In prospect
When should you do your prospecting? The obvious answer is always. But most companies only prospect when they aren’t busy. If they’d prospected when they were busy they wouldn’t reach a stage of having to desperately prospect because they’re not busy! So, get in the habit of having a rolling programme of advertising, direct mail, networking etc. Don’t leave prospecting until you’ve got nothing else to do!

A great advert
Just like retailers, advertising sales people rely on the attraction of cut-price and last minute deals – especially at the moment. Often businesses get attracted by offers of last minute advertising because they seem like a good deal – even when the publication’s readership is totally irrelevant to them. Plan your advertising in advance, know how much you’re prepared to spend over the coming 12 months and which publications you’re happy to advertise in. So, when advertising salesmen call only agree to advertise if it’s the right publication, at the right time and…if it’s the right price.

 

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