ENS on Sales

ENS on Sales is Rick's free weekly tip for Media Reps and Managers.  We provide short, useful advice every week to help guide media reps and managers to become better at what they do.  Many managers tell us they find the tips as useful topics for sales training, and media reps find some of the topics useful as client leave-behinds.  We address topics such as:

• Time Management
• Ad Writing and Creativity
• Creating Strategy
• Effective Advertising
• Prospecting
• Motivation
• Goal Setting
• Best Selling Practices
• And much more

Sign-up to get your free copy in your email every week.  You are also welcome to view our archives on the right.

Current ENS on Sales Issue:

If You’re Waiting for Renewal Time, You’re Already Late

When do you start working on a client’s renewal?

If your answer is, “A couple weeks before the contract ends,” you may already be too late.

Especially if you want more dollars.

Waiting until the last minute usually creates one of two outcomes:

“Let’s just do what we did last year.”

Or…

“Can we talk about this in a few weeks?”

Congratulations. You’ve successfully scheduled another meeting. I’ve done it more than once – and kicked myself every time.

A renewal shouldn’t begin with a contract. It should begin with a conversation – preferably 60 to 90 days before the current agreement ends.

And don’t walk in saying, “It’s renewal time!” Nothing gets the blood pumping quite like those three words.

Instead, start talking about next year.

What does the client want to accomplish?
What could be working better?
What should you change?
What new idea could help them grow?

Then go back to work.

Create a better campaign. Bring them a promotion. Develop a new ad idea, slogan, testimonial campaign, sonic identity – something that gives them a reason to get excited about spending more money with you.

That’s the difference.

An advertiser rarely gets excited about paying more for the same thing.

But they might get very excited about a better idea.

Starting earlier also makes you less pushy, not more. There’s time to think, adjust, create, discuss budgets and get other decision-makers involved without the expiration date breathing down everyone’s neck.

So, pull up your account list. Who expires in December? January? February?

Don’t wait for the renewal date.

Start earning the renewal now.

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