And How You Can Counter These Objections
Throughout your time selling deals, I’m sure you’ve encountered an advertiser who wasn’t quick to agree to run a deal. When an advertiser does not fully understand what it means to run a deal, they will want to give you an excuse. I have picked out the seven most common objections advertisers use to dismiss running a deal and how you can counter these objections.
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“I don’t like to offer coupons.” When advertisers aren’t sure about what you are offering, they think they are just offering their customers a coupon. Share with advertisers the excitement of the deals program and how your previous merchants were delighted by the results of their deal. Remember, unlike coupons, deals require an upfront payment, so a certain amount revenue is guaranteed. Plus, offering a discount is a tried-and-true method for attracting new customers.
- “I don’t want to offer such a generous discount.” Ideally, you want advertisers to give at least 50 percent off. You want to offer a deal that is just below the average ticket cost at the merchant to encourage buyers to spend above and beyond the deal amount, which they typically do.
- “I’m worried it would be too successful – not sure I could handle all the business.” If your advertiser is worried about selling too many deals, you can suggest capping the deals at a number they feel comfortable with. If you are flexible and adaptable to their needs, advertisers will want to work with you again. If the deal is successful, try running the deal again and lifting the cap. You must find a healthy balance between reaching your own revenue goals, taking good care of your customers and your audience’s interests.
- “I don’t want my current customers buying the deal.” Let the advertiser know that while they might sell their deals to some of their current customers, they would be surprised at how many new customers they will obtain. Talk to your advertisers about your total audience reach and their demographic profile and how you can help them reach that target.
- “I signed a contract with another deals provider that prevents me from doing another deal for 90 days.” Check the language of your contract. It is often the case that this restriction limits you from running the same deal on another deals site within the contract length. If that’s the case, work on a different deal from that advertiser – ideally something even better than the deal they ran on your competitor’s site.
- “I’m worried about keeping track of redemptions.” There are several options for keeping track of deal redemption, including pen and paper or digital redemption via a desktop or mobile device. Make sure your advertiser knows they have options for redemption and what the benefits are to each method.
- “I don’t know what kind of deal to offer.” Start by looking at what most consumers spend when they come into the business. While it is tempting to want to only promote a specific product or new service, the most successful deals are not limited by such restrictions. Suggest a deal structure that has worked for similar merchants in the past. You know the characteristics of a successful deal – come prepared with ideas to offer your advertiser. Consumers are faced with hundreds of offers and advertisements a day, so you want to make sure yours stands out from the crowd.
When talking with
potential advertisers, be sure educate them on the service and promotional value you provide to resolve some of the common misconceptions. Prove to advertisers that your deals program is a worthy product that will help them generate exposure and revenue. Remember your two best assets: your reach and the value of your audience!
What deals objections have you encountered while selling to your advertisers? Let us know how you resolved it by dropping us a note in the comments.
Background:
Why this worked?
With summer on the horizon, deals for enjoying the warmer weather are heating up. Case in point: deals for Key Lime Cove waterpark made the top 10 list three times for two Shaw Media newspapers nearby the park, and golf deals were a big hit this month. Also, the Miami Herald did a fantastic job selling a higher priced travel deal from MK Travelplan. 