The characteristics of an effective ad salesperson

Transcript

1. The Louisiana Press! Serving Louisiana Newspapers since 1880! ! Reprinted from The Louisiana Press Association Newsletter ! ! Effective Ad or Effective Media Salesperson For My Client? ! By ! Chuck Nau ! When business is tough to get and the economic environment continues to be challenging, we may often find ourselves asking the question 'Will this be an effective ad, whether online or in paper, for my client?' Maybe we are asking the wrong question. The better question might be 'Am I being an effective media salesperson for my client, particularly now, in this tough economic environment?' ! How do you know? Who would you ask? ! During thirty plus years of dealing with retailer's ad managers, owners, product managers, ad agency decision makers, senior management and others involved in the newspaper buying process, I have had many discussions about what is expected of a superior ( ... and successful!) media salesperson. It did not matter if these were local store owners in small markets or national retailers and ad agencies … the following qualities consistently surfaced as benchmarks of a topnotch newspaper/media rep. ! • She is knowledgeable about us - our company, our products, our history, our people and the way we are organized, our customers, and our goals and strategies to achieve them. She is an idea person, helping us visualize how her paper can best be utilized to fill our needs. She thinks strategically … challenging us with more strategic ideas and possibilities. ! • He gives reasons why newspapers products, including but not limited to, newspaper web sites, both his and others, should play an important role in our marketing strategy. He supports his reasons with research, testimonials, special features and opportunities.
2. ! ! ! ! ! ! ! He involves us in understanding the value of his newspaper's readership and overall audience (print and online). He continually feeds us promotional material, updated market information and new product rollouts ( social and mobile media possibilities) thereby positively reinforcing our involvement with and investment in many of his newspaper products. ! • She is an account manager, not a salesperson. She is our point person for all of our contacts or dealings with her newspaper. She's enthusiastic and likes what she is doing, she's honest, and acts in her company's behalf when she should and our interests when she should. She anticipates problems that may occur and works to minimize their impact on our working relationship. ! • He is prepared whenever he works with us, understanding the value of time, using ours and his efficiently and effectively. He is familiar with our budgets, calendars, sale events and the overall decision making process. He is always thinking in terms of a plan or strategy, has an objective in mind, and rarely, if ever, discusses just one ad. ! • She sells from top to bottom, including everyone involved in the planning and decision making process. She helps solve our marketing challenges and problems, overcoming obstacles, and building on our successes. She keeps our entire team aware of any changes (at the paper, with the paper, in the market, outside the market) and regularly reviews with us her overall newspaper story. ! Last but not least, a topnotch media salesperson doesn't sell. Rather, he rolls up his sleeves and works to understand what his client is trying to accomplish. Helping them realize their goal and strategies through creative problem solving develops a long term partnership between his newspaper and the client’s organization that benefits them both. ! © Murray & Nau, Inc. ------------------------------------------------------------------------------------------------------------ ! Chuck Nau of Murray & Nau, Inc. is a Seattle area based publishing consultant and sales and management trainer. He has been a speaker for and conducted advertising, marketing, management and sales training workshops with newspapers, niche publishers, publishing groups and press associations, throughout North America. ! Comments and questions are welcome and may be directed to Chuck via email: murnau@nwlink.com. or at (425) 603 - 0984.