When selling a new prospect advertising on your station, how long should it take to make the sale?<\/p>\n
The correct answer is…\u00a0as long as it takes, to do it right!\u00a0Too fast or too slow can both have adverse effects.\u00a0But in most cases, moving too fast can have greater long-term adverse effects than moving too slow. Patience, more often than not, is a virtue!<\/p>\n
Keep in mind that media sales are different from automotive, furniture, or insurance sales.\u00a0Advertising sales are\u00a0business-to-business\u00a0sales; if we lose the sale to a competitor or don\u2019t make the sale today, there will nearly always be another opportunity in the near future.\u00a0The automotive, furniture, insurance, and other like categories are\u00a0business-to-consumer\u00a0sales and the urgency is much greater.\u00a0They understand that if they don\u2019t get the sale today, the prospect may well be out of the market tomorrow.\u00a0However, even with that said, the best salespeople, regardless of what they are selling, nearly always have patience.<\/p>\n
In media sales, two factors determine how long you should take:<\/p>\n
1)\u00a0\u00a0\u00a0The value of the client.\u00a0Is it a long-term client or a short-term client?\u00a0The more potential value the client has, the more patience you should have.\u00a0Don\u2019t rush in with ideas and plans that aren\u2019t well-thought-out. Make sure you play your cards correctly.\u00a0<\/p>\n
2)\u00a0\u00a0\u00a0How much time does the client\/prospect need to trust you?\u00a0Building \u201ctrust\u201d takes time, and if they trust you at the point when they say yes to your plan, the chances are much greater that they will give your plan the time it needs to work.\u00a0<\/p>\n
Even if they don\u2019t trust you, they may buy from you once or twice, but without trust, the chances of them becoming long-term clients are very slim.<\/p>\n
In our experience, a majority of the medium to large long-term contracts our team wrote took at least 3 months to close, and some took 6 months or more.\u00a0The key is, once they bought into the ideas and plans that we had taken our time to create for them, they were committed and stayed with the program.\u00a0<\/p>\n
18th-<\/sup>century Swiss philosopher Jean-Jacques Rousseau said it best, \u201cPatience is bitter, but its fruit is sweet\u201d.\u00a0It takes time to reap the rewards.\u00a0<\/p>\n When you find a potential client that has value, be patient with them.\u00a0Take the time to come up with great ideas.\u00a0Ask deeper questions.\u00a0Show a keener interest in their business and use that time to build trust and rapport.\u00a0Once they say yes, you\u2019ll have them for a lifetime.<\/p>\n Patience\u00a0is a virtue and\u00a0patience\u00a0pays!<\/p>\n","protected":false},"excerpt":{"rendered":" When selling a new prospect advertising on your station, how long should it take to make the sale? The correct answer is…\u00a0as long as it takes, to do it right!\u00a0Too fast or too slow can both have adverse effects.\u00a0But in most cases, moving too fast can have greater long-term adverse effects than moving too slow. […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2226","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=2226"}],"version-history":[{"count":1,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2226\/revisions"}],"predecessor-version":[{"id":2227,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2226\/revisions\/2227"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=2226"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=2226"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=2226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}