One of the most exciting aspects of creating effective advertising for our clients is the vast amount of foundational research, and now, compelling brain science, for us to use in our efforts. We don’t have to fly by the seat of our pants so to speak.
Here is an idea for my friends in the car business or anyone in the sales field capturing new leads online. Digital sales tools may be a great addition to your selling tool kit, but don’t overlook the value of the human touch.
You live in two worlds. The first is your personal world, the world of your family and personal life. The second is the business world, the world of your customers, your products and services. You’ve heard how important it is to leave your work at the office. “Don’t take your work problems home at night.” It’s not good for you or your family. On the other hand, you should not bring your personal world into your work world.
Your new customer, the one you worked so hard to sell, the one that loved their commercial, the one you were so proud of, just called and cancelled their advertising. You sit there stunned, speechless, wondering what just happened. Why did the customer, all of a sudden, decide to cancel without warning? Chances are your new customer found themselves in The Zone of Doubt and Blame.
We tell our customers that they need to be known before they are needed so when a consumer has a triggering event they think of the advertiser first. What are you doing to be known before you are needed? How are you known before a local business owner has an advertising triggering event?
Spike SanteeI Tried Self Promotion Once, It Didn’t Work.
Using the telephone to set appointments can be a challenge because it’s easy for the prospects to dodge our efforts to contact them. They are just dealing with a ‘voice’ on the line so it’s easier for them to just say “no”. Many sales people take this personally and develop a phobia about using the phone that turns into a paralysis.
You have a prospect you want to see. They represent a good opportunity because they are doing business with your competitors but not with you. Surely you could persuade them to do some business with you if only you could get an appointment to see them. Your product is clearly superior in performance and value but you can’t get in to see them. You’ve them sent letters. You’ve left voice mails. You’ve sent emails. You’ve even dropped by on occasion trying to catch them. But nothing has worked so far. Here is an idea that just might help you get through to that prospect and get that appointment.
When your prospect says “No” to your offer, that is not the end of your selling efforts. When your prospect says “No” to your offer, that is just the beginning of your selling efforts. Your sales job is just getting underway. But now, to take your selling efforts to the next level you must learn how to translate the “No” response you just heard into the real reason the prospect hasn’t yet said “Yes”.
Selling Radio advertising can be a rewarding career both professionally and financially because you are helping build the American dream. Your customers are business owners who are pursuing their dream of building a business that will grow and prosper. As a Radio advertising sales person you can help them achieve those dreams by helping them find new customers and keep their advertising costs down.