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‍As we are closing out a very strong 2023, we're actively engaging with our OOH clients, guiding them through comprehensive goal-setting exercises to position themselves for success in 2024. As sales professionals, understanding our driving force is crucial. What are we aiming to achieve personally? Clarity on meaningful personal goals allows us to chart a course for success – after all, one can't hit a target they don't have!

Pay closer attention to your child's persuasive tactics – you might discover some valuable sales lessons. You'll not only gain insights into their creativity, determination, and conviction but also realize that these qualities are equally important for a successful career in OOH sales. Wouldn’t you agree?

As a professional, they do what they did as a novice OOH salesperson…on purpose. They talk less, listen more, and “accidentally” close more sales.

In sales, it's not uncommon for salespeople to secure a buying decision from a prospect one day, only to receive a call the next day, with the prospect wanting to put the sale on hold or, even worse, cancel it altogether. It's a frustrating situation, and you may have experienced it too. So, what went wrong in these cases?

As an OOH sales professional, your tasks often fall into two distinct categories: those you enjoy and those you'd rather avoid. While the enjoyable tasks get checked off quickly, the less appealing ones can be easily postponed, leading to classic procrastination. ‍

Never forget, everyone’s favorite topic is themselves. If you want to create an environment where you establish rapport have the prospect share with you exactly what you need to know to properly solve their business issues…shut up, you talk too much. Be a better listener!!

At times, an effective salesperson must demonstrate toughness, even at the risk of seeming unlikable. Therefore, don't simply equate sociability with success. A proficient consultative OOH salesperson will probe, and pose difficult queries to uncover their clients' business issues. They do this to offer the best possible solution, helping clients overcome significant challenges or capitalize on significant opportunities. Are you ready to undertake such responsibilities, or are you too preoccupied with the desire to be universally liked?

In sales, telling is not selling. It's critical to pose detailed questions or share relevant anecdotes that will help potential clients uncover the advantages of OOH advertising (or leasing their land) for themselves. People may be skeptical or even deny the validity of our claims, but they will never dispute their own realizations. In our OOH Sales Masteryclasses, we encourage salespeople to think of themselves as guides, leading prospects on a journey of self-discovery about their business through carefully designed queries.

Leave the features and benefits aside. Dive beneath the surface, uncover the prospect's genuine motivations, and ask questions that expose their pain, using their own words. Pain is an immensely powerful emotion that prospects will do anything to avoid. So, forget about features and benefits. When you effectively evoke emotional pain, particularly in the present moment, and demonstrate that you have the means to alleviate their distress, you're one step closer to closing the deal. ‍

OOH Salesperson walks through the prospects door and greets the business owner with a big, friendly smile and wonders if they ever considered billboard advertising to get their message out. It’s their lucky day! We have an available board right near their location…it’s perfect for their business AND I’ve got this beautiful piece of spec art that would be just the ticket. Sound familiar?

The average OOH salesperson spends most of their time with prospects who never become clients, and only about 30-35% of their time actually selling. Without an effective method to qualify prospects, salespeople often waste time in unproductive conversations. A systematic approach to qualifying prospects could significantly increase face time with qualified prospects and drive revenue growth.

Who really knows what the 2nd, 3rd and 4th quarters will bring in the way of an economy…Anemic? Strong? Recessionary? I for one am very bullish on out of home in 2023 no matter the economy as long as we make sure and do the things that we are in control of. 

As a professional OOH salesperson, do you have an intentional method to how you manage your book of business? Have you broken down your clients into strategic categories with a defined approach as to how you are going to manage those relationships?

In sales, where losses often outnumber wins, a cookbook becomes a valuable tool for maintaining self-esteem. By implementing a cookbook not only for your sales team but also for yourself as a sales leader, you'll likely witness a significant boost in your numbers. It's time to shift the focus from managing results to managing the behaviors that drive success.

