can accomplish this by:

  • Arriving PREPARED
    Research the prospect. Select two or three standout facts that impress you and BRING THEM UP during the conversation.
  • Showcasing your DEPENDABILITY
    Take time to CONFIRM the time and place with the prospect before the meeting. And if you make any promises during the meeting, be sure to FOLLOW THROUGH within 24 hours.
  • Being authentically HUMBLE
    If the moment PRESENTS itself, fess up to any past mistakes. It will NOT scare them away, but rather reveals your HONESTY and ability to LEARN from past stumbles. It’s one of the quickest ways to build trust and shows you’re AUTHENTIC. This first meeting is a VITAL time to establish yourself as a valuable, trustworthy provider – so take it SERIOUSLY.

That’s it for THIS edition of Media Sales Monthly. I’m Doug Lessells.

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About Courtney Huckabay

Courtney is the Editor for SalesFuel and AudienceSCAN. She is a graduate of Middle Tennessee State University.

View all posts by Courtney Huckabay