Know-How Exchange : Advertising/PR

Before you call the business, do you research the business to see if/how they could benefit from the advertising location? Do you know how else they advertise? Do you know how their competition advertises? Can you prove the effectiveness of your advertising (especially, for their type of business)?

First, in telephone sales, the resistance you are getting is usual. Just roll with it, you aren't getting anything unusal of response. Look at your script (lose the word pitch) "could I have a few minutes of your time to show samples?" How compelling is that? Give them a sense of urgency. Tailor your call to them. Build a pivot statement -- when they say "not interested" what do you respond with? They don't know they aren't interested yet-- they don't have enough info. Saying "Im the lady who...) doesnt' really add credibility or expertise. Saying "if you'll have a few minutes" sounds like your begging.

When you get an appt, mix it with some face to face cold calls. Its hard for the owner to be "not in" (a stall) when you walk in the door and there he/she is. They can't slip away when you're already there.

Look at it from their point of view. Why are they saying no to you? Because they've been sold advertising that cost them money with no results. That is the hurdle to overcome. Why are you going to be different.

A book I always recommend is "smart calling" by Art Sobczak (probably mis spelled that)-- its the book I could have written-- or should have. It adds to prior posters-- do research on the client, make it personal and you will start to set yourself apart from the rest.

Brian,
The "I'm going to be in the area" thing hasn't worked in a while.

The type of advertising you're offering is probably perfect for certain companies, but not all. Target only them. Don't ask for the "manager" ask for a specific person. The information takes longer than just dialing but it will increase your percentages.

Be prepared to give a teaser presentation on the phone. I know that sometimes the goal is just to get an appointment but you need GOOD appointments....especially in B2B.

Michael

In reading all the responses what I have not seen is a question about your succeesses..what hospital locations and businesses have you been able to get together and track? Use this information in your marketing. If there is no history, then can you pilot or test(limited time for free) with a few businesses and track to use for your marketing?

Like the rest, targeting the correct market(both elevator riders- hospital personnel, visitors and business type) should be your starting point. If the hospital doesn't have a gift shop with flowers, then a floral shop...etc. Business people don't want to impose upon those in stressful situations, but if their product can help reduce stress, give more time, educate or help with a place to stay (longer term situations), these are all beneficial.

Hi Brian,

I would suggest one more thing through my experience. I have done similar job and had tough time to create customer base. You need to do regrus research before dialing the number.

Understand following things

1. Info about the company
2. MArketing plan and marketing mix of the company.
3. Keep a regular track of their news - through Google news. you will get a regular notification related to their product plans and launch activities.
4. Most important - search your customer and do the self analysis, how your advertising space could help your customer in releasing their target customer base. Try keep your self in your audience and your customers place. See, if you are a visitor to the hospital, what all type of advertising you would like to see and see yourself as an product / service company and figure out, if you will gain any benefit from placing an Ad in hospital.

5. Yes, as mentioned by one of our fello friend in it's reply - do a research on the competitors of your clients.


Few success points, which really helped me

1. You need to build a story of success before calling your customer.
2. Sound confident, stay calm, try end call nuterally, if it is falling towards no. No makes your entry almost impossible. Nuteral calls can be turned to positive easily.
3. Gather some analytical data with you regarding the advertisement space you are providing
4. Create some success stories of your clients. this can be used for generating more enquiries and sometimes to face the opposition attack.
5. Don;t directly jump on selling your ad space to your customer. First do their profiling, understand what their plans are, what they are missing and then offer your services to fill that gap.

Being a good sales person, you need to create the demand and then give the solution to them.

Well on the product offering side, try innovate your ad solutions. Elevators seems not to be the only space in hospital to advertise. Try come up with other ad spaces as well. Majority of the time people spend in waiting lounge, cafeteria / gift shop and at the information counters.

Hope this will help.

Nishant Manchanda
www.virtualroundtable.wordpress.com