Andrea Messimer Henley has 20 years experience in out of home advertising sales.  Today Andrea reviews six ways to approach decision-makers.

• Start at the top – Go to the corporate website.  Executives are always listed.  Send the CEO a brief email.  Ask them who makes decisions on advertising for your company? When they reply to your email, you can forward the correspondence; say your CEO suggested that I reach out to you.  

• Research – Find an article that the CEO/decision maker has written or has been featured in recently about the future of their business. Attach it and send an email to them, provide the value you can offer that is in line with their vision.  Here’s an example of an approach using research.

• Network – Join networking groups that the potential decision-makers are a part of. LinkedIn, Economic clubs, non-for profit boards, ad clubs. Develop a dialogue through common interests.

• “I’m lost” – If you’re doing a cold call over the phone use the asking for directions approach. “Hi there I feel like I’m a little lost could you kindly direct me to the person who makes advertising decisions for your company please?”

• Early Bird – Call early before the gatekeeper comes in or after hours when the gate keeper is gone.  CEO’s, GM’s come in to the office early and stay late.  You can usually reach them on their direct extension before or after staffed hours. Have something valuable to say when they answer.

• Attention Getter – Send an email with a copy of their competitors outdoor campaign. Share with them that their competition is having a lot of success with our medium.   I thought it might be a good fit for you as well. When is a good time for me to call you to discuss?

Keep your emails and voice messages very brief, CEOs and decision makers don’t have a lot of time to read your propaganda. Get their attention and then get a meeting!

 Andrea Messimer-Henley is an independent outdoor advertising sales rep in Tampa Florida.  Prior to launching her own firm she was a SE Region manager for CBS Malls, an account executive for CBS Outdoor, Clear Channel Outdoor and Adams.  You can reach Andrea at andreamessimer@gmail.com or (941) 592-7200.

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