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Posts tagged ad sales marketing

09
Aug
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Strategic Discounting 101

posted on August 9, 2017 / 0 Comments

As, ad sales professionals we tend to have a love/hate relationship with discounts. Certainly discounting is an effective sales method. It is an easy way to boost sales volume quickly. It is a great way to garner interest or motivate a buyer to at least try your product. Inversely, it is also a quick way to cut into profits or commission margin.  Like any other marketing or sales technique, discounting should be done with a strategy that keeps ROI in mind. Here are some discounting dos and don’ts: DON’T Discount Often: Customers will be less willing to pay regular prices if …

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19
Jul
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“Get Lucky” in Ad Sales

posted on July 19, 2017 / 0 Comments

Are you a skilled ad salesperson or just a lucky one? One might argue that skill and luck are one in the same. There’s an old saying that luck is when preparation and opportunity come together. Skilled ad sales people make their own luck. Have you ever had a colleague that seems to always have good solid opportunities fall in their lap, while you really have to work hard and grind for it? Think of sales as farming, you don’t plant a seed today and come back tomorrow looking for a bunch of big, red juicy tomatoes. Sow today, and if …

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10
May
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Is Body Language Hurting Your Sales Pitches?

posted on May 10, 2017 / 0 Comments

Did you know a thumbs up or ok sign are both considered offensive gestures in some countries? Both signal agreement, but in the wrong context can be perceived quite differently. Believe it or not, body language could be coming between you and sales. Take notice of your and your prospect’s hand gestures, eye contact, body position, and unintentional facial movement.  Good ad salespeople project confidence and enthusiasm about their product while showing interest in their product. It may seem like a lot, but that can usually be accomplished with simple gestures like smiling and making eye contact. Don’t be creepy, …

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26
Apr
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What happens to your ad sales leads when it’s clear they are not ready for your services at this time?  Are they banished to the island of forgotten leads?  Or are they cultivated and returned to the sales pipeline for follow-up somewhere in the future?  B2B sales cycles can be notoriously long.  Research firm SiriusDecisions found that over the past 5 years, sales cycles have become 22% longer and typically include three more decision makers.  Adjust your prospecting time accordingly.  Invest time in nurturing quality leads.  Don’t assume a prospect who does not want to advertise right now is a …

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12
Apr
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KISS: Keep It Short and Simple

posted on April 12, 2017 / 0 Comments

Here’s a challenge for you.  Describe your advertising and its most important benefits in 60 seconds or less?  In sales this is called the elevator pitch. We call it a KISS – Keeping It Short and Simple. Theoretically the elevator pitch, or KISS method, is only beneficial when you have a really short time to persuade a prospect on how fantastic advertising with you will be for them.  However, there are quite a few other good sales lessons you can learn. First, it teaches you to narrowly focus on the most important benefits of your publication or website.  Faced with just …

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01
Mar
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Spring Clean your Sales Database

posted on March 1, 2017 / 0 Comments

Like anything else, sales databases need a little love and attention. They can get a little messy if not properly maintained. The less they are maintained, the less useful they become to your sales team. Contacts get old.  People change jobs.  Companies move locations and even shut down.  Your database should regularly be updated to reflect these changes accordingly.  For some companies, without a dedicated person to regularly clean and maintain the sales database list, this job falls to the sales reps. Reps should make an effort to clean their lists a minimum of once per quarter.  Depending on how …

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15
Feb
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Content Marketing: Promotional, not Salesy

posted on February 15, 2017 / 0 Comments

The concept of content marketing is when marketers offer information to educate or entertain their audience about their industry, product, or service.  It’s less about being promotional and more about being a vehicle for teaching prospects about what you do and how they can benefit from your products/services.  Association publishers have always produced content via their association publications , so this is not entirely new.  Content marketing has evolved to where now the emphasis is on developing and distributing content on digital channels.  Associations that had previously relied on reaching prospects through traditional avenues, including their print publications, can now reach …

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23
Nov
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Think like a Doctor, Not like a Salesperson

posted on November 23, 2016 / 0 Comments

Think about your last visit to a doctor’s office.  What if your doctor ignored your stomach pains entirely and just amputated your leg?  You still have the stomach pains and now you have no leg to boot.  As ridiculous as this may sound, ad sales people do it all the time.  We often get so blinded by getting the sale and filling ad space, we forget our advertising should ideally fit the customer’s budget and goals. Doctors gather information about the patient and then from there recommend treatment.  Patients aren’t  all the same, so a one size fits all cure …

