{"id":20,"date":"2015-07-29T15:11:11","date_gmt":"2015-07-29T15:11:11","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&#038;p=20"},"modified":"2015-08-03T03:14:20","modified_gmt":"2015-08-03T03:14:20","slug":"get-what-you-want-every-day","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/get-what-you-want-every-day\/","title":{"raw":"Get What You Want Every Day","rendered":"Get What You Want Every Day"},"content":{"raw":"<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Understand the role of selling in everyday life.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h2>What does success look like to you?<\/h2>\r\nFor most people, to achieve personal success entails more than just making a lot of money. Many would claim that to be successful in a career means to have fulfilled an ongoing goal\u2014one that has been carefully planned according to their interests and passions. Is it your vision to run your own business? Or would you rather pursue a profession in a service organization? Do you want to excel in the technology field or, perhaps, work in the arts? Can you see yourself as a senior executive? Imagine yourself in the role that defines success for you. Undoubtedly, to assume this role requires more than just an initial desire; those who are most successful take many necessary steps over time to become sufficiently qualified for the job presented to them. Think about your goal: what it will take to get there?\r\n\r\nWith a good plan and the right information, you can achieve whatever you set out to do. It may seem like a distant dream at the moment, but it can be a reality sooner than you think. Think about successful people who do what you want to do. What do they all have in common? Of course, they have all worked hard to get to their current position, and they all have a passion for their job. There is, additionally, a subtler key ingredient for success that they all share; all successful people effectively engage in <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal selling<\/span><\/span>, the process of interacting one-on-one with someone to provide information that will influence a purchase or action.<span id=\"fwk-125752-fn01_001\" class=\"im_footnote\">Michael Levens, <em class=\"im_emphasis\">Marketing: Defined, Explained, Applied<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2010), 181.<\/span>\r\n<div id=\"fwk-125752-ch01_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Congratulations, You\u2019re in Sales!<\/h2>\r\nIf you think personal selling is only for salespeople, think again. Everyone in every walk of life uses personal selling (some more effectively than others!). Selling is what makes people successful. We all have to sell our ideas, our points of view, and ourselves every day to all sorts of people\u2014and not just those related to our jobs. For example, when you work on a team project, you have to sell your ideas about how your team should approach the project (or, sometimes more delicately, you will have to persuade others as to what you should do about a lazy team member). When you are with your friends, you have to sell your point of view about which movie you want to see or where you want to go to eat. When you pitch in for a friend\u2019s gift, you have to sell your ideas about what gift to give. You are selling every day whether you realize it or not.\r\n\r\nThink about the products and services that you buy (and concepts and causes that you believe in) and how selling plays a role in your purchase decision. If you rented an apartment or bought a car, someone sold you on the one you chose. If you read a product review for a new computer online then went into the store to buy it, someone reinforced your decision and sold you the brand and model you bought. If you ran in a 5K race to raise money for a charity, someone sold you on why you should invest your time and your money in that particular cause. A professor, an advisor, or another student may have even sold you on taking this course!\r\n\r\nThis video highlights how your life depends on selling.\r\n<div id=\"fwk-125752-ch01_s01_s01_n01\" class=\"im_video im_editable im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nhttps:\/\/youtu.be\/5v0kfEpdbJw\r\n<div class=\"im_copyright\">\r\n\r\nSource: Grant Cardone\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s01_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">\u201cI Sell Stories\u201d<\/h2>\r\nSelling is vital in all aspects of business, just as it is in daily life. Consider Ike Richman, the vice president of public relations for Comcast-Spectacor, who is responsible for the public relations for all NBA and NHL games and hundreds of concerts and events held at the company\u2019s Wachovia Center in Philadelphia. When you ask Ike to describe his job, he replies, \u201cI sell stories.\u201d What he means is that he has to \u201cpitch\u201d\u2014or advertise\u2014his stories (about the games or concerts) to convince the press to cover the events that he is promoting. So, even though he is not in the sales department, his job involves selling. Gary Kopervas, similarly, is the chief creative strategist at Backe Digital Brand Communications. He works in the creative department in an advertising agency, yet he describes his job as \u201cselling ideas,\u201d not creating ads. Connie Pearson-Bernard, the president and founder of Seamless Events, Inc., an event planning company, says she sells experiences. For many of her clients, she also sells time because she and her team execute all the required details to create the perfect event. As you notice, all these people are engaged in selling, even though \u201csales\u201d may not be included in their respective job descriptions. Clearly, whether you pursue a career in sales or in another discipline, selling is an important component of every job\u2026and everyday life.