Written by Jessica Bennett

Landing a first-time advertiser is a big win but if you want real success, your goal should be turning that advertiser into a loyal, long-term client. Many first-time advertisers are hesitant. They might be unsure of the process, cautious with their budget, not know their budget, or skeptical after previous bad experiences. That’s why building trust early on is essential not just for closing the deal, but for earning their confidence long after the campaign ends. 

The best place to start is by listening more than you talk. First-time advertisers often don’t care about flashy packages, charts, rankers, or sales buzzwords. They want to feel like someone is truly hearing them. What are they struggling with? What does success look like to them? What is something they’d like their customers to know about them that they don’t? When you take the time to ask questions and listen intentionally, you’re laying a solid foundation of trust. 

It’s also important to be clear and transparent about expectations. Be honest about the ramp-up period of a campaign or what success might realistically look like in the first 30 to 60 days. When you set the stage with honesty, you minimize future frustration and set yourself apart from others who may have overpromised and underdelivered. 

Throughout the relationship, make it a point to educate your client, not by overwhelming them with jargon, but by breaking things down in a way that’s easy to understand. For many first-ime advertisers, this might be their first real exposure to terms like CPM, flight dates, or conversion tracking. Help them connect the dots between what you’re proposing and how it will impact their business. 

And don’t underestimate the power of follow-through. Send the recap. Confirm the meeting. Deliver the proposal when you said you would. As Speed Marriott says, “ABC”, Always Be Confirming.” It seems basic, but these little acts of reliability help build confidence quickly. If they trust you to handle the small things, they’ll trust you with the big ones too. 

Finally, make sure you’re reporting results in a way that resonates. It’s not just about the numbers; it’s about telling the story. What trends are you seeing? What tweaks are you making behind the scenes? Are people clicking, calling, or showing up? When you highlight wins and explain the why behind the performance, you show that you’re not just selling ads you’re invested in their success. 

At the end of the day, trust isn’t built in a single meeting. It’s earned through consistency, communication, and a clear commitment to your client’s goals. The more you show up as a reliable, helpful partner not just a rep, the more likely they are to stick with you for the long haul. 

Good Luck and Happy Selling!