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TEST YOUR AD SELLING SKILLS
DOUBLE YOUR APPOINTMENTS BY AVOIDING THIS COSTLY PROSPECTING MISTAKE

TEST YOUR AD SELLING SKILLS

Slick is a seasoned account executive who has been selling magazine advertising for over 4 years but like many of us he continues to make the same prospecting mistakes on every call.
For the past 2 hours Slick has been on the phone calling anyone and everyone that might advertise in his publication, but he’s had no luck. He’s ready to through in the towel but decides to give it one last try. Follow Slick on his next 2 calls and see if you can identify at least 15 costly selling mistakes.

Slick: Good morning, its Slick calling from Best Publishing, can you please tell me who handles the advertising for your company?

Receptionist: May I ask what this is about?

Slick: We are the publishers of On Target Magazine. It is the leading publication in your industry.

Receptionist: Thanks for calling but our advertising budget is frozen, so we’re not interested right now.

Slick: (Slick has heard this excused before so he’s not about to give up.) I understand but, could I just get the name of the person that handles your advertising so that I can send a free copy of our magazine and a media kit?

Receptionist: Why don’t you just mail it to me and I’ll pass it on.

Slick: That would be great. Thank you for your help. (Slick gets the details, sends the kit and marks his calendar to follow up next week).

Discourage but not defeated Slick decides to make one last call.

Slick: Good morning, its Slick calling from Best Publishing, can you please tell me who handles the advertising for your company?

Receptionist: The person who handles our advertisings is Bob Baxter.

Slick: Is Bob in?

Receptionist: One moment please.

Bob: Hello, Bob Baxter speaking.

Slick: Bob, good morning. My name is Slick and I’m calling from Best Publishing. How are you today?

Bob: I’m fine. How can I help you?

Slick: Bob, we are the publishers of On Target Magazine which is the leading publication in your industry. The reason I’m calling is I was hoping to get a few minutes of your time to tell you about our publication and editorial calendar.

Bob: I’m too busy to meet right now so why don’t you tell me what this is about.

Slick realizes that this is his only chance to impress Bob so he quickly jumps into his presentation.

Slick: Bob as I mentioned we are the leading publication in your industry and we are recognized as having the best editorial content and highest readership. By running an ad in our publication you’ll reach over 15 thousand readers every month so advertising in our publication is a cost effective way to promote your products and services.

Bob: Thanks for calling, but I’m not interested right now.

Slick: Would it be okay if I sent you our media kit and rate card, just so that you can get a first handle look at our magazine?

Bob: Sure.

Slick: Great, I’ll send it out today and call you next week to see if you have any questions.

A week later Slick calls back.

Slick: Bob, it’s Slick from Best Publishing. Last week I sent you our media kit and rate card. Have you had a chance to take a look at our publication?

Bob: Yes I took a quick look, but your CPM is too high. I can reach the same target market through another magazine for about 20% less.

Slick knew this was going to happen. In fact he’s been telling his manager that the published advertising rates are too high for the past year but no one is listening. If they would only lower the CPM he’d be able to land dozens of new accounts.

Slick: Bob, I’d really like to get your business, so let me talk to my manager to see what I can do. I’ll get back to you tomorrow.

Next day

Slick: Bob, it’s Slick from Best Publishing. I talked to my manager and I’m pleased to offer you a full 20% discount.

Bob: That’s great but besides price I’m not sure that magazine adverting is the best way for us to promote our products so let me think it over and I’ll get back to you.

Slick: Thank you for considering our publication. If there’s any further information you need just give me a call.

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DOUBLE YOUR APPOINTMENTS BY AVOIDING THIS COSTLY PROSPECTING MISTAKE

It’s 7:00 p.m. and you’re about to sit back in your favorite chair when the phone rings. As you pick up the receiver this is what you hear. “Good evening, my name is Peter and I’m with Best Carpet Cleaning. How are you tonight?” How would you respond to this call? If you’re like most people you would probably respond with three simple words “I’m not interested”.

But why would most of us react in such a negative manner when we don't even know what the call is about? In fact, had you listened to the rest of the presentation this what you would have heard. “As a promotion by a local carpet manufacturer your house has been selected to receive free wall-to-wall broadloom. This top of the line carpet is available in a choice of ten different colors and includes installation and taxes, so it won’t cost you a cent.”

It’s Saturday morning and you are busy working around the house when the door bell rings. As you open the door a well-dressed lady hands you her business card and says “Good morning. My name is Susan and I’m with Best Real Estate.” How would you react to this intrusion? Once again, most of us would simply say “Thank you, but I’m not interested” and swiftly close the door. But, why would we desire to end this conversation so quickly? Had Susan been given the chance, this is what she would have said. “I represent a movie producer who is interested in renting your home for one week for a film shoot. They are willing to pay $3,500 a day plus your hotel expenses.”

In both of these examples, getting the appointment would have been easy had these salespeople not been the master of their own demise. They destroyed their chance of landing the appointment by breaking a cardinal prospecting rule; they told the prospect what they were selling before offering a benefit. The moment you heard the words carpet cleaning and real estate you stopped listening to their presentation and you began to prejudge the value of the call.

When prospecting for new clients keep in mind that the person on the other end of the phone is going through this same mental evaluation process. For example, when a receptionist picks up the phone and hears “Good morning, it’s Peter calling from Best Publishing.” or “Good morning, it’s Peter calling from On Target Magazine. Could you please tell me who handling the advertising for your company?” she will most likely react to your phone call in the same way that you do. She’ll say “Thank you for calling, but we’re not interested right now.” because she’s been listening for and has just heard the key words that allow her to screen the call; the moment that you said “publishing, magazine and advertising” the sale was over. Since most receptionists have clear instructions to block salespeople, it is crucial that your initial telephone presentation denies her this screening opportunity.

So here’s one of the most important prospecting rules: when contacting a new account never tell the receptionist what you are selling. Instead, use one of the following techniques.

1. Don’t mention the company or magazine name. Instead just ask for the person you want to speak to. “Good morning, could I please get the correct spelling of your marketing manager’s last name?

2. Use an acronym. Instead of saying “It’s Peter from Best Publishing” use the first letters of the company name and say “Good morning it’s Peter form B&P.”

3. Drop the give-away words. Instead of saying “It’s Peter from Eclipse Media” say “Good morning it’s Peter from Eclipse”

Consider the huge difference this small change will make. Since the receptionist doesn’t hear the key words that identify your product and service she cannot screen your call. Although she may ask some probing questions, if she’s busy she’s just as likely to answer your question and put your call through.In fact, by making this small yet all-important change you will dramatically increase the number of appointments you land while making fewer cold calls.

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