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What are the most effective techniques for closing advertising sales deals?

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Closing advertising sales deals can be challenging, especially in a competitive and dynamic market. You need to persuade potential clients that your products or services can help them achieve their goals and solve their problems. You also need to overcome objections, negotiate terms, and follow up until you get a signed contract. In this article, you will learn some of the most effective techniques for closing advertising sales deals, based on the principles of merchandising, communication, and psychology.

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Jason Parmar

Gaming Sales Lead @ Tiktok | Ex-Microsoft & Activision-Blizzard-King

1 Know your audience

Before you approach any prospect, you need to do your homework and research their needs, preferences, challenges, and opportunities. You also need to understand their decision-making process, budget, and timeline. This will help you tailor your pitch, offer, and value proposition to their specific situation and goals. You can use various sources of information, such as their website, social media, industry reports, and referrals, to gather insights and data about your audience.

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Kerry George

CEO at CIBN Connect - Vice President Of Communications at A Better Calgary Party, Author, Global Business Mentor
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Use a lead generator that gives you the information that you need on the introductory call (or Zoom meeting). It is true that if you use a simple form, more people will fill it out, however if you use a survey, you get better information before the initial sales call. Yes, less people fill out the survey, however the quality of this lead far surpasses those that you get from forms. If we have asked questions like "What is your website?" We can now do a little research before we make that call.

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2 Build rapport and trust

The first impression you make on your prospect can make or break your deal. You need to establish rapport and trust with them, by showing genuine interest, empathy, and professionalism. You can use techniques such as active listening, mirroring, and storytelling, to create a connection and show that you understand their pain points and aspirations. You also need to demonstrate your credibility and authority, by sharing testimonials, case studies, and awards, that showcase your past successes and results.

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Kerry George

CEO at CIBN Connect - Vice President Of Communications at A Better Calgary Party, Author, Global Business Mentor
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Building trust is not something that happens in five minutes. Set realistic expectations. If a person downloaded your book and read the whole thing, they will trust you more than the one that filled out a form. For high ticket items consider using a lead magnet that gives them more, like a mini-book, a webinar, or a video series. When you do the sales call with someone who has consumed a lot of your information, they feel like they already know you. I use an application for high ticket offers and as they are given the application, they are sent to a video series on how to make $150,000 more a year in our CIBN TV YouTube channel. Once the 9 videos have been consumed from the playlist, people feel like they know us and trust us.

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3 Present solutions and benefits

Once you have built rapport and trust with your prospect, you need to present your solutions and benefits in a clear and compelling way. You need to focus on how your products or services can help them achieve their desired outcomes and overcome their challenges. You also need to highlight your unique selling proposition (USP), that sets you apart from your competitors and shows why you are the best choice for them. You can use techniques such as visual aids, demonstrations, and testimonials, to illustrate your solutions and benefits.

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4 Handle objections and questions

No matter how well you present your solutions and benefits, you will likely face some objections and questions from your prospect. You need to handle them confidently and respectfully, by acknowledging their concerns, providing evidence and examples, and reframing their perspective. You also need to anticipate the common objections and questions that your prospect might have, and prepare your responses in advance. You can use techniques such as the feel-felt-found method, the boomerang technique, and the trial close technique, to address objections and questions.

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5 Ask for the sale

The final and most important technique for closing advertising sales deals is to ask for the sale. You need to be assertive and confident, but not aggressive or pushy, when you ask your prospect to take action and sign the contract. You also need to use the right timing and wording, by looking for buying signals, using assumptive or alternative closes, and creating urgency and scarcity. You can use techniques such as the summary close, the balance sheet close, and the takeaway close, to ask for the sale.

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Jason Parmar

Gaming Sales Lead @ Tiktok | Ex-Microsoft & Activision-Blizzard-King
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You can be very candid about this with the buyer to make it less awkward to them, that you need to know where the offer stands. But this indication is absolutely critical, you can not end a meeting without this

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6 Follow up and close

After you ask for the sale, you need to follow up and close the deal. You need to confirm the details and terms of the contract, send the proposal and invoice, and collect the payment. You also need to maintain communication and rapport with your prospect, by sending thank-you notes, reminders, and updates, until you get a signed contract. You can use techniques such as the deadline close, the referral close, and the testimonial close, to follow up and close the deal.

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Jason Parmar

Gaming Sales Lead @ Tiktok | Ex-Microsoft & Activision-Blizzard-King
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This is both easier and harder with programmatic. On a self serve platform confirm if when they will setup the campaigns (and check in). Or confirm if you’ll send them a PMP/PG offer etc.

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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 the most effective techniques for closing advertising sales deals?

1

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3

4

5

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1 Know your audience

2 Build rapport and trust

3 Present solutions and benefits

4 Handle objections and questions

5 Ask for the sale

6 Follow up and close

7 Here’s what else to consider

Merchandising

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What are the most effective techniques for closing advertising sales deals?

1

2

3

4

5

6

7

1 Know your audience

2 Build rapport and trust

3 Present solutions and benefits

4 Handle objections and questions

5 Ask for the sale

6 Follow up and close

7 Here’s what else to consider

Merchandising

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