Practice by profession
Practise advertising sales calls with owners who have been burned before
Many advertisers have paid for ads that did nothing. Practise earning trust by talking about their goals first, with an AI client who has heard it all before.
Who this is for
You sell advertising in print, radio, digital, out-of-home or a local directory, calling owners and marketing managers who get pitched constantly. They are sceptical about results and sensitive to budget. Calls follow your sales calendar, with closing dates and seasonal peaks.
The five hardest moments in the call
In the order they usually appear. Find the one where you tend to lose the customer.
- Opening to a sceptical owner. They expect a pitch for space. Start with their business and a question about how customers find them, and save your medium for later.
- Learning the goal behind the budget. Ask what a good result would look like in practical terms, such as enquiries or footfall. A goal makes a package easy to propose and easy to judge.
- Explaining what you cannot promise. Never guarantee results. Be clear about reach and what you can show, and be honest that outcomes depend on the offer, the timing and the creative.
- Handling the budget conversation. Ask what they spend elsewhere and what has worked. Propose a package that fits a stated range, and offer a smaller start before pushing a large commitment.
- Renewing without a hard sell. Call before the deadline with a review of what ran and what they noticed. Ask what they want to change, then propose accordingly.
Three objections and strong answers
Example wording to adapt. Use your own words and the facts of the conversation.
- The customer says: I tried advertising with you lot before and got nothing.
- A strong answer: Thank you for telling me, that is useful. What did you run, and what were you hoping would happen? I would rather understand what went wrong than repeat it, and if we are not the right fit I will say so.
- The customer says: We do all our marketing online for free.
- A strong answer: That works well for many businesses. I am not suggesting you stop. Would it be worth knowing whether there are customers in [area] who do not see your online posts? If not, I will not take more of your time.
- The customer says: Just send me your rates.
- A strong answer: I can, though rates only mean something against a goal. If you tell me who you want to reach and a rough budget, I will send two sensible options instead of a long list, and I can talk through them with you.
A 30-second opener
Replace the [placeholders], then say it out loud. It should take about thirty seconds.
Hello [name], it is [your name] from [media name]. I will be honest, this is a sales call, so I will keep it short. Before I mention anything about advertising with us, I would like to ask how new customers usually find [business]. Then you can tell me whether it is worth carrying on, or whether I should leave you to get on with your day.
A five-minute practice drill
Do this out loud, not in your head.
Set-up: Ask for an AI client who owns a local business, has wasted money on advertising before and is wary of anyone promising results.
Steps:
- Ask how customers find them before naming any package.
- Ask what a good result would look like and repeat it back.
- Propose a modest start tied to that goal, with no promises of results.
How to tell it worked: You did not promise an outcome, and the client agreed the goal they would judge the advertising by.
Educational conversation training. It is not legal, financial or medical advice and it promises no results. Always follow your company’s rules and the applicable regulations.
Practise this call out loud
Talk to an AI client who plays your customer and read in the report which sentence helped and which to say differently.
Questions about this role
How do I avoid overpromising in advertising sales?
Practise stating what you know, such as audience and reach, and what you do not, such as how many people will respond. The AI client can ask "what will I get?" to test you. Feedback flags guarantees and vague claims so you can replace them with honest wording.
Can I rehearse selling to agencies as well as direct clients?
Yes. Agency buyers ask about rate cards, audience data and deadlines, and are less interested in rapport. Set up an AI client as a media buyer and practise concise, factual answers and clear next steps.
How do I practise renewal calls?
Describe the previous campaign and what the client noticed or did not. Rehearse reviewing what ran, asking what they want changed and proposing the next step. It is a different call from a cold pitch, and the review shows the difference.