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 prospect a quantifiable element of what the board delivers (CPM, overall impressions, reach, etc.). Focus on that delivery in your negotiations.

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

Once I proposed a $75,000 annual plan; the prospect balked because he did not have $75,000, at that moment. I needed to explain we would bill him and he would pay in monthly increments.

A prospect will say it costs too much in relation to their radio/television/ newspaper spend. Most prospects do not understand the sophistication in measuring OOH audiences and how easy it is to compare those measurements with broadcast and print media. Your cost advantage will open many prospect’s eyes.

Prospects must understand the messaging you are providing is 24/7, as opposed to a radio or television commercial which will air maybe 8 to 12 times within a 24 hour period.

OOH companies insist on adding to the price. Instead of quoting $2,500 per month we say it is $2,000 in space and $500 in production. It begs the prospect to negotiate the production. The client might well say no to a $500 production cost but will say yes to a $2,500 monthly investment.

You can purchase your softbound copy of The Ultimate OOH Sales Guide for $69.96 plus $5 for emailing info@billboardinsider.com.  To learn more visit The Ultimate OOH Sales Guide.

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