Moral: Sales start before your salesman calls......... with business publication advertising.



This McGraw-Hill ad titled "Man in the Chair" includes a picture of a grumpy old man leaning forward in his office chair. It has run hundreds of times since its debut in 1958. Some of our clients do not run ads in business magazines or trade publications, and not all need to. A primary goal of advertising is to create positive predisposition. Predisposition by a prospect or client to accept your message is fundamental to all sales. Most sales people attempt to achieve this condition at the time of the first face-to-face meeting. This puts tremendous pressure on the sales rep to not only educate the prospect to the value of your product/service but also the trustworthiness and reliability of the company, its representatives and its products and services. Of course, all of this must be shoehorned into the available quantity of time in front of the prospect. No wonder a salesperson's job is so hard!

What if you could walk in with a set of bonafides already accepted by the prospect? Could you then concentrate on delivering the specific message you were really there for instead of spending much of your time introducing yourself and your company? Would this help you sell more products?

There are actually myriad ways a small company can gain the credibility necessary to achieve a measure of respect prior to meeting with the prospect without actually advertising. Let's list a few:

As always, I am sure that you could come up with many more ideas. Suffice it to say, there are limitless ways to have the prospect actually anticipate your sales call with excitement instead of dread! This is not to say that advertising cannot significantly benefit your business, only that advertising is not an end to itself, but simply a means to an end.

You owe it to yourself and your company to take the best advantage of every selling opportunity presented. Without question businesses, large and small, can make a substantial difference in their sales by predisposing their clients to be receptive and trusting. Good Selling!