Tough Times

Let’s not kid ourselves. All of our markets are in tough shape but that doesn’t mean that we stop selling. Now more than ever, it is important to stay focused and continue to work on basic selling skills. Basic skills like “planning and prospecting.”

Veteran sales reps can share a number of horror stories about selling in the middle of a downturn. Most stories will reveal a renewed dedication to sales skills that helped them get through the tough times. If you have been lax with planning skills, now is the time to get on board and be prepared to make more calls to more contacts than you could have ever dreamed possible. Remember, you represent a leading media resource and clients need to hear the many opportunities that you can deliver. Do not fall into the trap of thinking that they know all about those opportunities because of an e-mail or some direct mail piece that was sent out to support the in- house print campaign. Plan on making more “personal calls” from this day forward. If you lack planning and/or organization skills, start learning them now. There have been a number of books written on the subjects and I’m sure some of you can provide suggestions for reps to consider reading.

Keep the fire burning in your belly and commit to going after a minimum of five (5) new prospects each week. Prospects should be anyone that has not done business with your publication for the last two years....at the minimum. Put together a plan to go after these prospects and follow through with it. There are a number of ways to prospect, not the least of which is the unlimited mountain of opportunity called the Internet. I am not aware of a prospective or current client that does not have a Web site. You should dedicate a portion of your time to prospecting via the Internet. Dedicate another portion of your time to prospecting at events, competitive ad placements, direct mail pieces and so on. Challenge yourself to make the prospective calls as part of your daily plan.

Times are tough. Do everything you can to help clients through these tough times. They may not have the big budget now, but when market conditions improve (and they will), budgets will go to those that were there for them during the rough times. Remember: “If You Do Nothing……..Nothing Will Happen.”

Keep Making Those Calls,
Tony