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Manage Sales or They’ll Manage You (out the door)

This entry was posted in Advertising Sales Blog Consulting Media Sales Sales Management and tagged Ad-Sales Pipeline Management Ad-Sales Process Advertising Sales Managment Advertising Sales Training Purchase Decisions on by

As a result many media sales managers have a very difficult time with forecasting their company’s business. Will you be up or down next month? How much business should you be forecasting for 6 months from now? Management hates surprises, so the pressure is on.

The advertising sales process is particularly frustrating for inexperienced managers because the purchase-decision process at an advertiser or media-buying agency is so opaque. While one person may be identified as the “buyer” they are often not the key contact in terms of influence.

What You Can Learn from Techies: How To Sell Print 1

This entry was posted in Advertising Advertising Sales Integrated Media Media Sales Sales Training and tagged How to Sell Advertising How To Sell Print Advertising on by

The members of the focus group told us that when they go to the web site they know what they are looking for. But, they said, when they read the magazine they love the serendipity of discovery, and the absorbing experience of learning about something completely new.

When you think about how to sell print advertising, you’ll want to be sure that your advertiser understands their own needs to present their message in places where serendipity can happen. When advertisers appreciate their own need to show their message to people who are not already looking for it they’ll value the unique environment of print, and they’ll become your customer.

Connect, Educate, Collaborate, Close

This entry was posted in Advertising Sales Blog Integrated Media Management Media Sales Sales Sales Management Sales Tips Sales Training and tagged Ad-Sales is B2B Sales Ad-Sales to Clients Advertising Sales Managment Advertising Sales Presentation Advertising Sales Training Deliver Value in Ad Sales Calls Getting Appointments How to Sell Advertising Listening Opening the Ad Sales Call Persuasion on by

Your customers have little time for you because they are under so much pressure to be productive. Only if you add value to their day, every time you meet, will you win time with them to build the relationship that gives you a leg up in the competition.

Open the Mind w keyThat is why I loved seeing new research on now b2b buyers separate winners from losers. The research directly supports the ambro.com Strategic Sales Tactics Training for advertising sales that we teach in customized form for media companies and publically through the Masters of Media Selling seminars with MediaPost.

Use leadership to get ahead of your customers

How To Stay Ahead of Your Customers

This entry was posted in Advertising Sales Blog Consulting Media Sales Sales Management and tagged Advertiser Marketing Services Advertising Sales Managment Advertising Sales Presentation Deliver Value in Ad Sales Calls Leading Your Customers Media Research Path-To-Purchase Purchase Decisions Purchase Process Selling to Senior Management on by

If you are not providing leadership to your customers you will be relegated to the commodity media file. You’ll be the company that occasionally receives business when it suits your customer-base. On the other hand, as a leadership media company you’ll drive new business, win greater market share, and expand your market.

A Sales Call Is Like a Blind Date: Are You Talking Too Much?

This entry was posted in Advertising Sales Blog Media Sales Sales Management Sales Tips Sales Training and tagged Ad Sales Preparation Ad-Sales to Clients Advertising Sales Training Appointments Engagement Engaging How to Sell Advertising Opening the Ad Sales Call on by

What do dates and sales calls have in common? You probably need to win another meeting or date to accomplish your goal. You are, in fact, building a relationship. You know good and well that talking about yourself too much on a date is a way to make sure it’s […]

Unlike Print: Digital Ads are Out-of-Sight, Out-of-Mind 1

This entry was posted in Advertising Advertising Sales Integrated Media Media Sales and tagged Advertising Sales Training How To Sell Print Advertising Hybrid Media Integrated Media on by

I have been advising and training digital publishers on how to sell advertising for 20 years.  After a career in selling print advertising, first I predominately worked with digital publishers.  Then, after the internet advertising industry was off and running, I was most often hired by print-advertising, sales-driven publishers to […]

Young People Like Print, Too 1

This entry was posted in Advertising Sales Digital Sales Integrated Media Media Sales Sales Training and tagged How To Sell Print Advertising Hybrid Media Integrated Media on by

Last week I wrote about how digital-direct-marketers are using print to drive more and better sales results.  I have asserted for some time in my Hybrid Media sales training that consumers use print for different reasons than they do digital media, and that the two together are more powerful than […]

Cold-Calling is an Investment: Do it Right

This entry was posted in Advertising Sales Blog Management Sales Management Sales Tips Sales Training and tagged Advertising Sales Training Appointments Cold-calling Getting Appointments How to Sell Advertising How To Sell Print Advertising on by

Your cold-calling is adding extra targeted, customized, frequency to the rest of your ad-sales-marketing plan that helps you win new business. Your calls are targeted to the prospects with the greatest need or potential for business volume. Think of your cold-calling plan as a personal brand-building process.

Keeping Up With Your Customers: Ad-Sales for Content Marketing

This entry was posted in Advertising Advertising Sales Blog Integrated Media Sales Training and tagged Ad-Sales to Clients Advertising Sales Managment Advertising Sales Training Hybrid Media Integrated Media Media Revenue Strategies Native Content on by

“One of the biggest problems of publishers and advertising sales staffs today is falling behind the customer.” Leading advertisers are moving as fast as they can to keep up with the changing information habits of their customers. But most publishers are more focused on selling what they have, the way it’s been sold in the past, than thinking about how to sell new services or sell advertising in new ways. So publishers and advertising sales executives are falling behind the perceived needs of their customers, the advertisers.

Digital Direct Marketers Agree, Can’t Live Well Without Print 1

This entry was posted in Advertising Advertising Sales Blog Integrated Media Sales Training and tagged Competitive Advantage How To Sell Print Advertising Hybrid Media Hybrid Sales Team Integrated Media on by

In today’s crowded media market, the core value of print is in the inspiration. For digital, it is in the execution. The WSJ reported “Boden, the U.K.-based clothing retailer, ships millions of catalogs around the world each year. Shoppers spend up to 15 to 20 minutes with the catalog, says Shanie Cunningham, head of U.S. marketing, compared with an average of just eight seconds for a Boden email and about five minutes with the Boden iPad app.”