Does anyone have success stories that relate to using spec spots to win new business?
The late, great Jim Williams' last audio seminar was devoted entirely to the subject of spec spots (he preferred the term "demo" since demonstration was perceived to be more positive than speculative.)
The presentation/delivery technology has changed considerably in the last 20+ years, but the philosophy and methodology of using demonstration spots is as viable today as ever. Jim's recommendation was that a demo be used on every sales call - and to that end he created his "Smart Call Demo Plan."
If you're interested in hearing his approach to selling with demos, it's available here...free. Enjoy!
Absolutely! The biggest sale I ever made was done with a Demo (spec) tape..with several cuts. Jim Williams' seminar on this was right on. Ideally each salesperson should have at least one demo ad presentation each day (ideally 3). There will be a direct relationship to the number and $ as a result of it. There NO excuse not to. Problems is that it takes time and effort....too easy to go out without them. By the way...you can email your demo ad to your Smart Phone and use a Bluetooth speaker to play it for the client.
In my early selling days, It was demo spots that worked really well for me. At the time, my list consisted only of the Yellow Pages and in time grew into a nice list. Like some of you, I started as an announcer, but continued voicing spots for my clients all through the years. Eventually, I quit selling airtime and became a full time Voice Talent(16 years ago) and still enjoy the 'art' of bringing a script to life.
With that said, I would be happy to voice demo spots for anyone in the group free of charge in the hopes of securing business together. Send me your script and I'll have it back to you within a few hours voiced and produced. If the client signs, we can work out a rate that works for you or the client. Perhaps an out of town voice will bring something unique to the table, give you an excuse to reactivate a client or close some new business.
We closed two deals with spec spots last week, and a major car dealer (who wasn't going to advertise with us) until we played the spec spot. We left with a annual deal. So yes they work
Absolutely! But qualify it first. Use the production of a spec spot as an excuse to come back for a second appointment. "I'm going to have our team put together a few samples of ad creative that will make an impact. Can we sit down again next week and review?" If they're not excited about the idea of going over specs when you're not even asking for an investment to do so.... don't waste your time.
