The objective for the 10-minute sales call should be clear; to get the client to agree that there is enough interest to schedule more time. You’ll either get the extra time on the spot or get another meeting scheduled with proper time.
Consider the a famous scene from Jerry Magurie when Renee Zellweger said: “You had me at hello.” Tom Cruise had the opening right when he said “Hello, I’m looking for my wife.”
I can say with confidence that in today’s sales environment, opening your sales conversation with a show of care; preparation and knowledge of the prospects situation is what wins attention. Without attention you can’t close the sale.
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.
The very best major account advertising sales people know 5 Secrets of selling more; Getting more high level appointments, bringing more ‘value’ to the sales conversation, achieving easy and early agreement to situation and needs before pushing their property, seeking and handling objections and closing on the ‘possible’ not the impossible.
We have all been there. We are so excited about our media property, and so convinced it is right for the customer, we talk too much. We never give the client the opportunity to tell us about their views, or their needs, or even objections. Here are some ideas from […]
As a publisher, should you be selling a “content marketing” service? Yes you should. Despite the fact that content marketing will ebb like so many other tides, it has its place, and we publishers must be nimble enough to profit from a fad. But you should not be dropping your emphasis on your core service.
One thing never fails to interest senior executives, and it will command the attention of advertising purchase decision makers down the line, that is new information or perspective on their customers, or their marketplace. The most riveting information is data on how their customers make purchase decisions, lately known as the “path to purchase.”
Today is the soft launch of a new and more aggressive ambro.com. We’ll soon be providing a new service: On-demand sales training for the way you live, the way you manage and the way you compete. Subscribers to our email newsletter, The Advertising Sales Imperative, will be offered a free trial to the subscription-based on-demand video training service when it launches. So be sure you are signed up for The Advertising Sales Imperative e-newsletter today.
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