Are you giving your customers enough? In tough economic times, marketing costs are among the first to be cut. It may take some extra convincing on your part to avoid this.
Here are some ways to offer or show value to your prospects:
Giving them access to a large and / or specialized community.
Providing them with useful and / or entertaining information not necessarily available in other places.
Saving them money through solutions your product or company provides.
Using your contacts to help them build their own relationships.
Think internally. Were there any personnel changes of note within your company? …
Myth: Bringing on an ad sales team will increase our budget.
Fact: Not necessarily.
Many outsourced advertising sales teams are paid on commission, depending on the contract you negotiate. This means that they get paid for what they produce. Certainly, an in-house ad seller can be paid on commission, but there is still the cost to pay for insurance, benefits, equipment, etc. Those are fees that are not incurred bringing in outside ad sales team.
Additionally we have access to tracking and analytics tools, trade memberships, CRMs, marketing automation and advertising databases that are accessible for the client’s use without them having to …
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:
Discount Often: Customers will be less willing to pay regular prices if …
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 …
Pitching prospects in person is always the preferred sales scenario. However, occasionally due to circumstances or budget, this is not a feasible option. Fortunately, technology has made video conferencing a useful and increasingly popular alternative. All you need is a web cam and maybe a microphone and you can essentially sell to anyone from anywhere (well, assuming they have a computer as well). Most require very little tech ability, so even your most computer apprehensive coworker can look like a superstar to the prospect you’re trying to win over. These are a fantastic way to offer product demonstrations, tutorials, sales …
When was the last time you checked the third or fourth page of a search engine results page (SERP)? You probably don’t very often. Most of us check the first, maybe the second page, and rarely go further. Search engines like Google, Bing and Yahoo understand this and develop algorithms to ensure quality content ranks and not the spammy sites. Ranking is determined by a variety of factors. Most use top secret algorithms that weigh a variety of factors including links to your site, social media mentions, content and depth of your site. Search engine pages have ten results pages …
Getting a referral on one hand is an acknowledgement of a job well done. On the other hand referrals are a gateway to 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 reputation makers or reputation breakers. This is how a reputation is built and it’s that …
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, …
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 …
The Masters is next week, which got us thinking - many of the factors that contribute to a golfer’s success also lead to success in an ad sales presentation. So consider this, for a better golf game and more effective sales presentations:
1. Know the course – Every golf course is different and so is every prospect. There is no one-size-fits-all in golf or in ad sales. Familiarize yourself with the prospect’s industry. Know what’s going on in their company. Assess their needs and identify the benefits you can provide to fit those requirements before you pitch.
2. Remember that less is more …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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.