Readers have asked for more articles about out of home sales. David English is VP of Sales of Ad Trend, Inc. a Kansas City out of home advertising company. Insider talked with English about out of home sales last week.
What is the most common mistake out of home sales reps make?
The most common mistake, in my opinion is a lack of ownership over the account. They get the contract and assume the sales job is done.
The really successful reps take full responsibility for making sure the campaign is successful. They make sure the artwork is of high quality, the board goes up in the right location, the boards that are contracted reach the audience the client needs them too. They act with urgency but do not skip the fine details. They understand that every decision they make regarding the client is an important one. I feel it is a sales reps responsibility to own everything about the account. When there is no ownership, that is just a huge mistake.
Own the good and the bad. The decision not to educate the client about art and claim that the client wouldn’t listen anyways or the decision to not call the client about the renewal because of an assumption the rep is making are horrible decisions.
Own your client. If they weren’t going to renew the old campaign, they might want to start a different one with different creative. Bring them new creative for a new campaign. To me, personal responsibility is huge and owning your client is a very obviously sign of personal responsibility.
I think everyone knows if they are doing the right or wrong thing. They know if they are making enough sales calls, if they are working hard enough and if they are going to make their budgets. They know if they are serving their client to the best of their ability. The most common mistake I see if a sales rep not taking full ownership of his/her client and the campaign.
What mistakes do you think out of home sales reps make? Let Insider know using the form below or email Insider at billboardinsider@gmail.com.
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