Kevin Gephart spent 35+ years selling advertising including 12 years at Clear Channel Outdoor in Minneapolis.  Last week he discussed 5 overlooked out of home prospecting techniques.  Today he discusses 4 more overlooked prospecting techniques.

Today I’ll finish my list of 9 overlooked out of home prospecting techniques. Many of these techniques work post-COVID-19.

6. Home show/Sport shows, etc.: 

In many markets now is the season to pursue these prospects (coronavirus aside). Many business decision makers are going to be in one spot at the same time and this will make it easy for you to prospect.  You only want to pursue the biggest, most promising prospects. Some key things:

• Arrive on the first day of the show within a few hours of opening. You will likely find the business decision maker in the booth and the crowds light, making them more accessible.
• When you get face-to-face with the business decision maker deliver a concise benefit headline about what you can do for them (i.e. we are very successful at helping boat dealers generate sales during key times of the year. If I can help you with some ideas please let me know).  You give them your business card and ask for theirs. Your objective is not to sell them there/then but merely to start a dialog.
• Follow up with a handwritten note (old-school =yes, powerful =very) You put them in your database to continue following up (remember the 18 Exception Rule).

7. E mail blasts:

Not a new idea but here are some, maybe, new thoughts.  Keep a database of people that you’d like to do business with but for whatever reason have not been able to get a meaningful meeting. You load their email address in the blind cc segment of an email and send out a compelling email.

You seed them with key relevant data about what’s new in your business, what’s new in the marketplace, and key billboard sales/promotions you are offering.

We all want to have a very detailed Customer Needs Analysis meeting with prospective clients however, sometimes, the best thing you can do is make them a specific offer.  This opens the door for discussion and often times leads to sales. I have scored some very large ongoing clients doing email blasts.

Be sure to include an option for them to “unsubscribe”. Do not use the word “unsubscribe” because it triggers in many spam filters.  Simply note: “If you do not want these messages in the future please let me know”.

8. Old call-in leads: 

Most reps don’t pursue call-in leads beyond the initial few contacts. Because these people at one time had a question/ interest in your product, they should be pursued again and again until you’re able to serve them.

9. Orphan/old accounts: 

Accounts that no longer do business with you. Bigger companies likely have a process for combing through the previous billing to find who has done business with them in past years.  If you’re in a company that does not track that information, you can be the one to gather that info and make some sales.

You can contact Kevin with your feedback using the form below.

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