Have I got a deal for you! It’s the latest and greatest. No one else offers this. And if you buy now it’s yours - today only - for this deep, discounted price.
Why do some salespeople speak this way? It’s the oldest line in the book and it usually means you have something I’m not interested in. It’s what makes the general population take two steps back, look for the nearest exit, turn the channel or hang up the phone.
If your fast-talking sales pitch sounds like this it means you probably haven’t taken the time to learn anything about the needs of your customer or their business. How can you tell me what I should be buying when you haven’t first qualified my needs?
As an advertising executive I often hear these grandiose sales opportunities from overzealous media sales reps who have nothing strategic to offer my clients. Many people will recognize a too-good-to-be-true offer when it affects their personal pocketbook, but for some reason the same people will become overly anxious when trying to compete in the business world. Without thinking, they jump on the flashiest sales presentation only to be disappointed by the not-so-flashy results.
Slow down and think strategically before you act. Will this latest advertising opportunity reach your target audience effectively? Is it on brand with the image you’ve created? Can you measure the ROI? Will it complement other mediums you’ve already chosen for your marketing plan? Is this simply a sales transaction or is it a business partnership in which we are equally concerned about each other’s success?
An overly bright LED billboard, the hippest text message campaign or even unexpected advertisements on the bathroom stall are all advertising mediums that work, but as with any medium, only if they are used strategically. Some mediums build awareness while others drive traffic. What do you want to accomplish? Have you chosen the right mix for your business plan?
Don’t be afraid to ask sales reps hard-hitting questions. You’ll learn more about their products, you’ll learn if they’re right for you and it’ll actually make taking sales calls fun. A good salesperson will appreciate your attention. A bad sales rep will respond by taking two steps back, hanging up the phone or looking for the nearest exit. Feel familiar?
Congratulations. You just hit a home run!
0 Responses to “Batter up!”