DISQUALIFYING QUESTIONS

When I was selling broadcast and print advertising, my habit was to almost try to talk prospects out of buying. I would ask disqualifying questions like, “why do you want to advertise?”, “why do you want to reach our listeners/readers?”, “do you really think our demographics are a match to your market?”, and “wouldn’t it be better if you used another media?”

While this sounds crazy, it actually prospects to reinforce to themselves why they should buy advertising. Once they convinced themselves, I did not have to sell them anything....I only had to help them buy what they wanted.

Try this technique with your prospects and watch what happens. You will be amazed!