Arnold Outdoor founder John Arnold has learned a lot in a 21 year career in the Out of Home business. Today he talks about the benefits of selling a competitor’s billboard.
One of the most important things we can do to increase the credibility of outdoor is sell a billboard for a competitor! Assume you are meeting with a potential customer. She tells you that she would like a billboard in a certain area. You either do not have that coverage or it is sold. Tell her your competitor does. Then you offer to give her the contact info or research it. It gives you instant credibility.
- We recently sold two billboards for a competitor. She sold two for us earlier this year and a couple last year.
- Mollman Outdoor sends us a deal almost every quarter.
- I helped Chris Cowlbeck at Look Billboards get an Ag Loan deal and a casino contract. We have probably sold over $10,000 in space for Ben. Justin pitches our billboards and we pitch his.
- Lindmark recently asked for a proposal.
- Lamar brought us to the table where they didn’t have coverage.
- Chris Cowlbeck and I met on a billboard deal I put together over 15 years ago. Chris returned the favor. He showed me to think outside the box on digitals in small towns. I got my money back on the sign the first year. I got my money back on the property the second year.
Do yourself a favor, go sell a competitors sign!
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Couldn’t agree more with this article. When we work together in service of the client’s needs, everyone benefits in the long run.
I agree. The more we make it easier for clients to buy Out of Home the more they will buy.
The Macy’s and Gimbel’s Policy Works (Miracle on 34th Street). When you show genuine care for a customer’s needs and interest business will boom in return.