\r\n<div id=\"fwk-125752-ch01_s01_s01_s01_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Power Player: Lessons in Selling from Successful Salespeople<\/h3>\r\nWho Wants to Be a Millionaire?\r\n\r\nImagine being a nineteen-year-old college dropout with a child on the way.\r\n\r\nThat described Tom Hopkins in 1976. He worked in construction to pay the bills. He realized there had to be a better way to make a living, so he took a job in real estate sales, but had no success. In fact, after his first six months, he had only sold one house and made an average of just $42 a month to support his family.\r\n\r\nOne day, he met someone who suggested that he go to a sales training seminar. Tom was inspired by the concepts in the seminar and put them to work. Before he was thirty, Tom was a millionaire selling real estate. Tom is now a legend in the selling arena with his \u201cTraining for Champions\u201d and \u201cSales Boot Camp\u201d programs. He is a successful author, speaker, columnist, and sales coach at Tom Hopkins International, which provides sales training for companies such as Best Buy, State Farm Insurance, Aflac, U.S. Army Recruiters, and more.<span id=\"fwk-125752-fn01_002\" class=\"im_footnote\">[footnote]Tom Hopkins International, \u201cTom Hopkins Bio,\u201d <a class=\"im_link\" href=\"http:\/\/www.tomhopkins.com\/tomhopkins_bio.html\" target=\"_blank\">http:\/\/www.tomhopkins.com\/tomhopkins_bio.html<\/a> (accessed June 7, 2009).[\/footnote]<\/span>\r\n\r\nExperience the power of Tom Hopkins in action.\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.tomhopkins.com\/video_demo.html\" target=\"_blank\">http:\/\/www.tomhopkins.com\/video_demo.html<\/a>\r\n<div class=\"im_copyright\">\r\n\r\nSource: Tomhopkins.com\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s01_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The New World of Selling<\/h2>\r\nThere are some people who might think of selling as a high-pressure encounter between a salesperson and a customer. Years ago, that may have been the case in some situations. But in today\u2019s world, successful selling is not something you do \u201cto\u201d a customer, it is something you do \u201cwith\u201d a customer. The customer has a voice and is involved in most selling situations. In fact, Internet-based tools such as forums, social networks like Facebook, MySpace, and Twitter, along with Web sites, live chat, and other interactive features allow customers to participate in the process no matter what they are buying. Listen to consumer behavior expert and author Dr. Michael Solomon discuss the process of selling in today\u2019s world.\r\n<div id=\"fwk-125752-ch01_s01_s02_n01\" class=\"im_video im_editable im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nDr. Michael Solomon Interview\r\n\r\nhttps:\/\/youtu.be\/7Rh1_t52R6g\r\n\r\nThe partnership of selling.\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s01_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Brand + Selling = Success<\/h2>\r\nWhat do Ikea, Red Bull, Mini Cooper, and Apple have in common? All four are strong and highly identifiable <span class=\"im_margin_term\"><span class=\"im_glossterm\">brands<\/span><\/span>. You might wonder what role a brand name plays in selling strategy. Perhaps it is not always noticeable, but when you buy a Red Bull at the corner store for some extra energy, at that very moment, a specific, chosen brand has become an extremely powerful selling tool, and it has significantly influenced your inclination to purchase <em class=\"im_emphasis\">that<\/em> particular drink. Selling can only be successful when that thing that you sell has <em class=\"im_emphasis\">perceived<\/em> value applied to it by the consumer\u2014why Red Bull rather than another caffeine drink? Red Bull must be more effective if a person chooses it rather than the other brand nearby. A brand is a tool to establish value in the eyes of the customer because it indicates something unique. On the surface, a brand is identified by a name, logo, or symbol so that it is consistently recognized.<span id=\"fwk-125752-fn01_003\" class=\"im_footnote\">Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart, <em class=\"im_emphasis\">Marketing: Real People, Real Choices<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 286.<\/span> But a brand is more than that.\r\n\r\nA great brand has four key characteristics:\r\n<ol id=\"fwk-125752-ch01_s01_s03_l01\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">unique<\/span><\/span>. (Ikea furniture has exclusive, on-trend styling at unbelievable prices.)<\/li>\r\n\t<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">consistent<\/span><\/span>. (Red Bull looks and tastes the same no matter where you buy it.)<\/li>\r\n\t<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">relevant<\/span><\/span>. (Mini Cooper looks cool and doesn\u2019t use much gas, and you can design your own online.)<\/li>\r\n\t<li>It has an <span class=\"im_margin_term\"><span class=\"im_glossterm\">emotional connection<\/span><\/span> with its customers. (An iPod, with hundreds of personalized qualities, becomes a loved companion.)<\/li>\r\n<\/ol>\r\nA brand is important in selling because it inherently offers something special that the customer values. In addition, people trust brands because they know what they can expect; brands, over time, establish a reputation for their specific and consistent product. If this changes, there could be negative repercussions\u2014for example, what would happen if thousands of Mini Coopers started to break down? Customers expect a reliable car and would not purchase a Mini if they could not expect performance. Brand names emerge in all different sects of the consumer market\u2014they can represent products, like PowerBar, or services, like FedEx. Brands can also be places, like Macy\u2019s, Amazon.com, or even Las Vegas (everyone knows that what happens in Vegas stays in Vegas!