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TOP 10 TRAITS OF A SUCCESSFUL MEDIA SALES EXECUTIVE

TOP 10 TRAITS OF A SUCCESSFUL MEDIA SALES EXECUTIVE

1. Always Be Prospecting.

One prospecting strategy that one should keep in their arsenal is a “Big 50 Prospecting Plan.” Successful salespeople know their numbers. They have a number of prospects that they’re going to work in an effort to close a certain amount of business, and that’s a useful strategy to adopt. Work 50 brand new prospects in a 15-day period, including people that are already active in the marketplace, new business owners, and people with a marketing director.

2. Work Just as Hard to Keep Ad Sales Business as to Getting Ad Sales

It’s important to focus on maintaining really good customers, as retention is crucial. Here are some ways one can take care of clients on a weekly, monthly and quarterly basis without using a sales-y approach:

  • Share business articles with advertisers on, no strings attached
  • Invite advertisers to seminars, webinars, events like lunch or party
  • Give away branded swag to keep one’s logo and brand in front of clients at all times.

3. Always Pitch to the Decision Maker When Possible (or Equip Liaison to the Fullest)

In a media ad sales space, typically one often can’t pitch to the decision maker. If one wants to be the best in their company, in their market and in their industry, they should understand how to equip the marketing director to take one’s information to the next level. To do this, one should start by communicating to the gatekeeper—if they are interested in the product—what tools they need to gain their boss’s interest. One of the main problems with media kits today is that they are often designed for a broad audience when salespeople should deal in specifics.

It’s important to find out what the decision maker prefers—analysis, images, email, PDFs, PPTs, videos, etc.—and utilize that format to increase the chances of getting the signature over the dotted line. But always try to present your idea through a video, because you always get a chance to get a touch and communicate the words the way you want.

4. Remember Advertisers Buy When They’re Ready—Not When Salespeople Are Ready to Sell

This is important because as a salesperson, one’s timing is usually bad. To remedy this issue, number-one sales reps usually plan three to six months ahead of their deadline. It’s also important to remember that too much pressure isn’t a good thing, and putting people under the gun typically doesn’t work out. By planning in advance (say four to five months out) one can: save the advertiser money, design a more effective campaign, and relieve pressure the pressure of selling on a deadline. Besides all these things planning in advance always provide you extra time to deviate as per the on-going market trends and shift whereas when you are running on time you do not have time and potential to take the risk to deviate.

5. Ask Good Questions

One should consider what go-to questions salespeople typically use and change it up in order to stand out from the pack. Superstar media sales rep should always question which instantly hits the mind of advertiser, not those questions like what are your plans for 2017, 2018, where you are going to advertise in near future instead;

Here are some useful questions to ask:

  • Who do you feel is your harshest competitor?
  • If we could create the perfect ad, what do you want to result from that ad?

The right question can separate one from media sales counterparts while boosting the prospect’s interest.

6. Know How to Sell Competitive Angles

Most sales reps gather leads by looking to see what businesses are advertising within their choice medium. The reason that this doesn’t work well is because one always appears to be late to the party. Instead, one should choose an advertiser that’s running ads on one’s medium and call on their biggest competitor, resulting in what could be called “competitive chaos.” By selling a competitive angle, one is working with the knowledge that promotes instant leverage. It’s as simple as calling and saying something along the lines of “Hello, I’ve noticed that your competitor is really marketing hard.  I have got a unique way I feel you could work with us to give you a very nice competitive advantage, potentially really do well in the market and really kill them in the market. 

7. Become a Time Management Master

Blocking out time and scheduling carefully is a good way to ensure patterned success. This can be done by identifying and blocking out time for the four or five very important tasks that need to be done every day. To become a time management master, it is imperative that one respects the calendar. An efficient calendar is the most basic management tool to keep one consistently on track.

8. Manage Advertiser Expectations

A big part of managing advertiser expectations is to avoid over-promising and underachieving. Many salespeople go into a sales call with a pitch that their media team can’t back, while those that are the best in their companies are awesome at managing customer expectations from the get-go. One should consistently let the advertiser know what they can come to expect from one’s service. By staying in contact and delivering on one’s promises, one can boost retention rate tremendously.

9. Teach to Sell

There are currently more advertising options now than ever before. That makes it important for salespeople to be educated, be good conversationalists, and be able to teach whatever they do. At the beginning of a meeting, a salesperson should ask the advertiser to rate their knowledge of marketing on a scale of 1-10. By gaining insight into the advertiser’s knowledge base, one can then construct the conversation in terms that the advertiser can understand and teach them along the way. Advertisers will always buy more if they accurately understand what one is selling.

10. Paint a Picture of Potential

Great salespeople understand that they need to paint a picture of potential, which means to means to always under promise and over deliver, while also letting the advertiser know what just might happen if they run an ad. The best way to paint a picture of potential is to relay a success story, which should involve growth as a direct result of a placed advertisement. One shouldn’t focus on things sold, as it’s too specific. Instead, one should look for solid business success stories that will make sense to one’s advertiser and get them excited about how they too could succeed with one’s product. Like instead of telling them this advertiser did this advertising with us, you should probably tell them the one who advertises with us makes a new story of success, probably this makes more sense.

Credits: Shweiki Media

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