Many senior managers, without experience in sales, try to increase sales by setting deadlines and adding bonuses that hurt sales and hurt business. According to Ken Krogue, writing in the Harvard Business Review, “It is a vicious cycle. And companies know it. Yet they continue the practice, month after month and year after year, perhaps unaware of how much it’s really costing them.”
Ad sales executives need to keep good negotiating practices in mind when the negotiation starts. When a client devotes time to an actual discussion of whether you can meet their price, it is a powerful signal your property is one of a few, not one of many choices.
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.
High quality content, and more and more of it, is your social media strategy. People share content, and comment on content via social media. No content, no sharing. Build your content first. Readers will share on their social media of choice. When Facebook declines they’ll share it on the next platform, be it Snapchat or Instagram or one we haven’t heard of yet.