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Save the Date: January 11 & 12 in NYC for the first public advertising sales training seminars from Dan Ambrose; Sophisticated, disiplined, solution-selling; strategic sales skills for all-media especially online sellers; details to come shortly.
 Dear Colleague:
The Advantage...
(You Can Have) At a recent conference on Behavioral Targeting a network President said, "We have an advantage over our competitors who sell 'brands.' The gentleman explained that he could talk with advertisers about how to help them find their customers, while a media-brand-owning-company sales process had to sell its own customers to a buyer... (continue reading below) |
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Upcoming Public Events & Presentations:
ANNOUNCEMENT COMING SOON:
New York City; public Advertising Sales Skills Training
- Managers;
- Send your new sales people for a quick and powerful start
- Send your experienced sales people for a fresh approach
- Find new concepts and material to use with your staff
- Sales People learn:
- How to get more of the right appointments
- How to pitch to be most convincing
- How to sell Internet, Print, Broadcast, Outdoor, and Sponsorships
- How to handle objections and close more deals
Two full days of sophisticated sales training that will help you gain sales and gain market share. |
MediaPost Online Publisher Insider Column
How many of you find yourself competing with the "big guys" on a smaller budget?
Billy Beane, the Oakland A's general manager, was determined to find a way for a low-revenue professional baseball team to compete successfully with teams spending two or three times as much on top player salaries. He found a way, with strategies vividly described in the book "Moneyball" -- and now the much more widely consumed movie. (continue here) |
A Good 'Thank You' Goes a Long Way
One key difference between selling advertising media and selling other things is that once you have made the sale and begun to publish the advertising, all your competitors call your customer. Your success is public. And rather than thinking "she beat me to it" and assuming the customer won't buy another insurance policy or home or piece of industrial machinery, competitive advertising media sales people think "how exciting, I have a new prospect, and I'll call them and tell them how much better I am than the advertising they just bought."
This situation can't be fixed, but it can be addressed. You can't hide the ads...advertising and marketing services are by their very nature, visible to the public. But you can use a tactic that I used successfully for years to solidify my wins, and put myself in a strong position to renew the account; send a really good thank you note.
Keep in mind, the moment after making a purchase is when your prospect is most open to a sales pitch. At other times, they have their guard up. But after making a decision your customers will be very happy to accept thanks and a reminder of why it was such a good decision. Since your new customers are about to get a call from your competitor, it's a great time to remind them of all the reasons why they invested wisely.
Doing the thank you right takes more time than writing a heart-felt, two-sentence, thank you note. That won't serve the purpose you need to serve. Your thank you should be heart felt, and it should be a recap the key reasons why they made such a good decision. It should be flattering too, pointing out that you appreciate their vision to see the special value your media offers, the innovative way they are using you, or their creative genius. Finally, doing the thank you right should include sending the thank you in carbon copy form to the entire team of decision makers. This allows you to flatter your contact in front of their boss and co-workers, and get the facts in front of the whole decision-support team.
I'm quite sure that people in offices read other people's mail more closely than their own. So use this phenomenon to get your sales pitch into the heads of the others who have to support the buying decision in order for it to be repeated.
For more on modern advertising sales and other sales skills click here, or contact us. To read more sales tips, click here. Or to learn about ambro.com Strategic Sales Tactics Training and other services click here. |
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Dear Colleague (continued):
The Advantage...(You Can Have)
At a recent conference on Behaviorial Targeting a network President said "we have an advantage over our competitors who sell brands." The gentleman explained that he could talk with an advertiser about how to help them find their customers, while a media-brand-owning-company sales process had to sell its own customers to a buyer.
This is a pretty big distinction, and it underscores why the ambro.com Strategic Sales Tactics process is so important; because we train your sales people to talk about what their customers want to hear about; the client's own customers, their own marketing problems and how to get a competitive advantage.
This customer-centric sales process was first pioneered by Ziff-Davis back in the day of consumer magazines like Flying, Yachting and Backpacker.
Strategic Sales Tactics flow from a sales presentation that opens with information about the client's market, not about "our capabilities" or about the "leading position" my magazine or internet site owns. Thus, the logic of the sale can flow easily from agreement to ageement. Starting with easy agreement on the size and nature of the client's market, then flowing to easy agreement on how their market is changing, the sales pitch can flow finally to how your media serves the client's market. This can be a logical persuasion that starts with easy agreement, rather than hard agreement like asking your client to agree up from you are "the leading blah-blah."
Read more on client-centric advertisinig sales tactics here; and watch this space for news about new public seminars that Dan Ambrose will be presenting in NYC in January 2012.
To learn about ambro.com Strategic Sales Tactics Training and other services click here. Or contact us for a custom proposal. |
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