Become a "tour"ist

When you are calling on anyone who has a retail store or a facility of any kind, ask the owner for a tour. This is a great way to learn about the client's business. Walking around the business with them will jog their memory and remind them of items they might want to include in their ad. You will uncover important information that might not come out in a Q & A session behind closed office doors.

Taking the "tour" also helps build your relationship with the customer. Business people are proud of their operation and will appreciate your interest in it. By taking the customer out of the office you step out of the "ME SALESPERSON, YOU PROSPECT" roles that often block open communication. By changing the physical context of the call, you'll find the customer will reveal information that you will may learn at their desk. Doing this will help you to see the business through the customer's eyes.

Asking for a tour separates you from the bulk of sales people who only want to talk about their products. Showing interest in the customer's business sets you apart from the crowd and that is never a bad thing.

Please leave me you thoughts on this or any other subject related to selling advertising. I am especially interested in your success stories and in learning any techniques that have worked for you.

Thanks--Jim Busch