Selling OOH advertising has always been a challenge. But in today’s world, with the pace of change and the overload of information, some aspects have never been easier—yet others have never been more complicated.
Imagine explaining to an OOH salesperson from the 1980s how much information we can gather today with a simple online search. In seconds, we can learn all about a prospect’s company, their goals, competitors, and key decision-makers. What used to take days of cold calls and office visits is now just a few clicks away.
On the buying side, the landscape has changed just as dramatically. With a quick internet search, a buyer can compare advertising options, analyze specs, read reviews, and essentially narrow down their choices without ever talking to a media salesperson. Information is no longer scarce; it’s abundant. But here’s the paradox: more information doesn’t necessarily lead to better decisions. In fact, it often leads to confusion.
Buyers today aren’t suffering from a lack of knowledge—they’re drowning in it. They’re overwhelmed with ads, emails, messages, and unsolicited sales pitches. For them, it feels like everyone is vying for their attention and their budget. Imagine trying to wade through that sea of noise, sifting through endless emails, all pushing something they don’t even need. That’s the reality for your prospects.
With all this noise, your prospects don’t just need another salesperson giving them the same information they could find on their own. They need a professional who can help them make sense of it all. They need someone who will cut through the clutter, ask the right questions, and help them identify what’s truly important for their business. They need you—not as just another email in their inbox, but as a trusted advisor who understands their challenges and can provide clear, thoughtful guidance.
Your job isn’t to bombard them with more information. It’s to offer clarity. It’s not to push a product, but to genuinely help them solve their business problems. Most importantly, it’s about helping them make decisions that are in their best interest, not yours. Your value lies in your ability to be a guide, to provide insight, and to offer a fresh perspective they hadn’t considered before.
In an industry filled with digital messages and instant information, what separates you from the rest isn’t your ability to sell—it’s your ability to listen, to understand, and to offer real solutions. Advertising buyers today don’t need more facts and figures; they need someone who can help them navigate through the overwhelming choices and make a smart decision that aligns with their goals.
So, ask yourself: Are you more valuable than the hundreds of emails they receive each day? Are you offering something that a spec sheet or an online comparison tool can’t? Your prospects don’t need more noise. They need someone who can quiet the noise and lead them to the right decision that is going to drive the kind of business results they are looking for.
Don’t just be another sales pitch. Be the expert. Be the solution. Be the one they trust to help them reach their business goals.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching.
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