What’s the most important question that OOH sales reps don’t ask?
I’ve coached and led many account executives over the years. And by far, there is one question that AE’s do not ask on a regular basis. “Mr. or Mrs. customer, what business owners do you know, that would also benefit from outdoor advertising, like yourself?”
Getting the referral is crucial for an OOH rep and separates the good from the great. I just completed a year of Sandler Sales training, and this is a key component of successful selling.
Here are 7 great strategies for being successful at referrals:
- Build a Strong Relationship First: OOH clients are more likely to refer you if they trust and have a good relationship with you. Ensure you’ve provided value and have a positive rapport before asking for a referral.
- Be Specific in Your Request: Clearly define what kind of referral you’d like. What kind of customers are you looking for? The more specific you are, the easier it is for the person to think of someone in their network who matches your needs.
- Ask early, and often: The important thing is…just do it. There are no rules here. Ask when prospecting. Ask during the sales process. Ask after the client becomes a customer.
- Make it easy: Simplify the process for the person referring you. Provide them with key talking points (OOH data is great) or even draft a message they can forward. The easier it is, the more likely they are to do it.
- Show Gratitude: Always thank the person for their referral, regardless of the outcome. Acknowledging their effort can encourage them to refer more people in the future.
- Follow Up: After receiving a referral, follow up with both the referred person and the person who made the referral. Let them know how things are progressing and express your appreciation again.
- Stay Top of Mind: Regularly keep in touch with your network so that when the opportunity arises, they think of you. Sharing updates, insights, or success stories can help keep you relevant.
In summary, by applying these strategies, OOH reps will increase the likelihood of receiving valuable referrals that can lead to more business or opportunities.
Charles Callari is an OOH industry sales leader and always looking forward to talk to other industry leaders. Have a question? Want to network? He may be reached at ccbillboardking@gmail.com or 423-618-8635. GET THOSE REFERRALS!
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
