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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Little White LiesLittle White Lies Many professionals, like dentists or lawyers, will tell you their governing body won’t let them advertise. They find that excuse gets rid of advertising sales people faster than telling the truth.
The truth is often more along the lines of, “I don’t want my peers to think I’m an ‘ambulance chaser” or “I don’t want to spend the money on advertising”.
Your best course of action is to make the call prepared with their governing body’s code of ethics and advertising guidelines. You can usually find them by simply Googling things like ‘Florida law firm advertising regulations’ or ‘Ontario dental advertising regulations’. You can also offer your services to communicate with their governing body to develop a campaign that is approved and acceptable.
All professions from accountants to chiropractors in every state or province may advertise. Understanding what their governing body will and will not allow them to say in their advertising, can help you overcome their objections.
And to get the appointment, don’t ask to talk to a professional who does not advertise, about ‘advertising’.
Tell them you want to talk to them about an ‘educational awareness campaign’ to clear up misconceptions about their areas of expertise. Every professional has some message regarding their profession that they want the public at large to understand. It may be about changes in the tax laws for accountants, or changes in criminal law for lawyers.
By sponsoring an educational awareness campaign about these issues, professionals will gain name recognition among their prospects and respect among their peers.
Click here to inquire about our ‘Selling to Professionals’ sales training.
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