Preparing and proposing an agenda at the beginning of the ad-sales conversation has many positive uses. Proposing an agenda for your meeting or conversation can be done on the phone or in person, and works in informal situations as well as in formal presentations.
Ad sales executives need to keep good negotiating practices in mind when the negotiation starts. When a client devotes time to an actual discussion of whether you can meet their price, it is a powerful signal your property is one of a few, not one of many choices.
As we should know from many other industries, when there is a lot of money available, very creative scams will be hatched. Recently Advertising Age ran this article explaining how more sophisticated scammers have developed technology that avoids bot blockers by appearing to be a human scrolling and interacting with a web page.
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.
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.
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 […]
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 […]
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.
“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.
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.”
