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3 Sales Tips before You Cold Call on Me

Posted by Scott Christopher on Fri, Sep 6, 2013 @ 14:09 PM

Imagine you are hard at work at your desk, perhaps checking some email, or formatting a very important TPS report. Imagine you are in the thick of it, when all of a sudden the phone rings. You pick up and on the other end hear: “Hello may I speak to ‘Mr. Mispronounced Name’ regarding ‘Totally butchered Client name/product?’” What do you do? You may swallow a laugh, let them know you are the right person, then most likely hear a robotic sales pitch that ends with ‘can I send you some more info?' Then you hang up, praying you never hear from them again.

Ok, maybe I’m overstating it just a bit….  But across America, this must happen millions times every business day, wasting the time of both the caller and call-ee, destroying efficiencies and interrupting productivity of kabillions of companies, resulting in the loss of life of trillions of cute kittens. SOMETHING MUST BE DONE!

 kittens-cat-cat-puppy-rush-45170.jpeg

But seriously, it is an annoying waste of time benefitting neither party involved. So what authority does a marketing company have to talk about sales training? A Ton. Why? Because we work with a lot of salespeople, day-in and day-out. Besides clients, that’s who we are working with – sales reps from different media companies. As media buyers, we are the ones that they have to sell, so we’re kind of a big deal. And having been a media sales rep in the past, I have a soft spot in my heart for helping good sales reps get better. Plus I don’t want bad reps wasting my time or yours...

So here are a few tips for sales reps before you Cold Call on me:

1. Do Your Research. Go to my company’s or client’s website. Know how to pronounce it. Be aware of how we are using products and/or services like yours in the market. Have a couple of key questions to ask me to engage in a thoughtful, helpful conversation. Otherwise I’m going to rush you off the phone.

2. What’s in it for me?  When you call me, the last thing I want to hear is about your last minute fire sale – you don’t even know if your service is a fit, much less if I even have budget. So you’ve got to couch what you’re selling as a solution to my problem (which perhaps you’ve discovered in your research - see point 1). Remember, you’ve just interrupted my day – make it worth my time by adding value to me and my client. Be interested, not interesting.

3. Be a human. We’ve all had the experience of the green sales rep who’s obviously reading from a script and it’s painful. Then there’s the other extreme of the overly friendly rep who is dropping names of long-lost connections from your LinkedIn profile and that’s equally painful (and creepy). My best advice is just be human. A phone call is simply a conversation, so talk to me like you would want to be talked to and get to know me. Remember before I buy from you I have to know, like, and trust you – that’s a sales fundamental.

Once you have me, Mr. Joe Salesperson how do you keep me happy? That’s another post for another day. But for now, take this advice from a top media buying firm and it will be a much more effective way to meet your quota while limiting time wasted for everyone. And if you need another reason, please - do it for the kittens.

 

If you have any other sales advice, please leave it in the comments!

Topics: kitties, TPS reports, time management, top radio ad buying agency, Sales tips, top tv ad buying agency, media planning, media buying

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