It’s a staple of the JDA.media teaching philosophy—the diagnosis call is about uncovering a prospect’s needs and determining if your products can help them grow their business. It is not about selling your station or package.
How that works to engage a prospect and separate the seller from other reps became clear during a recent diagnosis call with one of our partner stations and their attorney prospect.
The attorney was distracted and distant as we began our conversation. And I admit that not long into the call, I didn’t think we had a great shot at getting him onboard.
Then the attorney asked, “So, why should I work with your station?”
Now, remember, this is a guy who gets paid to argue for a living and a question like this is a great “set-up” question for a debate. He probably expected to hear the same ‘ol song and dance answer he’d heard from numerous other sellers—“We’re the top station…” “Our demo is women, 35 to 64…” Those were replies he could challenge.
Instead, before I could open my mouth, James, the LSM, said, “Well, I’m not sure you should work with us yet. Let’s keep talking to make sure we’re a good fit for each other.”
Whoa! J All of a sudden, we had the attorney’s attention. He sat straight up in his chair and went from unengaged to leaning forward, listening intently, and responding thoroughly to our questions.
This is a perfect example of making the call about the advertiser, not you. James’s answer got the attorney’s attention because it was genuine and showed we weren’t there just to “pitch” him.
The result? We got the information we needed and an invitation to come back with a strategy to grow this attorney’s business.