It’s finally time to leave the office and head for that first meeting with a direct prospect. You’ve done your research and confirmed the appointment. What should you bring to the call? There are five things you absolutely must have at the first meeting. And one thing you probably have with you that belongs back at the office. […]
When I sold advertising for the New York Mets, my efforts were aided by some built-in urgency: every advertiser wanted their fence sign to be up by Opening Day. Opening Day was fixed on the calendar, in early April every year. Clients had to have their copy turned in by mid-February. Before the painter […]
“I keep trying to tell him how dumb his radio buy is, and he just won’t listen.” So said a television account executive as we prepared for a sales call with a window retailer. The owner was a long-time radio user, and my job was to convince him to start using TV and digital. The […]
The first time you contact a new prospect, that customer has a buying decision to make. The decision doesn’t involve money… it involves time. Are We Delivering ROI On Our Customers’ Time? A Sales Attempt That Failed Not long ago I was supposed to accompany a television station salesperson to see the owner of a roofing […]
“I’m tired of getting put off — I’d rather they just say no.” Jane has been selling broadcast for about a year, and is finding her sales efforts blocked by clients who either can’t or won’t commit. In her post on TV Sales Cafe, she writes I’ll meet with someone and they’ll ask for […]