<span id=\"fwk-125752-fn01_004\" class=\"im_footnote\"><\/span>[footnote]<span id=\"fwk-125752-fn01_004\" class=\"im_footnote\">Michael McCarthy, \u201cVegas Goes Back to Naughty Roots,\u201d <em class=\"im_emphasis\">USA Today<\/em>, April 11, 2005, <a class=\"im_link\" href=\"http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2005-04-11-track-vegas_x.htm\" target=\"_blank\">http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2005-04-11-track-vegas_x.htm<\/a> (accessed June 4, 2009).<\/span>)[\/footnote]. Brands can be concepts or causes like MTV\u2019s Rock the Vote or the Susan G. Komen Race for the Cure. Brands can also be people, like Lady Gaga, Jay-Z, Martha Stewart, or Barack Obama.\r\n\r\nWhen products, services, concepts, ideas, and people demonstrate the characteristics of a brand, they are much easier to sell. For example, if you go to McDonald\u2019s for lunch, you know you can always get a Big Mac and fries, and you always know it will taste the same whether you go to the McDonald\u2019s near campus or one closer to your home. Or if you go to Abercrombie &amp; Fitch, you can expect the store to look and feel the same and carry the same kind of merchandise whether you go to a store in Baltimore, Maryland, or Seattle, Washington.\r\n\r\nThe same concept applies to people. Think about your classmates: is there one that is always prepared? He or she is the one who always does well on the tests, participates in class, is a good team player, and gets good grades on assignments. This person has created a brand. Everyone knows that they can count on this person; everyone knows what to expect. Conversely, the same is true for a person who is often times late and sometimes arrives unprepared. You probably wouldn\u2019t want to work with that person because you\u2019re not sure if that person will hold up his or her end of the project. Which one would you choose as a teammate? Which one would you trust to work with on a class project? Which person is your brand of choice?\r\n<div id=\"fwk-125752-ch01_s01_s03_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Power of an Emotional Connection<\/h2>\r\nUniqueness (no other fries taste like McDonald\u2019s), consistency (a Coke tastes like Coke no matter where you buy it), and relevance (your college bookstore is only relevant on a college campus, not in your local mall) are clear as characteristics of a brand, but the most important characteristic is also the most abstract\u2014the emotional connection it creates with its customers. Some brands create such a strong emotional connection that its customers become brand fans or advocates and actually take on the role of selling the brand by way of referrals, online reviews, user-generated content, and word-of-mouth advertising.\r\n\r\nHarley-Davidson measures their customer loyalty by the number of customers who have the company\u2019s logo tattooed on their body.<span id=\"fwk-125752-fn01_005\" class=\"im_footnote\">Fred Reichheld, \u201cThe Ultimate Question: How to Measure and Build Customer Loyalty in the Support Center,\u201d presented via Webinar on May 14, 2009.<\/span> These customers are emotionally connected with the brand, which offers unique selling opportunities for Harley-Davidson dealerships. Another example of emotional connection to a brand can be found by examining consumer relationships to sports teams. Fans willingly advertise their favorite team by wearing T-shirts, hats, and even putting decals and bumper stickers on their cars. They attend games (some of which require hours of standing in line) or watch them religiously on television. For popular events, in fact, many times customers are willing to pay more than the face value of tickets to attend; some will spend hundreds of dollars to see the NCAA Final Four, the World Series, or the Super Bowl. These consumers are emotionally connected to their teams, and they want to be there to support them. A loud, sold-out stadium certainly illustrates why it\u2019s easer to sell brands when customers are emotionally connected.\r\n<div id=\"fwk-125752-ch01_s01_s03_s01_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Power Selling: Lessons in Selling from Successful Brands<\/h3>\r\nEmotion Sells\r\n\r\nDid you ever consider why the salespeople at Starbucks are called baristas instead of employees?\r\n\r\nHoward Schultz, the chief executive officer of Starbucks, has built the brand in his vision since the company began in 1982. He believes strongly that the brand stands for more than beans. During an interview, he said, \u201cBy making a deeper emotional connection with your customers, your brand will stand out from the hundreds, if not thousands, of vendors, entrepreneurs, and business owners selling similar services and products.\u201d<span id=\"fwk-125752-fn01_006\" class=\"im_footnote\">[footnote]Carmine Gallo, \u201cHow to Sell More Than a Product,\u201d <em class=\"im_emphasis\">BusinessWeek<\/em>, May 19, 2009, <a class=\"im_link\" href=\"http:\/\/www.businessweek.com\/smallbiz\/content\/may2009\/sb20090519_058809.htm\" target=\"_blank\">http:\/\/www.businessweek.com\/smallbiz\/content\/may2009\/sb20090519_058809.htm<\/a> (accessed June 7, 2009).[\/footnote]<\/span> Schultz is especially passionate about the role salespeople have in creating the \u201cStarbucks\u201d experience.\r\n\r\nThe brand recently launched a new marketing campaign called \u201cIt\u2019s not just coffee. It\u2019s Starbucks.\u201d Listen to what baristas have to say about the latest Starbucks marketing campaign.<span id=\"fwk-125752-fn01_007\" class=\"im_footnote\">[footnote]Eleftheria Parpis, \u201cStarbucks Claims \u2018It\u2019s Not Just Coffee,\u2019\u201d <em class=\"im_emphasis\">Brandweek<\/em>, May 1, 2009, <a class=\"im_link\" href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/retail-restaurants\/e3i88d85d8ede4fd0afae2e6d752751e2a3\" target=\"_blank\">http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/retail-restaurants\/e3i88d85d8ede4fd0afae2e6d752751e2a3<\/a> (accessed June 7, 2009).