By John Mulholland 3, DOT Outdoor, Partner

I have been making cold call sales for outdoor advertising for over 30 years.   I thought I would share some tips with you.   The hardest part is overcoming the fear of making the call in the first place.  So look for a reason.

• Co-op
• Signs outside a new business
• A success story of a client that has a business that you already got up on the billboards

I always make sure to get the gate keepers name.  Treat them as if they are the decision maker.

Follow up is vital.   I have had so many situations over the years where I hear that the other companies didn’t follow up.   I had a situation in Illinois years ago where a guy told me he called a competitor 12 times and liked their billboard better.   They never called back.  I went out the next day and signed him up.

Also, pick up on buying signals.   While doing spec art watch the reaction of the potential client.   If they are eager about changing the spec art, they are interested in getting up on the billboards.  Don’t judge out potential advertisers.   Years ago I went into a hearing aid center.  The lady had been there for 25 years and never even thought of doing a billboard until I walked in the door.

When you approach a business look around.   See what they have to offer.   Ask them questions like:

• When is your slow time?
• Where are you getting business from now?
• Where do you want to get business from?
• Who are your competitors and what kind of relationship do you have with them?

People love to talk about themselves.   Give them that opportunity.   Listen for key notes like “What I really want to do is get some of my competitors business”.  OK. Well we just happen to have a billboard right across the road from them. I almost always start out with a question.   Can you help me find out who handles your marketing?   People are always willing to help.

The feeling of walking into a business and walking out with an agreement is awesome.   Especially if they didn’t even know you were coming.

Dress neutral   I had one rep that worked for me that always wore a baseball cap.   I said you shouldn’t do that.   He said a lot of people here are St. Louis Cardinals fans.    Trying to make his point.   I said you won’t sell a single Cubs fan anything then.

On my first cold call in this business I sold a year agreement to a mexican restaurant in Findlay, Ohio.   I showed them I had a billboard that would drive in more traffic because they are hidden off the main drag.   I had no sales material with me.  Just a pure conversation about how billboards can help his business.

So when you make the calls, don’t be in a hurry to pitch your product.  Listen and pick up on buying signals.   Acknowledge that you understand their situation and show them how you can help.  Spec art is a major point.   Most can’t visualize what to do.   So do it for them.   They will also take notice on the effort you put in to getting their business.

Happy Selling

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