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Posts in Strategy for Ad Sales

23

Aug

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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21

Jun

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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04

Jan

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

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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09

Nov

Fall In Love with The Product and Prospects Will Do the Same

posted on November 9, 2016 / 0 Comments

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 …

26

Oct

Ad Sales that Scare Customers Away

posted on October 26, 2016 / 0 Comments

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 …

12

Oct

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 …

28

Sep

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 …

14

Sep

The Crimson Tide Guide to Ad Sales Success

posted on September 14, 2016 / 0 Comments

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 …

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01

Jun

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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04

May

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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06

Apr

What are People Saying About You?

posted on April 6, 2016 / 0 Comments

Online Referrals 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 …

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23

Mar

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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09

Mar

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, …

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24

Feb

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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10

Feb

KISS: Keep It Short and Simple

posted on February 10, 2016 / 0 Comments

Here’s a challenge for you. Can you describe your advertising and its most important benefits in 60 seconds or less? In sales, this is called the elevator pitch. In the spirit of Valentine's Day 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. Actually though, 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 …

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27

Jan

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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13

Jan

The Crimson Tide Guide to Ad Sales Success

posted on January 13, 2016 / 0 Comments

Coaches may coach and players may play, as the old saying goes, but Alabama won this game because of Saban, because of how he used the entire team. -ESPN.com Coaching a football team is a lot like leading an ad sales team. This week’s BCS Championship game got us thinking about how the fundamentals championship teams are guided by 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 …

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16

Dec

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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18

Jun

5 Common Reasons You’re Not Selling Ads

posted on June 18, 2015 / 0 Comments

If your ad sales funnel is full but selling ads has become more difficult, it’s a good time to assess the factors that might be stunting revenue growth. Factors like the economic impact on industries and changes in technology have certainly caused shifts in the ad sales landscape, but there are some other possibilities that could also be making an impact. Pricing Price is a common reason people don’t buy: not just when selling ad space but when selling anything. If you are not making sales, price should be one of the first things you look at. Start by seeing how your …

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