Ad Sales expert and trainer Ryan Dohrn has been a frequent guest-blogger for us about the wonderful, wild world of ad sales. He is coming out with a new book soon and he gave us a sneak peek recently.
In one of the first chapters, Ryan goes into detail about how important the prospecting phase of selling is to the whole sales process. Often sales reps will start selling to the customer right off the bat, instead of going through each critical step. Ryan gives ad sales reps a road map on how to expertly navigate the prospecting phase.
From his book Selling Backwards, here are seven qualifications that will help you identify a good advertising prospect:
1. They are active in the market.
2. They show signs of need.
3. They have a budget.
4. They have run with you in the past.
5. They have a marketing director.
6. Avoid hard sells.
7. Do quality research on the prospect.
These all seem fairly obvious, don’t they? But you would be surprised how many sales reps don’t take the time to really go through this checklist BEFORE they meet with a prospect. Your time is valuable—don’t waste it on hard sells or someone who truly has no budget. You probably didn’t like homework when you were a kid, but doing this homework now will pay off for you!
And as Ryan always says, “If ad sales were easy, everyone would be doing it!”
Editor’s note: Ryan’s book will be coming out July 1st. You can pre-order “Selling Backwards” at http://www.sellingbackwards.com.
More about Ryan: Ryan Dohrn is an executive ad sales coach and has taught over 3,000 ad sales executives around the globe his 360 Ad Sales training system. You can learn more online at http://360adsales.com
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former 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.
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