In Ad Sales, Finesse Your Way Past Client Objections

Folio: The Magazine for Magazine Management, Dec 15, 2000

Sales is one occupation in which rejection is an every-day possibility. Therefore, ad sales people need to be both a little thick-skinned and able to anticipate client objections. Otherwise, the specter of an early shutdown looms before the pitch is complete. This takes finesse, says Anne Miller, author of 365 Sales Tips for Winning Business.

You never want to argue with the client. Instead, try deferring discussion of the objection. For example, Miller says, if the advertiser comments that the demographics of your book are too old, reply with, "What is it about your customer that makes the youth market so appealing?" After learning more about the client's needs, you can return to the objection and answer it. Other examples of finessing: If the client says, "We're happy with Magazine X. You're wasting your time," reply with, "Many of our advertisers were using Magazine X before us, yet they liked what we offer and they switched. I see you're doing something similar. Tell me more about ... ." Or, if the advert iser says flat-out, "I don't think we'd be interested," try, "What concerns do you have about our ability to ... ." Get the conversation back to the client because it's all about him. Finally, if the client uses the universal objection, "We have no more money," try humor. Respond with, "We'll rob a bank and get you some money!" or, "Let me ask you a question: If there was a good idea, would you have money?" Successful sales techniques involve keeping the conversation on the other guy, anticipating objections and avoiding knee-jerk reactions.