How to Overcome Objections when Approaching New Advertising Clients

Posted on May 30th, 2007.

Do you worry about rejection? Does the thought of approaching a potential advertising client make your stomach turn to jelly? Don’t know exactly what you’re going to say?

Well the answer for some of you will be “yes”…because the general nature of some of the emails I receive tells me so. This feeling is perfectly normal, and I’ve certainly experienced it myself… so I know how it feels. This feeling with subside before to long and then the $$$ will flow.

Here’s how I got over the ‘worry about what to say and how to say it’ real quick, and it worked really well. If fact, once I did this I could speak to all potential clients with strength and confidence each and every time. It’s a real simple excercise that you should do right away if you’re new to the business, or have been in it for awhile and not getting anywhere…

REVERSE THE SITUATION!

1) Just imagine for a moment that you’re the business owner that is being approached to advertise in a business card dispenser.

2) Now write down EVERY question that you would ask the person who is selling you the advertising. When you do this…get tough and ask every single sceptical question you can think of. I’m talking every answer, right from the beginning. EG. If the business owner says “I’m not interested”…that should be the first question you ask because you’ll get that one!

3) Now write down 2 answers beside each question you came up with and refine them so they sound really effective and benefit driven towards the client.

4) SECRET OF SALES – Now end each of those answers you came up with, with a question. The questions can be as simple as… “Does that make sense?”, “Can you see how that would work?”, “Does using your spare business cards like this make good sense to you?”

These are very basic questions i’ve suggested, but they will draw out any further objections, and that’s what you’re trying to do. The new objections they come up with you should have answers for already. The only time you should stop asking questions is when you know they are convinced…then you move in and close the deal.

When you get an objection you can’t answer, make sure you write it down as soon as you get back in your car… then come up with a ‘killer’ answer for next time. You’ll get to the point of having ‘heard everything’ and you will find your conversion rates will be real high.

Go ahead and do this…even if it takes you 2-3 + hrs to to do, it’s worth doing…bigtime! You’ll never need to worry about what to say next!

Feel free to share any thoughts and ideas here on the blog. Please don’t wait for others to write…or for me to write. Put your 2 cents worth in and help give everyone a leg up….just like you’re looking for (otherwise you wouldn’t be reading this). Give alittle -take alittle…that’s a nice way to operate. Wouldn’t you agree that contributing and helping others is a nice positive thing to do?