I used to get really frustrated when I would work with a client for months, call on them time and time again, and the usual response would be “Yes, we are keen, just come later, yes we will advertise, we love your newspaper or radio station, TV”, only to find out that they simply could not buy my advertising I thought that I had asked all the right questions, using all the quantifying rules I had learnt, but still no sale.
The truth is that I was probably scared to hear the “no”. We all do that, hang on to that little strand of success, hope, that little gem of maybe, then we can go back to the to the office, tell the Sales Manager that it’s going to be next week. Do you feel like that sometimes?
Here are some tips from a marketing consultant Frank Girard that I use when I work with clients that may overcome your frustrations and move your sales into the Yes or No column.
You need to work with the client to see if there is fit – this is what Frank recommends you find out:
MONEY- can they afford you
AUTHORITY- has the authority to write the cheque or sign the contract
DESIRE – has a need, a problem, and wants it taken care of
FIT – client is a good fit for your skills, personality, experience, and services
URGENCY-client wants to solve the problem NOW rather than later
We all need to know where we stand with a client. We do the best to find out if we fit. Next time try and not be afraid to ask these types of questions when you call on that client who says… “We are going to advertise with you real soon!!”
