As an ad sales executive, I look for ways to improve on a daily basis. But I don’t expect immediate improvement–without a commitment to making things happen. What do I mean by that? Many media sales professionals are looking for a “quick fix.” That’s pretty unrealistic, don’t you agree?
And let’s face it–with all of the media channels out there, advertisers are more confused than ever about their marketing options.
Here are my four ideas to jump-start your week:
Idea #1: Get a grasp on your data. Create a cheat sheet that highlights all of the important data for your potential advertiser. This should be a PDF that you could send to a client if they requested it.
What data should be on the sheet?
- Accurate number of readers based on a BPA audit or detailed publisher’s statement
- ACCURATE accounting of distribution
- Unique users to your web site
- Percentage of your readers that choose to read the digital edition versus the print publication
- Reader survey data. Don’t have any? Get some. Start with 10 questions and use Survey Monkey to collect some data from your email list.
I would call this one page sheet, with all of the above data, my “Data At A Glance” sheet.
Idea #2: Clean up your CRM. Dedicate one hour per week to cleaning up your CRM tool. Some popular tools are The Magazine Manager, Ad Sales Genius, and Salesforce. The problem with most CRM tools is the data is not useful. Every single sales rep I know that is a raging success uses a CRM tool. They know the tool inside and out and they use the tool. Example: A sales rep showed me her numbers before and after becoming a CRM pro. Her business grew over 45% in less than 6 months by committing to learning and using her CRM tool. She dedicates a minimum of one hour each week to cleaning up her data.
Idea #3: Own your day. Time management is critical to your sales success. Start with two hours per day and dedicate these hours to critical sales tasks. Determine where there are weaknesses. Do you need to improve your prospecting? Dedicate one of the hours to that. Are you strong at follow-up? Dedicate one of the hours to that. Are you bogged down with administrative tasks? Try dedicating time to the tasks rather than touching on those tasks 15 times per day. Dedicated time equals deliberate results!
Idea #4: Engage to inform, not sell. Advertisers HATE the hard sell. SAP recently released a study that showed 86% of ad buyers hate the hard sell. Instead, 99% of buyers said they want to be informed and allowed to make their own decision. So rather than wait until the deadline to sell, start informing advertisers today about the future issues and the new marketing tools you have for them that will make their lives easier. Good, old-fashioned direct mail promo pieces are an awesome way to inform your customers. But what about a free webinar you can host via Gotomeeting to share 3 ways your advertiser can use social media to grow their business? How about consulting with a web design expert and then providing your advertisers some valuable feedback on their web site?
I am always on the look out for data that will inform and enlighten my advertisers:
- Articles about growing their business
- Videos about new marketing trends
- Reports about motivating sales people
The media you are selling takes a back seat to how well you are perceived as a person that helps them grow their business.
Four ideas for you to grow. Now pick one. Commit to it and own it.
About this blogger: Ryan is the President and founder of Brain Swell Media and 360 Ad Sales Training, a boutique internet revenue consulting firm with a detailed focus on ad sales training, internet consulting and media revenue generation. He is an award winning ad sales training coach, international business speaker and the author of the best selling ad sales book, Selling Backwards.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
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