Selling to Jerks

Have you been on a sales call with an ego driven jerk in the last 30 days?  If not, perhaps you need to prospect a little more as you should run across them on a fairly frequent basis.  They know all about marketing.  They think they are a marketing guru.  They feel that they really don’t need you.  Are these clients worth your time?   The simple answer is no.  The real answer is yes.  Even jerks have money to spend.  So, how do you get the most money out of “Mr. Know It All”?  The answer is pretty simple, boost them up and ride their ego to the bank.

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An advertiser of mine Jack Bernard owned a furniture store.  He was a jerk with a bad hair piece.  I mean bad!  Like dead critter on the head bad.  Jack would boo-hoo every idea I presented.  I stayed after him.  I keep calling and dropping by.  One day Jack had a “great” idea.  He wanted to create a huge box and put “Jack In The Box” on the side of it.  He would jump out of the box and scare customers as they walked in the door of his store.  Of course, he wanted this captured on camera.  I resisted the urge to tell him he had lost his mind.  I rolled with it.  We shot the spot and guess what… it was a raging success.  He was even mentioned on a national late-night TV show.

Now, before I go on with this article I am not advocating that you allow a jerk advertiser to abuse you in any way.  They may violate your sense of purpose, but that is not a big deal if their checks clear.  Did your dad or mom ever tell you to swallow your pride?  This was probably good advice.  Most sales reps can not bring themselves to just play the part and cash the check.  They just cannot do it.  They feel it is beneath them.  Or, they feel it is just wrong.  If you surveyed 10 sales reps I would bet that 7 of the 10 would say they are not willing to swallow their pride and just puff the jerk up more.  What do you think?  Here are my ten simple ideas to make the most of a losing situation and make more money.

Just in case you think this article is a joke, I assure you it is not.  I feel I am the king of dealing with jerks.  I learn from them.  I embrace them.  And, I thank them for the Mercedes payment they help pay each month.

Please get a free copy of my new book Selling Backwards.  Details on this at

Remember, if ads sales were easy, everyone would be doing it. 

About this blogger: Ryan Dohrn is an award winning ad sales training coach, a nationally recognized internet sales consultant, international business speaker and, IT Sales Training expert. He is the author of the best selling ad sales book, Selling Backwards. Ryan is the President and founder of 360 Ad Sales Training, a boutique internet revenue consulting firm with a detailed focus on ad sales training, internet consulting and media revenue generation. He is also a Sales consultant and business speaker 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.

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360 Ad Sales Training and Strategy

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