I was just reminded recently of a great ad sales tip from Bryan Welch, one of our awesome keynotes at our Niche Media Conference. Bryan offered up a ton of great advice to our attendees, including that fact that his ad salespeople are NOT allowed to pitch their magazine in the first two conversations they have with a new prospect. Not one word.
I love this advice and have been promoting this sales approach for years as well: Listen and learn before you do anything else. Jumping right into a sales pitch is probably the single biggest mistake ad salespeople can make. Seems like about 95% of the ad sales world wants to start selling their magazine or website within 15 seconds of talking to a new prospect.
In 3 words…NO ONE CARES! Prospects really don’t care how great you think your magazine is. [Read more...]