Farmers most likely know little about the process for developing OOH selling opportunities. But, they do know quite a bit about the process for developing (growing) crops. And, the lessons we learn from the farmer can help us “grow” our OOH books of business.
Let’s look at the farmer’s growing process.
First, the farmer must decide on which crops to grow. They must take into consideration soil conditions and weather patterns and then pick a crop that will thrive in those conditions and for which there is a market demand.
Next, they must prepare the soil. Without tilling, aerating, and applying the necessary nutrients to the soil, both the quality of the crop and the yield will suffer.
After sowing the seed, the farmer must tend to the growing crop – irrigating and fertilizing the field and spraying appropriate insecticides when necessary.
If the OOH salesperson attempts to take shortcuts by omitting steps, the process is doomed.
If the farmer conscientiously tends to his crop, it will mature and eventually be ready for harvesting. The farmer must remain diligent to the very end because timing of the harvest is crucial. Harvested too soon and the crop is undesirable. Harvested too late and it is unusable.
Let’s recap the farmer’s five-step process for a successful harvest:
1. Planning
2. Preparing
3. Planting
4. Tending
5. Harvesting
If the farmer omits any step, he eliminates the possibility of a successful harvest. If they scrimp on any step, they significantly diminish the chance of a successful harvest. The farmer knows that without total commitment to the process, there’s no sense in even starting it.
So, what does all of this have to do with selling OOH? Everything! Selling follows essentially the same process.
Planning
Salespeople must decide where and with whom they will invest their efforts. They must identify the markets and territories where market penetration, market maturity, and their competitive position give them the best chances for success.
Preparing
Salespeople must develop and refine their marketing and prospecting messages to clearly differentiate their advertising services and locations from the competition. And, they must practice so they can deliver the message succinctly and effectively.
Planting
Salespeople must take action and get their message out – prospecting, marketing, networking – and schedule appointments.
Tending
Salespeople must weed out uncommitted prospects early in the process and move committed prospects along a predetermined path toward a close. In other words, learn to be able to quickly qualify/disqualify an opportunity.
Harvesting
Salespeople must be able to effectively deliver relevant presentations at the appropriate time and obtain buying decisions.
And, like the farmer, the OOH salesperson must remain diligent to the very end of the process. If the salesperson attempts to take shortcuts by omitting steps the process is doomed. If the salesperson scrimps on a step, either moving too quickly or allowing the process to drag on, the likelihood of “harvesting”” a sale is diminished.
Whether you’re harvesting crops or harvesting OOH sales, the process is the same. And, the requirements for success are the same – total commitment to the process, discipline, and diligence.
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.
