“I have to hold on to my money,” says the advertiser. “Things are uncertain right now.”
There is more than one way to look at any given situation. Our job is often to bring fresh perspective and new ideas to situations where challenges exist.
Where is the opportunity in this objection? It’s the sweet spot. At least that is according to Walmart right now. This quarter, Walmart has identified that they have an opportunity to grab market share during the turmoil.
Certainly, most of your advertisers will see Walmart as a blue-chip genius. That’s because they are. And think about this: When things get challenging, Walmart doesn’t think “pull back.” They think they are about to grab more of your business.
Which one of your potential clients wouldn’t like to gain more market share?
Of course, almost everyone knows the example of Warren Buffett saying that “When others are fearful, that’s the time to act.”
There are a lot of moments in the life of a business. Those moments involve easy decisions and difficult decisions.
The same is true of relationships. The sellers who understand how important building a relationship is in every interaction across time. That’s what allows you to be credibly standing in front of your client, having the conversation about share when the road ahead looks rough.
We say this all the time. Business owners have to consistently make good decisions that turn into robust business for their businesses. Those business owners are not looking to spend money. They are looking to solve problems and create additional opportunities for their business to grow. Have you proven that before now?
Don’t think of ideas as being stationary. They are bendable. When you arrive, an advertiser may only be thinking about XYZ. Your job is to make sure they see ABC as well, and that you bring a creative idea that can help them make the leap to something like increasing share.
The double bottom line for great sellers involves consistently building relationships, thinking out of the box, and bringing creativity with you in all situations.
More for your sales manager here.
Loved the Walmart example — it’s a reminder that long-term thinking always beats reactive thinking. Great sellers don’t just sell — they bring insight and help clients see new angles. That’s the kind of value that sticks.