As an OOH sales manager, your core responsibility is to empower your sales team to consistently excel and enhance their performance. Whether it's selling outdoor advertising or navigating complex negotiations for new locations, land leases, or easements, your influence is pivotal. Regular sales meetings, coaching sessions, and in-house training are integral components of your strategy to ensure your team is accountable, on track, and equipped with the necessary skills.

Have you ever taken a moment to decode what truly motivates each member of your OOH team no matter their role? Is it financial gain, the allure of status, or the thrill of achieving awards and goals? Motivation is a complex force, but it can be categorized into three overarching themes.

Ensuring your focus remains on these fundamental pillars can be the difference between good leadership and exceptional OOH leadership.

Enhancing the efficacy of your OOH sales team often requires more than just overseeing from the office. When you accompany them on sales calls, you're presented with an invaluable opportunity to see their skills and challenges in real-time. This first hand insight often reveals a more nuanced view than what's relayed during regular sales reviews. This isn’t to suggest that your team isn't honest; rather, personal interpretations can sometimes offer a colored view of events. By witnessing their interactions firsthand, you can pin point areas for growth and offer tailored support.

A bloated ego creates vulnerability for manipulation by others. If we subconsciously seek positive affirmation, it can render us predictable and susceptible to being led into decisions that harm ourselves, our team, and our organization.When we believe we’re the sole architects of our success, it can lead to being more rude,selfish behaviors, and a propensity to interrupt others. This attitude is particularly evident when faced with criticism or setbacks. An overgrown ego can obstruct our ability to learn from mistakes and hamper our appreciation of llessons derived from failure.Perhaps most damaging is that a large ego constantly searches for information that aligns with its beliefs. Essentially, an inflated ego can cause a strong confirmation bias. Consequently, we may lose perspective and find ourselves in a leadership bubble, where we only perceive and hear what we want, losing touch with the people we lead and ultimately our clients and land leaseholders.

‍We believe that early investment in active listening and development will prevent the need for continuous crisis intervention, aligning with Emerson's law: "To get more, give more." If you aspire to have a high-performing, self-reliant team, intentional listening and development are imperative. Otherwise, you risk perpetuating a cycle of constant intervention, forever echoing, "Up, up, and away. This is a job for Superman."

As a leader in the OOH industry, it is essential to evaluate the health of your sales organization by addressing these key questions. By focusing on pipeline health, developing remote selling skills, and safeguarding key customer relationships, you can navigate the uncertainties of the 2023 economy and maintain momentum for a successful year.

As a leader, are you effectively coaching your team? It's intriguing to come across leaders who claim, "I have highly experienced individuals who know how to perform well. I prefer to stay out of their way. If I have to get heavily involved, then I need different people." While this mindset is not uncommon, I've always found it somewhat puzzling. Americans have a strong inclination for sports and often idolize athletes in baseball, football, basketball, golf, and more. Isn't it odd that even the greatest athletes—Babe Ruth, Tom Brady, Michael Jordan, Tiger Woods—never went a day in their entire careers without someone coaching them to reach their peak and stay there? Yet, our experienced team members supposedly know what to do and don't require coaching; we should simply stay out of their way.

There are certain foundational aspects that must be in place if your OOH company is going to be as highly effective, efficient and as profitable as it can be. One of those things, in my opinion, is to have a culture of accountability. In our 40+ years of running media companies, training, coaching and providing executive coaching we have NEVER seen a company realize its full potential without a culture of accountability.

Many of our OOH clients have heard me tell the story of one of my great mentors I’ve had in my career. I still talk to him several times a year… and have for the last 40+ years! He had such a deep and profound effect on me that it would be impossible to overestimate his value in my life…professionally and personally.

There are certain foundational aspects that must be in place if your OOH company is going to be as highly effective, efficient and as profitable as it can be. One of those things, in my opinion, is to have a culture of accountability. In our 40+ years of running media companies, training, coaching and providing executive coaching we have NEVER seen a company realize its full potential without a culture of accountability.

A fallacy that many leaders buy into is that to be fair and equitable to the people who are part of my team, I need to treat each of them exactly the same. It’s understandable…most of us have heard some form of that most of our lives. I would beg to differ.