In order to sell, you must first educate. No one sells anything without client education. It’s the brass key to unlock the golden door.
Additionally, as a sale consultant, you should have some readied strategies to get the client thinking differently.
By example, how many times have you heard a client say: “well, I don’t see any other Auto Dealers in the paper??!?!?!” or “I don’t see other ‘A’ restaurants in the paper?!?!?!?!”
To my point….these types of clients are swimming in the RED OCEAN.
They should be in the BLUE OCEAN.
Subsequently, I just finished this book…maybe you have heard about it: BLUE OCEAN STRATEGY
If I had read this book years ago, I would have been better equipped to:
1. Answer the pundits silly objections head on.
2. Move the client to a position they believe is their own.
3. Sell more ads.
4. Develop better industries for my book of business.
5. Make more money.
Simply put, this book will help me show the client his strategy looks like a bowl of spaghetti. And that pain point will deliver the the market space I need to convert the client into our media assets.