Ad sales coach Ryan Dohrn showed us how to handle advertising objections with detailed facts and stats at his recent seminar at the Niche Digital Conference in September.
Advertisers have more marketing options than ever before. Are you prepared for the debate?
First, remember that any confusion on the advertisers’ part usually results in a “No.” Do you have an “Advertiser Education” plan?
Here’s some areas where you can seize the opportunity to educate your advertisers about your advertising programs:
- Monthly eMarketing Update
- Quarterly Lunch & Learn
- Conference Calls
- Direct Mail
- One-on-One Coaching
- Emedia Planning
By reaching out with a combination of the tactics above, you can create a customized, bundled advertising plan that will perfectly suit your client’s needs.
Of course, there are always the hold-outs. Those stuck-in-the-mud-types, telling you no, no, no. For these kinds of “uneducated” advertisers, try these examples to overcoming common objections:
1. If an advertiser gives you an objection such as “I’m sorry….we are moving ALL our ad dollars to social media.”
You can overcome the objection this way: “Magazines and social media go hand-in-hand. 69% of readers have posted a magazine article on Facebook, and more than 6 in 10 have shared magazine content while chatting with friends on Facebook.”
2. If an advertiser says, “Print magazines are too old-fashioned. We are looking for new ways to promote our product.”
Try this: “Magazines are motivating! More than 60% of print magazine readers took action as a result of a magazine ad.” *
3. Or do your research and provide your advertiser with valuable, engaging data: “Among digital readers, 73% read or tap on advertisements appearing in electronic magazines.” *
The bottom line is that we have a multi-channel world now and ad salespeople must do their best to inform and educate advertisers more than ever in order to achieve the desired results.
What are some ways you have overcome objections to your advertising programs? Share with us!
*Percentages from Magazine.org/factbook
More about Ryan Dohrn: Ryan is President of 360 Ad Sales Training, an internet & sales consulting firm focused on developing print and online revenue strategies for magazine publishers.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years, including the upcoming Niche Digital Conference this fall in Nashville. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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