(By Loyd Ford) Advertising reps play a crucial role in connecting businesses with potential customers and generating revenue. However, in this very busy work, it is easy for anyone to make common sales mistakes that hinder their success. Here are some of the top sales mistakes advertising reps make and how you can avoid them:
Lack of Product Knowledge. Not fully understanding the product or service they are selling can undermine an advertising rep’s credibility. Clients and buyers can smell it on you. To avoid this, reps should thoroughly educate themselves about what they are selling, including its features, benefits, and how it compares to competitors – this means continuous education so you are the most prepared rep potential advertisers see.
Focusing on Features, Not Benefits. Reps often emphasize product features rather than explaining how those features benefit the customer. Instead, they should focus on how the product or service can solve the customer’s specific problems or meet their needs.
Overpromising and Underdelivering. Making unrealistic claims about what the product or service can do can lead to disappointed customers and lost trust. It’s better to set realistic expectations, manage those expectations across time, and deliver on them consistently.
Not Listening to Customer Needs. Some reps tend to talk more than they listen. We call this a stumble. Effective sales require active listening to understand the customer’s pain points and preferences. Often this is about relationship development because pain points are not always spoken aloud. The best way to know what they are is to truly be relational with the advertiser or buyer. Tailoring the pitch based on what the customer needs is key.
Failure to Build Relationships. Sales often talk about building relationships and trust. Reps who focus solely on the immediate sale without nurturing long-term relationships may miss out on repeat business and referrals and are likely to eventually run into deeper trouble.
Neglecting Follow-Ups. Once a sale is made, some reps move on to the next lead without following up with the customer. Follow-ups are crucial for ensuring customer satisfaction and potentially upselling or cross-selling. It also helps you continue to develop the relationship, which is critical for building deeper opportunities down the road.
Not Handling Objections Properly. When faced with objections, some reps may become defensive or pushy. Instead, they should view objections as opportunities to address concerns and provide more information. Objections are important communication and require respect. The more you show respect to your client and understand what they need, the more valuable you ultimately become to them.
Ignoring Data and Analytics. Believe me. Things have changed. In the age of digital advertising, data-driven insights are invaluable. Reps who don’t use data to refine their sales strategies may miss out on optimizing their approach.
Not Qualifying Leads. Pursuing every lead indiscriminately can be a waste of time and resources. Smart reps qualify leads to focus on those with the highest potential for conversion.
Don’t Focus On Time Spent Selling. Go ahead. Spend more of your time doing other things other than presenting. Do that and you will see your income drop over time and you will become vulnerable. One of the key gifts you can give yourself as a seller is to always be focused on moving as much of your time as possible to ‘time spent selling.’
Inadequate Preparation for Sales Calls. Winged sales pitches without proper research and preparation can come across as unprofessional and uninterested. Adequate preparation shows the customer that you value their time and business. You don’t need me to tell you which results in more consistent income growth for you.
Lack of Persistence. Giving up after a few unsuccessful attempts can result in missed opportunities. Persistence is essential. In the old days, you might get away with seeing someone three times to get a sale. Today, you want to set your frequency of contact much higher to give yourself the advantage you need.
Overlooking the Competition. Ignoring the competitive landscape can leave reps ill-prepared to address questions about how their product or service compares to others in the market. Understanding the competition is crucial. This goes right back to one of the keys to your success today: Always be the most prepared rep anyone will see.
Neglecting Self-Improvement. Media sales is a constantly evolving field, and reps who don’t invest in their own skills and knowledge are likely to fall behind. Continuous learning and improvement are vital for long-term success in our business.
One of the biggest mistakes you can make is to think it isn’t easy for you to fall prey to any of these pitfalls. Avoiding these common sales mistakes can help advertising reps build better relationships with customers, close more deals, and ultimately earn more money.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
Recently a legendary DJ at a top station in our market retired after 4+ decades in the market, and not one sales rep — even within his organization — said a damn word about it. This led me to believe they either didn’t know it happened or didn’t care. Certainly none of them understand the value of simple communication. They don’t sell — they sit around and wait to take orders.