Yesterday Jonathan Graviss reflected on 28 years working in out of home.  Today he identifies 3 traits of great out of home sales reps.

What’s the key to effective out of home selling?

Ten or twelve years ago, a group of my sales manager friends across several companies had a discussion about the top traits needed to be a successful salesperson.  As you can imagine, this became a lively discussion because there are many factors to consider when determining success in sales.  We collectively determined that the key to being an effective salesperson in our industry really lies in three areas.

1. Communication and relationship building – At the heart of successful sales lies the art of effective communication. Asking the right questions should give a good salesperson everything they might need to know about the potential advertiser’s needs.   Equipped with this understanding, a salesperson can then articulate the value proposition of their product or service in a manner that resonates more deeply with the client. Good communication shows that you care and that building lasting relationships goes beyond the transactional nature of a one-time deal. The ability to establish rapport and foster trust creates a solid foundation upon which a mutually beneficial, long-term relationship can flourish.
2. Burning Curiosity – a salesperson harnesses a curious nature to dive in deeply with a prospect to truly gain a comprehensive understanding of the customer’s challenges, pain points, and goals.  You have to want to know everything there is to know about your prospect’s business.  In essence, burning curiosity transforms the sales process into a dynamic, relationship-driven journey, resulting in not just successful transactions but satisfied and loyal customers who appreciate the depth of understanding demonstrated by the curious salesperson.
3. Resilience – The sales landscape is dynamic and demanding.  It requires the ability to bounce back from setbacks with determination. It is important to continue to perform the tasks you know you need to perform on a daily basis in the face of adversity.  Can you look yourself in the mirror after a tough day and say you did everything you could do to be successful that day?  Resilient salespeople view rejection not as a deterrent but as an opportunity for growth and refinement. This tenacity empowers them to learn from failures, adapt strategies, and persistently pursue leads. Resilience is the driving force that not only shields against discouragement but propels sales professionals forward, allowing them to navigate the peaks and valleys of their career with grace and continuous improvement.

In my experience, the ability to incorporate these three characteristics significantly correlates with a heightened probability of sales success.  I talk about these characteristics when I interview candidates for open sales positions.  I would love to hear your insights on this matter. Additionally, what are your top three characteristics that you believe define exceptional sellers? I have found that sharing perspectives on this topic fosters a valuable exchange of ideas!

Jonathan Graviss is exploring opportunities in sales leadership and general management both inside and outside of the OOH industry.  He is also looking into buying out of home assets.  You can email Jonathan at jgraviss12@gmail.com

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