Ad sales is a profession and like all professions requires skill and
those account executives that take the time to master this skill will excel. But in sales all skills are not equal. While
prospecting, presentation and closing skills are key ingredients to ad sales success, nothing is more important than having the ability
to handle objections. Because when your prospect objects, you hit a pivotal point - you either have the ability to overcome the objection or the
sale is over.
Objections are an intricate part of the selling process
From first contact to closing, objections are an intricate part of the selling process.
- Call on a new account and you'll hear "We're not interested, we're happy with our current campaign".
- Ask for an appointment and the response is likely to be "I'm too busy so call me in 6 months" or "Send me a media kit first".
- Mention the price and you'll hear "I can reach the same target market for less".
- And ask for the insertion order and the answer is usually "Let me think it over
and I'll get back to you".
Test your ability to handle objections
Here's your chance to measure your ability at this all important selling skill. See
if you can answer the following 12 skill testing questions.
1. The most effective way to handle an objection is to prevent it from occurring.
What simple technique will prevent your prospects from saying;
"I'm not interested in magazine advertising"
"I've looked at your media kit and your CPM is too high"
"Our ad agency handles all media buys"?
2. How can you close the prospect that wants to talk to his partner first?
3. What simple test will instantly tell you if the objection is true or false?
4. How can you land the account when your prospect says "I wants to think it over"?
5. How can you get the insertion order without answering your prospect's objection?
6. What simple statement will force your prospects to answer their own objections?
7. What is the first thing you must do when your prospect objections?
8. When you're stumped by your prospect's objection, what response will buy you time to think?
9. What simple technique will prevent the prospect from saying "We don't have the budget"?
10. How can you close the sale when the prospect says "We've decided to hold off until the next quarter"?
11. When it's time to renew the insertion order. What can you do to prevent the prospect from saying "We didn't get any response".?
12. How can you make a high price seem affordable and easy to accept?
Your success in ad sales is directly proportional to your ability to overcome objections
Sooner or later every sales presentation reaches a pivotal point, where landing the account teeters on your ability to overcome the prospect's resistance. In other words, your success is directly proportional to your ability to overcome objections, so don't leave this skill to chance.
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