Selling in the New Economy
By the time your client tells you she’s going to cut back her advertising, she’s laid awake many nights considering other alternatives.
Advertisers who have made this difficult decision are prepared to counter your standard comebacks and are ready to defend their position when they tell you the news.
No business owner ever delights in cutting their advertising and every business wants what advertising can deliver; badly needed customers.
When advertisers talk about cutting their advertising, tell them, “You are right.”
Say something like, “You do need to change your advertising in this economy.” What advertisers really want is increased sales, not cuts to the one expense they have that can actually bring them more sales. Opening dialogue to uncover changes in advertising strategies can save the business….yours and your clients’. Your empathy will melt their defensive position and help them reconsider the difficult decision they’ve made. Then substitute the word “cut” with the word “change”.
The Conspicuous Consumption Economy is over. We are not merely in a recession, we are in a correction. Conspicuous Consumption won’t be displayed like a badge of honor in the new Safety And Security Economy.
Mutual fund sales people, for example, who used to sell a fund to make their customers rich, now have to sell that same fund by persuading them they’ll be safe and secure in their investment.
Focus your discussion on changing your clients’ copy to appeal to more nervous consumers or changing their marketing strategy to fit new consumer sentiments. Your prospects will welcome the opportunity to try something new to get a return on their advertising investment, rather than cutting it out of desperation.
Our Selling In the New Economy sales workshop shows your account executives how to persuade advertisers not to cut their advertising, but to change their advertising to appeal to the new consumer sentiments and new business opportunities.
We explore eight new strategies and four new business opportunities that are helping stations to increase their sales right now!
Email Wayne if you would like a free, no-obligation demo of how Selling In The New Economy is helping stations across North America to increase their sales.