Step 1: Introduce yourself
So you walk into an account you've determined to be a good prospect, and simply introduce yourself. Something like "Hi, I'm Bob McInnis from the Metropolis News. I just started in this territory so I thought I'd stop in and introduce myself." Keep it casual. The more you act like you're on official business, the more tense you''ll make your account and the more they'll resist talking to you.

You should then ask for the person who handles the advertising. I cannot stress enough how important it is to talk to the right person. You've got to get to the decision-maker, the one who is not only in charge of the advertising but the person who actually has the authority to make the purchase. I've wasted a lot of time dealing with someone who didn't make the decision, ultimately making a great presentation, only for that person to later take my proposal back to the true decision-maker and simply say "This guy wants you to run in his paper, you interested?" Only deal with a non-decisionmaker if that person agrees before you get too far into it that he'll get you a meeting with the real one if he likes the proposal.

Step 2: Stop the Prospect from Thinking About How to Get Rid of You
So now you're in front of the decision-maker. Now I guarantee with the majority of your sales calls, the prospect won't say, "I'm so glad you came in today, I was just about to call your newspaper to advertise". Instead, their eyes will glaze over while they remember all the other pushy ad salespeople who have been in to their business, who have taken all their money, didn't get them a response, and lost all their artwork. Perhaps some of these salespeople were even from your newspaper. Then, worst case, they'll start thinking about how to get you out of the store without making a big scene.

It's critical you stop them from thinking about this before you move on. In most cases, the advertiser will say something general that they think will get rid of you, like "I have no money" (one of their favorites), or "I have not time", or "Your papers don't work for me" or "You're too expensive", or "The other paper is cheaper".

Whatever the objection they present to you, take it in the spirit it was intended. Don't see it as a criticism of you or your newspaper, think of it as them saying "I'm afraid you're here to sell me an ad and I don't think an ad in your newspaper will help my business."

If you don't think they're saying that, think of when you go into a clothing store to buy clothes and a salesperson says "May I help you?". Most likely, you don't say "I'm afraid you're going to sell me something I don't want". Instead, most of us say "No thanks, I'm just looking", making believe you're in no mood to buy when you might be desperate to find something good.

This is a strange dynamic and one that you've always got to remember when you go into an account cold. Just because the account is saying they're not interested, doesn't mean they're not. They just don't like to be sold.

So back to the objection they initially give you. No matter how legitimate it might sound, don't take the bait and start coming up with reasons why the account is wrong. Instead, since your goal is lowering resistance, agree with the account as much as possible and tell them you're not there sell them anything. Something like "Well, we're not the cheapest newspaper out there, but I promise I'm not here today to sell you anything. I just wanted to introduce myself, hear a little about what your business is all about and perhaps tell you a little about us. You're familiar with our newspapers, aren't you?"