Business information written specifically for newspaper advertising departments

Simple Sales Tips for Your Next Meeting

Regardless of how great your advertising services are, you simply won’t make sales without great salespeople behind them.

In order to make your revenue soar, an informed and capable team of sales reps is a must. Regardless of how great your advertising services are, you simply won’t make sales without great salespeople behind them. It was under this premise that Russ Warner discussed some effective sales tips in his Huffington Post article, “Sales Tips to Make a Small Company Look Big.” He broke his advice down into three simple, but key, questions:

1. What Is Their Business Strategy?

Informing yourself on a potential client’s business strategy is a great way to demonstrate your familiarity with the company, as opposed to learning about it on the spot. This also shows your invested interest in the company and its wellbeing, which is sure to resonate with prospects. It also proves that the company is dealing with a seasoned rep who is polished and prepared for the meeting.

Warner offered some ways to research a client and their business strategy before the meeting:

• Google Alerts allow you to track when your clients are in the news, and therefore, stay up to date and informed on the company.

• Does the company have a mission statement? A regular newsletter? Annual reports? Press releases? Do your reading beforehand so you’re equipped with valuable information.

• Read their website and learn about the business, how it works and potentially any news or recent developments.

2. What Are Their Business Goals?

When you are ready to make the call, ask your contact about his business goals and what their outcomes would mean for the company. With the information you gathered about the company’s business strategy in the first step, you may be able to help them recognize these goals during the conversation. Again, this will demonstrate your preparation and knowledge of the company — a surefire way to impress prospective clients.

Next, ask your contact to speculate the results of meeting goals. By doing so, the client envisions a scenario where the company is succeeding and thriving, which is, of course, something every businessperson wants. Considering the company’s success will incite a call-to-action. You have associated your department’s services with its success, and the client will want to act on that in order to reap the benefits.

3. What Are Their Challenges?

Now, reverse your strategy by discussing current challenges facing the business, and try to get your contact to divulge specifics. This will allow you to respond with equally specific solutions that your ad department can offer the company.

Mirror Warner’s second step by asking the client what the consequences would be if these challenges go unresolved. By articulating worst-case scenarios, you once again instill a sense of urgency and a need for him to act on your services. Your contact will want to do what he can to prevent these scenarios from becoming a reality.