Are You Distinguishable from Other Salespeople? We often get asked, “If you had to sum it up in one sentence, what do you teach OOH salespeople?” Our answer is simple: we teach them not to blend in with the crowd, but to stand out in their prospects’ eyes. In short, we teach them not to look, act or sound like other salespeople. The truth is, the majority of salespeople rely on traditional techniques and methodologies. Now, you might wonder what’s wrong with that approach. Well, nothing if you’re content with your current sales volume and prefer transactional relationships with your clients.
However, our research consistently shows that to gain a sustainable competitive advantage, most OOH salespeople must embrace the notion of doing things differently. They need to transform from traditional, transactional salespeople into consultative salespeople who become trusted advisors to key decision makers within their client and prospect organizations.
To become that trusted advisor and consultative salesperson, you must recognize that your conversations need to be distinct. It’s not all about you, your inventory, or the beautifully crafted spec ad copy you prepared before even speaking with the prospect. Instead, you must engage in business conversations rather than sales pitches with your clients and prospects. Earn the right to become their go-to resource for understanding what’s truly happening in the advertising and marketing landscape—know who’s succeeding, who’s struggling, and what strategies are effective.
Ultimate decision makers are typically driven by results and have a bias for action, especially in uncertain economic times. They actively seek fresh ideas and allies who can help them bring those ideas to life. In light of this, it’s crucial to discuss business decisions and their company’s priorities before anything else. They don’t care about the availability of a prime location down the street, a killer package with one A location and two C locations at a great price, or the fact that it’s the end of the month and you’re nearing your quota. You get the point.
By focusing on their business priorities and challenges, you immediately set yourself apart from the crowd of salespeople who sound just like everyone else, desperately striving to meet their monthly targets. Moreover, starting with a business conversation provides you with the perfect platform to present a solid BUSINESS case for partnering with you and your OOH company. This consultative sales approach consistently leads to increased sales and long-lasting customer relationships that renew year after year.
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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