[\/footnote]<\/span>\r\n\r\nStarbucks baristas talk about their emotional connection to the brand.\r\n<div class=\"im_mediaobject\">\r\n\r\n<a class=\"im_replaced-iframe\" href=\"http:\/\/www.youtube.com\/v\/67Dk8jdVIa8\" data-iframe-code=\"&lt;iframe src=&quot;http:\/\/www.youtube.com\/v\/67Dk8jdVIa8&quot; condition=&quot;http:\/\/img.youtube.com\/vi\/67Dk8jdVIa8\/0.jpg&quot; vendor=&quot;youtube&quot; width=&quot;450&quot; height=&quot;340&quot; scalefit=&quot;1&quot;&gt;&lt;\/iframe&gt;\">(click to see video)<\/a>\r\n<div class=\"im_copyright\">\r\n\r\nSource: Starbucks Corporation\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\nThe concept of emotional connection is not limited to the brand, it is also an especially critical component in the actual practice of selling. Customers are much more readily persuaded to make a purchase if they develop an emotional connection with the salesperson. If you go to Best Buy to look at a new home theater system, a helpful (or unhelpful) salesperson can make all the difference in whether you buy a particular system from that particular Best Buy or not. If the salesperson asks questions to understand your needs and develops a good relationship (or emotional connection) with you, it will greatly increase your chances of purchasing the home theater system from him. Rock star Gene Simmons, front man for the legendary rock band KISS and wildly successful entrepreneur, summed it up best: \u201cI have to have an emotional connection to what I am ultimately selling because it is emotion, whether you are selling religion, politics, even a breath mint.\u201d<span id=\"fwk-125752-fn01_008\" class=\"im_footnote\">[footnote]\u201cGene Simmons: Rock \u2018n\u2019 Roll Entrepreneur,\u201d <em class=\"im_emphasis\">BusinessWeek<\/em>, September 5, 2008, <a class=\"im_link\" href=\"http:\/\/www.businessweek.com\/smallbiz\/content\/sep2008\/sb2008095_987221.htm\" target=\"_blank\">http:\/\/www.businessweek.com\/smallbiz\/content\/sep2008\/sb2008095_987221.htm<\/a> (accessed June 7, 2009).[\/footnote]<\/span>\r\n\r\nClearly, brands are fundamental building blocks in the selling process. The bottom line is, great brands = great sales.\r\n<div id=\"fwk-125752-ch01_s01_s03_s01_n02\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\">Key Takeaways<\/h3>\r\n<ul id=\"fwk-125752-ch01_s01_s03_s01_l01\" class=\"im_itemizedlist\">\r\n\t<li><strong class=\"im_emphasis im_bold\">Personal selling<\/strong> is a powerful part of everyday life. The selling process can help you get what you want both personally and professionally.<\/li>\r\n\t<li>You are always selling your ideas, your point of view, and yourself in virtually every situation, from class participation to going out with friends.<\/li>\r\n\t<li>In order to understand the selling process, you have to understand <strong class=\"im_emphasis im_bold\">brands<\/strong>. A brand can be a product, service, concept, cause, location, or even a person. A brand consistently offers value to a customer with something that is unique, consistent, and relevant and creates an emotional connection.<\/li>\r\n\t<li><strong class=\"im_emphasis im_bold\">Brands<\/strong> are important in selling because customers trust brands. The brand doesn\u2019t end with the product, service, or concept; the salesperson is also a brand.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div id=\"fwk-125752-ch01_s01_s03_s01_n03\" class=\"im_exercises im_editable im_block\">\r\n<h3 class=\"im_title\">Exercises<\/h3>\r\n<ol id=\"fwk-125752-ch01_s01_s03_s01_l02\" class=\"im_orderedlist\">\r\n\t<li>Identify a situation in which you were the customer in a personal selling situation. Discuss your impressions of the salesperson and the selling process.<\/li>\r\n\t<li>Think about this class. In what ways do you sell yourself to the professor during each class?<\/li>\r\n\t<li>Think about your school as a brand. Discuss what makes it unique, consistent, and relevant and have an emotional connection with its customers. How would you use these characteristics if you were trying to sell or convince someone to attend the school?<\/li>\r\n\t<li>Think about the following brands: Xbox, Victoria\u2019s Secret, and BMW. Discuss how each brand forms an emotional connection with its customers. Why is it important in selling?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Understand the role of selling in everyday life.<\/li>\n<\/ul>\n<\/div>\n<h2>What does success look like to you?<\/h2>\n<p>For most people, to achieve personal success entails more than just making a lot of money. Many would claim that to be successful in a career means to have fulfilled an ongoing goal\u2014one that has been carefully planned according to their interests and passions. Is it your vision to run your own business? Or would you rather pursue a profession in a service organization? Do you want to excel in the technology field or, perhaps, work in the arts? Can you see yourself as a senior executive? Imagine yourself in the role that defines success for you. Undoubtedly, to assume this role requires more than just an initial desire; those who are most successful take many necessary steps over time to become sufficiently qualified for the job presented to them. Think about your goal: what it will take to get there?<\/p>\n<p>With a good plan and the right information, you can achieve whatever you set out to do. It may seem like a distant dream at the moment, but it can be a reality sooner than you think. Think about successful people who do what you want to do. What do they all have in common? Of course, they have all worked hard to get to their current position, and they all have a passion for their job. There is, additionally, a subtler key ingredient for success that they all share; all successful people effectively engage in <span class=\"im_margin_term\"><span class=\"im_glossterm\">personal selling<\/span><\/span>, the process of interacting one-on-one with someone to provide information that will influence a purchase or action.