Five Questions for Joe Stephenson

Joe Stephenson is an expert at selling billboard advertising.  He has 24 years experience selling billboard ads for CBS Outdoor, Mobile Ads USA and Penn Advertising.  Joe manages Circle City Outdoor, LLC the billboard company which I own.  I highly recommend Joe from personal experience.  He increased the revenue at a billboard plant I own from $900/month to $21,000/month in six months of selling.  If you would like to find out how Joe can help you increase your billboard plant revenue email Joe or call Joe at 727-560-8500.

1.  What determines billboard rental rates?

Location, competition, DEC or Eyes on Ratings and simple economics: the law of supply and demand. 2014 rates are up from last year with more advertisers gearing their ad budgets to outdoor and internet media.

2.  What's the secret to selling billboards?

There is no easy was to sell a billboard.  If it was easy everybody would do it.  but you can improve your changes by following a few simple rules.

• Does your potential client have a need for your product and can you satisfy that need.

•  Think like you are the client instead of the salesperson.  Put yourself in their shoes and think of objections before you make the call.

•  Slowly earn client trust and always leave the door open for further discussions.

3.  Where do you get prospects?

Prospects are all around you.  What businesses near a billboard can benefit from advertising on the board?  Who is currently spending money to advertise in other media and not on billboards?  What advertisers are spending dollars with your competitor?

4.  How long does it take to convince an advertiser to use a billboard?

Usually by your third visit or major communication with the client you are able to start the contract process.  The client has developed trust in you by then and the contract is a formality.

5.  What is the most frequent objection raised by potential advertisers and how do you counter it?

Billboard ads cost too much or are not in my budget.  This is usually to get rid of you and means you haven't told the client how you can help their business.  I try to defer this objection to later and first ask if there are any other objections that keep the client from doing business.  You need to open a dialogue with probing questions so you can show the client how billboard advertising is a wise investment.