Make your Prospects Fall in Love with the Product!
Have you ever been around someone newly in love? They get enthusiastic talking about it. They smile and light up describing it. They can (and will) tell you all the great things about that person, all the time. And when they finally introduce this new great love to their friends they typically highlight the things you and them have in common.
Consider taking this approach to your ad sales presentations. For all intents and purposes it should be like introducing a great love or your best friend to people who’ve never met them.Have you tried telling them what you love about the product you’re selling? Describing your favorite features? Demonstrating what excites you about it? Great salespeople don’t sell; they convincingly communicate the benefits without trying to sell it. They simply share with the customer how they use it and how it’s helpful to them and others. They’re product advocates.
Naturally, not everything will lend itself to this. Selling print ads for Taxidermy Digest or digital ads for www.IndustrialMachineryMagazine.com might not be that appealing to you personally, in this instance you become a matchmaker. If your prospects are well targeted, you will be selling to either people who can’t get enough of taxidermy or industrial machinery or you will be selling to people who are interested in the people who like these things. It’s almost like your best friend of the opposite sex, while they may not fit your personal romantic tastes they could be a perfect match for someone with similar interests. As the ad sales rep, you are the wingman tasked with bringing them together. Keep in mind prospects will only be as excited about the product as you are. If you don’t love it, don’t expect them to love it. Share this enthusiasm and good examples of how it will benefit the prospect and notice the difference it makes in sales.