<span id=\"fwk-125752-fn01_001\" class=\"im_footnote\">Michael Levens, <em class=\"im_emphasis\">Marketing: Defined, Explained, Applied<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2010), 181.<\/span><\/p>\n<div id=\"fwk-125752-ch01_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Congratulations, You\u2019re in Sales!<\/h2>\n<p>If you think personal selling is only for salespeople, think again. Everyone in every walk of life uses personal selling (some more effectively than others!). Selling is what makes people successful. We all have to sell our ideas, our points of view, and ourselves every day to all sorts of people\u2014and not just those related to our jobs. For example, when you work on a team project, you have to sell your ideas about how your team should approach the project (or, sometimes more delicately, you will have to persuade others as to what you should do about a lazy team member). When you are with your friends, you have to sell your point of view about which movie you want to see or where you want to go to eat. When you pitch in for a friend\u2019s gift, you have to sell your ideas about what gift to give. You are selling every day whether you realize it or not.<\/p>\n<p>Think about the products and services that you buy (and concepts and causes that you believe in) and how selling plays a role in your purchase decision. If you rented an apartment or bought a car, someone sold you on the one you chose. If you read a product review for a new computer online then went into the store to buy it, someone reinforced your decision and sold you the brand and model you bought. If you ran in a 5K race to raise money for a charity, someone sold you on why you should invest your time and your money in that particular cause. A professor, an advisor, or another student may have even sold you on taking this course!<\/p>\n<p>This video highlights how your life depends on selling.<\/p>\n<div id=\"fwk-125752-ch01_s01_s01_n01\" class=\"im_video im_editable im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Sales - Sales Training Inspiration\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/5v0kfEpdbJw?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<div class=\"im_copyright\">\n<p>Source: Grant Cardone<\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch01_s01_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">\u201cI Sell Stories\u201d<\/h2>\n<p>Selling is vital in all aspects of business, just as it is in daily life. Consider Ike Richman, the vice president of public relations for Comcast-Spectacor, who is responsible for the public relations for all NBA and NHL games and hundreds of concerts and events held at the company\u2019s Wachovia Center in Philadelphia. When you ask Ike to describe his job, he replies, \u201cI sell stories.\u201d What he means is that he has to \u201cpitch\u201d\u2014or advertise\u2014his stories (about the games or concerts) to convince the press to cover the events that he is promoting. So, even though he is not in the sales department, his job involves selling. Gary Kopervas, similarly, is the chief creative strategist at Backe Digital Brand Communications. He works in the creative department in an advertising agency, yet he describes his job as \u201cselling ideas,\u201d not creating ads. Connie Pearson-Bernard, the president and founder of Seamless Events, Inc., an event planning company, says she sells experiences. For many of her clients, she also sells time because she and her team execute all the required details to create the perfect event. As you notice, all these people are engaged in selling, even though \u201csales\u201d may not be included in their respective job descriptions. Clearly, whether you pursue a career in sales or in another discipline, selling is an important component of every job\u2026and everyday life.<\/p>\n<div id=\"fwk-125752-ch01_s01_s01_s01_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Power Player: Lessons in Selling from Successful Salespeople<\/h3>\n<p>Who Wants to Be a Millionaire?<\/p>\n<p>Imagine being a nineteen-year-old college dropout with a child on the way.<\/p>\n<p>That described Tom Hopkins in 1976. He worked in construction to pay the bills. He realized there had to be a better way to make a living, so he took a job in real estate sales, but had no success. In fact, after his first six months, he had only sold one house and made an average of just $42 a month to support his family.<\/p>\n<p>One day, he met someone who suggested that he go to a sales training seminar. Tom was inspired by the concepts in the seminar and put them to work. Before he was thirty, Tom was a millionaire selling real estate. Tom is now a legend in the selling arena with his \u201cTraining for Champions\u201d and \u201cSales Boot Camp\u201d programs. He is a successful author, speaker, columnist, and sales coach at Tom Hopkins International, which provides sales training for companies such as Best Buy, State Farm Insurance, Aflac, U.S. Army Recruiters, and more.<span id=\"fwk-125752-fn01_002\" class=\"im_footnote\"><a class=\"footnote\" title=\"Tom Hopkins International, \u201cTom Hopkins Bio,\u201d http:\/\/www.tomhopkins.com\/tomhopkins_bio.html (accessed June 7, 2009).\" id=\"return-footnote-20-1\" href=\"#footnote-20-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/span><\/p>\n<p>Experience the power of Tom Hopkins in action.