The solution to overcoming fear of being wrong, is avoiding the need to be right. Journalists do this all the time by asking first the obvious, then the un-obvious question. Columbo, my favorite disheveled TV detective, would pose two conflicting sets of facts and ask questions trying to resolve them.
Did it really take research at Stanford to prove Calvin Coolidge right? “Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full […]
60% say that “input from the client” is always “a resource use when preparing/selecting the list of media for consideration.” This is the highest of all reported sources, far above SRDS itself (27%) and above “research,” the next highest at 56%. And 54% say “client dictates” “always” or “often” are the cause of changes/turnover in a schedule. Are you getting the client sales calls you need to win ad-sales in this environment?
Too many sales trainers take the “be like me” approach to teaching advertising sales. But there are successful advertising sales people of every size and shape, and of every personality. Successful advertising sales people, the ones who sell more then their competitors or more then their colleagues, make the extra sales because they do one or more of the 5 Secrets of Advertising Sales Masters
The objective for the 10-minute sales call should be clear; to get the client to agree that there is enough interest to schedule more time. You’ll either get the extra time on the spot or get another meeting scheduled with proper time.
The very best major account advertising sales people know 5 Secrets of selling more; Getting more high level appointments, bringing more ‘value’ to the sales conversation, achieving easy and early agreement to situation and needs before pushing their property, seeking and handling objections and closing on the ‘possible’ not the impossible.
