Overcoming objections

I understand, but … Selling yearbook advertising is often an exercise in countering the concerns a merchant may raise during your sales call. Use the following scenarios to aid classroom discussion and to develop possible responses that would help persuade the owner to purchase ad space. Role playing could be useful. There are no right or wrong answers. Once the discussion concerning a scenario ends, click once to reveal a potential sales response.

I understand, but … Your sales presentation with a local insurance agent seems to be going well. However, just as you start to ask him what size ad he wishes to buy, he says, “I wish I could help you, but my advertising budget is used up. I’m sorry.” What would you tell the agent? Suggest that the cost for an ad is relatively inexpensive especially considering the ad reaches a broad student audience and their families. The return over time will more than make the cost worth it.

I understand, but … You’re meeting with the owner of a nearly empty pizza parlor. When you start to discuss what type of ad he would be interested in purchasing, he says, “My business has really dropped off recently. I just can’t afford to advertise.” What would you tell the owner? This is exactly the time to advertise. You can bolster business by advertising. To not advertise only ensures that customers will not learn of your product.

I understand, but … The merchant with whom you are discussing the benefits of advertising in the school yearbook, interrupts and says, “I don’t think that I’m interested. I didn’t have much response from the ad I purchased last year.” What would you tell the merchant? A consistent advertising presence is important for the success of a business. Repetition leaves a lasting impression. Why not try again?

I understand, but … The shop you are visiting is full of customers. You feel confident that the owner will agree to buy an ad. However, he says, “Business is going great! I don’t think it is necessary for me to advertise at this time.” What would you tell the owner? One way to keep business booming is to advertise. It is important to keep your shop visible to not only your current customers, but also those potential new buyers. You don’t want to miss the chance for growth.

“Your rates are too high. I can’t afford them.” I understand, but … The manager of a video arcade seems interested in your presentation until you show him the ad rates. Then, he says, “Your rates are too high. I can’t afford them.” What would you tell the manager? Suggest that his money will be well spent because the ad will reach a large number of students and their families. Point out the quality of the ad section and any steps the yearbook staff has taken to increase the readability of these pages.

I understand, but … This will be an easy sell because this owner has purchased an ad for the yearbook every year. But he surprises you when he says, “I don’t know if I want to do this again. I’m tired of the same old ad.” What would you tell the owner? Suggest the staff create a new ad with his approval. Suggest that he add a photo of his student employees. Express confidence that your ad staff can design an exciting new look.

I understand, but … You manage to corner the manager of a locally owned hamburger drive-in, but he doesn’t appear interested. He confirms this, saying, “There are 10 schools in this area and they all want the same thing. If I buy an ad from you, I’ll have to buy from all the schools. What would you tell the manager? Point out that your school is the closest to his business. Show him how your market survey indicates how much business your students and their families provide. Find other ties, such as students who work there.