Testimonials Go along Way When Selling Advertising - Here’s the Fastest Way to Get Them!

Posted on June 14th, 2007.

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!”

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If you can see any flaws in this idea, please let us know!

Dean

deanc
June 14th, 2007

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 Here’smycard,

Yeh…one thing to keep in mind is that you need to stay as innovative as possible all the time. Offering one month advertising these days is just not ‘exciting’ enough in my opinion. There needs to be a compelling reason why they should take your offer even if it’s free, or in this case (in return for a testimonial), an offer that is well justified and sounds ethical, fair and a good win-win.

It’s funny how some people think in general, and this is what you need to look out for! Here’s what I mean… If you offer something for free with no ‘extension’ as to why, then people’s ’skeptical’ guard goes up…even though it’s free! If you tell them why it’s free (or do a contra-deal) like the above example, then the guard will come down. Just get them into the display and upsell them later if you miss them the first time around.

Most salespeople don’t put themselves in the buyers shoes. You may have the best offer and you’re passionate about it, but you must DELIVER your message correctly and address obvious concerns the buyer may have, otherwise it can be an uphill battle. Start with a win-win situation in mind all the time, and massage the deal as you need to as you are infront of the client.

This idea above is specifically for situations when you feel the deal slipping away infront of you…more of a ‘last resort advertising offer’ if you will.

Thanks for your comment here’smycard, and let us know how this idea works for you!

Dean

deanc
June 14th, 2007

Hi Kevin,

Thanks for letting us know how you’re going about this.

After reading your post, it appears you’re mentioning the price to them over the phone while trying to set the appointment??? If this is the case, you need to make some changes, because you would certainly be burning leads this way.

All you’re wanting to do is get infront of them and that’s it. Once they see the display, then the real conversation starts…but without them seeing the display, the price you quote over the phone doesn’t really hold much weight. Most people are visual and will be ’sold’ alot easier if they see your business card display in action.

Kevin, do you mind just clarifying your post as to what stage of the process you mention price? We can then attempt to break it down as to why your appointment rate has dropped?

Anyone else who has experience setting appointments over the phone may like to contribute here also…would be appreciated! Thanks.

Dean

deanc
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

Hi Kevin,

Certainly try to avoid the price question at all costs. When the question comes up, you need to try to dance around it and try to get them curious as possible.

For example….

When they ask you the cost to advertisie, you could say… “This depends on how many locations you advertise in, and we have some very high foot traffic locations that are sure to work a treat for you. All I ask is that you let me show you the display and how it works, and you can make a decision from there. It’ll take me 7 minutes total to show you…that’s it, and I can have your business cards being handed out all over town with 48 hrs from now. How about keeping an open mind for now and just take a quick look at this option?”

Something along those lines should help the conversation to progress.

Here’s a lesson for everyone. You should not get an objection that you can’t handle more then once. Why? Because when you get an objection you can’t handle, go home and work out 2-3 different answers for that objection. This is what Kevin has done in this situation and it exactly what we should all do. If you can’t answer a question effectively, you’re the one to blame if it comes up again and you can’t answer it for a 2nd time. This would be classed as ’sales suicide’.

Any other suggestions for Kevin on this one?

Dean

deanc
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

Hi Aaron,

Thanks for the kind words! I am very dedicated to this business, and as long as people take the time to comment and contribute, i’ll be here!

In terms of connecting with non-profit organizations, it’s simply a matter of going to their office and showing them what you have. You don’t have to go for the big name charity organizations, you can go to any local one…even the local sporting teams. Your goal here is to get a name to attach your ’cause’ to begin with. When you have many locations, then think about the ‘household’ charity names. ANY charity (especially local ones) will be open to your idea if they get something out of it, so start small and progress from there. Just think… “what can I offer them” or “If I do them a deal where the charity gets a fixed fee per month per display, can I ask them to promote my display to their members also?”. My suggestion would be to write down 3 different ‘deals’ you could approach them with, and as long as there’s no money coming out of their pocket, one of your deals should stick!

In terms of how to locate displays and get advertisers, didn’t you get that info in the marketing materials that should have come with the displays you purchased? If not, there is plenty of info on this site on these topics.

Here are a couple of places to start your research…

How to fill displays
How to locate displays
Manual with scripts etc.

Thanks for contributing Aaron, it’ll help other also!

Any other suggestions for Aaron anyone?

Dean

deanc
June 15th, 2007