By now it’s not news to anyone that the markets have been volatile…if not a bit scary this week in particular. Who really knows what the 2nd, 3rd, and 4th quarters will bring in the way of an economy…Anemic? Strong? Recessionary? I for one am very bullish on out-of-home in 2023 no matter the economy as long as we make sure and do the things that we are in control of.

This brings us to the subject of prospecting for new clients…those statics, digitals, land leases, etc. won’t sell themselves! Look at any OOH salesperson who claims they like making cold calls…well, probably hasn’t made any. So, if you are still at the point in your outdoor career where you dial that telephone hoping the line is busy…or maybe you are going to “ride the inventory” driving around for a couple of hours building up the courage to talk to a complete stranger, tell them about the magic of outdoor advertising. Don’t fret! You are like most people.

The first mistake most salespeople make is thinking that prospecting is selling…and if I don’t make a sale, I have failed. Any surprise we can go home some days feeling like someone kicked our dog?! We have to change our perspective and right now. Prospecting is merely an exercise in qualifying/disqualifying suspects to determine if we should in fact invest our time. Our time to have a deeper conversation to determine if the prospect has a true need for the many benefits of outdoor advertising (or offering us a land lease should that be my mission).

The second mistake salespeople make is believing that their job is to convince advertisers to buy. Many either won’t need what we offer…or won’t admit to the need. Can’t help someone who won’t admit they have any of the issues OOH can solve…you’re not a missionary there to convert the unwashed!

Why don’t salespeople want to “let go” of a prospect even if they aren’t really a good fit? Because that would mean I would have to take them out of my pipeline and go prospect more, AND I DON’T WANT TO! In the end, we are really just kidding ourselves and wasting precious time trying to convince someone who does not believe they have a need. Go find someone who is a better fit (that we can help) and do it as quickly and efficiently as possible!

Prospecting is a little like fishing…I am casting my line repeatedly looking to get a nibble, a bite. Any good fisherman knows that on most days I am going to cast my line far more times than I am going to get a bite…let alone catch a fish. That’s why they call it fishing and not catching. And that’s why we call it prospecting and not selling. Change your perspective and up your game!

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 of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership and executive coaching.

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