<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.tomhopkins.com\/video_demo.html\" target=\"_blank\">http:\/\/www.tomhopkins.com\/video_demo.html<\/a><\/p>\n<div class=\"im_copyright\">\n<p>Source: Tomhopkins.com<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch01_s01_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The New World of Selling<\/h2>\n<p>There are some people who might think of selling as a high-pressure encounter between a salesperson and a customer. Years ago, that may have been the case in some situations. But in today\u2019s world, successful selling is not something you do \u201cto\u201d a customer, it is something you do \u201cwith\u201d a customer. The customer has a voice and is involved in most selling situations. In fact, Internet-based tools such as forums, social networks like Facebook, MySpace, and Twitter, along with Web sites, live chat, and other interactive features allow customers to participate in the process no matter what they are buying. Listen to consumer behavior expert and author Dr. Michael Solomon discuss the process of selling in today\u2019s world.<\/p>\n<div id=\"fwk-125752-ch01_s01_s02_n01\" class=\"im_video im_editable im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p>Dr. Michael Solomon Interview<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-2\" title=\"Dr Michael Solomon - Sell With, Not To\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/7Rh1_t52R6g?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>The partnership of selling.<\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch01_s01_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Brand + Selling = Success<\/h2>\n<p>What do Ikea, Red Bull, Mini Cooper, and Apple have in common? All four are strong and highly identifiable <span class=\"im_margin_term\"><span class=\"im_glossterm\">brands<\/span><\/span>. You might wonder what role a brand name plays in selling strategy. Perhaps it is not always noticeable, but when you buy a Red Bull at the corner store for some extra energy, at that very moment, a specific, chosen brand has become an extremely powerful selling tool, and it has significantly influenced your inclination to purchase <em class=\"im_emphasis\">that<\/em> particular drink. Selling can only be successful when that thing that you sell has <em class=\"im_emphasis\">perceived<\/em> value applied to it by the consumer\u2014why Red Bull rather than another caffeine drink? Red Bull must be more effective if a person chooses it rather than the other brand nearby. A brand is a tool to establish value in the eyes of the customer because it indicates something unique. On the surface, a brand is identified by a name, logo, or symbol so that it is consistently recognized.<span id=\"fwk-125752-fn01_003\" class=\"im_footnote\">Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart, <em class=\"im_emphasis\">Marketing: Real People, Real Choices<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 286.<\/span> But a brand is more than that.<\/p>\n<p>A great brand has four key characteristics:<\/p>\n<ol id=\"fwk-125752-ch01_s01_s03_l01\" class=\"im_orderedlist im_editable im_block\">\n<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">unique<\/span><\/span>. (Ikea furniture has exclusive, on-trend styling at unbelievable prices.)<\/li>\n<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">consistent<\/span><\/span>. (Red Bull looks and tastes the same no matter where you buy it.)<\/li>\n<li>It is <span class=\"im_margin_term\"><span class=\"im_glossterm\">relevant<\/span><\/span>. (Mini Cooper looks cool and doesn\u2019t use much gas, and you can design your own online.)<\/li>\n<li>It has an <span class=\"im_margin_term\"><span class=\"im_glossterm\">emotional connection<\/span><\/span> with its customers. (An iPod, with hundreds of personalized qualities, becomes a loved companion.)<\/li>\n<\/ol>\n<p>A brand is important in selling because it inherently offers something special that the customer values. In addition, people trust brands because they know what they can expect; brands, over time, establish a reputation for their specific and consistent product. If this changes, there could be negative repercussions\u2014for example, what would happen if thousands of Mini Coopers started to break down? Customers expect a reliable car and would not purchase a Mini if they could not expect performance. Brand names emerge in all different sects of the consumer market\u2014they can represent products, like PowerBar, or services, like FedEx. Brands can also be places, like Macy\u2019s, Amazon.com, or even Las Vegas (everyone knows that what happens in Vegas stays in Vegas!<span id=\"fwk-125752-fn01_004\" class=\"im_footnote\"><\/span><a class=\"footnote\" title=\"Michael McCarthy, \u201cVegas Goes Back to Naughty Roots,\u201d USA Today, April 11, 2005, http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2005-04-11-track-vegas_x.htm (accessed June 4, 2009).)\" id=\"return-footnote-20-2\" href=\"#footnote-20-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a>. Brands can be concepts or causes like MTV\u2019s Rock the Vote or the Susan G. Komen Race for the Cure. Brands can also be people, like Lady Gaga, Jay-Z, Martha Stewart, or Barack Obama.<\/p>\n<p>When products, services, concepts, ideas, and people demonstrate the characteristics of a brand, they are much easier to sell. For example, if you go to McDonald\u2019s for lunch, you know you can always get a Big Mac and fries, and you always know it will taste the same whether you go to the McDonald\u2019s near campus or one closer to your home. Or if you go to Abercrombie &amp; Fitch, you can expect the store to look and feel the same and carry the same kind of merchandise whether you go to a store in Baltimore, Maryland, or Seattle, Washington.