The Sales Call Introduction Consultative selling Sales call structure Introduce yourself Lowering resistance Explanation of products Asking questions Back at the office The second call Smoke objections Straightforward objections Second call objections The fastest way to increase sales! Participate in this award-winning, newspaper-specific ad sales course on-site or in a Webinar.  • Get past upfront stalls and objections without any pushing  • Make the account believe he really needs you  • Get better information from your prosepct  • Develop quick ad strategies that work the very first time  • Eliminate size, frequency, content, cost and most other objections before they ever arise  • Get dramatic responses for all kinds of advertisers  • Never have to push an advertiser to run again click here

He'll almost always say he's familiar with your publication, but is almost always misinformed about something. So at this point you might want to give him a very brief explanation of your newspaper just to make sure he knows what he's dealing with. Brevity is the key, though. Any more than 30 seconds and the account will begin to feel he's being sold again, and resistance will increase.

I used to say something like, "Well, you probably already know then that we're a group of 5 paid weekly newspapers reaching over 50,000 readers in these three towns. We've been around since 1893 and reach some of the most affluent readers in the area."

Or, "We're the largest daily newspaper in the market with over 750,000 circulation broken into 13 zones including one in your market. We have the highest penetration of any advertising vehicle, reaching the majority of every demographic but skewing towards upper-income homeowners."

Say much more and you're in jeopardy of turning this fact-finding meeting into a sales call that the account will become eager to cut short.

Next: Asking questions