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Getting off the phones

by Robyn435
8 replies
Hi all,


I want a change of pace to do Face to Face selling (Ad space for my new Agency) but most of what I see seems to center on pitch and objection based selling like finding a needle in the haystack that will respond.

That seems like it will tire me out and depends on how well I wear down the prospect combine that with limited leads. I don't want to risk it.


The strategy I am looking to go with is instead of positioning my magazine as a promotion platform or exposure maybe position it as a solution to other non-technical problems that businesses have?

There still buying "ad space" at the end of the day but changing the positioning?

Don't want to come off as deceptive.

I currently do well selling physical products but selling intangible product has me stumped.
#phones
  • Profile picture of the author kirbymarketingconcierge
    This a great post.
    I hope replys help, from the experts here!
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  • Profile picture of the author Claude Whitacre
    Originally Posted by Robyn435 View Post

    Hi all,


    I want a change of pace to do Face to Face selling (Ad space for my new Agency) but most of what I see seems to center on pitch and objection based selling like finding a needle in the haystack that will respond.

    That seems like it will tire me out and depends on how well I wear down the prospect combine that with limited leads. I don't want to risk it.


    The strategy I am looking to go with is instead of positioning my magazine as a promotion platform or exposure maybe position it as a solution to other non-technical problems that businesses have?

    There still buying "ad space" at the end of the day but changing the positioning?

    Don't want to come off as deceptive.

    I currently do well selling physical products but selling intangible product has me stumped.
    Sell it as advertising. Business owners are used to spending huge amounts on advertising. I understand why it's attractive to change positioning, but you are adding steps to the sale.
    First, you would have to sell the idea that it's not advertising. Then you would have to explain why it's better than advertising...that they are already used to paying for.

    My book on Selling Local Advertising may help.
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    • Profile picture of the author Robyn435
      Originally Posted by Claude Whitacre View Post

      Sell it as advertising. Business owners are used to spending huge amounts on advertising. I understand why it's attractive to change positioning, but you are adding steps to the sale.
      First, you would have to sell the idea that it's not advertising. Then you would have to explain why it's better than advertising...that they are already used to paying for.

      My book on Selling Local Advertising may help.
      I agree about the positioning.

      If I begin the conversation uncovering their issues (if any) related to ads that don't pay and looking for markers they need my service.....Adding unnecessary steps again?

      Or Bank on the fact they buy copious amount of advertising, one more medium wouldn't hurt.

      Not worried about face to face, Just the strategy.

      Will get your book and get out there on the pavement.
      Spin Selling looks good too for the strategy I want to apply, will get that too.
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  • Profile picture of the author eccj
    Originally Posted by Robyn435 View Post

    Hi all,


    I want a change of pace to do Face to Face selling (Ad space for my new Agency) but most of what I see seems to center on pitch and objection based selling like finding a needle in the haystack that will respond.

    That seems like it will tire me out and depends on how well I wear down the prospect combine that with limited leads. I don't want to risk it.


    The strategy I am looking to go with is instead of positioning my magazine as a promotion platform or exposure maybe position it as a solution to other non-technical problems that businesses have?

    There still buying "ad space" at the end of the day but changing the positioning?

    Don't want to come off as deceptive.

    I currently do well selling physical products but selling intangible product has me stumped.
    I understand the feeling with limited leads. How many advertisers do you need and how many realistic prospects are out there? How many great prospects are out there that are already spending lots of money advertising in your type of media?

    Say if there are 150 businesses that are great prospects and you need 30 to be making good money you don't ( at least I wouldn't) want to blow through those names in a day on the phone.

    I would run to the library or download The Ultimate Sales Machine by Chet Holmes. He sold ads for magazines and newspapers so his advice will fit for you.

    Can you give us more insight into your magazine? Is it local? Topical? Etc?

    I would also recommend Claude's book on selling advertising. His seminar chapter lines up pretty closely with Chet Holmes.
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    • Profile picture of the author Robyn435
      Originally Posted by eccj View Post

      I understand the feeling with limited leads. How many advertisers do you need and how many realistic prospects are out there? How many great prospects are out there that are already spending lots of money advertising in your type of media?