<\/p>\n<p>The same concept applies to people. Think about your classmates: is there one that is always prepared? He or she is the one who always does well on the tests, participates in class, is a good team player, and gets good grades on assignments. This person has created a brand. Everyone knows that they can count on this person; everyone knows what to expect. Conversely, the same is true for a person who is often times late and sometimes arrives unprepared. You probably wouldn\u2019t want to work with that person because you\u2019re not sure if that person will hold up his or her end of the project. Which one would you choose as a teammate? Which one would you trust to work with on a class project? Which person is your brand of choice?<\/p>\n<div id=\"fwk-125752-ch01_s01_s03_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Power of an Emotional Connection<\/h2>\n<p>Uniqueness (no other fries taste like McDonald\u2019s), consistency (a Coke tastes like Coke no matter where you buy it), and relevance (your college bookstore is only relevant on a college campus, not in your local mall) are clear as characteristics of a brand, but the most important characteristic is also the most abstract\u2014the emotional connection it creates with its customers. Some brands create such a strong emotional connection that its customers become brand fans or advocates and actually take on the role of selling the brand by way of referrals, online reviews, user-generated content, and word-of-mouth advertising.<\/p>\n<p>Harley-Davidson measures their customer loyalty by the number of customers who have the company\u2019s logo tattooed on their body.<span id=\"fwk-125752-fn01_005\" class=\"im_footnote\">Fred Reichheld, \u201cThe Ultimate Question: How to Measure and Build Customer Loyalty in the Support Center,\u201d presented via Webinar on May 14, 2009.<\/span> These customers are emotionally connected with the brand, which offers unique selling opportunities for Harley-Davidson dealerships. Another example of emotional connection to a brand can be found by examining consumer relationships to sports teams. Fans willingly advertise their favorite team by wearing T-shirts, hats, and even putting decals and bumper stickers on their cars. They attend games (some of which require hours of standing in line) or watch them religiously on television. For popular events, in fact, many times customers are willing to pay more than the face value of tickets to attend; some will spend hundreds of dollars to see the NCAA Final Four, the World Series, or the Super Bowl. These consumers are emotionally connected to their teams, and they want to be there to support them. A loud, sold-out stadium certainly illustrates why it\u2019s easer to sell brands when customers are emotionally connected.<\/p>\n<div id=\"fwk-125752-ch01_s01_s03_s01_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Power Selling: Lessons in Selling from Successful Brands<\/h3>\n<p>Emotion Sells<\/p>\n<p>Did you ever consider why the salespeople at Starbucks are called baristas instead of employees?<\/p>\n<p>Howard Schultz, the chief executive officer of Starbucks, has built the brand in his vision since the company began in 1982. He believes strongly that the brand stands for more than beans. During an interview, he said, \u201cBy making a deeper emotional connection with your customers, your brand will stand out from the hundreds, if not thousands, of vendors, entrepreneurs, and business owners selling similar services and products.\u201d<span id=\"fwk-125752-fn01_006\" class=\"im_footnote\"><a class=\"footnote\" title=\"Carmine Gallo, \u201cHow to Sell More Than a Product,\u201d BusinessWeek, May 19, 2009, http:\/\/www.businessweek.com\/smallbiz\/content\/may2009\/sb20090519_058809.htm (accessed June 7, 2009).\" id=\"return-footnote-20-3\" href=\"#footnote-20-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/span> Schultz is especially passionate about the role salespeople have in creating the \u201cStarbucks\u201d experience.<\/p>\n<p>The brand recently launched a new marketing campaign called \u201cIt\u2019s not just coffee. It\u2019s Starbucks.\u201d Listen to what baristas have to say about the latest Starbucks marketing campaign.<span id=\"fwk-125752-fn01_007\" class=\"im_footnote\"><a class=\"footnote\" title=\"Eleftheria Parpis, \u201cStarbucks Claims \u2018It\u2019s Not Just Coffee,\u2019\u201d Brandweek, May 1, 2009, http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/retail-restaurants\/e3i88d85d8ede4fd0afae2e6d752751e2a3 (accessed June 7, 2009).\" id=\"return-footnote-20-4\" href=\"#footnote-20-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/span><\/p>\n<p>Starbucks baristas talk about their emotional connection to the brand.<\/p>\n<div class=\"im_mediaobject\">\n<p><a class=\"im_replaced-iframe\" href=\"http:\/\/www.youtube.com\/v\/67Dk8jdVIa8\" data-iframe-code=\"&lt;iframe src=&quot;http:\/\/www.youtube.com\/v\/67Dk8jdVIa8&quot; condition=&quot;http:\/\/img.youtube.com\/vi\/67Dk8jdVIa8\/0.jpg&quot; vendor=&quot;youtube&quot; width=&quot;450&quot; height=&quot;340&quot; scalefit=&quot;1&quot;&gt;&lt;\/iframe&gt;\">(click to see video)<\/a><\/p>\n<div class=\"im_copyright\">\n<p>Source: Starbucks Corporation<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>The concept of emotional connection is not limited to the brand, it is also an especially critical component in the actual practice of selling. Customers are much more readily persuaded to make a purchase if they develop an emotional connection with the salesperson. If you go to Best Buy to look at a new home theater system, a helpful (or unhelpful) salesperson can make all the difference in whether you buy a particular system from that particular Best Buy or not. If the salesperson asks questions to understand your needs and develops a good relationship (or emotional connection) with you, it will greatly increase your chances of purchasing the home theater system from him. Rock star Gene Simmons, front man for the legendary rock band KISS and wildly successful entrepreneur, summed it up best: \u201cI have to have an emotional connection to what I am ultimately selling because it is emotion, whether you are selling religion, politics, even a breath mint.