How to Make a “Explosively” Big New Sale   Recently updated !


Much of ad-sales is mundane: staying in touch, making proposals, and closing on renewals from year-to-year or quarter-to-quarter. But there are some big opportunities in your market. Are you selling in a way that will uncover those opportunities?

In my second job in sales for American Film magazine I called on movie studios selling ads for new releases. I often heard the objection that our readers would see the movie whether it was advertised or not. When I asked the right question, it lead to selling, not a full page, but a 16-page poster, folded and bound into the magazine, for 16 times the page-rate.

A second explosive sale was closed at American Baby, when I asked the right questions. In addition to renewing a contract with Pampers for an ad in every issue and on every ABTV Show, they added a million dollar sponsorship of a new TV special: Journey Through the First Year of Life.

Both of these examples have one thing in common: I had the curiosity to ask extra questions about what would make for competitive success. Every potential advertiser has competitors, and every one wants a competitive advantage. When you show an interest in understanding that competitive situation, and bring competition-winning solutions, you’ll put yourself in the vicinity of the explosive new business win.

Utilizing ambro.com’s Strategic Sales Tactics, is a complete solution to getting those appointments and winning those big deals. If you are already in the room, perhaps you just need to think like Columbo: Pose a question about your customers’ situation and ask the prospect to help figure it out. When you ask power-questions, you’ll get powerful feedback that leads to powerfully explosive sales.


About Daniel M. Ambrose

Ambrose, launched ambro.com, corp. in 1994 to provide sophisticated strategy consulting and advertising sales training to advertising-driven media clients in the U.S. and abroad. Starting with the founding of About.com and iVillage in 1995, ambro.com has worked with hundreds of clients to help accelerate advertising revenue growth.

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