21 Ways to Assure Ad Contract Renewal

Out of Home Sales Expert Kevin Gephart

Annual advertiser contracts are renewed 52 weeks a year. I am surprised by the number of OOH sales reps who wait to engage annual advertisers until just a month or two prior to renewal.

Annual advertisers require (at minimum) active servicing every 4 to 5 weeks. Using “checking in” as a reason for outreach signals that you are just checking a box, that you aren’t really looking for important information to propel your client growth.

For your company’s overall contract renewal insurance, sales managers (in collaboration with the sales reps) should be courtesy calling) clients on a regular basis as well. Tailor the contact sequence to the size/potential of the advertiser by grouping clients into A, B, C, D levels.

Below are key high-gain questions to ask when doing an account service/courtesy call. Use questions in emails, voicemails, and text messaging.  This will position you as a level 3+ sales rep: (ask only one or two per call)

  1. “How are we doing for you?”
  2. “How is business overall?’
  3. “What do you attribute that to?”
  4. “On a scale of 0-10 with 10 being the best. How would you rate your overall OOOH program with us?”
  5. “In what ways have we exceeded your expectations?”
  6. “In what ways have we failed to meet your expectations?”
  7. “In what ways can we (I) improve your OOH program?”
  8. “What changes do we (I) need to make to ensure greater success?”
  9. “What are some ways our company could improve in how we support you?”
  10. “Has anything changed since we last talked?”
  11. “What are the implications of those changes?”
  12. “If you could change one thing about your OOH program, what would it be?”
  13. “What goals would you like to see us (me) accomplish with your OOH?”
  14. “What are the biggest challenges/issues are you facing at the moment?”
  15. “What are your growth plans?” (Remember that any major change in the account opens the door for more business. The more you know about your clients’ plans, the better resource you can be).
  16. “Are you recruiting any new employees at the moment?”
  17. “My objective is to be a sustaining resource for you.  I have a lot of contacts that may be of service to you in other areas.  Are there other challenges I can help with?”
  18. “In what other areas of your business could this same problem occur?”
  19. “How can I better help you gain an advantage over your competition?”
  20. “How can I make your job easier?”
  21. Offer fresh creative based on upcoming events, holidays, etc.

Reps have confided in me they don’t have the time to accomplish this follow-up frequency.  Create very personal email templates that you can cut and paste into emails, cutting your routine service time down significantly.

While the advertiser may not respond to your regular outreach, know that they have received it and it has made a difference in how they view you.

A very small percentage of advertisers will not want to be contacted regularly during their contract. In that case acknowledge their request, but understand, “Out of Sight, Out of Mind”.  Use other less direct ways of staying in front of them.  (i.e.: birthday cards, congratulatory cards, seeding pieces sent by snail mail, etc).

Start now to ensure your 2024 contract renewals!

Competitive sales advantages are hard to achieve.  The Ultimate Out of Home Sales Guide systematically guides you through heat-seeker prospecting, critical data gathering, idea generation, structuring killer proposals, making compelling presentations and a client service guarantee that assures a contract renewal.It is a great business tool which includes sample contracts and forms, and a complete account collections process. Get you copy of The Ultimate Out of Home Sales Guide before your competitors do.


Paid Advertisement

Print Friendly, PDF & Email

2 Comments

  1. Some excellent advice Kevin.

  2. Thanks for the reminders, Kevin.