Annette Kenyon, a new account executive at Park Outdoor shares this sales success story with Insider:

I am a new account executive here at Park Outdoor in Binghamton, New York.  I come to this billboard world from a 12 years of retail sales experience with little knowledge of marketing.  I am eager to learn, love to meet and talk with people.  After reading all I could on billboards, many of days  listening/ watching my co-workers in and out of the office. I embarked on my new adventure.  I went to back the stock room to see if there was any old posters that maybe were dead accounts, that I could bring back to life.  One was a Halloween Haunted House from years back, I thought this was perfect!  I love Halloween and the opportunity was right.    I called the business owner, gave him my pitch, went out even to meet but – no sale.  I didn’t give up, but now I had the idea! I then did my own detective work finding out that there was a new haunted walk that was opening soon. I cold called them, I  got great feedback from the co-owner, he takes his Halloween seriously!  When I say he lives Halloween 24/7, take my word for it HE DOES!  We hit it off and there it was, my first contract!

We ended up doing three 30  sheet boards and I have him slotted for next year’s campaign doing the same thing but adding the new  digital board.  It all came together, we collaborated on the artwork, with my graphic designer, we came up with 3  awesome designs that has caught a lot of attention here in Binghamton, NY.   I couldn’t have asked for a better start to my new career at Park Outdoor, everyone remembers their “first” and mine happened to be a haunted zombie walk!

Insider’s take:  Review your dead accounts file every now and then.  Maybe there’s some business there.  Also don’t be shy about taking a good idea to a different client if an existing client doesn’t want it.

What’s your sales success story?  Share it with billboardinsider@gmail.com or use the form below.

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