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.
Your customers have little time for you because they are under so much pressure to be productive. Only if you add value to their day, every time you meet, will you win time with them to build the relationship that gives you a leg up in the competition.
Open the Mind w keyThat is why I loved seeing new research on now b2b buyers separate winners from losers. The research directly supports the ambro.com Strategic Sales Tactics Training for advertising sales that we teach in customized form for media companies and publically through the Masters of Media Selling seminars with MediaPost.
If you are not providing leadership to your customers you will be relegated to the commodity media file. You’ll be the company that occasionally receives business when it suits your customer-base. On the other hand, as a leadership media company you’ll drive new business, win greater market share, and expand your market.
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.
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?
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?