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01
Jun
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5 Advantages Association Marketing Offers

posted on June 1, 2016 / 0 Comments

When it comes to B2B advertising mass marketing may be bigger, but not necessarily better. While, there’s no arguing mass market publications are bigger, with larger ad sales teams, budgets and territories. But there are still advantages association and trade marketing offers advertisers  that mass market publications do not. Competing for B2C and B2B ad sales with large mass market publications and their websites as an associations or B2B publishers, is no easy task. In many cases however, advertising in a trade or association publication or website a more strategic, cost-effective solution for advertisers. Here are just a few reasons why B2B …

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18
May
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The term "independent sales reps" probably makes you think of lone professionals working on your behalf to sell your ad products. However, there are advantages to having these reps working as a team, and they're the same fundamentals that guide championship athletic programs. Independent sales reps are driven in part by competition. They thrive on capturing leads, closing deals, and outperforming other providers. The same is true of BCS-winning football teams and NBA franchises. The difference? No one expects a quarterback to outscore the other team single-handedly. No one thinks one-on-five is a good way to play against the Los Angeles Lakers. …

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04
May
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Make your Prospects Fall in Love with the Product

posted on May 4, 2016 / 0 Comments

Have you ever been around someone newly in love? They get enthusiastic talking about it. They smile and light up describing it. They can (and will) tell you all the great things about that person, all the time. And when they finally introduce this new great love to their friends they typically highlight the things you and them have in common. Consider taking this approach to your ad sales presentations. For all intents and purposes it should be like introducing a great love or your best friend to people who’ve never met them.Have you tried telling them what you love about …

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09
Mar
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Is Body Language Hurting Your Sales Pitches?

posted on March 9, 2016 / 0 Comments

Did you know... A thumbs up or ok sign are both considered offensive gestures in some countries? Both signal agreement, but in the wrong context they can be perceived quite differently. Believe it or not, body language could be coming between you and sales. Take notice of your and your prospect’s hand gestures, eye contact, body position, and unintentional facial movement.  Good ad salespeople project confidence and enthusiasm about their product while showing interest in their product. It may seem like a lot, but that can usually be accomplished with simple gestures like smiling and making eye contact. Don’t be creepy, …

more
24
Feb
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Rescue prospects from the “Island of Forgotten leads”

posted on February 24, 2016 / 0 Comments

The Island of Forgotten Leads What happens to your ad sales leads when it’s clear they are not ready for your services at this time? Are they banished to the island of forgotten leads? Or are they cultivated and returned to the sales pipeline for follow-up somewhere in the future? B2B sales cycles can be notoriously long, research firm SiriusDecisions found over the past 5 years sales cycles have become 22% longer and typically include three more decision makers.  Adjust your prospecting time accordingly.  Invest time in nurturing quality leads. Don’t assume a prospect who does not want to advertise right …

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16
Dec
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What Kind of Ad Seller Are You?

posted on December 16, 2015 / 0 Comments

During an early season episode of Mad Men, John Slattery’s character, Roger Sterling, offered up this pearl of wisdom about business:   “I don’t know if anybody’s ever told you that half the time this business comes down to “I don’t like that guy.”   The same can be said about ad sales, or any sales for that matter. This is a competitive space and in many instance there aren’t huge differences in the actual product or service that will be delivered. What differentiates a company or a salesperson and is often the deciding factor is likability. Top performing, and typically likable, salespeople understand …

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30
Jul
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Artist Pablo Picasso was widely quoted as saying, “Good artists copy. Great artists steal.” You can apply the same theory to your ad sales marketing. Once tactics yield results for B2C companies, it’s not unusual for associations and B2B organizations to begin using the same measures. Digital marketing is a good example. Banner ads and e-newsletters are now common ways that associations and B2Bs promote their ad inventory to advertisers. Both ad sales techniques started out in consumer marketing. Content marketing, digital video, and native advertising are newer digital tactics that B2C marketers are employing. Reports estimate that 86% of B2C marketers …

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