I wish I could say I was surprised when I go on an ad sales call with a client and they talk about their media product for the first 20 minutes of the ad sales meeting. Why do sales people talk so much? In most cases, it is bad training or fear. Fear of silence perhaps? Mostly fear of not knowing what the outcome of the meeting should be before the meeting begins. They just do not have a playbook to follow. It is sort of like placing 11 football players on the field and telling them to simply go out for a pass. Every now and then you will score a point, but most of the time you get beat by a better team with a plan. I preach a lot about having an ad sales process and holding meetings that win business. Ad sales training is mostly about understanding that there are several ways to win a ball game, but which one will maximize your potential to win. I have found that most meetings that win business are centered on the advertiser and have very little to do with the media you are selling. Sure, that is an important factor, but the meeting must be about them and their needs. Their desires. The things which are meaningful to them, like Making Money. So, how do you get to that winning moment where you ask for the order? You must first ask some really good questions of the advertiser. Lead them to the point where they realize that they need you more than you need them.
Here are 5 of my top 10 most critical sales questions every ad sales rep should know and ask on every sales call.
1. If we could create the perfect ad for you, what would it look like and what is the outcome you expect from it?
2. How many times does a new customer of yours need to see your advertising message before they make a decision to do business with you?
3. What ad campaigns/types of ads have worked for you over the last 12 months to meet your goals? Why did the ads work? What ads have not? Why did they not work?
4. Are there any new products or services you will debut in the next 6 months?
5. What are the three main goals you are trying to accomplish with your advertising? Be specific. How long have you been trying to reach these goals?
Want to learn the other 5? Reach out to me and let’s chat for 30 minutes. I am here to help your sales team win.
About this blogger: Ryan Dohrn is an award winning internet consultant <http://ryandohrn.com> , international business speaker <http://businessspeakerpro.com> and is the President and founder of Brain Swell Media, a boutique internet revenue consulting <http://ryandohrn.com> firm with a detailed focus on ad sales training, internet consulting and media revenue generation. Internet consultant <http://ryandohrn.com> and business speaker <http://businessspeakerpro.com> Ryan Dohrn travels the globe teaching media sales training classes and offers detailed coaching help to business owners and media companies looking to make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
Brain Swell Media LLC
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Brain Swell Media, LLC is an interactive internet media consulting firm. We focus on five key business areas; online strategy consulting, website development, ad sales training, HD video production and strategic planning. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.