Kevin Gephart spent 35+ years selling advertising including 12 years at Clear Channel Outdoor in Minneapolis.  Last week he discussed how to use social media to sell out of home.  Today he discusses overlooked prospecting techniques.

For the next few weeks I’ll discuss 9 sometimes overlooked for out of home prospecting.  There are the first 5.

1. Using your own media (requires buy-in from management).

As reps we are always struggling to get the attention of business decision makers. Your company already has their attention!  When you examine the qualitative audience data of your billboard plant you will likely find that you index higher with business decision makers than any other business media in your market. Capitalize on this by putting up an extremely creative, direct-response messages to hook them.  Offer to buy vinyl with your name and phone number for your company to put up on unsold spaces…even one unit could pay big!   I believe when I see a billboard that says “available” with an 800 number, you’re telling the business community that while you want them to display creative/compelling messaging, you as a billboard company don’t have the capacity to do the same (I saw the one with Bernie Sanders Inauguration image inviting advertisers to call; very creative, very cool, very topical!)

The message should be crafted with the help of your sales force based on what they believe to be the biggest questions/concerns new prospects have. When I met with new prospects, they often would say “I have always wondered about XXX”. That would make a great hook on a call-to-action board for prospects.

2. The unexpected sales call: 

With retail businesses, especially car dealers, drop in for a cold call on Saturday morning/or early on weekday evenings. Almost every car dealer principal is in their showroom during these times.  If you arrive first thing on a Saturday, they are likely not busy. They have to get over the shock of seeing a rep work during off hours.  You can say “If I work this hard to earn your business, imagine how hard I’ll work to keep it!”

3. Business Getter Network:

There are two areas:

• Cultivate a network of business getters like yourself in adjoining territories; you can develop mutual referrals. Clients’ needs don’t stop at the billboard company boundaries. Often times they know of someone who needs coverage in your area.
• If you’re in a multiple market company build a network of business getters with other branch offices. Those business getters may know of people who want to be in your market and can also identify emerging categories and/or clients that you can pursue in your market. Message your networks regularly with relevant material to keep it alive and productive.

4. Big Sales Wins in your market/company:

No one notices a billboard more immediately and intently than your Big-Sales-Win client’s competitors. It is the perfect time to pursue their competitors. Nothing feels better than having the prospect say “Your timing is good!”

5. Canvassing:

I know this is a very old-school idea.  I believe it still pays big dividends (especially for new reps). You create a custom benefit-headline flyer identifying the attributes of a board you think is a huge value. You de-jargon the flyer; no industry terms, just plain English. No one will buy anything when they don’t understand the jargon.  Only propose annual contracts (maybe with a 60 day out if need be). It does get you some annual contracts for base business and as a bonus, it helps build your confidence, and sales chops as a new sales rep.

You can contact Kevin at kevinjgephart@gmail.com or by using the form below.

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