This week, we’re focusing on putting some sparkle and shine on the presentations you make to your customers. This isn’t a conversation about slide decks or how to use Zoom effectively. Instead, we’re focusing on the three main components of every sales call that you need to polish to really shine.

Setting an Agenda

Every great sales call has an agenda. It sounds simple, but many sales calls lack this essential element. Instead of beginning with small talk, get straight to the point. If you’ve known someone for years, feel free to ask about their personal life. However, if you’re meeting someone new, they likely want to get down to business.

Here’s a simple yet effective agenda structure for your ad sales training:

1. Success Stories: Start your sales call by sharing success stories of other businesses similar to your prospect’s company. This builds credibility and sets a positive tone for the meeting.
2. Prepared Ideas and Pricing: Come prepared with ideas, recommendations, and pricing. This shows you’re ready and serious about helping them, and it can speed up their decision-making process.
3. Evaluation Process: Let them know it’s okay to take time to evaluate your proposal. This reduces pressure and builds trust. Even if they say no, assure them that you’ll continue to work together in the future.

Using Logo Soup

To add some shine to your media sales training, use “logo soup” in your presentations. This means showcasing a slide filled with logos of the companies you work with. While some industries require permission to use logos, most do not. Displaying these logos immediately establishes credibility and demonstrates the trust other companies have in you.

Positioning Yourself as an Advisor

Throughout the sales call, position yourself as an advisor rather than just a salesperson. The moment someone perceives you as merely trying to sell something, they might put up a wall. Instead, focus on helping and advising them.

Avoid saying, “I’m not trying to sell you anything,” because it’s usually not true and can come off as insincere. Instead, emphasize that you’re there to help. Share recommendations based on your experience with other clients, and always position yourself as a peer who is there to provide valuable advice.

Psychological Shifts

Understanding how people perceive salespeople can significantly impact your approach. Due to popular media portrayals, people often have a negative view of salespeople. By positioning yourself as an advisor, you shift the dynamic to a peer-to-peer relationship, making it easier for them to trust you and your recommendations.

Final Thoughts

Adding sparkle to your sales presentations isn’t just about having a polished slide deck. It’s about setting a clear agenda, showcasing your successful client relationships, and positioning yourself as a helpful advisor. Remember, most sales happen because of recommendations, and people generally don’t mind buying—they just hate being sold to.

If you’re interested in more detailed steps and strategies, we offer comprehensive ad sales training and media sales training webinars. We’d love to help you and your team enhance your sales calls and achieve greater success.

Never forget if sales was easy everybody be doing it and they are not. This is a great career than feed your family for a lifetime. – Ryan.

About this Blogger
Ryan Dohrn is a seasoned global sales and marketing advisor with 30 years of experience, having guided over 200 companies across 15 industries. He holds a Psychology of Leadership Certification from Cornell University, has trained more than 30,000 marketing and sales professionals, and has been featured in USA Today, CNN, and Forbes.com. Ryan is a multiple best-selling business book author, an Emmy winner, and his strategies have generated over half a billion dollars in revenue for his clients. Proudly a military dad, Ryan has been married for 29 years. He has a passion for good coffee, 80s rock music, and helping others succeed.  Learn more about Ryan at http://RyanDohrn.com