I wish I could say I was surprised when I go on an ad sales call with a
client and they talk about their media product for the first 20 minutes
of the ad sales meeting. Why do sales people talk so much? In most
cases, it is bad training or fear. Fear of silence perhaps? Mostly fear
of not knowing what the outcome of the meeting should be before the
meeting begins. They just do not have a playbook to follow. It is sort
of like placing 11 football players on the field and telling them to
simply go out for a pass. Every now and then you will score a point,
but most of the time you get beat by a better team with a plan.
I preach a lot about having an ad sales process and holding meetings
that win business. Ad sales training is mostly about understanding that
there are several ways to win a ball game, but which one will maximize
your potential to win. I have found that most meetings that win business
are centered on the advertiser and have very little to do with the
media you are selling. Sure, that is an important factor, but the
meeting must be about them and their needs. Their desires. The things
which are meaningful to them, like Making Money. So, how do you get to
that winning moment where you ask for the order? You must first ask some
really good questions of the advertiser. Lead them to the point where
they realize that they need you more than you need them.