What’s in a good out of home sales contract? There’s a tension between keeping a short term ad agreement to one page and the need to avoid conflict by being specific. Here’s a one-page static billboard ad contract. We’ve added our comments in italics explaining the importance of each section. […]
The 2021 holiday retail season presents enormous opportunity for retailers, especially as they look to make up ground lost in the pandemic. Consumer mobility is at or near COVID-era highs, and OOH has a unique position to engage consumers when they are most likely to act – at or near […]
Here are my thoughts for maximizing collections during a recession or a disrupted market (e.g. covid). If, as a sales rep, you are subject to a commission/compensation charge-back for uncollectible accounts, take full responsibility for the process/outcome. Companies provide business office support for collections but when your compensation at stake […]
By Kevin Gephart When you get the feared cancellation call, don’t overreact! Most OOH company’s contracts don’t allow for cancellation. The reality–it is very tough to hold a client to a contract, especially if you want to get paid. Be focused on winning the war not the battle. Take a […]
Closing a sale isn’t a magical recipe of words/phrases; it is a strategic conclusion to a specific process. Identify the decision-maker, ask good questions, design an intelligent solution, use spec creative, include a service contract, display a concise summary page and the close should be natural. State in your proposal […]
If the thought of delivering a presentation makes you nervous, you’re in very good company. Beyoncé, Barbara Streisand, Prince Harry, Tiger Woods, and Adele all have stage fright. It’s natural to be uneasy, it’s up to you if you stay uneasy. The value of your ideas and your ability to […]
Today’s podcast guest is John James, the founder of SignBird. Today John talks about selling billboards for Lamar, his proudest out of home sale and what your website needs to effectively market your signs. On getting into out of home My first job out of college – I was working […]
Pete Hautem has spent 44 years selling out of home. Here are are 4 questions he thinks are high gain when talking to a prospect.. I have always said you can ask your way into a hell of a lot more sales than you can talk your way into. If […]
With all of the pandemic gyrations businesses need OOH now more than ever. Virtually every business is being stymied by the labor shortage. OOH can help in a way that no other medium can. The quantity of job candidates isn’t determined by the size of an ad budget but rather […]
By Kevin Gephart In my last column 5 more sales objections and how to handle them I asked readers to identify sales objections. Thanks for all the comments. I’ll address the objections which readers raised today. People don’t want a drill, they want a hole; advertisers don’t want advertising, they […]
