I am going to suggest something crazy: Objections are actually good in the digital ad sales process. I say this because almost every sales call will have some. It’s going to happen. And those objections can teach you a lot about what your prospect really needs.
We all know that sales is all about building relationships. You begin that process by listening to your customers challenges and empathizing with them. Only then can you show them how you will help them solve their problems….. and ultimately earn their trust.
Common objections from Clients: (I bet you can add some!)
The real objections are fear of change and/or internal politics, or needing approval from someone else, or they don’t really trust you yet—the list goes on. But understanding these underlying concerns upfront can help you be better prepared for when they do give you the inevitable objection.
So instead of dreading your customer’s objections, remind yourself they are GOOD. Objections allow us to do what we do best—sell!
Editor’s note: The media landscape is changing fast and advertisers want you to step up your offerings — more digital, more data, custom programs, lead gen — and the ROI. And you’re likely doing all this with the same size sales team (or smaller)! To hone your super sales skills further, Camp Niche is a one-day intensive for ALL niche media sales publishers and teams.
This article has been updated since first published April 17, 2016.
More about Nancy: Nancy works for Aviation International News as Associate Publisher and Ad Sales Guru. She also co-teaches Camp Niche Ad Sales Training. She’s a B-to-B publishing vet and previously worked at Petroleum Engineer, Oil & Gas Journal, and Electric Light & Power and been involved with aviation publications for the past 20 years.
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