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.
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.
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.
The question about ROI that should be applied to sales training investments is this: What percentage increase in sales productivity can be reasonably anticipated from sales training? I encourage my clients to think of a minimum of 10% increase in sales.
We help digital publishers and advertising sales executives learn to configure their strategy and sales tactics to take advantage of programmatic media selling and buying functionality.
Client-centric selling means building your sales argument from an agreed upon assumption. If the client or prospect doesn’t agree with the assumption that your persuasion is based upon, then why would they agree with your conclusion?
When you are selling advertising, start your conversation with your prospect by asserting what you know about their business, and what you believe they need. If you are right, they will agree and tell you more. If you are wrong, you need to know that. If you are well-prepared they will be impressed with your knowledge, and listen more attentively.
As a media company manager, you talk all the time about how fast the media business is changing around you. Do you spend enough on helping your sales force stay up-to-date with new media, and new tactics to win in todays hyper-competitive advertising sales market? US companies spend 1.75% of sales compensation on training. That would translate to $1,750 annually for a $100,000 a year sales executive.
Research shows that persistence pays. Research targets were more likely to respond to requests affirmatively than expected by the requesters, and being told “no” by a target may increase their likelihood to say “yes” to the same request later.