How-To Guide: Client visits

Visiting clients in person can build stronger and lasting connections and is one of the most effective methods of outreach for student media organizations. While some students may initially feel hesitant, approaching client visits with confidence can lead to success.

Here are seven tips from student media pros to prepare and feel confident visiting prospective clients in person. 

Research before you go

Before leaving the office, you should always research the business or organization. 

You should know:

• What do they sell or do?
• Who is their customer? 
• Who is the person you are going to see — the manager, owner, marketing director, something else? What is their name? 

Pro tip: Mention a recent event, sale or community involvement of theirs. This shows that you are paying attention to what they are doing.

Have a clear purpose

You should be able to clearly state in one sentence why you are visiting the client and why it matters to them. 

It’s best practice not to wing it and to have a script on hand. However, don’t feel the need to follow the script line for line. Think of it more as talking points. Make sure it’s personable and conversational. 

For example, your purpose statement could be as simple as, “Can we set more time to meet again next week to discuss how our audience can benefit your business?”

Your purpose statement should have a specific ask and a clear path to a “yes.”

Bring materials that they can hold on to

Each time you head out for a client visit, don’t forget to grab tangible materials that you can leave behind with the client. 

You should bring: 

• A business card or your contact information printed or written neatly on a piece of paper.
• Your publication’s media kit.
• Your latest print issue or other printed products.
• A digital device to show your website or email newsletters. 

Respect their time 

Be careful of stopping by during busy or inconvenient times, such as lunch or closing time. 

If you can, it’s always a good idea to ask beforehand if it’s a good time to stop by and talk for five minutes. 

After you introduce yourself, try saying, “Is now a good time for a quick five-minute conversation?”

Lead with value — not a sales pitch 

The goal of visiting the client is not to seal the deal right away. Talking about money and cost right way can come across as spammy and untrustworthy. This is your opportunity to set the tone of what it's like to work and communicate with you and your team. 

The visit should leave the client knowing what they will be getting by working with your organization. For example, this could look like: 

• “We reach over X students on campus every week.”
• “Our readers love supporting local businesses.”
• “It’s a great way to connect with young people who influence family and community purchases.”

Be prepared with positive responses to common rejections 

Some people may see cold visits as a way for the sales representative to get money, which can be seen as untrustworthy. 

While you try your best to effectively communicate that your organization is invested in their success and you are not out solely for the cash, rejections are still possible. It’s best to be prepared with responses. 

If a client says, 

• “We don’t do advertisements," try saying, “Totally understand. Many of our first-time advertisers felt the same way, and they were surprised by the response from students.”
• “ I don’t have the budget," try saying, “We have options starting as low as $XX, and we offer special discounts for local businesses.”
• “I’m too busy," try saying, “Can I email you a one-pager with options and check back next week?”

Follow up

Like almost everything in sales, following up is crucial to any cold outreach process. After the visit, follow up with an email summary of what you discussed and next steps. Make it clear when they should expect to hear from you next. 

Your follow up could sound like: 

It was great meeting you today at your store. Thanks again for taking the time to chat with me. I really enjoyed learning more about your business and how you connect with the local community.

I’d love to explore how we can help you reach more students through [Your Organization’s Name]. Based on our conversation, I think there are some strong opportunities to promote [mention a goal they have—events, new products, foot traffic, discounts, etc.].

I’ve attached some information on our audience and advertising options. I will follow up by Monday with a custom proposal that fits your goals and budget. 

In the meantime, feel free to reach out with any questions. Looking forward to continuing the conversation!

If the client was not present or able to meet, call or leave a voicemail with a brief summary of why you were visiting. Include your name, callback number, and when they should expect to hear from you again. 

If the client does not answer within two weeks, try to find a new contact at the business. 

What’s next

Now that you know the best practices that we recommend for client visits, it’s time to practice. Take a look at your outreach list and set aside some time this week to visit prospective clients using these tips. 

For more support or questions, reach out to your account manager.