How many times have you tried to get your prospects and clients to sign on to your newly rolled-out, super-fantastic advertising program, (which is way better for them) BUT they don’t get it and don’t want to make any changes?
1. Make your new ad program presentation short and to the point. There’s a huge battle out there for time and attention. People are inundated – even overwhelmed – with email, videos, social media, voicemail, texting, you name it. Make sure that YOUR message doesn’t get lost in the shuffle. Give them them the key points to consider in a clear way. (This is a real benefit to the advertiser.)
2. Remember this new program is really not about you. When ad sales reps are rolling out a new program they are pumped up about, they can be tempted to do it from their magazine’s perspective. Turn it around and use the word “YOU” a lot and the name of the prospect’s company and product. Use their slogan. Use their everything!
3. Timing is everything. If you have done your research, then you will know when that right time is. For example, perhaps your client is about to roll-out a new product line and your cutting-edge advertising program will be the prefect fit for it.
4. Expect objections. Client objections are usually about fear of change and/or internal politics, or needing approval from someone else, or they don’t really trust your new product yet—the list goes on. But understanding these underlying concerns can help you be better prepared for when they do give you the inevitable objection.
5. End the meeting with an action item. You will send them the research material they requested. Or a send a sample of the latest success story and how it helped another advertiser. Or you will call them on such and such day. Be pro-active!
So go ahead and present your new advertising program to clients with wild enthusiasm while keeping these 5 selling tips in mind. Listen. And remember that for some clients, even good change is kinda hard.
P.S. If you are interested in learning more successful selling strategies, check out the 2016 Niche Digital Conference in Denver, Sept. 19-22.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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!
Image by Hannah M. Landau