The adage “change is the only constant” has never been truer for the outdoor advertising industry than it is today. With traditional sales approaches like cold calling becoming relics of the past, our focus has now pivoted to embracing cutting-edge platforms and technologies.

In this new era, social media platforms, advanced AI analytics, and programmatic advertising have become the vanguard tools for prospect research, enabling us to ascertain potential clients’ needs, priorities, and achievements with unprecedented precision. The goal is to cultivate presence and engagement that intersects with our clients’ timelines, rather than disrupting them. This approach not only respects their time but also aligns with the on-demand, digital-first culture that defines modern business.

The shift from physical to digital mediums has altered the fabric of client outreach. Gone are the days of thumbing through phone books or relying on paper maps for prospecting. Today, we wield powerful tools like enhanced Chat GPT models, SEO insights, and predictive analytics to gain a deep understanding of what resonates with clients and prospects.

Your Digital Footprint as a Trust Catalyst

Before the first handshake or Zoom call, your digital footprint will set the stage for a relationship built on trust and community. Regular online participation and engagement casts a spotlight on your brand, offering a narrative that speaks to your ethos and your value proposition. When you finally do connect with clients, there’s already a foundation of recognition and confidence built in.

The essence of client relations hasn’t strayed from the “Mad Men” era — it’s still all about how well you know, serve, and take care of your clients. But the tools we use to cultivate these well-developed relationships have undergone a digital revolution. By tapping into the wealth of online information, we can uncover nuggets of gold about a business that even they may have overlooked, allowing us to craft meaningful compelling, and personalized advertising narratives that echo with the public.

Embracing Adaptability with Strategy

Employing the Sandler Sales Training System’s principles, Veale has embraced a broad and strategic approach to building transparent and robust relationships. It’s about genuine connections, and together with our clients, we determine if there’s a mutual fit, which leads to more impactful and targeted advertising solutions.

Drawing inspiration from the seminal work “Influence: The Psychology of Persuasion” by Robert Cialdini, we’ve also integrated key psychological principles into our sales tactics, with a focus on:

•      Reciprocity: We strive to create value first, believing that investment in our clients will be reciprocated, fostering long-term partnerships.
•      Social Proof: Leveraging case studies and success stories, we demonstrate the effectiveness of our solutions, encouraging new clients to come on board.
•      Scarcity: In a world bombarded by messaging, individuals value things that are rare or in limited supply, and the unique, eye-catching appeal of billboards creates a sense of urgency and exclusivity that drives action.

Our adaptation to these modern strategies has been rewarding, leading to many of our new clients being fully onboarded through digital interactions alone.

As we forge ahead, we remain committed to not just keeping pace with, but leading the evolution in outdoor advertising. Staying ahead of the curve isn’t just a business strategy — it’s a survival imperative in the dynamic landscape of advertising today. The future is here, and we are fully engaged, ready to innovate with contributions that capture imagination and drive brands forward.

About Stephen Smith

Stephen specializes in discovering uniqueness in the world and sharing it through Advertising. Born and raised in Northern California he has traveled the globe from Packaging shows in Hong Kong to technology fairs in Shanghai, Manufacturing Tours in Shenzhen, Canton Fair in Guangzhou, Art Basel Miami to the Louvre in Paris – he has collected knowledge, culture, and contacts. 

Stephen is a proud father of two beautiful children and is constantly inspired to look to the future. He has had the fortune to attend Abundance 360 and Strategic Coach, meeting some of the most future-thinking leaders on the planet and looks forward to meeting many more.

Reach out @ Stephen@vealeoutdoor.com & 707-777-7777

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