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 …
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:
it teaches you to narrowly focus on the most important benefits of your …
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, …
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.
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 …
IAB Compliancy: Why it’s A Must for Your Digital Ad Sales
Today’s association websites have transformed 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 (selling products related to the site online) or digital ad sales.
Associations will consult with an advertising sales company, like AdBooom Advertising, for assistance with their digital and print ad sales; but increasingly we are asked to consult with associations and advise them on how to become IAB compliant when they decide to monetize their website through advertising. The Interactive Advertising Bureau, …
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 …
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 …