Billboard Insider continues our conversation with out of home sales exec Charlie Callari.
What’s the out of home sale that you are proudest of?
Throughout my OOH career, I’ve had many sales I’ve been proud of. My first OOH sale in Chattanooga, TN….Ruth’s Chris Steakhouse. A 13-period annual sale in 3 locations. My longest running sale: Buc-ees (Calhoun, GA location) 4 billboard locations along highway 75 when I was with Horton Outdoor. This was for 10 years! One of my most fun sales, Ripley’s Aquarium in the Smokies, as well as Panama City Beach, FL.
But the sale I am proudest of to date is Law Tigers, America’s motorcycle lawyers. This sale started as a 3 location sale in Georgia. To date: I have placed Law Tigers in 7 states on over 100 structures. And more will be coming. I attribute my success to 5 key things: exceptional service, adding value, addressing problems proactively, constant contact, and new ideas.
World Class Service – There’s a reason why Disney and Chick Fil-A are always at the forefront; exceptional service. I take this approach with customers like Law Tigers. From answering emails and texts promptly to recognizing the little things like birthdays. Great customer care will always benefit OOH reps.
Adding value – I always look for opportunities to add value. We once built a new structure in Florida. State law required both sides to be covered during the construction process. One call to Law Tigers, and we got vinyls shipped….satisfying our needs, and giving them 2 added value faces for a couple months. Win-win!
Addressing problems proactively – There will be mistakes. And the larger the account, the higher the potential for mistakes. Recently, we posted Law Tigers up on the wrong billboard in Tennessee. I proactively called and made them aware of the situation and the fix.
Constant contact – There is not a week that does not go by that I do not text, email, call, or see my client. This is a true partnership, and insures to the client, that you have their best interests at heart.
New Ideas – Client nowadays need ideas. And they need a constant supply of fresh ideas all the time. What worked last year will not necessarily work this year. Bike rally coming up? How can I help promote Law Tiges affiliation with the rally? Bike giveaway happening? Same thing, how can we help?
In conclusion, as OOH reps and managers, if we can consistently employ these 5 key things, larger returns, and more fulfillment with what you are doing, will come.
Charlie Callari is exploring opportunities in sales leadership and general management both inside and outside of the OOH industry. He can be contacted at 423-618-8635 or charlie.callari@gmail.com
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
