I deal mainly with small clients with limited budgets. As a result, they're constantly looking for the magic bullet of advertising--that single place to advertise that's going to take their business over the top. When they tell you which direction they went, you know they've made a horrible decision, but what can you say? Even if you try to explain in the gentlest of terms that they've chosen the wrong magazine, radio station, TV station, etc., you're still criticizing their decision--still telling them their baby is ugly. Any thoughts?
Happy Friday Warren,
I deal with a mix of clients, but like you, many of mine are small with limited budgets. I have been in this situation numerous times as has anyone that has been in sales, no matter what industry.
For me personally, I like to ask questions about their current method of advertising. Open ended questions that get them talking. When my future customer tells me what method of advertising they use I may ask something like:
"What type of returns do you get from that?"
"What is your target market and do you feel that magazine/radio/tv station is reaching that?"
"What is your ROI on your current advertising campaign and for every dollar you spend, how much do you need to make to turn a profit?"
"If you could change anything about your current customer base, what would it be?"
Now, these are merely "off the cuff" ideas. Every situation is different, so there won't be a cookie cutter script to follow, but the above aren't too far removed from the various roads you could go down.
My main goal is to figure out the client's goals. By doing this in question form, you guide them into analyzing their situation and quite possibly calling their own baby ugly.
I would also be interested in hearing some other replies to this situation, you can always add tools to your tool box.
Happy Selling,
J.R.
I work with mostly small business with small budgets also and I understand this is a touchy subject, so I do something no one else selling advertising in our area does. I simply focus on their needs and how our radio station can fulfill them. For many of my clients, I have become an extention of their staff..and they call me for advice on a little bit of everything as I have become their idea person, but I also get most of their advertising budget and for many, all of it. By building this relationship and giving them the results they were looking for, I can be honest about wheather or not another station or media outlet will work for them. So, I guess I would say build a trusting relationship focused on their needs and the rest will follow! Good Luck!
Hello Warren!!
you didn't mention the kind of business they have?i am with ESPN-Radio in Denver and we have some very reasonable rates
as well as our demographic 84% men 21 to 54 yrs old, 75k a yr or more, college grads,and most of our listeners are tuned in for over 3 and one half hours,we have commercials as low as $20.00.Sounds like they just need to commit the time and money to run a campaign of 2 to 3 months.Let me know if i can help
