In sales, the secret to success lies in mastering a few key strategies. Over my 30 years in the industry, I’ve come to realize that if you follow three essential steps, you can sell just about anything to almost anybody at almost any price. These principles apply whether you’re selling advertising, software, or services.
Step 1: Transfer Trust from You to Your Clients
Trust has always been a cornerstone of sales, but in 2024, it’s taken on a new twist. People no longer feel a deep need to have a personal relationship with you before they buy from you. This does not mean that relationship selling is dead. It just means that the relationship has shifted a little bit. The trust has shifted a little bit. Prospects place a lower amount of trust/value on you personally as a salesperson. Instead, they tend to trust what other clients say about you and your product more. The key is to transfer the trust from you to your satisfied clients. Mentioning existing clients and their success stories builds credibility. For example, you might say, “We’ve been working with Company A, Company B, and Company C, and they’re loving the results.”
This approach is particularly relevant in my ad sales training classes, where demonstrating the success of previous marketing efforts can make a big impact. Just remember, it’s crucial to remain ethical and above board when sharing client information. If you’re working with happy customers, make sure your prospects know about it.
Step 2: Prove You’re Relevant
Being relevant means doing your homework before a meeting. In today’s world, you must show up informed. Whether you’re referencing something from LinkedIn or from their business social page you’ve seen online, it’s important to demonstrate that you understand the prospect’s world and you are not a generic seller.
In ad sales training, relevance is key to standing out from the competition. You need to ask insightful questions like, “If you could wave a magic wand, what would you like to see happen from our partnership?” By showing up prepared and offering relevant solutions, you not only demonstrate your expertise but also set yourself apart as someone who truly cares about the prospect’s needs.
Step 3: Offer Pricing That Feels Safe
The final piece of the puzzle is offering pricing that feels safe. Think of the Goldilocks principle: not too high, not too low, but just right. You don’t want to scare people off with prices that seem risky, but you also don’t want to undercut your value. Offering three pricing options—a lower one, a higher one, and a “just right” middle option—gives prospects a sense of security.
In ad sales training, this principle can be a game-changer. By offering multiple price points, you allow the buyer to make a decision they feel comfortable with. Often, they’ll opt for that middle, “just right” choice, increasing your chances of closing the deal without feeling like you left money on the table.
Summary
To recap, here are the three steps to help you sell almost anything to almost anybody at almost any price:
1. Transfer trust – Shift trust from yourself to your satisfied clients by sharing their success stories.
2. Prove relevance – Do your research and show up informed, demonstrating that you understand your prospect’s needs.
3. Offer safe pricing – Provide three pricing options that create a sense of safety and comfort, guiding buyers toward the middle choice.
Whether you’re involved in media sales or any other type of sales, these steps can significantly boost your chances of closing deals and building long-term client relationships. Focus on trust, relevance, and safe pricing, and watch your success rate soar. Never forget… If sales was easy, everyone would be doing it. But, they are not. We are the chosen few that have decided to harness the power of sales to feed our families for a lifetime.
About the author:
Ryan Dohrn is the host of the #1 iTunes advertising sales podcast Ad Sales Nation and has trained over 6,000 media sales people in 7 countries. His 25-year media career spans consumer, B2B, traditional, and digital media brands from Disney to PennWell. He is also the Founder of Brain Swell Media, an international sales motivational keynote speaker, an Emmy Award winner, best-selling book author, and he still sells media today. Learn more online at http://360AdSales.com or http://RyanDohrn.com