Overcoming Objections

Is Digital Ad-Effectiveness Diminishing?

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There used to be “a thing” called “over-exposure” that was thought to apply to some celebrities, particularly in relation to product endorsements. It made sense that if a particular person was seen to be endorsing too many products it would tend to put pressure on their perceived veracity, implying that their opinion could be bought, and perhaps bought cheaply.

Lately — okay for decades — digital advertising’s spread from supporting content to supporting every sort of amusement, game, software application and yes, keeping us in touch with friends, and their friends, and their friends, has so multiplied digital advertising that it, too, is over-exposed.

The Most Difficult Objection: “I don’t need to see you.”

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All this is a preamble to this simple point: You better have a really good message when you ask for an appointment. If it works, you’ll win more appointments and ultimately win more business. If your message is so-so, you and your property will stay in the mental “circular file.”

Negotiating for Advertising Dollars

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Ad sales executives need to keep good negotiating practices in mind when the negotiation starts. When a client devotes time to an actual discussion of whether you can meet their price, it is a powerful signal your property is one of a few, not one of many choices.

How to Win the Close Ones

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Too often media companies feel pressed to ad in free pages or free digital impressions when that is really not different from lowering the price. Media companies would be far more successful with breaking those ties, assuming they have their media priced appropriately, by offering research.

Advertising Sales Objection Handling: Lets Go to the Research

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How many times have you talked with a prospect when they voiced an objection and wouldn’t agree with your answer even though you answered with evidence that was logically irrefutable? Now, maybe, we know why.

The 5 Secrets of Ad-Sales Greats

5 Secrets of Ad-Sales Greats

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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

Do Your Sales People Understand How to Sell Advertising Against Low-Priced Networks? 1

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Sales people must seek out the objections, starting with the price objection, to make sure the prospective understands your value proposition. If your customer has a hidden price objection, thinking there are less expensive ways to accomplish what your medium offers, it is often because they don’t properly value the media you are selling. So it is critical that your sales people are trained to probe for objections and to handle objections with all the skill you can help them develop.

How to Conduct a 10-Minute Ad Sales Call 1

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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.