Last week Dan Nausley talked about why the out of home industry needs to adapt. Today he discusses the mistakes sales reps make when selling out of home.
Dan, you operate the OOH Sales Mastery Class. What are some mistakes which out of home sales reps make?
Often they are bringing an entirely wrong mindset to what they are doing each day. Really it is a paradigm shift in mindset from the traditional approach of thinking that my job is to sell someone something today versus my job is to find people/businesses who are struggling with the types of issues that OOH is likely to be able to help them overcome. In other words, truly becoming a trusted advisor whose main goal is to help a business be successful and thrive versus just being another salesperson trying to get me to buy something.
Another is thinking that having a friendly, never meet a stranger personality is all they need to be a professional salesperson. Don’t get me wrong, it’s helpful but it isn’t even a required ingredient for a professional salesperson to be successful. Consistent success requires understanding how to bring a winning attitude everyday which will in turn drive the commitment to consistently do the minimum daily activities required that then allows you to apply proper sales technique. Application of any one of these will make you good…application of all 3 (attitude, proper activities, technique) will make you great. No one is born with that knowledge or wakes up one morning understanding how to do those things…they must learn.
Michael Jordan was gifted with natural athletic ability beyond what most of us can fathom. Even more so than most of the professional basketball players that have played in the NBA. But that is not what made him the G.O.A.T. He took that natural athleticism and he combined it with an innate competitiveness to be the best he could be. And then he worked and he trained and learned and he honed his craft over and over and over. Never accepting mediocrity, never accepting “good enough”
There is a difference between someone who “schleps” billboard/digital advertising or land leases, etc. and a professional OOH Salesperson who is a highly productive, trusted advisor. Professional salespeople are made not born as so many are given to believe.
Dan and Lisa Nausley own and operate Sandler Training of Chattanooga, a company which provides professional development, leadership training, sales training and executive coaching to out of home advertising companies. Want to learn more about OOH Sales Mastery? Contact Dan Nausley, President/Sandler Training Chattanooga dan.nausley@sandler.com 423.702.5579.
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