The Fundamentals of Sports Media and Sponsorship Sales: Developing New Accounts by David J. Halberstam

Author:David J. Halberstam [David J. Halberstam]
Language: eng
Format: epub
Tags: -
Publisher: BookBaby
Published: 2016-03-03T05:00:00+00:00

Chapter 8

Overcoming Objections and Rejection

From Henry Fielding, “He that can heroically endure adversity will bear prosperity with equal greatness of soul; for the mind that cannot be dejected by the former is not likely to be transported with the latter.”

Accept it as a given. In cold calling, the frustrations come at many fronts and they come incessantly. Some sellers are dealt better hands than others, but no one has it easy.

Fears of Cold Calling

We all have our fears. For some, it’s going to the dentist. I have had 12 implants. Not easy. In the early years of cavities and root canals, my dentist gave me laughing gas. When people tell me that they’re afraid to cold call, I ask, why? The prospect won’t extract any of your teeth.

Hard Work Pays Off

For runners, it’s painful to get up at the crack of dawn when cold winds howl. The last thing runners want to do is put on their running shoes when it’s 20 degrees. What motivates them is the thought of that wonderful high they’ll enjoy when they’re done with an arduous five-mile jog. Similarly, if you as a seller, keep your focus on the magnificent high you’ll enjoy when you do close a new piece of business, it will get you through tough times that lead up to the big moment. Think of what it will be like to have praise heaped upon you, the respect you will be paid around the office and the commission check that will follow.

Challenges Run the Gamut

Where do the issues begin? These are just five of too many to enumerate.

• “I can’t get decision makers on the phone.”

• “They promise to get back to me and they don’t.”

• “They assure me that they’ll see me and then they duck me.”

• “I show up for an appointment and they’re not around.”

• “I finally get the client on the phone after two months, and he tells me to call back in the morning. I call back in the morning, and the voicemail message says he left on a business trip for a week.”

Developmental orders don’t come in daily. When you score, you’ll be serenaded. Big cold call orders make careers. They’re uplifting. They’re springboards to promotions. They get the recognition from the big boss.

Tough Objections and Difficult Times

Be positive and match the right industries with the right economic times.

• If you’re in front of clients who oversee marketing for high-end items, remind them that the wealthy buy luxury items during recessions too. They do so to better cope through disheartening stretches. In 2010, for example, when the country was tiptoeing its way out of the greatest economic collapse since the Great Depression, Fortune ran a headline, “Record Sales for Recession-proof Luxury Cars.” The article reported that Mercedes’ sales climbed 15% in the first half of the year and BMW’s sales were up 13% for the same period.

Not to say that teams didn’t suffer during the Great Recession and that there weren’t significant layoffs, yet sellers had

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