By Pete Hautem, Sales Consultant, Paragon Printing
I read the David English post on Out-of-Home sales rep mistakes. Very good. Let me follow up on that if I may. I’m a sales/marketing “veteran” in this crazy business. Started in 1977 in Atlanta working for Lance Bell’s. Lance’s ABC which was the forerunner of Wilkins Media.The Southeastern Ford Dealer Association group was a client. We handled billboards for every dealer in nine states. Each dealer was allocated two out of home using co-op funding through Ford and J Walter Thompson. It was an successful program due to cooperation between ABC, the Outdoor companies, the dealers, and, most importantly, the out of home company account executives who talked with individual Ford dealers.
In around 1980, OAAA hosted a regional convention in New Orleans. At OAAA’s request, we invited the J Walter Thompson Account manager to be a speaker at the convention. He was one the true sharp advertising guys in the automotive world. He gave a marvelous overview of the Ford program and gave glowing remarks about the Outdoor industry in general. We were proud…until an Outdoor veteran asked “what can we, as your supplier and Outdoor consultant, do better in your behalf”. The answer was so simple, it was beautiful. COMMUNICATE! The J Walter Thompson Account manager said that most problems are caused by dealers not being informed about what is going on or not knowing who is their local account rep. He said newspaper, TV, Radio, magazine ( no digital media at that time) reps paid weekly or monthly visits to the dealers while some out of home reps only visited to renew a contract.
VISIT your customer. Let them know you care. Offer suggestions. Ask questions. Be available. Make sure they know who you are, what you do, and how you can be reached. All basic but necessary reminders of an account executive’s true function.
In today’s sales technology environment, we all have multiple tools to communicate with clients. Phones, computers, I-pads and other devices. We communicate 24 hours a day! A sales person can’t hide!
BUT, in my opinion, nothing is more effective than in person communication. Look your client in the eye, discuss opportunities, demonstrate responsibility. and show them you care. And do it regularly, not just when it’s time to renew a contract. To me, that’s true COMMUNICATION! Nothing will ever replace it.
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