      Say if there are 150 businesses that are great prospects and you need 30 to be making good money you don't ( at least I wouldn't) want to blow through those names in a day on the phone.

      I would run to the library or download The Ultimate Sales Machine by Chet Holmes. He sold ads for magazines and newspapers so his advice will fit for you.

      Can you give us more insight into your magazine? Is it local? Topical? Etc?

      I would also recommend Claude's book on selling advertising. His seminar chapter lines up pretty closely with Chet Holmes.
      Thank you.

      I'd say there is around 220 leads and i need 16-27 spots filled to be making "great' money.

      Less than 20 big brand stores in the area.

      The magazine will be local(what is topical?) , Will be distributing a few thousand and featuring a single business type(their competitors outside of price has access to the same mediums they do).

      I am, leaning away from a "free for all magazine" (depending on the economics) I want to feature nice things with value in there that make statement about how it and business's brands are perceived.

      There's never been something like this in my area.

      Everyone been pinched by the dollar and is looking for great value for the money, business owners need to move product to make space for new lines, have decent offers but but bad exposure to ideal market/targeting etc....

      I see big opportunity to help and provide value to both.
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      • Profile picture of the author eccj
        Originally Posted by Robyn435 View Post

        Thank you.

        I'd say there is around 220 leads and i need 16-27 spots filled to be making "great' money.

        Less than 20 big brand stores in the area.

        The magazine will be local(what is topical?) , Will be distributing a few thousand and featuring a single business type(their competitors outside of price has access to the same mediums they do).

        I am, leaning away from a "free for all magazine" (depending on the economics) I want to feature nice things with value in there that make statement about how it and business's brands are perceived.

        There's never been something like this in my area.

        Everyone been pinched by the dollar and is looking for great value for the money, business owners need to move product to make space for new lines, have decent offers but but bad exposure to ideal market/targeting etc....

        I see big opportunity to help and provide value to both.
        Topical would be a magazine on fishing or boating, etc.

        OK so is the magazine out? If it isn't out I would get to break even fast and then put it out. People need to know that it is real and that you are not going to skip town with their money. It happens more than you would think.

        So you are featuring a single business type in each issue. Does that mean one issue is nothing but restaurants advertising? Or what exactly?

        Based on what I know I would get the business owners I knew to do it, make a sweep through the rest of the businesses in person, get the magazine out at that point and then look at doing a seminar or some way you can stay in front of the people you want.

        Here is the problem you have. If you call all these people and most say no or they want to see you put one out first, it is hard to go back and ask again when there is still no magazine. You end up shooting your credibility. BUT don't be afraid to follow up with those that showed interest or send notes to the owners you talked to.
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        • Profile picture of the author Robyn435
          Originally Posted by eccj View Post

          Topical would be a magazine on fishing or boating, etc.

          OK so is the magazine out? If it isn't out I would get to break even fast and then put it out. People need to know that it is real and that you are not going to skip town with their money. It happens more than you would think.

          So you are featuring a single business type in each issue. Does that mean one issue is nothing but restaurants advertising? Or what exactly?

          Based on what I know I would get the business owners I knew to do it, make a sweep through the rest of the businesses in person, get the magazine out at that point and then look at doing a seminar or some way you can stay in front of the people you want.

          Here is the problem you have. If you call all these people and most say no or they want to see you put one out first, it is hard to go back and ask again when there is still no magazine. You end up shooting your credibility. BUT don't be afraid to follow up with those that showed interest or send notes to the owners you talked to.
          Thanks Again.

          I have agreement with printer to do 600 samples ( if needed at no cost).

          I am featuring a single business type in terms off 1 Restaurant, Remodeling company, Supermarket, Electronic store, Car wash etc.....

          As for credibility, I will have the samples and work with a referral system including endorsed letters and phone calls similar to what I use in my other biz with a few spots free just to get the boat moving.

          I tried the break even route with my product biz and it didn't go as planned , i'd rather avoid it but not dismiss it all together.

          Ordered some of the the books so far , rather get out there right away but there's some interesting things in the books that I didn't think off.
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  • Profile picture of the author Abusalehbsl
    What a nice post. Love it. I expect help me.
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