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What are effective ways to convince a hesitant customer to try a new advertising medium?

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If you work in media sales, you know how challenging it can be to persuade a potential customer to try a new advertising medium. Whether it's digital, print, radio, TV, or outdoor, every medium has its own advantages and drawbacks, and some customers may be reluctant to switch from their familiar and trusted channels. How can you overcome their objections and convince them to give your medium a chance? Here are some effective ways to do that.

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Ondina Castillo

Technical Content Specialist at Model Engineering Solutions GmbH
Stuart Elder

Business Development Manager : Speyside Capital
Leonardo Garofalo Loos

Gestor de Comunica??o, Publicidade e Promo??o

1 Identify their goals and challenges

Before you pitch your medium, you need to understand what your customer wants to achieve and what problems they are facing. Ask them open-ended questions about their target audience, their marketing objectives, their budget, their competitors, and their current advertising mix. Listen carefully and take notes. This will help you tailor your pitch to their specific needs and pain points, and show them that you care about their success.

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Stuart Elder

Business Development Manager : Speyside Capital
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In my experience, asking about the ideal enquiry is key. Having this information and building a solution around this helps to show you truly understand the clients business and goals.

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2 Highlight the benefits and features of your medium

Once you have a clear idea of your customer's goals and challenges, you can present your medium as a solution. Don't just list the features of your medium, such as its reach, frequency, or format. Instead, focus on the benefits, such as how it can increase awareness, generate leads, or drive sales. Use examples, testimonials, or case studies to demonstrate how your medium has helped similar customers achieve their desired results. Show them the value and the return on investment of your medium.

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Stuart Elder

Business Development Manager : Speyside Capital
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Presenting the features and benefits of a product in the simplest way possible is key to ensuring the client understands why it is a good fit for him. "One of the key features of this product is xxxxxxx, based on what you have told me, this will benefit you because xxxxxx".

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3 Address their concerns and objections

Even if you have a compelling pitch, your customer may still have some doubts or reservations about your medium. They may worry about the cost, the effectiveness, the measurement, or the compatibility of your medium with their existing strategy. Anticipate these concerns and prepare your responses. Acknowledge their points and empathize with them, but don't agree with them. Instead, counter their objections with facts, data, or evidence that support your medium. Show them how your medium can complement or enhance their current advertising mix, rather than replace it.

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Leonardo Garofalo Loos

Gestor de Comunica??o, Publicidade e Promo??o
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Muitas vezes um meio ou veículo n?o representam o ambiente de experiência do cliente. Ele n?o se vê consumindo o meio. é preciso lembrar as pesquisas e a audiência comprovada e assim, rebater argumentos para mostrar que aquela estratégia, naquele meio est?o em foco com o objetivo para o alcance dos resultados da campanha.

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Stuart Elder

Business Development Manager : Speyside Capital
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You will understand their objections, they tend to be the same for most clients who are buying a new medium for the 1st time. Give examples of others who had the same objections but went onto find it was a success. Use stats and facts whilst overcoming the objection.

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4 Create a sense of urgency and scarcity

Another way to convince a hesitant customer to try a new advertising medium is to create a sense of urgency and scarcity. This means making them feel that they need to act fast or they will miss out on a great opportunity. You can do this by offering them a limited-time discount, a bonus, or a free trial. You can also mention that your medium has a high demand or a low supply, and that they need to secure their spot before it's too late. This will motivate them to make a decision sooner rather than later.

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5 Use social proof and authority

People tend to trust and follow what others say and do, especially if they are experts or influencers in their field. This is called social proof, and it can be a powerful tool to persuade a customer to try a new advertising medium. You can use social proof by showing them testimonials, reviews, ratings, or endorsements from other customers who have used your medium and achieved positive outcomes. You can also use authority by citing reputable sources, such as industry reports, surveys, or awards, that validate the credibility and effectiveness of your medium.

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Ondina Castillo

Technical Content Specialist at Model Engineering Solutions GmbH
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In marketing, substantiating claims with success stories from analogous industries is crucial; evidence builds credibility. Highlight that a more substantial investment warrants a robust case. Emphasize the iterative nature of marketing—trial and error are inherent. Diversify strategies to pinpoint the most effective approach for optimal results.

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6 Follow up and close the deal

The final step to convince a customer to try a new advertising medium is to follow up and close the deal. Don't leave the conversation hanging or wait for them to get back to you. Instead, follow up with them promptly and politely, and remind them of the benefits and value of your medium. Ask them if they have any questions or concerns, and address them accordingly. If they are still hesitant, try to overcome their last barriers by offering them a guarantee, a referral, or a testimonial. If they are ready, ask them for their commitment and agreement, and finalize the details of the contract.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are effective ways to convince a hesitant customer to try a new advertising medium?

1

2

3

4

5

6

7

1 Identify their goals and challenges

2 Highlight the benefits and features of your medium

3 Address their concerns and objections

4 Create a sense of urgency and scarcity

5 Use social proof and authority

6 Follow up and close the deal

7 Here’s what else to consider

Media Sales

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What are effective ways to convince a hesitant customer to try a new advertising medium?

1

2

3

4

5

6

7

1 Identify their goals and challenges

2 Highlight the benefits and features of your medium

3 Address their concerns and objections

4 Create a sense of urgency and scarcity

5 Use social proof and authority

6 Follow up and close the deal

7 Here’s what else to consider

Media Sales

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感谢您的反馈

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