You're facing objections from clients in media sales. How can you assertively handle them?

To assertively handle objections in media sales, it's crucial to approach the conversation with a blend of empathy, confidence, and strategic insight. Start by actively listening to the client's concerns without interrupting, which not only shows respect but also provides valuable information on the underlying issues. Acknowledge their objections to validate their perspective, but quickly pivot to reframing the conversation by highlighting how your media solutions align with their business objectives. For instance, if a client objects to pricing, you could respond with: "I understand budget constraints are always top of mind. However, it's important to consider the value and ROI our media strategy brings, which can ultimately lead to...etc

Actively listening to their concerns and then responding with empathy when addressing each point. It is important to be considerate and to validate their concerns and then provide honest solutions.

It is very important to listen and document what your client tells you. When an objection comes up it is important to explore with your client, what the heart of the objection is. This is where active listening and restating what your client tells you is crucial. Some of the most powerful words you can use in any meeting is : “you told me”. By referencing what your client has already told you, it demonstrates that you are listening and reminds them of their need. This process works but you must ask the right questions.

It is important when a client has a concern not to be combative. The best process is to dig in with appropriate questions about their concerns. After the concern is identified start by using trial closes to get the deal moving forward. This means you acknowledge and ask for permission to explore the opportunity of solving whatever said problem was expressed.

The best way to be able to solve your customers problems is by having a systematic approach that identifies your customers problems or concerns. This needs to go before the presentation of any products. This approach tells your client you are a trusted advisor and not only interested in selling a product or service.

When clients object to your media sales proposal, showcase similar successes by presenting case studies of past campaigns that faced similar challenges and objectives. Highlight measurable outcomes like increased brand awareness, sales growth, or improved customer engagement. Use relevant industry benchmarks to demonstrate how your solution outperformed expectations. Include client testimonials or references from satisfied clients to build trust and establish yourself as an industry-leading solution partner. Customize these examples to align closely with the client's goals and emphasize how your approach can drive the specific results they seek.

First, listen carefully to the client’s concerns to understand their objections, and validate their perspective fully. This builds rapport and trust. Next, respond with data-driven solutions, demonstrating how your media offering aligns with their goals and solves their specific challenges. Presenting case studies or success stories can prove your solution’s value. Offer alternatives or flexible options, such as adjusting campaign scope or payment terms, showing that you’re willing to collaborate to meet their needs. Throughout the negotiation, remain confident in the value you’re bringing, while being open to finding a middle ground.

Start by thanking the client for their time and restate their main concerns to show you’ve been attentive. Then, summarize the solutions or adjustments you proposed during the negotiation, highlighting how they address the client’s specific needs. This is also a great moment to offer any additional resources, such as updated proposals, testimonials, or relevant case studies, to further solidify confidence in your offering. Finally, set clear next steps, either by scheduling another meeting or asking for feedback on the revised proposal, and reaffirm your commitment to their success.