Knowledge is Power

What is your first reaction when you receive a solicitation regarding some form of advertising? Do you groan, "Oh no. Here comes another one" or  "I don't have time for this!" or "Whatever it is they are selling, I am not buying"?

Well, let me offer another way of responding. Think about it. I have met very few business people who know all there is to know about advertising. Very very very few. Yet I have met huge numbers of business people who act like they know it all. When an advertising representative approaches them, they immediately go on the defensive. Why? Because they know that eventually the rep is going to want some of their hard-earned money.Times are tough and money is tight, so why should you waste your time listening to some sales pitch for something that you don't feel you need?

OK, I will tell you why. No matter who you are, no matter how long you have done business, no matter what you have tried before, there is always something to be learned when it comes to advertising. The more seasoned the ad salesperson is, the more likely it is that you will actually learn something from them. That doesn't mean you will buy what they are offering, but you will have a better idea of what the ad medium is, how it works, how its results can be measured and how much it costs to invest in. You will also be able to more accurately determine what kind of results you should expect. (Beware of the sales person's tendency to overpromise. Ask for proofs to back up claims.)

So I recommend that you open yourself up. Allow yourself to be educated. See that advertising sales rep as a resource for you. You may not do business with them, but keep their card anyway. Begin developing a friendly relationship with them. Whom do you suppose will get the best discounts or offers from them - the business person who treats them poorly or the one who will at least hear them out and who appreciates their interest in potentially helping the business?

Remember that, for those who are doing the job the right way, their goal is the same as yours. They want you to make a profit from their services. It should never be about just having you buy something. It is about equipping yourself with the knowledge and resources to get the job done in the most effective way possible.

And by the way, we are all busy. The sales rep should understand that. They should be ready to ask for an appointment to meet with you when you can give them the undivided attention they need to intelligently talk to you about your business, your needs and how their product line can help meet those needs.

Since both you and they should be on the same page in wanting you to be more successful, why would you scorn them? Instead of making an enemy, make a friend. That is good advice all the way around.