End of Year Sales Objection

This is the time of year when I force myself to finish off 2009 on a high note. Those sales calls that I have been putting off for a few months are now moved to the top of the list of things to do before the year expires. Let's face it: Procrastinators, like me, tell ourselves that we can put off until tomorrow those things that should get done today.

The worst part of trying to sell over the final two months of the year is that most potential advertisers have an easy alibi before they make a spending decision. Any seasoned salesperson has heard the familiar line, "Give me a call after the holidays when we can discuss this proposal in more detail".

So, I have come up with a few ways to address this type of sales objection during the latter part of the calendar year.

OFFER A DEAL: In the advertising world, there are certain times of the year when the seller has an opportunity to accomplish the most. And, there are those other months when it is advantageous to present an offer that a customer cannot refuse. For example, March through May and September/October are the months that seem to be the most profitable in my world. But there are other months that could provide the best rate for advertisers.

My inventory is advertising space. I have a specified number of display ads and flyer insertions in any given issue. So, I like to remind those business owners who are on the fence about making an investment decision during November and December that my inventory may be available at a lesser cost after the new year. Consequently, those potential advertisers who have time to visit with me in 2009 can take advantage of any opportunities in January or February.

SEND AN INVOICE IN 2010: I also hear prospective advertisers tell me that their budget is depleted by the end of the year, so any decision about making an investment in The Bottom Line will have to wait until 2010. I usually propose to the prospect that he/she has the option to not be invoiced until next year. That comment usually solicits a pause in the phone conversation and makes the customer have to quickly come up with another objection or reconsider an advertising commitment now.

MAKE A DATE: If all else fails and the prospective customer does not have time to see me until after the holidays, I will get out my 2010 calendar and attempt to set a firm appointment. If not, that individual will likely be hearing from me the first week of January. Hopefully, I should then have the opportunity to visit the business owner in person. Unless, of course, I put off calling them until March or April.