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Ask an Expert

Business Relationship Building

Expert: Lori Colborne

Ida asked:

I just landed the job as Advertising Sales for a fairly new youth soccer magazine in Ontario. Our home base is Toronto/Mississauga. I have been emailing large corporate companies and I have got their attention. Now the problem - how do I not blow the deal? How do I properly close the sale?

Lori Colborne answered:

Email is an attention grabber; however, relationship building is your next challenge. You build relationships by getting to know people and having them get to know you. Phone your prospects and find out what their needs are and see if your publication can truly benefit their company.

Tell the prospect "what's in it for them". What are the benefits of advertising in your publication? How can you help them reach their goals? What testimonials can you send to them to validate the promises you are making?

Go slow. No one likes aggressive sales tactics. Good luck.

About the author

Lori Colborne is with LSL Marketing in Edmonton, Alberta.

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