One of the toughest responses a billboard salesperson can receive around this time of year is the classic “Call me back in 2025.” It can feel like an automatic rejection or an attempt to push you aside for the future, but it doesn’t have to be. With the right approach, this common objection can turn into an opportunity to build stronger relationships and drive future business. Here are 3 key strategies to navigate this response and keep the conversation moving forward

1. Show Understanding and Empathy

Instead of reacting defensively or trying to push for an immediate sale, start by acknowledging their response. Saying something like, “I understand that you’re planning for the future, and 2025 is your timeline for decisions,” shows that you’re listening. Empathy is powerful in sales because it builds trust. By showing that you’re aligned with their timeline, the prospect will feel more comfortable continuing the conversation.

Once you’ve established empathy, subtly redirect the conversation by asking: “What are your key goals leading up to that timeframe?” This opens the door to understanding their business needs and challenges, which you can use to tailor your future interactions.

2. Create Value for the Present

When a prospect is thinking long-term, it’s important to bring value to the present. Instead of focusing on securing a deal now, offer something useful. You might say: “I completely understand waiting until 2025. In the meantime, would it be helpful if I shared some insights or trends on how outdoor advertising can support your business over the next year?”

This shows that you’re not just interested in a sale, but in becoming a valuable resource. It also positions you as someone who can help them plan for the future, while staying top of mind.

3. Set a Follow-Up Strategy

Finally, take control of the timeline by scheduling future conversations strategically. Instead of leaving the call with a vague promise to reconnect in 2025, say something like: “I’d love to check in with you periodically to share any updates or new opportunities that could be beneficial as your plans evolve. Would a quick chat every few months work for you?”

This gives you permission to stay engaged without being pushy. It also ensures you’re building a relationship over time, not just waiting until 2025 rolls around.

Charlie Callari, is a senior-level sales leader in the OOH industry and over 25 years selling, building, and leading high performing sales teams, surpassing objectives, and winning. He is always looking to network within the OOH industry. He can be reached at 423-618-8635 or ccbillboardking@gmail.co

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