Is it more cost effective to bring in an outsourced advertising sales team or sell ads in-house? If advertising sales is a part of your association’s non-dues or your business revenue generation strategy, perhaps you’ve asked yourself that question.
Ad Sales and the revenue earned outside of membership dues is the lifeblood of most organizations, particularly professional associations. To truly be beneficial as a revenue generator, an advertising sales program must increase sales while at the same time decreasing (or at the very least not significantly increasing) cost.
Research has shown that outsourced lead generation provides 43% better results than in-house. Associations …
In sales, perhaps more than any profession, first impressions can make or break your potential to get your desired outcome. A client’s initial reaction to seemingly minor things like your body language can peak their interest or scare them off. It can build your credibility or make you come off as sleazy and untrustworthy in your ad sales presentations. It can get you closer to earning your next ad sales client or you closer to the front door.
Here are a few of our suggestions for making introductions that impress:
Show the gatekeeper some love: The receptionist or assistant to the …
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 …
Digital video can fall under the content marketing umbrella and continues to be a popular option for marketers looking to reach prospects online. In fact, nearly three quarters of media buyers have increased their budgets for video. This increase is likely attributed to the growing base of online video viewers. Eighty-five percent of US Internet users have viewed a video online. Twenty-five percent of those videos viewed were ads. While associations and B2B organizations were initially less inclined to adopt video as a marketing platform, our ad sales manager and sales reps are increasingly seeing more interest by associations and …
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 …
Have you ever been around someone newly in love? They get enthusiastic just 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. When they finally introduce this new great love to their friends, they typically highlight the things that make this person so awesome. All of their ‘features’ and ‘benefits’ are touted and celebrated.
Consider taking this approach to your ad sales presentations. It should be like introducing a great love to people who’ve never met them. Tell buyers what you love about the …
Tis the season to be scary, but not in your ad sales pitches. Good prospects are often turned off by salespeople who exhibit frightening practices. Sellers that are too pushy, inattentive, or even downright mean can be pretty terrifying. So be careful because these mistakes can come back to haunt you. Here are some sales tactics that scare customers away, hopefully none of these sound familiar!
Becoming a Ghost – Do you pull a disappearing act the minute your prospect becomes a customer? If so, you are a ghost. Customers expect you to be available to them even after you’ve …
It happens to the best of us. Few things are scarier for an ad sales rep than being caught totally unprepared for a presentation. Perhaps you forgot your work laptop in the car that’s being repaired this week, grabbed the wrong presentation materials rushing out the door, or lost your flash drive that had your entire project saved on it. These incidents don’t have to thwart your chances for getting the sale. In fact, if played correctly, this can show your potential client how well you work under pressure. Your smartphone or tablet, armed with the right apps, is all …
Today’s association websites have gone from just being information hubs to vital non-dues revenue drivers for the organization. For associations, this site revenue comes from one of two sources: e-commerce or digital ad sales.
Associations will consult with an advertising sales company, like AdBooom Advertising, regarding their digital and print ad sales but increasingly we are asked to consult with associations and advise them on how to become IAB compliant. The Interactive Advertising Bureau, or IAB, is a global nonprofit organization of tech and media companies that created an infrastructure for selling, delivering, and optimizing digital advertising.
Why Become IAB Compliant
IAB compliancy …
Coaching a football team is a lot like leading an ad sales team. Football season has us thinking about how the fundamentals that championship teams use also align with successful ad sales teams. Ad sales, or any sales for that matter, is by nature very competitive. So why do some sales teams operate like a solo sport, with one salesperson attempting to convert a marketing or procurement team?
Consider some zone defense here. There are some awesome quarterbacks out there, but it’s the rare one that can take on an entire team alone. Successful teams are ones that work and collaborate …
If cold calling is a part of your ad sales prospecting process than you’ve likely run into the dreaded gatekeeper. A gatekeeper, if you’re unfamiliar, is usually the person or people you talk to before you get to the person you’d like to pitch to. This first line of defense is usually a receptionist or administrative assistant. If the gatekeeper can sniff out that you are trying to sell something they are usually going to make it as difficult as possible to reach your intended decision-maker. Believe it or not gatekeepers don’t have to be the enemy; in fact they …
As usual Zig Ziglar got it right. There are really only five basic reasons your prospects aren’t buying print or digital ads: need, money, hurry, desire, and trust. If you don’t land a sale you have not successfully overcome one of these common concerns. Can your ad sales team effectively counter each of these objections? Great comebacks won’t win them all, but refined lead generation and qualification can filter out the best ad sales prospects and increase results for your efforts. Know your ideal client and tailor responses and marketing to them. Here are some strategy suggestions for overcoming basic …
When your revenue-generation team begins vetting firms for ad sales representation, ask yourself this question: What else can my ad sales firm do for me?
It’s no secret that an ad sales team can help bring in event sponsorships and advertisers to your association or B2B organization. But perhaps you were not aware of the other contributions they can bring to your ad sales and overall non-dues generating program.
The Value of Investing in an Ad Sales Firm
These days ad sales firms, like AdBoom Advertising, are providing additional value to their clients by becoming one-stop-shops for all things ad sales-related. This offers …
B2B Advertising: 5 Advantages Association Marketing Offers
When it comes to B2B advertising, mass marketing may be bigger but not necessarily better.
There’s no arguing that mass market publications are bigger, with larger ad sales teams, budgets and territories. However, there are still advantages that trade marketing offers advertisers that mass market publications do not.
Competing for B2C and B2B ad sales with large mass market publications is no easy task. In many cases however, advertising in a trade/association publication or website is a more strategic, cost-effective solution for advertisers. Here are just a few reasons why B2B association or trade advertising benefits …
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 …
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. …
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 …
Bragging is rude.
It’s obnoxious and it’s annoying. At least that is the belief in most areas of life. Ad sales, however, is not most areas of life. Bragging is vital for sales survival. Reputation means a lot in advertising sales. A bad one will scare off prospects. Customers are not concerned that you are nice guys or that you have a cool logo. They want to know that you can boost their business and grow their revenue. Make it a point to include in every sales presentation, every pitch, and every website a portion where you brag a little. Be …
On one hand, it is an acknowledgement of a job well done. On the other hand, it is high-impact lead generation with minimal overhead, high conversions, and typically shorter sales cycles. Traditionally, referrals funnel in from customers telling others about your services. These days, however, it’s also become more common to search online for referrals and recommendations. Industry forums, blogs, and social media can all be sources of information and feedback about your company and its services. These can be make or break your reputation. Your reputation can be built and reach your prospect long before you ever cold …
Every client is different.
They come from different industries, company cultures, and geographic locations. Company size and budgets all vary across the board. But when it comes to a prospective client’s needs they can generally all be lumped into at least one of four categories: short-term needs, long term needs, perceived needs, and unrecognized needs. Understanding how their specific needs fits into one of the category allows us as the ad seller to provide clients with the most effective products for reaching their goal. Even better if you can provide solutions to meet all of these needs, here are some suggestions.