Here is a
consultation that I did with a gentleman by the name of Dale King.
Dale had gotten into the billboard advertising business. He had purchased and
upgraded a sophisticated electronic billboard that he placed in a
popular hotel to advertise local retailers.
Dale explains
that, although his billboard can advertise up to one hundred
retailers, he only obtained less a dozen advertisers when he first
began his business. Additionally, since he found his customers
through cold calling, it was back-breaking, unrewarding work that
has not even allowed Dale to make his initial investment back.
In his
frustration, Dale thought that I might have some suggestions for him
to make the billboard business a success. He wanted to know how to
sell more ads – and quickly.
We discussed the
options of both telemarketing and direct mail. For telemarketing,
we covered the following important elements:
Finding someone to do his telemarketing for him at a very reasonable
cost.
How
to monitor your telemarketer to ensure that their job is being done
properly.
How
to develop a “script” that your telemarketer can use when contacting
prospects.
For direct mail,
we discussed:
The
importance of a great sales letter.
-
How to create a great sales
letter to sell billboard advertising business
-
How
investing in a good copywriter can get you more sales.
Dale is also
involved in outdoor billboards in and out of his immediate
geographic area. You will hear how you can apply the same direct
mail principles to this type of business for maximum sales results.
Finally, Dale
discusses his other business of buying annuities. You will learn
how buying annuities can generate income but how difficult it is to
find annuities to purchase. You will ultimately hear my advice to
Dale with regard to his annuity business.
This is a very
interesting consultation for anyone who wants to start a business or
for someone who is looking to increase sales in an existing
business. The problems, solutions, and ideas that Dale and I
discuss can be applied to just about any type of business. This is
a call that will get your creative juices flowing as you think about
applying some of these ideas to your own personal situation. Enjoy.
This recording is 16 minutes.
