In our industry there is a quantum leap forward in media products available to advertisers today. With an array of products for the advertiser, there is equal pressure to produce media representation for the products. This means that time spent with a media buyer is also becoming more competitive as choices of media are plentiful. The average media rep or sales person must then step up their performance to become more effective sales people. This type of competitive selling is met with many objections and key points which the sales person must be adaptable and mindful of the subtle cues in communication with a media buyer.

These subtle cues can be exemplified with a common response, "Call me in 6 months". This is a nice way of saying no without confrontation which should disengage the sales person without saying "go away". The real meaning however is, no. To by pass this objection your role as a professional is to find the true obstacle. Is the buyer truly interested in your product or service? Could there be a looming competitor in the wings? Perhaps your rates are too expensive, can the client even afford it in the media budget in the first place?

To produce a satisfactory response from the buyer a qualifying statement such as, "IS there a specific reason you would prefer me to contact you again in 6 months?" Whatever the answer may be, that is your answer period. Slate the appointment for the return in the time frame allotted an show up promptly on the given day and time agreed. Continued Pg 2.

The facts is the prospective buyer is giving your the quick sweep to the door is due to the fact that you have not found the true objection. The real reasons can be a number of factors you must be prepared for if your research and planning prior to the meeting is faulty.

1. You do not have any creditability with the buyer.

2. The buyer as little confidence in you or the product

3. The need for the buyer has not been established

4. There is not a sense of immediacy within the prospect

5. The value proposition has not been met

If the sales person can identify with these comments and respond with an resounding yes. Then perhaps they are looking for truth in rejection. The real culprit may be easier to palette than the bitter taste of long walk back to your vehicle.

1. The person who you are dealing with may not have executive control of the media budget.

2. The client has allocated all funds to an earlier approved media plan.

3. The buyer doesn't like your company or even you.

4. The client may not see the benefit as clearly as you do or doesn't like the product.

5. The rate card may be well outside the parameters of a good buy.

6. The company is satisfied with the current level of service provided by a competitor.

If you are a confident sales professional, then your response should be direct. "Are you really telling me no?" This will begin the counter balance of the before mentioned objection to qualify the client.

Are you able to see your client using this product in six month?

Who else may be involved with the planning or buying decisions?

Is there an event or promotional engagement within the next 6 months?

May I illustrate the costs benefits of the buying cycles then and now?

May I demonstrate the incentives offerings to create a "buy now scenario" versus the expense of waiting the term.

The response you receive in return is either valid or invalid. The bottom line is certain when the client says "call me in 6 months" you have not encountered the true objection. There fore you can not make the media buy without this knowledge and your time spent with the prospect can never be retrieved. Taking precautions prior to an engagement with a buyer is to fully understand the client's objectives. Research into the habits and previously used mediums may provide an indication of what could be approved or denied within a media budget.

"Be prepared" might be a borrowed phrase from the Boy Scouts, but certainly applies to the competitive atmosphere of today's media marketplace.

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