SalesRants XIV: Pigeon Feed
Swat ‘em away, but they’ll still keep coming — those ‘pigeons’ of corporations that can’t stop flocking to consultants’ birdseed:
Instead of barging into some agency, breaking out your media kit, and telling your customer your circulation, readership, and what special issues you have coming up, why not sit down over a cup of coffee and ask him a bunch of questions. Like: How is your business? (a Situation question); Is the price of paper leading to an increase in your costs? (Problem); Why is it important to solve this problem (Implication); and, If I lowered your rate, would this help you reach more potential customers? (Need/ payoff).
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