Purchase Decisions

Manage Sales or They’ll Manage You (out the door)

As a result many media sales managers have a very difficult time with forecasting their company’s business. Will you be up or down next month? How much business should you be forecasting for 6 months from now? Management hates surprises, so the pressure is on.

The advertising sales process is particularly frustrating for inexperienced managers because the purchase-decision process at an advertiser or media-buying agency is so opaque. While one person may be identified as the “buyer” they are often not the key contact in terms of influence.

Use leadership to get ahead of your customers

How To Stay Ahead of Your Customers

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.