Ad Sales Pros–PLEASE Pick up the Damn Phone!


This antique-looking thing does the same thing a smart phone can do–it enables ad sales pros to actually call their prospects.

I was just in the middle of 3 potential sponsorship sales last week. The same thing occurred with all of them. A loooong string of emails developed, back and forth and back and forth, with each potential client.

Ever start one of those never-ending chains and wonder how the heck you ended up where you are now, without a sale yet and with lots of extra confusion?

So I did something totally CRAZY in the 2013 ad sales world. I picked up the phone and called them.

Even crazier was the fact that 2 out of the 3 prospects answered—and were happy I called!

So what happened next? I sold both of them a program and saved a ton of time.

I believe the #1 problem ad sales people have today is they rely too much on email. I get the email prospecting thing. I do it myself. It’s easy for you and it’s easy for the prospect.

Here are 3 things I DON’T like about e-mail prospecting (that make phone calls SO EFFECTIVE):

1. Emails are not very engaging. Prospects today have many things happening at once and short attention spans. It’s hard to really capture a prospect’s full attention with an email. A phone call is almost a novelty now and is a chance to connect with your prospect and find out what their needs are – use leading questions that get them to talk about THEIR products and really listen!

2. It’s too easy to ignore and/or turn down a sales person via email. There is not much invested in the e-mail “conversation” from the prospect’s point of view. Plus, your email is probably just one of hundreds that prospect will wade through that week. A phone call is much harder to ignore, and once someone picks up you at least have a chance to introduce yourself. And again – phone calls are rare now, so they will remember talking to you, even if only for a few minutes!

3. Biggest reason–You should be selling custom programs. This involves a great deal of real-time discussion, trying to figure out the best combination of marketing components that’s going to work best for THEIR audience and THEIR product or service. This goes back to #1. A live conversation gives you a chance to ask leading questions and offer responses and solutions tailored for their needs.

So pick up the phone – in a phone conversation, you can actually pitch the idea of why they should talk to you and how a 5 minute efficient conversation will save your prospect 20 minutes of emailing back and forth.

Bottom line: A phone call can save both you and your prospect valuable time.

So grab that black rotary dial phone from the 1950’s and start making actual sales!!!


Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

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  1. This is so true. Even though phone calls can be screened using Caller ID, once the connection is made a conclusion is reached much more quickly than by the never ending string of emails.

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