Of course, polishing a poo is impossible, but some Sales Reps come quite close to making it sparkle, which is what I want to talk about today. I was going to title this episode beware there's a sales rep coming to see you, but I wanted a title that would grab your attention.
Let Me Explain
Would you ever consider swimming in a pool of sharks without a safety cage? Probably not, but this is what you do when you begin to advertise your small business. You immediately attract the attention of a lot of Sales Reps from various media outlets, all wanting to sign you up as a client.
Now, I’m not saying all Sales Reps are sharks; however what I am saying is they will begin to circle like sharks when they become aware of fresh blood in the marketing waters.
Sales Reps and media companies pay close attention to what their opposition is doing, so when you begin advertising expect a call within weeks, if not days, from other Sales Reps and media companies, representing radio, television, newspaper and their online counterparts.
Never Sign Anything On The First Meeting
Tip #1: If a Sales Rep says you need to sign today to get a particular deal, just walk away and tell them you need time to consider their proposal. A good deal today should be a good deal tomorrow. I’ve rarely seen a good marketing proposal that couldn’t wait a few days. At your first meeting, you want to send a strong message to the Sales Rep that you’re not an easy target and you’re not going to sign the first thing they put in front of you. Tell them you can spot a polished poo a mile away.
A Sales Rep's job is to sell advertising, so that’s their prime objective – whether you can or cannot afford it is not their concern.
It is essential to give yourself time to weigh up the positives and negatives of any proposal and also look at the financial implications for your business. Is it a good deal? Could you get a better ROI elsewhere? This also gives you time to talk to your business coach or mentor if you have one.
Formulate Questions
The other reason not to sign anything on the first meeting is you need time to formulate a list of questions, so you are prepared for your second meeting with the Sales Rep. Yes that’s correct, you will have a second meeting because you’re now going to tell them what it is you want.
If you sign an agreement too early, you may have missed a perfect opportunity to negotiate for added extras. Every Sales Rep has room to negotiate, regardless of what they tell you.
Every Sales Rep has a monthly budget they must meet, so sometimes there can be some good deals available, you just have to be prepared to ask. If they do not budge on price, you may be able to negotiate other benefits. (Movie Tickets, Golf Days, Lunch Invitations)
The bottom line is you want to generate business, so regardless of the perks this must be kept at the forefront at all times.
Are They Listening?
Tip#2: If a Sales Rep continually presents advertising proposals full of perks, but nothing beneficial to your business you need to change Sales Reps. It’s a sign they are starting to take you for granted, and they are not listening.
A good Sales Rep should understand your business, your target market or markets, and what your business goals are.
Do You Like My Website?
Tip #3: When you meet a Sales Rep for the first time ask him or her what they liked most about your website. If they respond with, sorry I didn't know you had a website, it's a sure sign they do not have your best interests at heart.
Have You Any Idea What I Do
Tip #4: When a Sales Rep meets with you for the first time, let them talk and then politely ask, “So, do you know what I do?” Wait quietly for their response.
It’s not a trick question; you’re merely finding out their knowledge about your business, which is essential if they have approached you with a specific advertising campaign. If their perception of your business is not correct then the proposal they present to you will also be flawed.
Branding v Results
Tip #5: Sales Reps love selling 'branding campaigns', which supposedly suits every business because it's cost-effective and a great way of getting your message to the masses, and this is great if you have the budget of Coca-Cola and Apple, but you don't. Therefore tell them you don’t want branding, you want a campaign that produces results.
What Are My Demographics?
Demographics are the quantifiable statistics of a given population, which when used in marketing can be very powerful because this information helps reduce the costs of wasted marketing as it helps you become more targeted.
Tip #6: If a Sales Rep tells you they have a particular product that is perfect for your demographic, you should ask them, “So tell me, what is my demographic?” You’ll learn they often have no idea, but this is not surprising considering they had no idea about your business or what you do, as we’ve already discussed.
So not only do you need to educate them about your business, you need to also educate them on who your “target market” is. This Sales Rep should leave and come back to you with a new proposal.
You Get What You Tolerate
Tip #7: This is my final tip; Don’t tolerate proposals that have not been properly thought through. If you tolerate poorly thought out proposals, or sparkly poo, you will get more of the same, but if you stop them in their tracks early in your business relationship, you will earn their respect and far better proposals in the future.
If you enjoyed this blog / Five Minute Friday podcast, make sure you listen to PART TWO - Reach Versus Frequency
I hope you get something from this and if you have any questions from this episode please email me at
It's No Secret Business Conference
On the 17th and 18th of August 2018. I will be holding a 2-Day It's No Secret Business Conference in Cairns and this year's theme is 'Communication, Persuasion and Influence'. My Keynote Speaker is David M Frees from Pennsylvania, who was also my guest on Podcast Episode 2. Bookings are NOW OPEN and for more details please visit my EVENTS page. (Limited to 50 attendees) If you have any concerns about making a booking please email me directly.
FREE DOWNLOADS:
First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.
12 Secrets to Get More People Through Your Front Door.
