Case Study

Building a Consultative Selling System for a South Louisiana OOH Market Leader

IndustryOut of Home Advertising / Digital & Static Billboards

EngagementAE Sales Training & Enablement, In Person

Training DatesMarch 3 to 5, 2026 · Half Day, Full Day, Half Day

MarketAcadiana, South Louisiana · 250+ Billboard Faces

The Challenge

BASS, Ltd. is one of Acadiana’s most established independent outdoor advertising operators. Founded in 1992 and built over more than three decades of growth, BASS operates more than 250 billboard faces across Lafayette, New Iberia, Broussard, Youngsville, Opelousas, and the surrounding South Louisiana markets, a mix of digital and static inventory that positions the company as the dominant local OOH presence in the region.

With that scale comes opportunity, but also complexity. As BASS continued expanding its footprint and adding digital inventory, leadership recognized that the sales team’s approach had not kept pace with the growth. Reps were relying on product knowledge and relationships to carry conversations that required more structured discovery, more disciplined closing, and a more consistent process from first contact through renewal.

The team needed more than motivation. They needed a repeatable system, one built specifically for OOH selling, that would work across static and digital inventory, scale with the company, and be immediately applicable to the deals already in the pipeline.

Beau Sonnier, Vice President of BASS, engaged Graviss Marketing to design and deliver a sales training program built for the Acadiana market and the specific growth priorities of the BASS sales team.

The Approach

Graviss Marketing delivered a 16 hour in person Sales Training and Enablement program over three consecutive days, March 3 to 5, 2026, structured as a half day, full day, and half day. The program was designed to be interactive, applied, and discussion led: not a lecture, but a working session where reps brought their real accounts, real objections, and real deals to the table.

The curriculum covered eight focus areas:

Market Context and OOH Strategy for 2026

The program opened with a grounding session on where the OOH industry is heading, digital growth, measurement evolution, and how independent operators like BASS compete against national players, giving the team the market fluency to sell with confidence and context.

Consultative Selling and Customer Needs Analysis (CNA)

The highest impact module for multiple participants. Reps worked through a repeatable CNA framework designed to replace the instinct to pitch with the discipline to diagnose. The goal was to understand the advertiser's actual business problem before presenting a solution, leading to stronger proposals, fewer objections, and higher close rates.

Static vs. Digital OOH Sales Strategy

With both static and digital inventory in the BASS portfolio, reps needed to know how to position each format, when to recommend one over the other, and how to build multi format campaigns that serve the advertiser's goals rather than defaulting to whatever face is available.

Buyer Behavior, Closing Discipline and Objection Handling

Live roleplay scenarios built around real objections in the Acadiana market. Reps practiced staying in the room when a prospect pushed back, distinguishing a real objection from a stall, and asking for the commitment with conviction rather than retreating to a follow up email.

Key Account Growth and Renewal Strategy

A dedicated session on the accounts already in the portfolio. How to grow share of wallet from existing advertisers, how to structure end of campaign conversations that make renewals easy to ask for, and how to identify upsell opportunities without overreaching.

Data, Impressions, CPM and Proposal Storytelling

OOH measurement translated into advertiser language. Reps worked through how to use impressions, CPM, and audience data to build proposals that compete on outcomes rather than rate, connecting a specific BASS location to a specific business goal.

Practical Use of AI Tools in OOH Sales Workflows

A working session on how to use AI tools to improve prospecting research, proposal writing, follow up sequencing, and daily organization, practical applications that reps could use starting the following week.

Sales Habits, Accountability and Leadership Reinforcement

The program closed with a session on the daily disciplines that separate high performers from average ones: time blocking, pipeline management, pre call preparation, and the accountability structures that make new skills stick after training ends.

What the Team Said

“This training will vastly improve your +25k focus, organization, and follow up. Comprehensive sales training designed to improve any level of sales skill.”
Annie Bell, Sales Manager, BASS, Ltd.

“I was really impressed with how in depth and granular Mr. Graviss dove into each segment of the training. I learned something new in each training segment. This training will benefit you as a salesperson no matter how experienced or new you are to sales.”
Jeromy Boutte, Sales Executive, BASS, Ltd.

“I highly recommend contacting Jonathan at Graviss Marketing. We attended a two day sales seminar with him, and by the end, I felt like a completely transformed salesman. He introduced new strategies for approaching the sales process and delivered them in a way that kept everyone fully engaged the entire time. You won't regret attending.”
Ryan LeMaire, Account Executive, BASS, Ltd.

Key Outcomes

10/10likelihood to recommend the training, rated by every participant

The Outcome

The BASS, Ltd. AE Training Program produced measurable engagement and immediate behavioral commitment from the full sales team. Post training feedback rated overall training quality at the highest available score, with a 10 out of 10 likelihood to recommend. The program was described as applicable to salespeople at every experience level, from new reps to veteran account executives.

What participants committed to changing starting the following Monday:

Implementing structured time blocking and daily work planning frameworks
Going deeper in discovery through the CNA framework before presenting inventory
Using AI tools for prospecting research, proposal writing, and daily organization
Applying objection handling frameworks to protect margin in active negotiations
Identifying key accounts and building scheduled, multi touch outreach cadences
Focusing on storytelling and outcome based language over rate led presentations

When asked what was missing from the training, the Sales Manager’s response was direct: cannot think of any. For a company with 250+ billboard faces across Acadiana, a sales team that sells consultatively, that diagnoses before pitching, handles objections without discounting, and turns completed campaigns into renewals, compounds quickly. The BASS engagement was built to set that foundation.

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