Today’s world is complex, filled with technology, conveniences, challenges, opportunities, and resources never thought of just a few short years ago. Technology has taken over our lives.  You can make purchases and have them delivered to your door without ever leaving your couch. You can visit with relatives face to face without getting out of bed. You can travel to far off lands and see the world while relaxing on your patio. You can even play a round of golf in a foursome just by clicking a few buttons on your computer game simulator. Yep. We live in a world of convenience. Or—-is it a world of laziness? Guess it depends on your personal lifestyle.

Technology can be the best resource known to mankind, even in our world of Outdoor advertising. We use it every day—–for sales, operations, accounting, leasing, charting, planning, reporting, justifying, even copy changes.  It makes each of our jobs much easier compared to just 20 short years ago. BUT, here is one thing our world of technology cannot do——SELL! It can support, justify, inform, provide data, photos, stats, locations, availabilities, prospects, contracts, renewals, and everything else associated with the process. It CANNOT SELL!

Humans are still the backbone of the sales process and always will be.  Today’s world gives many prospects and clients the opportunity to use technology to make buying decisions, therefore, avoiding contact with us sales folks. They would rather rely on data to make a purchase instead of using data to SUPPORT their decision. Big difference in the two methods. That’s where a sales person proves his or her value.

Today’s sales person must be aware of the nuances of our society and know how to use those nuances to their advantage. They must know that technology assists the human sales process, not replace the process.  Sales folks should also know how to avoid allowing a prospect to rely solely on technical data in making a buying decision.

Outdoor advertising is the most unique of all advertising media and our individual markets, companies, locations, and structures serve specific purposes in providing ad opportunities for clients. Technology cannot tell the story. That’s why sales folks are still the backbone of our industry.  In short, when a client asks for “data”, provide it. But, include facts about the market, the artery, and information about the travel habits in the region. Use basics. Use local knowledge, provide justifiable info about uniqueness in the area that attracts people with specific interests.  Know your market and talk about it in a way that provides additional reasons to buy your product. Use technology to support your information, not replace it.

Pete Hautem, National Sales Consultant, BillboardPlanet, LLC, 423-834-0876 (Cell), petehautem@gmail.com