"Everybody knows me"

One of the toughest objections to handle is "everybody knows me so I don't need to advertise." You usually hear this from businesses that have been in their market for a long time. They may have been in the same location for 50 years but their prospects haven't been. For years I worked for the yellow pages in Pittsburgh. Pittsburgh is one of the most stable markets in the US, but every week we received an updated white pages. In the course of a year every single page of the residential directory changed by about 20%. Even if a business does everything right they are going to lose customers. Customers die, move or their needs change. To remain solvent a business has to "keep their pipeline full" and attract a steady stream of new clients. Talk to your prospects about changes in their customer base and about the changes in their market. Remind them that old people move out and new people move in all the time. If they want to make sure that indeed everyone will know them--they need to advertise consistently.

Keep Smiling, Keep Selling!

Thanks Jim Busch