Happy Friday, everyone!
Once again, our friend and sales consultant “Doctor” Phil Bernstein of Portland, OR, has provided the inspiration for this week’s poll question. In his most recent article, What to Do When They Hate Your Idea, Phil discusses a number of helpful strategies for getting the conversation back on track after a presentation goes awry. There are a lot of good tips there!
So here is this week’s poll question:
Have you ever had a sales presentation/proposal bomb? And if so, how did you handle it?
We look forward to reading your answers – and many thanks to Phil for letting us share his article!
If we're talking about whether a client likes a creative idea (i.e. the idea for the commercial), here are a couple of thoughts. One, there are always going to be more ideas. Two. why is the client rejecting the idea? And three, it could just be ego and hubris.
As far as there always being more ideas, sometimes ideas really aren't that good. Sometimes they're just wrong. I find one of the biggest challenges in the rejected ideas department is people are unwilling to go back to the drawing board. There's often a feeling that there will never be a better idea. But the reality is, better ideas often result.
As for fear and ignorance, these are also challenges that require sales skills to be overcome. The fear could be that it doesn't sound like a commercial or that it's too edgy. Or, there could be ignorance of how radio commercials actually function on the listener's psyche. If the idea is indeed a killer concept and needs to go to air, this is where one's skills as a salesman come into play. One time, the biggest stumbling block to getting a commercial on the air was not the client but the account rep. He was mortified by the commercial, which made fun of the client. He walked around the station playing it for key people in the hopes that he would get agreement. Fortunately, they all loved it, the account rep was forced to present it, and it made the client's phone ring off the hook and it won a Mercury Award.
Another client was mortified that his commercial didn't sound like a commercial. It sounded real and unvarnished and natural and engaging and he was mortified. He wanted to re-do it so "it sounds like a commercial." We told him to take it home and play it for his wife. The next day, it was on the air--and became the foundation for a long-running campaign that had over 100 commercials in the same vein.
As for ego and hubris, it's often best to let this client just go. I once was called into a presentation where I'd created a spec spot based exactly on what the client said he wanted. It was a very good, functional radio commercial. The client, a blustering and self-satisfied lawyer, listened to it and said it was completely wrong. We then got into a discussion of how we were going to continue writing and producing spec spots until he was happy. I told him he was going to have to take that up with the sales manager and gracefully bid him adieu. I don't believe he ever went to air.
And something to remember is that a bomb sometimes isn't a bomb. Sometimes, you're just misreading the room. Sometimes, the client has other things going on that you know nothing about. Never assume a bomb until its proven.
I was consulting a client in Indians and was told by my client what the agency had told me they would like to see in our face to face proposal .. We walked into the agency in Indianapolis back in the 80's with a presentation for a client filled with promotions, remote, and on air promotions for the multiple fast food locations .. I expected to talk to one or two people at the agency and I walked into a room with 20 managers from the various locations and the 2 company principals plus the agency guys .. the agency person running the meeting and I had met a number of time and he greeted me from the end of the very long conference table with .. "finally a radio guy that is going to give us some real insight as to how we can market without a ton of remotes and a lot of stupid on air promotions! Ever had the wind knocked out of your sails before you even shook the client's hand? He summoned me down to near the head of the table and I gotta tell you that w as a long walk while sweating bullets .. when I got to my chair I quickly set m briefcase and took off my jacket .. rolled up my sleeves and pulled out a blank legal pad .. stalling for time and trying to think .. I made it a point to drop the pad on the desk so it make a loud noise .. I then told them I had come to this meeting with a clean slate and had rolled up my sleeves so WE could be to work out something that worked for everybody! Believe it or not they bought it and I took lots of notes and made agreements with them on many issues .. I had specifically had ask to be the last one to present that day and had previously invited the folks I thought I was meeting with out to drinks after our meeting. Was happy when it was over and thrilled to take all 25 folks out for drinks .. OH .. did I mention that my consulted client got over way more than their share of the budget and we made some friends that day.
So .. not sure if this counts as a presentation or proposal that went bad for we never presented what we had worked on .. the one thing I hope my client learned .. listen to what the client tells you before you put a proposal together.
First of all; IF you conduct a proper CNA, LISTEN and take notes; the chance that your Proposal will bomb is really very slight. The KEY is to make it THEIR idea. and build on it. If you have listened to them it should be easy. If you haven't listened; good luck!
Well said Joe .. ask the right questions and LISTEN for the answers .. most clients will tell you how to sell them!
Awesome story! Thumbs up!
Find out why, specifically and in as much detail as possible, the client doesn't like the idea. Can the problem(s) be fixed without tossing the whole idea, lock, stock, and barrel? If so, proceed accordingly. If not, come back with another idea.
I was once in a room full of advertisers and prospective advertisers, listening to the jingle guy present his case. It was a good pitch and his examples demonstrated competence. Among the group were two optometrists, both clients of mine. One was convinced that a jingle was the way to go; that was 20 years ago, and he's still using that jingle today. The other wasn't sold on the idea; didn't think it was right for him. So, I went back to the drawing board and after a few days came up with another idea, one that he loved. Twenty years (and over $250,000 in billing) later, he's still using that idea.
Do the work. That's the bottom line.
Do the work.
It's like a good joke. Not everyone will get it.
BUT.
One very important thing to remember as you walk away with your tail between your legs is that you really liked the idea.
SAVE IT.
You can always adjust it for another client who may love it.
To that end it is not much different than the advice the late Don Keyes once gave me. It's OK to steal an idea. Just make sure you steal a good one.
Sometimes your good idea is not good in the eyes of the client. I'd say it is rare. I think it is important to tell the client a proposal carries no obligation on their part. We stay friends if it's yes or no.
When I make written proposals, I have notes of actual comments the client made. I say "You see I'm proposing this. From my research I believe this is our best bet at solving...rattle off their quote looking at your notes. My proposals are based entirely on client remarks explaining why I believe that part of the puzzle needs to be there. If I get something that I can use that the client has told me I use it and explain I love the idea and believe it will work well for them. I do that so they 'own' part of the plan.
I have had few fail but it happens. When it does, I smile and shake hands and let them know I'm not upset and appreciate their honesty. In my mind, it is my fault. I didn't know the client well enough or do my homework well enough. I take what I learned and try again. Even if they never buy my station they will know I'm willing to work hard, listen to them, etc. If a friend of the client that doesn't buy asks about radio, I suspect I might be recommended and have been in the past.
