Yesterday we mentioned that Allison Outdoor’s Keith Horton is retiring after a 44 year out of home advertising career.  We asked Keith what he’s learned about sales

What have you learned about selling out-of-home over a 44-year career?

I’ve always said: treat customers the way you want to be treated. Be real and put yourself in the customer’s situation.

What makes a good out-of-home sales rep?

A genuine personality. Listening to the customer.  Selling boards you truly believe will work for them—and help with the artwork, which is the most important part of the campaign.

What are some common mistakes out-of-home sales reps make?

Not listening to the customer—and trying to push inventory that doesn’t fit the client’s needs.  The Reps need to ask Open, Broad questions and let them take you down the sales funnel.  If you do that, they will reveal what their needs are, and if you can help.

What’s an out-of-home sale you’re really proud of, and why?

I sold the Dick James Law Firm in Greenville. A guy named Lance Bell did a newspaper presentation at our office where he taped the pages together and laid them on the floor to show how long it would take an advertiser to find their ad. I used that same presentation to sell the law firm, and it worked.

Are digital billboards a different sale from static? If so, how?

One mistake I see is clients running ads that look completely different from each other. When their ad appears, they lose continuity and frequency. McDonald’s is a great example of doing it right—they always use the golden arches, so it’s instantly recognizable.

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