Typically, the first six weeks of every new year represents a sales slump for most OOH sales makers/companies. It’s believed to be due to client spending being down during those weeks. However, The Radio Advertising Bureau Statistics dispute that. They show overall client spending during January to be on par […]
Just like the pumpkin spice lattes, contract renewal time is here. Begin the conversation with your client no later than 90 days before the end of the contract, allowing time for the process and, if need be, time to get the unit(s) back in inventory. Clients make up their mind […]
Every out of home executive or investor should watch the Clear Channel Outdoor Investor Day presentation. It delivers rare insights into one of the country‘s largest out of home companies. Today I’ll discuss what Clear Channel Outdoor Americas Chief Revenue Officer Bob McCuin said during his 20 minute talk which […]
Defining creativity for the purpose of selling OOH is the ability to generate ideas. These thoughts are adapted from a breakthrough book A Technique for Producing Ideas by James Webb Young. To paraphrase, we aren’t selling OOH space, we are selling ideas. Producing ideas is a very specific process based […]
Persistence is the key to selling out-of-home. But relevance is important as well, because persistence without relevance is annoyance. We’ve lost sight of relevance through all of the mass sales training and all the initiatives that come down from corporate. In my office we would have to take an actual […]
The IBO held an online webinar earlier this month hosted by Beck Smith with special guest, Kevin Gephart. If you did not get a chance to sign up for the class, we wanted to provide a video of the discussion below. Having sales mentors, like Kevin Gephart, to help us […]
By Kevin Gephart Billboard Insider reader Tom Giesken asked me “what’s the most important thing to teach a new out-of-home sales rep?” The answer is persistence. Early in my career, I had a craggy old sales trainer. He said when you call on a new prospect, you look like a […]
By Kevin Gephart A big “thank you” to the 78+ who participated in the IBOUSA “Making OOH Sales Faster During a Recession” webinar last week. It was a big success! A very good question was asked after the session: “What do you say to a client when they ask how […]
An excerpt from The Ultimate OOH Sales Guide: Here is the top objection I hear to out-of-home. It costs too much. A vague statement that requires exploration. Prospects have no idea what out-of-home costs. They solicit pricing as a starting point to negotiate. Never negotiate price until you provide the […]
By Kevin Gephart Lots of talk whether the Federal Reserve’s efforts to raise interest rates and curb the money supply will put us in a recession. OOH is the Do-More-With-Less medium. As you meet with clients and prospects, ask the high gain question: “If we slide into a recession, how […]
