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Posts in Managing Ad Sales

23
Aug
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Introduce to Impress

posted on August 23, 2017 / 0 Comments

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 …

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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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05
Jul
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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 …

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21
Jun
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Extinguishing Sales Burnout

posted on June 21, 2017 / 0 Comments

Feeling burned out yet?  We can’t blame you.  Ad sales, or any sales for that matter, can be high-pressure and fast-paced.  You’re always prospecting, cold-calling, mail-merging, presenting to would-be clients, negotiating and (hopefully) closing deals.  And that was all before lunch time.  Plus with your smartphone, tablet, and laptop you’re always accessible, which means you can still work even when you’re not at work.  And, oh yeah there is that sales quota you have to make, but no pressure.  So, it’s easy to understand how a salesperson eventually becomes tapped out.  Energy and enthusiasm is key in ad sales. (Seriously, …

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24
May
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What are People Saying about You?

posted on May 24, 2017 / 0 Comments

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 …

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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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29
Mar
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The Golfer’s Guide to Better Ad Sales Presentations

posted on March 29, 2017 / 0 Comments

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 …

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15
Mar
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What Kind of Ad Seller Are You?

posted on March 15, 2017 / 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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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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04
Jan
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Meet these 4 Needs, Clinch Ad Sales

posted on January 4, 2017 / 0 Comments

In last month’s tip we talked about how to assess a client’s product needs.  Every client is different.  They come from different industries, company cultures, and geographic locations.  Company size and budgets all vary across the board.  However 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 fit into one of the categories allows us as the ad seller to provide clients with the most effective products for reaching their goals.  We have …

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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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12
Oct
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No Tricks, Just Mobile Treats

posted on October 12, 2016 / 0 Comments

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 …

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28
Sep
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IAB Compliancy: Why it’s A Must for Your Digital Ad Sales

posted on September 28, 2016 / 0 Comments

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 …

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20
Jul
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Your Ad Sales Firm Should Do More Than Just Sell Ads

posted on July 20, 2016 / 0 Comments

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 …

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29
Jun
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Avoiding Ad Sales Rep Burnout

posted on June 29, 2016 / 0 Comments

At AdBoom Advertising, each ad sales rep involved with your account has years of experience, access to our systems and resources, and the support of an entire team of professionals. We work together on your behalf, from marketing and administration to selling ad space with SEO and PPC. One of the ways we help ensure quality performance is to take good care of our staff. If you worked with an independent ad sales rep before hiring AdBoom, you are likely familiar with their approach. Effective professionals are… High energy. They work at a fast and consistent pace: prospecting, cold-calling, mail-merging, and presenting to …

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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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23
Mar
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Meet these 4 Needs to Clinch Ad Sales

posted on March 23, 2016 / 0 Comments

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.   Immediate …

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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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27
Jan
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Preparation First to Get Lucky in Ad Sales

posted on January 27, 2016 / 0 Comments

Are You Feeling Lucky? Are you a skilled ad salesperson or just a lucky one? One might argue 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 we really have to work hard and grind for it? Maybe it will help to change your perspective. Sales don't usually just fall out of the sky and into your lap. Think of sales as farming, …

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