Here's why good ideas are lousy ideas...

This is for us guys selling "Advertising" projects;

I learned long ago that, "ADVERTISER'S ADVERTISE!" If a business has bought an ad....in anything....it shows me they are "Open" to advertising in "Off-The-Wall" projects....like the ones I do.

Ex: In my area there are 3 Phone Books. One from the Phone Co, one from the Newspaper and one from an Independent, Direct-Sales Co.

I use the 3rd phone book as a "Tap" source. Any business that has a "Display Ad" in this book....was "Sold" by a Direct-Salesperson. This is "Proof" that these businesses are "Open" to "New Ideas" and can be Sold on one of my projects.

Also....last Spring I put together one of my "Tourist MAPS". Before I made my first call, I went to the motel lobbies, Chamber of Comm lobby, Supermarkets...anywhere "Tourists" are going....looking for businesses that have advertised in "other" projects.

And...after making a sales call on one of the "Tap" businesses, if I'm next door to a "Non-Tap" biz....I will go in and make a "Cold-Call" and it's these biz where my closing ratio goes from 3 out of 4 to 1 out of 4.

Just an "inside-look" at how us "Ad-Sales" guys operate.

Don Alm....long-time "Sales-Guy"