Testimonials Go along Way When Selling Advertising - Here’s the Fastest Way to Get Them!
Testimonials Go along Way When Selling Advertising - In a recent post I wrote a checklist of ideas you must have answers for to help you in the sales process. You can read it here if you missed it, then come back to this idea.
You’ll see point #5 and how it says “people will buy other people’s opinions of your business”. This refers to testimonials in particular. So how can you get some testimonials under your belt to help sell your advertising space faster?
Well firstly, you need to give away alittle first. Here’s what I mean…
Let’s just reverse the situation here and put yourself in the buyers shoes. For the sake of this exercise, lets say your name is Peter and you sell lawnmowing services. If I came up to you and said….
“Hi Peter, my name is Dean Cowley and i’m starting a new advertising business in the area. What i’m looking to do is get some testimonials from business owners, and what i’m prepared to do for you is offer you FREE advertising for one month in return for a testimonial. All you need to do is give me some of your business cards to display in my dispenser (You would have the display with you of course so he can see what you’re talking about). How does one month free advertising in a high traffic location sound to you?”
Now, what would you say to someone who said that to you? I know I would say “No problem - Yes!”. Some of you might say “what’s the catch”, and if this is the case, I would say to you “there isn’t any catch, just give me 50-100 business cards and i’ll place them straight into my display…nothing to sign…nothing. All I ask for is a testimonial at the end of a month if you’ve had calls…fair enough?”
This is an easy way to get in the door, and an easy way to get your displays looking busy fast! Think about it… if you can get your displays 80% full very quickly, then you’ll get calls from people who see the display who want to pay to advertise! Even if the particular business that you asked for a testimonial doesn’t start paying you after a month, or they don’t give you a testimonial, you’ll get other fresh advertisers faster because your display looks busy!
As you start filling your display with paying advertisers, then slowly remove the ‘non paying’ advertisers out. But make sure you try to sell them into your displays first obviously.
OR…..
Lets say this your first approach is a direct approach for the money up front. If you don’t get the deal, then CERTAINLY use this above idea as a plan B. You can’t lose by doing this! No matter what, just get your displays located and busy at any expense to begin with…and the money will come in month two. Don’t knock back anyone when getting started…you never know how many of your displays they’ll pay to advertise in long-term!
Really think about this suggestion, because in my opinion you should get every single person you approach into your displays by doing this.
Any further suggestions on how to get displays looking busy as fast as possible?
Dean
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9 Responses to “Testimonials Go along Way When Selling Advertising - Here’s the Fastest Way to Get Them!”
great idea dean! I’ve sent emails to folks that have business cards on cork boards here and there, and have offered them a free month advertising, but without gaining anything in return. I’ll start incorporating the testimonial into the “free” pitch. Thanks for the tip!
here'smycard
June 14th, 2007
Hi Dean,
This sounds like a great way of starting the display boards off. I have been struggling all week to make appointments to see people and I can certainly see this as one way of getting my foot in the door! I’ll give it a bash and let you know how it works.
Being fairly self analytical I have been replaying some of the conversations I have had with various people this week in an attempt to find why I haven’t been as successful in booking appointments as I have in the past. One thing that I have changed is my delivery of the price we are charging our advertisers. Instead of saying “We charge just xxx per week” I have been saying “We charge xxx per YEAR…”. Now, just by changing this amount into small ‘bite size chunks’ I think I will get a far better response when I start hitting the phones again tomorrow…. Will let you know what happens!
Kev
Kevin
June 14th, 2007
Hi Dean,
I usually only mention price if and when it’s brought up by the person I’m speaking to. This usually happens fairly early on in the call. Firstly I tell them who I am and where I’m calling from then explain what we do for them to help generate leads for their business. At this point I’m usually asked “How much does it cost?!”
I have then been delivering the annual price at which point they tend to go cold and end the conversation! As I mentioned earlier I think that by delivering the price at a smaller weekly rate I may have more success… But any advice would be hugely appreciated!
Thanks
Kev
Kevin
June 14th, 2007
Dean, you are the business card display sales genious! I don’t have time to write every day, but I do try to read everyones comments everyday .You never fail to have good ideas about this business. I would like to start finding out peoples ideas on connecting with a non profit organization and ways to pitch to the display locations and the potential advertisers about how they can benefit from this business.
Aaron
June 14th, 2007
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If you can see any flaws in this idea, please let us know!
Dean
deanc
June 14th, 2007