Ever found yourself in a situation where your deep product knowledge might have overwhelmed your potential client? Pause for a moment. Do they fully grasp what you’re saying? Are you inadvertently putting them on edge? Watch for their non-verbal cues.
Being an expert in the OOH industry and having a comprehensive understanding of its products is undoubtedly beneficial. But, there’s a flip side: this knowledge might appear daunting to potential clients. Diving deep into industry-specific terminologies like “period billing,” “rotator programs,” or “lease to revenue ratio” at the outset might make them uneasy. Your daily office jargon may not resonate well with someone unfamiliar with it. A prospect who feels lost or overwhelmed is less likely to engage meaningfully in your sales pitch.
Typically, when prospects find themselves in a maze of unfamiliar terms, they have two potential reactions:
- Seek Clarification: Some might be forthcoming, admitting they didn’t catch all the details and request a clearer explanation. But let’s face it, this isn’t a common reaction. Why? Because many find it awkward to admit they didn’t understand something.
- Exit the Situation: They could opt to distance themselves from what’s causing their unease – which in this scenario, is you. It might come across as: Prospect: “Hey Pete, I didn’t anticipate such an in-depth discussion today. I’m pressed for time. Leave the materials with me, I’ll review and circle back.”
Your in-depth knowledge of the OOH industry can bolster your confidence and give you a sense of control in sales meetings. But, flaunting this knowledge too much, too soon, can alienate potential clients.
Always be attuned to your prospect’s reactions during your meetings. If their face or body language indicates any hint of discomfort, it’s a cue for you to recalibrate. A simple acknowledgment like, “Randy, I realize I went over that too quickly. Let’s revisit that,” followed by a more simplified explanation can make all the difference.
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.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertising
