I’ve been running a series in which I answer OOH sales questions asked by Billboard Insider readers.  Last week I said to avoid short term sales plans.  Today I discuss whether it’s wise to bundle ad design, production and installation charges.

Should I bundle ad design, production, and installation—or charge for them separately?

W.I.N. by keeping it simple. When my wife and I bought a new car, the dealer didn’t break it down by saying the steering wheel = $X, engine = $Y, tires = $Z. Dealers present one thing: a complete, turnkey vehicle designed to meet your needs.

That’s exactly how OOH proposals should be positioned. Sell the outcome, package the solution, present one number. Your proposal should be an all-in, comprehensive plan price. Note on the proposal “This complete program is available for $X.”

I am NOT saying you give away production or installation if your company charges for them. I am saying: “include” them. Don’t itemize them upfront. If a buyer asks to see the breakdown, show them, just don’t lead with it.

Never use the word “free.” Instead, say: “creative, production, and installation are included.” When you itemize small add-on charges in your proposal, you are doing your prospect’s negotiating for them. These items are the first-place clients look to cut your deal.

Some companies intentionally separate production and installation on their invoices. If the advertiser questions these items, explain: “Internally we track those costs separately, but as you remember, your program was presented as a complete turnkey plan.”

When you’re selling a longer-term program, let the client know that initial production and installation are included. However, any changes beyond the original agreement will have a defined cost per occurrence.

If you want to sell more OOH faster in 2026:

• Don’t sell parts.
• Sell solutions.
• Present one number
• Control the conversation.

If 2026 is the year to refocus your OOH sales, let’s talk.  Learn more at OOHSalesFaster.com. Contact me at: KevinJGephart@gmail.com, 612-387-5349.

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