Mastering Virtual Selling by Yuchun Lee

Author:Yuchun Lee [Jeary, Tony]
Language: eng
Format: epub
ISBN: 9781954437296
Publisher: Clovercroft Publishing
Published: 2021-03-14T16:00:00+00:00

BING CROSBY

The bestselling single of all time, according to the Guinness Book of World Records, is “White Christmas,” sung by Bing Crosby. What most people don’t know is that Crosby was also an early adopter of new technology—in this case, the condenser microphone—which he regarded as an instrument. The microphone allowed Crosby, with his bass/baritone voice, to sing in an informal, easygoing, and casual way. The primary appeal of this new approach was that the singer came across as someone who was in the room with you, sharing a joke or confiding a secret, as if he were someone you knew. Crosby influenced a whole generation of male singers who followed him, including Frank Sinatra, Dean Martin, Elvis Presley, and John Lennon.

Crosby learned to master this technology before most other artists, and much of what he learned relates to the frontstage communication strategies we’ve discussed so far. But his innovation didn’t stop there. In the 1940s, he was the first major performer to prerecord his radio shows. With prerecording, he could control performing conditions and times and he could ad-lib and edit out mistakes. And by prerecording four shows a week, he could also spend more time on the golf course.

“Listen a lot and talk less. You can’t learn anything when you’re talking.”

— Bing Crosby

It’s easy to take for granted now the use and effectiveness of recording content for use “backstage.” Crosby’s radio career took a significant turn in 1945 when he clashed with NBC over his insistence that he be allowed to prerecord his radio shows. Both the network and the sponsors were adamantly opposed to Crosby’s prerecording. They argued that the public would not stand for “canned” radio broadcasts. Crosby used his clout, both professional and financial, for innovations in audio. He said, “By using tape, I could do a thirty-five or forty-minute show, then edit it down to the twenty-six or twenty-seven minutes the program ran. This allowed us to take out jokes, gags, or situations that didn’t play well and finish with only the ‘prime meat’ of the show, the solid stuff that plays big.”

Crosby’s story demonstrates that there are always people who resist new technologies and want to keep things the way they were. In addition to his work as an artist, he also became a successful entrepreneur, and his company, Bing Crosby Enterprises, helped finance the development of video tape and showed the world the first video tape recording on November 11, 1951. The strategies we are recommending for using prerecorded content have been building ever since Crosby first introduced video tapes.2

GOALS OF BACKSTAGE SELLING

1. Create a Winning Experience for Your Buyers

Understanding what buying stage your buyer is in is critical for all backstage activities. One of the biggest mistakes sellers make is not being aligned with their buyers and, as a result, wasting precious opportunities sending irrelevant content or trying to push them to make a decision when they’re not ready. This is especially true when it comes to complex purchases.

For example, it’s

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