Challenger Selling is simply the re-booted and re-packaged Structured Selling process that made Ziff-Davis famous. By presenting a “challenge” that the customer is facing, like losing market share or missing sales, providing important information about that challenge, the sales person can better capture the attention of any prospect to engage them in a sales conversation that leads from the challenge — read their needs — to the solution being sold.
You might think that a super-star like Heismen Trophy winner Johnny Rodgers would just go to a meeting and clients would through money at him. But as the group discussed how to break new accounts and build the relationships and trust that leads to business, Johnny pointed out that in his experience it takes 7 “touches” to build a relationship to be ready to do business.
When it comes to publisher ad-sales strategy for programmatic, the objective is to realize the greatest portion of the “value” of an impression that it can. For programmatic ad-buyers their goal is to pay the lowest price they can for a higher “value” impression. Lets keep in mind that if the impression isn’t worth more than an advertiser pays, they wouldn’t buy it.
Your opening lines, whether your prospect answers the phone or you leave a phone message, must be smartly specific to that prospect and that business. When you can cite a specific data point about that business, the prospects ears immediately perk up. It’s a data-driven version of a warm call.
In our world of ad-sales, the important stuff is how well you understand your customers and how you can help them compete better by delivering perspective and solutions that will drive their sales.
The top sales professionals ranked the effectiveness of five sales strategies. The top-ranked strategies were “Getting customers to emotionally connect with you” followed by “Tailoring your sales pitch to the customer’s needs” and then “Asking questions that show your expertise.” The two lowest ranked strategies were “Showing the value of your solution” and “Driving the topics of conversation.”
There used to be “a thing” called “over-exposure” that was thought to apply to some celebrities, particularly in relation to product endorsements. It made sense that if a particular person was seen to be endorsing too many products it would tend to put pressure on their perceived veracity, implying that their opinion could be bought, and perhaps bought cheaply.
Lately — okay for decades — digital advertising’s spread from supporting content to supporting every sort of amusement, game, software application and yes, keeping us in touch with friends, and their friends, and their friends, has so multiplied digital advertising that it, too, is over-exposed.
Data is sexy when it drives profits. Publishers can profit most by bringing their own data to the point of sale. Sales people can learn to develop custom data sets for advertisers that adds value to the publisher’s impressions, driving greater advertiser loyalty and revenue.