Have you ever lost a deal because of a problem you could have dealt with earlier in the process but were afraid to do so? Created a unrealistic proposal because we didn’t know what they might be willing to invest? Didn’t realize that they would never agree to anything but a right hand read? Didn’t have the opportunity to get input from ALL the decision makers prior to giving a proposal so we didn’t address everyone’s concerns? Best friend/relative that works in media and just couldn’t buy from anyone else? Etc., etc., etc.
One of our philosophies behind OOH Sales Mastery is the salesperson must create an environment in which the truth can and must be shared via an Adult-to-Adult conversation. You cannot accurately diagnose the problem and prescribe the proper solution without the truth.
Several years ago one of our clients was in the midst of developing a new opportunity with an attorney firm that had a great deal of promise. A long term multi board buy that had some interstate inventory involved. But they just sensed something was not quite right; their Spidey senses were tingling! Wasn’t quite sure what the issue was, but very much aware something was going on. So, with ‘guts 10 seconds at a time’ they stopped the conversation and called a time out.
OOH Salesperson: "Mr. Barrister I'm feeling like there's an elephant in the room that we should probably be discussing right now, something fairly important, but I cannot quite put my finger on it. Am I wrong or is there something we should discuss before we move forward in the conversation?"
Attorney: "Well, yes there is something that's been weighing on my mind I've just been hesitant to broach the topic."
OOH Salesperson: "Does it make sense to discuss it?"
Attorney: "Yes. Of course it does."
OOH Salesperson: "Good. Why don't you go first?"
And he did. His firm had a bad experience in the past with another outdoor company and he felt as if the firm had wasted a lot of money on a failed advertising/branding campaign. Pretty serious stuff and certainly worthy of a conversation. I'm not sure that if they hadn't brought it up it would have ever been said by the prospect. And his firm never would have become the great client they have been now for several years.
Bringing up potential roadblocks yourself keeps you in control of the sales process. Being an active listener, asking good questions and reading people carefully put you on the offensive not the defensive.
The fastest way I know to build credibility and trust with those you seek to do business with is to be willing to deal with all the obstacles and roadblocks up front and in advance. All of them. You won't look bad for doing so. You won't upset or disappoint the prospect. What you will do is to lock down a more meaningful relationship built upon being the Trusted Advisor…something you will never be if you remain stuck in the show up and throw up, features and benefits selling system.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
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Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching.
