ADVERTISING SALES NIGHTMARE #15
“There’s no money in the budget this year for your magazine”How many times have you heard those words from advertisers just when you thought you had sold them a nice schedule for the year. We hear that objection now more than ever since the economy has taken a nose dive. But just because an advertisers tells you that there’s no money it is probably not true – the trick is finding out how to let the advertiser know that you know that.
I love this objection because you can have some fun with it! Remember, you always answer an objection with a question so that you can bounce it right back in the advertiser’s lap and not let it sit and fester in your own. The first question you want to ask after you hear this objection is, “Is there money in your budget for any publication this year?” The answer to that is almost always yes – and when it is it is a great intro to your sales story.
Remember that the job of an advertising sales rep is to show advertisers and potential advertisers that your readers are their potential customers or buyers. That is the only reason an advertiser would spend money advertising is to talk to or reach people who can buy their product or service. If the advertiser has chosen another publication over yours to run that advertising message, then you have not done your job of showing them that you reach their potential buyers better, cheaper etc. If there is money in their budget for advertising in any magazine, make sure that it is yours.
There’s always money in the advertising budget for something – however large or small. It’s your job to prove that your magazine is the best place to spend that money.
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