Slick: Bob, we are the publishers of On Target Magazine which is the leading publication in your industry. The reason I'm calling is I was hoping to get a few minutes of your time to tell you about our publication and editorial calendar.
Bob: I'm too busy to meet right now so why don’t you tell me what this is about.
Slick realizes that this is his only chance to impress Bob so he quickly jumps into his presentation.
Slick: Bob as I mentioned we are the leading publication in your industry and we are recognized as having the best editorial content and highest readership. By running an ad in our publication you’ll reach over 15 thousand readers every month so advertising in our publication is a cost effective way to promote your products and services.
Bob: Thanks for calling, but I'm not interested right now.
Slick: Would it be okay if I sent you our media kit and rate card, just so that you can get a firsthand look at our magazine?
Bob: Sure.
Slick: Great, I'll send it out today and call you next week to see if you have any questions.
A week later Slick calls back.
Slick: Bob, it's Slick from Best Publishing. Last week I sent you our media kit and rate card. Have you had a chance to take a look at our publication?
Bob: Yes I took a quick look, but your CPM is too high. I can reach the same target market through another magazine for about 20% less.
Slick knew this was going to happen. In fact he's been telling his manager that the published advertising rates are too high but no one is listening. If they would only lower the CPM he’d be able to land dozens of new accounts.
Slick: Bob, I'd really like to get your business, so let me talk to my manager to see what I can do. I’ll get back to you tomorrow.
Next day
Slick: Bob, it's Slick from Best Publishing. I talked to my manager and I'm pleased to offer you a full 20% discount.
Bob: That's great but besides price I'm not sure that magazine adverting is the best way for us to promote our products so let me think it over and I'll get back to you.
Slick: Thank you for considering our publication. If there's any further information you need just give me a call.
10 skill testing prospecting questions
1. What response will land the appointment when the prospect says?
I'm not interested, I'm happy with our marketing campaign.
Not now; call me in 6 months.
We don't do any print advertising.
Send me a media kit first.
2. Most prospects decide within the first 6 seconds, whether or not to meet with you. What must you say to instantly pique their interest? (Clue, it's not telling them about your magazine.)
3. To be successful in ad sales you must contact a decision maker. What single criteria makes someone a decision maker? (Clue, it's not the person that can give you the insertion order.)
4. Give 3 examples of how to get past a receptionist that is screening calls.
5. What easy-to-use technique will circumvent voice mail? (Clue, it's not leaving a message.)
6. How can you prevent the prospect from saying "I'm too busy to meet with you"?
7. Offering a Universal Benefit is the key to prospecting success. What is the president or owner's Universal Benefit?
8. Prospects don't want to deal with an ad salesperson; they want to work with someone that understands their industry. What must you do to position yourself as an industry expert?
9. Marketing managers are one of your best prospects. What should you offer a marketing manager that is happy with his present marketing campaign?
10. "Bob, I can be at your office tomorrow at 9 am. Is that time convenient for you?" Why should you never ask this question?
