Advertising Sales Managment

Discuss the Path to Purchase When You Sell Advertising

This entry was posted in Advertising Advertising Sales Blog Integrated Media Media Sales Sales Sales Management Sales Tips Sales Training and tagged Ad Sales Preparation Ad-Sales to Clients Advertising Sales Managment Advertising Sales Presentation Appointments Deliver Value in Ad Sales Calls How To Sell Print Advertising on by

Smart advertising sales managers know that they can’t skip selling to the ad agencies and media buying services, but they must never forget where the power is; at the client. And getting client appointments is harder and more valuable than ever.

What gets the attention of clients? Certainly it’s not your circulation or your demographics. That is what they pay agencies to put in to spreadsheets. In order to be successful working at the highest level of advertising media decision making, at the client, you need to be adding value by contributing to their understanding of how customers make purchase decisions to buy their products. If you bring value to keeping up with the changing habits of buyers you will always be welcome in the executive suites of your advertising media customers.

It is the Path to Purchase that is intriguing to customers. It is not simple, rather it is nuanced. It is not static, but rather is changing with the changing media consumption patterns of consumers and business buyers.

How to Sell Advertising: Know Your Customer 1

This entry was posted in Advertising Advertising Sales Media Sales Sales Sales Management Sales Training and tagged 10-Minute Sales Call Advertising Sales Managment Advertising Sales Presentation Advertising Sales Training Appointments Getting Appointments How To Sell Print Advertising Selling Ads to Female Decision Makers on by

60% say that “input from the client” is always “a resource use when preparing/selecting the list of media for consideration.” This is the highest of all reported sources, far above SRDS itself (27%) and above “research,” the next highest at 56%. And 54% say “client dictates” “always” or “often” are the cause of changes/turnover in a schedule. Are you getting the client sales calls you need to win ad-sales in this environment?

How to Win the Close Ones

This entry was posted in Advertising Advertising Sales Consulting Digital Sales Management Sales Management Sales Tips Sales Training and tagged Advertising Price Objection Advertising Sales Managment Closing Media Revenue Strategies Media Revenue Tactics Objection Handling Overcoming Objections on by

Too often media companies feel pressed to ad in free pages or free digital impressions when that is really not different from lowering the price. Media companies would be far more successful with breaking those ties, assuming they have their media priced appropriately, by offering research.

Was It a Print Bubble?

This entry was posted in Advertising Sales Sales Management Sales Training and tagged Advertising Sales Managment Advertising Sales Training How To Sell Print Advertising Print Bubble on by

Perhaps what the publishing industry hasn’t understood is that we were in a print bubble in the late 1990’s and early years of this century. We believed, for some reason that the market needed dozens of home magazines. We believed that the world needed hundreds of tech magazines and more than a dozen national parenting and baby care magazines. In many, if not most, business-to-business sectors there have been 3 or 4 or even five entries.

Why to Learn How to Sell Programmatic Advertising

This entry was posted in Advertising Sales Consulting Digital Sales Integrated Media Media Sales Sales Training and tagged Advertising Sales Managment Advertising Sales Training Hybrid Media Integrated Media on by

Today, advertisers want and need a complete solution. And advertising sales people need ad sales training on how to sell hybrid advertising packages where the value is greater than the sum of the parts. Like a hybrid car with two engines that work separately and together to provide higher mileage, a hybrid ad sales proposal provides the advertiser with coordinated media elements that may include premium display to build interest and brand trust and programmatic impressions to reach that same customer as they move through the purchase decision process.

Masters of Media Selling: Advertising Sales Training Public Seminar

Solving the Problem of Declining Ad-CPMs

This entry was posted in Advertising Sales Blog Media Sales Sales Management Sales Training and tagged Ad Sales Preparation Advertising Sales Managment Advertising Sales Presentation Advertising Sales Training Persuasion on by

In our capitalist world, prices of inventory are simply the result of the mysterious workings of supply and demand. The massive growth of the supply of inventory isn’t within the control of publishers. But they can and should develop a genuine plan to drive up demand for their inventory. How do you drive demand?

When Does Digital Support Print? 1

This entry was posted in Advertising Sales Blog Digital Sales Integrated Media Media Sales Sales Management Sales Tips and tagged Advertising Sales Managment Competitive Advantage Hybrid Media Hybrid Sales Team on by

Recent increases in print sales for Men’s magazines show why selling print and digital through the same “hybrid” sales force can be an advantage for print publishers. We have observed that when a print campaign is won, the timing on that will be well before the digital campaign is decided. Long-ago we wrote this ad-sales tip on how to leverage that print win into digital revenue.

Are You Building (Ad-Sales) Competitive Advantage?

This entry was posted in Advertising Sales Consulting Sales Sales Management Sales Training and tagged Advertiser Marketing Services Advertising Sales Managment Competitive Advantage Deliver Value in Ad Sales Calls on by

If you view advertising sales as a purely transactional business, you won’t be building competitive advantage. When you invest in the three practices above your competitive advantage will build – one customer and one individual relationship at a time. Then, over time, your sales team will notice that they are more likely to get calls and emails returned and you win the close calls on business that might have gone to your competitor. You’ll win more renewal-business, meaning your new business wins can build the business rather than put you on a treadmill of win-lose-win-lose.

Should You Sell Advertising to Women Differently Than to Men?

This entry was posted in Advertising Sales Management Media Sales Sales Sales Management Sales Training and tagged Ad Sales Preparation Advertising Sales Managment Advertising Sales Training Persuasion Selling Ads to Female Decision Makers on by

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?

Do Your Sales People Understand How to Sell Advertising Against Low-Priced Networks? 1

This entry was posted in Advertising Sales Consulting Sales Management Sales Tips Sales Training and tagged Advertising Price Objection Advertising Sales Managment Advertising Sales Training Deliver Value in Ad Sales Calls Engagement Objection Handling Overcoming Objections on by

Sales people must seek out the objections, starting with the price objection, to make sure the prospective understands your value proposition. If your customer has a hidden price objection, thinking there are less expensive ways to accomplish what your medium offers, it is often because they don’t properly value the media you are selling. So it is critical that your sales people are trained to probe for objections and to handle objections with all the skill you can help them develop.