January 22, 2024
If You Are Telling, You Are Not Selling
Over the years I have posed a pivotal question literally thousands of times to OOH professionals: Is selling merely about telling? Unfortunately, more than you might guess responded that they believed that it was. Often, when people find themselves in a selling situation, they believe they should educate the prospect about OOH advertising, about how we do what we do, and why we do it. What we do that sets our medium apart from all others. Often, when people find themselves in a selling situation, there's a prevailing misconception that prospects need an exhaustive education on OOH advertising—insights into how we operate, our methodologies, and what distinguishes our medium. However, this approach misses the mark.