\u201d<span id=\"fwk-125752-fn01_008\" class=\"im_footnote\"><a class=\"footnote\" title=\"\u201cGene Simmons: Rock \u2018n\u2019 Roll Entrepreneur,\u201d BusinessWeek, September 5, 2008, http:\/\/www.businessweek.com\/smallbiz\/content\/sep2008\/sb2008095_987221.htm (accessed June 7, 2009).\" id=\"return-footnote-20-5\" href=\"#footnote-20-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/span><\/p>\n<p>Clearly, brands are fundamental building blocks in the selling process. The bottom line is, great brands = great sales.<\/p>\n<div id=\"fwk-125752-ch01_s01_s03_s01_n02\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\">Key Takeaways<\/h3>\n<ul id=\"fwk-125752-ch01_s01_s03_s01_l01\" class=\"im_itemizedlist\">\n<li><strong class=\"im_emphasis im_bold\">Personal selling<\/strong> is a powerful part of everyday life. The selling process can help you get what you want both personally and professionally.<\/li>\n<li>You are always selling your ideas, your point of view, and yourself in virtually every situation, from class participation to going out with friends.<\/li>\n<li>In order to understand the selling process, you have to understand <strong class=\"im_emphasis im_bold\">brands<\/strong>. A brand can be a product, service, concept, cause, location, or even a person. A brand consistently offers value to a customer with something that is unique, consistent, and relevant and creates an emotional connection.<\/li>\n<li><strong class=\"im_emphasis im_bold\">Brands<\/strong> are important in selling because customers trust brands. The brand doesn\u2019t end with the product, service, or concept; the salesperson is also a brand.<\/li>\n<\/ul>\n<\/div>\n<div id=\"fwk-125752-ch01_s01_s03_s01_n03\" class=\"im_exercises im_editable im_block\">\n<h3 class=\"im_title\">Exercises<\/h3>\n<ol id=\"fwk-125752-ch01_s01_s03_s01_l02\" class=\"im_orderedlist\">\n<li>Identify a situation in which you were the customer in a personal selling situation. Discuss your impressions of the salesperson and the selling process.<\/li>\n<li>Think about this class. In what ways do you sell yourself to the professor during each class?<\/li>\n<li>Think about your school as a brand. Discuss what makes it unique, consistent, and relevant and have an emotional connection with its customers. How would you use these characteristics if you were trying to sell or convince someone to attend the school?<\/li>\n<li>Think about the following brands: Xbox, Victoria\u2019s Secret, and BMW. Discuss how each brand forms an emotional connection with its customers. Why is it important in selling?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-20\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Powerful Selling. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\">http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Dr Michael Solomon - Sell With, Not To. <strong>Authored by<\/strong>: Kim Richmond. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/7Rh1_t52R6g\">https:\/\/youtu.be\/7Rh1_t52R6g<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><li>Sales - Sales Training Inspiration. <strong>Authored by<\/strong>: Grant Cardone. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/5v0kfEpdbJw\">https:\/\/youtu.be\/5v0kfEpdbJw<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-20-1\">Tom Hopkins International, \u201cTom Hopkins Bio,\u201d <a class=\"im_link\" href=\"http:\/\/www.tomhopkins.com\/tomhopkins_bio.html\" target=\"_blank\">http:\/\/www.tomhopkins.com\/tomhopkins_bio.html<\/a> (accessed June 7, 2009). <a href=\"#return-footnote-20-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-20-2\"><span id=\"fwk-125752-fn01_004\" class=\"im_footnote\">Michael McCarthy, \u201cVegas Goes Back to Naughty Roots,\u201d <em class=\"im_emphasis\">USA Today<\/em>, April 11, 2005, <a class=\"im_link\" href=\"http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2005-04-11-track-vegas_x.htm\" target=\"_blank\">http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2005-04-11-track-vegas_x.htm<\/a> (accessed June 4, 2009).<\/span>) <a href=\"#return-footnote-20-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-20-3\">Carmine Gallo, \u201cHow to Sell More Than a Product,\u201d <em class=\"im_emphasis\">BusinessWeek<\/em>, May 19, 2009, <a class=\"im_link\" href=\"http:\/\/www.businessweek.com\/smallbiz\/content\/may2009\/sb20090519_058809.htm\" target=\"_blank\">http:\/\/www.businessweek.com\/smallbiz\/content\/may2009\/sb20090519_058809.htm<\/a> (accessed June 7, 2009). <a href=\"#return-footnote-20-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-20-4\">Eleftheria Parpis, \u201cStarbucks Claims \u2018It\u2019s Not Just Coffee,\u2019\u201d <em class=\"im_emphasis\">Brandweek<\/em>, May 1, 2009, <a class=\"im_link\" href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/retail-restaurants\/e3i88d85d8ede4fd0afae2e6d752751e2a3\" target=\"_blank\">http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/retail-restaurants\/e3i88d85d8ede4fd0afae2e6d752751e2a3<\/a> (accessed June 7, 2009). <a href=\"#return-footnote-20-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-20-5\">\u201cGene Simmons: Rock \u2018n\u2019 Roll Entrepreneur,\u201d <em class=\"im_emphasis\">BusinessWeek<\/em>, September 5, 2008, <a class=\"im_link\" href=\"http:\/\/www.businessweek.com\/smallbiz\/content\/sep2008\/sb2008095_987221.htm\" target=\"_blank\">http:\/\/www.businessweek.com\/smallbiz\/content\/sep2008\/sb2008095_987221.htm<\/a> (accessed June 7, 2009). <a href=\"#return-footnote-20-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":2,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Powerful Selling\",\"author\":\"Anonymous\",\"organization\":\"Anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Dr Michael Solomon - 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