The Power of Creative Engagement in Billboard Sales By Frank Rolfe

When you're on the verge of renting out a billboard, it's tempting to jump straight into the paperwork. After all, you've found a potential advertiser, and now it's time to seal the deal, right? Not so fast. Leading with the contract might actually push the sale further away. Instead, a more effective strategy is to focus on the creative aspects first—let's call it closing through engagement. Here’s how it works.

Start with the Vision, Not the Contract

As you sit down with your potential client, resist the urge to bring out the contract immediately. Instead, pull out a blank sheet of paper with a scaled rectangle that represents their future billboard. The key is to keep your client from feeling cornered into making a decision right away. Instead, let their excitement build around the possibilities of the billboard itself.

Collaborate on the Creative Concept

Begin the conversation by asking, “What do you envision on this billboard?” Guide them through the essentials of a compelling sign, which typically includes:

• Their logo: The brand's identity, front and center.
• Clear directions: Their location, exit number, or any crucial navigational detail.
• A concise message: The product or service distilled into a few impactful words.
• Engaging visuals: A striking image that communicates the message without words.
• Vivid colors: Shades that catch the eye and aren't commonly seen in nature.
• Optional pricing: If relevant, a price point to entice passing customers.

Encourage them to think of the billboard as a powerful salesperson, broadcasting a single, clear message to everyone who drives by. As they brainstorm, jot down their ideas in the appropriate spots on your sketch.

Build Excitement Around the Billboard’s Potential

As you delve into the creative process, your client starts to see the billboard not as an expense, but as an investment. Their focus shifts to how much the sign can boost their business, rather than the cost of renting it. You’ll notice their language change—they’ll begin discussing the potential returns rather than the upfront costs.

Close the Deal with Confidence

Once your client is fully engaged and excited about the billboard's potential, it's time to bring out the contract. By now, they’re not just ready—they’re eager to make it happen. Present the contract casually as you wrap up the meeting, saying, “I’ll get started on this artwork as soon as we have everything signed.” With their creative juices flowing and time running out, most clients will sign on the spot, often without a second glance at the details.

Conclusion

In billboard sales, success often comes from focusing on the creative process before diving into the contract. By guiding your client through the possibilities of what their billboard could be, you shift the conversation from one of cost to one of opportunity. This approach has proven effective time and again, transforming hesitant prospects into enthusiastic clients. Give it a try and see how this engagement-first method can work for you.

By Frank Rolfe

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.