In my career, I must have interacted with hundreds of digital ad sales professionals from around the globe, while some of them were my colleagues, others I’ve worked closely with as a client. Often the difference between a good, bad & ugly ad sales person is visible immediately after the first meeting.
With social media becoming one of the most sought after marketing platform, role of an ad sales person has become even more tougher as most of the marketing focus & priority has shifted to capturing social landscape through powerful audience engagements on Facebook, Twitter & YouTube.
Interestingly, even after a significant change of media landscape, there is tremendous opportunity for ad-sales teams to offer value to the advertiser. Lets not forget, most of the brand advertisers hate blindness when it comes to spending their marketing dollars and they keep on looking for newer avenues & opportunities to reach out to their target audience.
Besides having great client relationship skills here are few pointers that can really help the ad sales to make a strong business case:
Talk Marketing not Sales
Whenever you are meeting any brand or marketing person, do not start the conversation with your website / ad network / solution, instead set the context from how marketing teams are leveraging digital platform for achieving different metrics. Always keep a case study handy from a latest successful marketing campaign. Even better if your website/ product was part of that campaign. That gives you a connect or hook to bring your service / solution into the discussion without making it look like a cheap sales pitch.
Listen, not Speak
It is difficult for an ad sales guy but I’ve seen this on numerous occasions in my career, meetings where the client is talking 60% of the time are more successful compared to when the sales person is too busy delivering a never ending sales pitch. You have to find a way to bring your client into the discussion. Listening to your client will give you clues as to how to make your offering relevant to the client’s most critical requirement. Even more important, client would give you complete hint as to how they want the proposal to look like. Do not let your “typical” sales mentality rule over you. It is time to listen and not speak.
Know about your Technology
One of the reasons why digital selling has become increasingly difficult is because nothing remains constant in the digital world. Technology has made every strategy a perishable. So in order to be in the driving seat, you must know what is going on in the technology world. Keep an eye on the competition, has anyone launched an app in your domain, how popular is that app? How can a client use re-targeting in their campaign? Which ad platform offers best technology? Which campaign used technology in the best possible manner & how?
Often during the client meetings, you would see the conversations digressing into different directions, often technology becomes the topic of interest across brand & marketing teams. For someone who is not aware of these changes may just lose interest of the client very easily. Especially, when you meet your client in a third party event or seminar, your knowledge can really get you great clients for long term.
Learn to move on
Know when to stop chasing any client. Imagine, you’re after a huge account with big potential, and it seems like your solution is just what they are looking for. Yet, many times, a sure thing turns out to be a no-go. Digital salespeople waste too much time chasing what they think should be the ideal fit. Instead, focus on the clients who love what you’re offering, and build those partnerships. You never know; you might just find a winning approach for your client after focusing your attention elsewhere for a short time. Then you can go back to them later with a killer proposal.