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Slow
and Steady Wins the Race
by Kim
Peek
If you are
the aggressive, tenacious “pit-bull” type who fearlessly pounces on
every scrap of business, this is the year to show clients your kinder,
gentler side. As the economy
begins to rebound and advertisers loosen up the purse strings, AEs whose
selling strategy is to shower the customer with service and
business-building ideas will see big-time paybacks in the form of dramatic
increases in business.
Coming off a dismal year, advertisers are still reluctant to throw ad
dollars around. They want to spend money in tried-and-true mediums and buy
from professionals in whom they have confidence. High-pressure sales tactics
and aggressive behavior will not work in this economy. In fact,
high-pressure tactics may work against you. “Most AEs are looking to sell
something now,” says Blair Singer, sales trainer and author of SalesDogs.
“However, that impatience and high need puts them in a low
power position.”
Singer says AEs should concentrate on providing exceptional service
and building long-term relationships to secure business down the road. In
the fast-paced, goal-oriented world of cable ad sales, the “wait it out”
approach may be hard to swallow. After all, AEs are hired to make sales today.
But, as we recover from the recession and begin rebuilding our
business, it’s good to remember the moral of
The Tortoise and the Hare--slow and steady wins the race.
Many of the strategies that helped AEs build business during
turbulent economic times hold true in good times and bad. To keep dollars
coming in as clients muster the courage to spend full-force again, consider
the lessons we learned this past year:
Build
a credible brand. If your system has done
its job to stand for something than other than low rates, your business will
thrive in any economy. According to Rob Frankel, author of The Revenge of
Brand X, “Branding is not about getting your targets to choose you
over the competition. Branding is about getting your prospects to see you as
the only solution to their problem.” Frankel says the goal is to
get customers to become evangelists for your brand. This gives you another
competitive advantage: they are no longer buying on the basis of price,
making your business stronger in uncertain times. “In the worst of times,
only the strongly branded survive,” says Frankel.
Become
part of the advertising package. You are selling more than media. Every time your
client buys cable advertising, she buys a package that includes your
expertise, your system’s resources...and so much more than spots. In
addition to the benefits of cable advertising, ask your client to consider
the benefits of doing business with you. The added value you bring to
the table is something that is price insensitive. It cannot be
measured in terms of ratings, CPP or GRPs, which means you’ll be able to
hold your rates while providing your client value.
Understand
your client’s business. Delivering exceptional
customer service and building lifetime relationships begins with
understanding your client’s business and sincerely wanting to help the
client succeed. Richard Buckingham, sales trainer and author of Customer
Once, Client Forever, says that, on an initial call, AEs should not go
in trying to sell. Instead, they should start by really listening to the
client. Listening and asking the right questions are the most important
sales skills an AE can master. “The
number one secret in selling is the ability to ask questions,” says
Singer. He also recommends carrying on a conversation—not giving a canned
pitch—and customizing your recommendations based on what you learn during
the discovery process.
Look out for number one. The customer is number one; there’s no way around it. The
client pays your salary and it’s your job to see to it that they are taken
care of. Buckingham suggests thinking of yourself as an unofficial member of
your client’s staff. “If you demonstrate value to that client, they will
not let you go,” he says.
Provide
sales-building ideas. Singer believes AEs should feed contacts free business-building and
value-added information on a regular basis--through e-mail, newsletter, or
personal contact--to build relationships that will turn to sales.
Sharpen
your skills. Rather
than pushing cautious clients to sign now, AEs should build relationships
and use down time to engage in personal development and selling skills
training. Singer says, “Many AEs get discouraged in bad times, but those
who continue to educate themselves and learn, emerge as winners.”
The way to get business from cautious advertisers in a recovering
economic climate is to earn it. Will you be the tortoise--in a rush to close
the deal? Or, will you be the hare who keeps plodding along and eventually
makes it to the goal?
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