When I read the story in the Harvard Business Review about the need to approach selling differently when selling to women, I was very curious. Is this an issue I need to understand better? Do I need to learn about nuances of selling to women versus men to teach advertising sales training at the highest level?
It might need to be said that media companies too need to be built on teamwork because when it comes to advertising sales, advertisers tend to be like sheep. The more one sales person is successful, another will find it easier to win business because other advertisers will follow.
RTB will not kill all the advertising sales people, just change their job. The old role of advertising sales people, to provide the price to the buyer, will be ceded to the RTB media exchange. Sales people will, instead deliver value with understanding of the market and how it is changing, and help their clients by showing them how to configure packages of media for the best results much like a former stock broker, now called a financial planner, makes recommendations for investments but no longer sets or communicates the price.
