Messimer-Henley on Prospecting

By Andrea Messimer-Henley

When reaching out to an out of home advertising prospect:

#1 Always research the prospect’s business, culture, current ad strategy

#2 Prepare compelling data, a news article, press release, a case study, that is relevant to the prospects business or agency clients.

# 3 VERY important. Prospects want to know how you can increase sales for them. Remember to keep the introduction and your company background brief.

#4  It takes an average of 7 separate touch points before a sales transaction occurs.

#5  80% of sales people do not follow up after the first contact with a prospect.

#6  Set a reminder to reach out to prospects every 60- days.  ( Provide fresh ideas each time you make contact)

#7   Use several tactics, email, text, phone call, LinkedIn, Social Media, host and attend network events, referrals, all of these methods work with research thought and pleasant persistence.

I always like to provide real examples… Here is the response from a CEO  at one of the largest agency’s in Tampa, who I met with face to face in April.  This week I emailed him  and provided OOH market research for one of his largest clients..  This was my 4th touch point.

Thanks Andrea.  Still no “immediate” plans for OOH, but this is good food for thought as we start planning for  2018.

His response is an opportunity for me to connect very soon to provide more information for planning..  Touch point #5.

Sales Executives by nature are hunters, impatient, we crave instant gratification.
It takes time to build relationships, we are all in such a hurry these days to make sales, please our superiors, meet expectations.  One of the best pieces of advice someone said to me was…

“Andrea, slow down to go faster.”

It was simple, but profound. 

Think about it.

Happy Selling!
Andrea Messimer-Henley has worked for 20 years in out of home advertising sales including stints at three of the big four out of home operators.
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One Comment

  1. Great article and great advise…Thank you!