I was curious to face off against ChatGPT’s artificial intelligence to see if, in fact, a billboard sales consultant can be replaced by an algorithm.  I asked ChatGPT: “What is the biggest objection to selling billboard ads and how do you overcome it?”  Here are two answers, one written by me and one written by ChatGPT.   Guess which is which.

Question: What is the biggest objection to selling billboard ads and how do you overcome it?

Answer A

Objection: “It Costs Too Much.” It is a vague statement that requires you to find out: “what else?” It is critical to understand if they are voicing an objection or simply stating a condition of purchase. Objections are minimized upfront with thorough data gathering and an effective proposal, but there will always be some unforeseen hurdles. Prospects solicit pricing as a starting point to negotiate. It’s never no…it’s only no for now.

If the overall proposal amount is too much, determine what amount they are willing to invest. Have them suggest levels of audience/coverage they are willing to sacrifice.

A prospect may be referring to the cost of their radio/television/ newspaper spend.  Reinforce that OOH messaging is 24/7, as opposed to a radio or television commercial which will air maybe 8 to 12 times within a 24-hour period. Most prospects don’t understand the new sophistication in measuring OOH audiences and how easy it is to compare those measurements with competing media. Your advantage is in cost of: prospects reached, per thousand ad impressions delivered, message frequency, etc. OOH will always show a more efficient spend than any other media.

Answer B

The biggest objection to selling billboard ads is usually the cost. Billboards can be expensive, and many businesses may feel that they cannot justify the expense of a billboard campaign. Additionally, some businesses may feel that billboards are not effective enough to warrant the investment.

To overcome these objections, it is important to emphasize the benefits of billboard advertising. For example, billboards offer unparalleled visibility and exposure, as they are visible to a large number of people over a long period of time. They also allow businesses to target specific geographic areas and demographics.

To address concerns about cost, it can be helpful to provide data on the ROI (return on investment) of billboard advertising. Many businesses may not realize that the cost of a billboard campaign can be relatively low when compared to the potential benefits.

It can also be helpful to offer flexible pricing options, such as discounts for long-term contracts or bundled advertising packages. This can make billboard advertising more accessible and affordable for businesses of all sizes.

Overall, the key to overcoming objections to selling billboard ads is to focus on the benefits of this type of advertising and to provide businesses with data and pricing options that demonstrate its value.

Which answer was written by me and which by ChatboxGPT?  Take our poll.  I’ll tell you the correct answer tomorrow.  My wife guessed wrong!

Until there is sufficient artificial intelligence, high-performing sales reps will rely on the insights of The Ultimate OOH Guide (now in its third printing) as their competitive advantage. Purchase your copy here:  https://billboardinsider.com/we-have-reordered-soft-copies-of-the-ultimate-out-of-home-sales-guide/

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