Everyone in ad sales complains about clients and prospects not returning emails or phone calls. You think, “Are they not interested?” or “Do they not like me?”
The answer is…….mostly they are just busy. If they answered every e-mail or phone call they receive from an ad sales person, they wouldn’t get anything done. Prospects may very well be interested. You just need to figure out how to get their attention.
How do you do that? Go “old school” on them and make a call in person at their office or have lunch. It makes a world of difference and makes you stand out because your competition is only doing the email or phone call deal.
In days of old (as in the early ’80’s) when I started selling, all ad sales calls were in person. I know it’s hard to believe now, but that’s how it was done. So I decided to change it up and I started making phone calls–when all the old time sales guys would never think of selling on the phone. And it worked! I actually made myself stand out because I used the phone to sell. I swear I’m not making this up. [Read more…]