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

So, after spending about 30 seconds explaining where you're from, move on by saying something like, "But I'm not here to talk about us, I really want to find out about you." Follow this up with a general question about his business like "this is a really nice place, do you sell mostly sofas or dining room tables?" If the account says "sofas," then you can reply with "Really? So the people who buy this furniture, are they mostly upper- or middle-income?"

The idea here is to get the account talking. It's hard to teach people how to ask questions so it sounds like you really care and aren't just following a sales approach. Try to convince yourself that you're fascinated by his business and just act like you're gathering information for a final recommendation, just like a doctor would interview you before making a recommendation.

If you're a curious person, as I am, it's perfectly natural to be interested in how various businesses operate, especially if you'll be using this information to make a new ad strategy for the account.

As we discussed in the section dealing with spec ads, ask as many questions as you can.

At one point, to keep volunteering information, the prospect might need to know where you're going with all of these questions, although I have to admit that an account is usually thrilled that you're interested in his business, preferring to talk about himself and his business over your publication and buying an ad.

Still, at one point, after you've asked a few questions and the account has started opening up to you, you might want to say, "Look, we have a great creative services department and I'd be willing to take all this information, apply some proven advertising techniques, and have them make up an ad for you based on what you're telling me about your business. It wouldn't cost you anything and if you like it, maybe you can run it, if you don't, then that's fine, too."

If the account agrees, which they almost always do (after all, what does he have to lose?) then you can say, "OK, let's see, I just need a little more information."

Then just keep asking questions until you've got the information you need. Of course, you'll also want to get some good artwork, if at all possible. Then, agree that you'll return to the newspaper, think about everything he's told you, and if you think you and your newspapers can help, you'll come back later with your recommendation, including a suggested ad.

At this stage, don't make the very common mistake of letting the account dictate what size the spec ad should be and what content should be in the ad. You are the best at analyzing the information and consolidating it into an effective ad (at least after reading the chapter on spec ads).

Instead, respond to any restrictions with, "Why don't I just go back and think about all of this and come back with something that will get the most people seeing your ad, reading it, and responding. I promise whatever size it ends up being, it won't be so big that you'll never make a profit on it but not so small that nobody will see it." Again, just like a doctor who asks a lot of questions without offering any diagnosis until after he gives it some thought, don't let the customer rule out any options until you can really think about it and present your recommendation.

And that's the first sales call. No ad layouts. No calculating rates. No pushing. And hopefully, because of this, no stress. You have done a lot of selling, though. You've planted a seed that you have a great publication, but more importantly, you showed the prospective advertiser you truly care about his business, that you're there to help, and that the customer, not the sale, is the priority. You're focusing on helping him get a strong response, which is really all he cares about, even when he doesn't admit it.

Next: Back at the office