How Will Masters of Media Selling seminar help you?
What is Masters of Media Selling about?
Getting more of the right appointments at the right time
Being more persuasive
Closing more successfully
Advertising
How to “Show Up” to Make More Advertising Sales
Woody Allen said 80% of success is showing up. When it comes to successful media selling that is a good place to start. And it’s harder than ever to “show up.” Prospects don’t call back, or say they don’t need to see you. Client-side contacts say to see the agency who you already know hasn’t called back for weeks. How can you “show up” in our fiercely competitive world of media sales?
The Most Difficult Objection: “I don’t need to see you.”
All this is a preamble to this simple point: You better have a really good message when you ask for an appointment. If it works, you’ll win more appointments and ultimately win more business. If your message is so-so, you and your property will stay in the mental “circular file.”
I Was Wrong
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.
What I Learned at Masters of Media Selling
I learned something new last week in NYC when I taught my seventh 2-day, high-level advertising sales class: Masters of Media Selling. Sales people need training in how and when to entertain prospects and clients. Despite the “its all about the results” mantra we hear from advertising buyers, it’s not. […]
What You Can Learn from Techies: How To Sell Print 1
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.
Unlike Print: Digital Ads are Out-of-Sight, Out-of-Mind 1
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 […]
Keeping Up With Your Customers: Ad-Sales for Content Marketing
“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
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.”
Have a Hypothesis, Be Humble, Ask Questions like Columbo
The solution to overcoming fear of being wrong, is avoiding the need to be right. Journalists do this all the time by asking first the obvious, then the un-obvious question. Columbo, my favorite disheveled TV detective, would pose two conflicting sets of facts and ask questions trying to resolve them.
