Ad Sales People: Pick up the Damn Phone!

Carl Landau By Carl Landau, Niche Media’s Grand Poobah

 My biggest pet peeve with today’s new ad sales people is that they rely too much on emails! Hey, I love email. It’s a great way to communicate with many people in a fast and efficient way. Media buyers prefer emails as well. they love it because they can turn you down very quickly and efficiently in an email reply.

I know that it’s totally old school, but here’s an idea: Pick up the damn phone. The phone call is so outdated and underused that it’s become the new latest thing. Just think about how few phone calls we get now compared to 10 years ago. It is almost quaint these days to get a personal phone call. It’s much more effective in overcoming objections. You can endear yourself to new prospects and also to get a feel for the “tone” of prospects. You often can’t get that in an email. People misread the tone of emails all the time. When you actually call someone, breathing and laughing are really good vital signs.  ID-10063996

Use an opening email to set up a time to call prospects. They appreciate you asking them when is a good time to chat. I always tell them that I literally will only talk to them for 5 minutes and want to find out more about their product, company, plan, etc., and I have a few ideas that I think will work for them. Here’s the secret: I stick to the time limit and talk all about them on the first call.

I actually have one or two ideas for them other than advertising in our magazine or website. Advertisers appreciate my approach and are usually open to me talking to them for a longer time—provided that I’m sincerely interested in THEM and have some unique idea. Then I always follow up with an email. Every call.

See…”the phone call” is the new 40 and the new black rolled into one!!!

Have great ideas for using sales phone calls effectively? Tell us here or on Facebook or Twitter.


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  1. Hey Carl;

    Couldn’t agree more, except for one salient point; most folks hide not only behind emails but voice mail as well. Love to hear some hints on how to get past the modern day equivalent of secretary call screeners. km

  2. Would be great if it works like this, but it doesn’t. You call 10 people, you get 9 voice mails and the 10th turns you down. You won’t get a phone call back, so you try again in a couple of days. Same scenario – you talk to a voice mail. That’s the reality!

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