The characteristics of an effective ad salesperson

Transcript

1. The
   Louisiana Press!
   Serving Louisiana Newspapers since 1880!
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   Reprinted from The Louisiana Press Association Newsletter
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   Effective Ad or Effective Media Salesperson
   For My Client?
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   By
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   Chuck Nau
   
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   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?'
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   How do you know? Who would you ask?
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   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.
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   • 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.
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   • 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.
   

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   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.
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   • 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.
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   • 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.
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   • 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.
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   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.
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   © Murray & Nau, Inc.
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   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.
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   Comments and questions are welcome and may be directed to Chuck via email:
   murnau@nwlink.com. or at (425) 603 - 0984.
   

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