Many media buyers cleverly have developed QUIRKY personalities as a smoke screen to get you out of their office or off the phone as fast as possible. Sound familiar? Some of them, of course, are genuinely just weird. In any event, you need to form a strategy to deal with these personality types, build a rapport, and eventually sell them an advertising program. Ready? Your first step in selling an advertising package is to understanding media buyer personality types. Only then can you create a strategy to get your foot in the door.
Some general media buyer personalities I have identified are: Too Busy Bob, Savvy Susan, Numbers Nancy and Mr. Love. Today we’re going to take a look at “Mr. Love.” Mr. Love is the most frustrating one to me. Mr. Love loooves you, your magazine, your audience, your website, your kid and probably your miniature poodle.
Now as an ad salesperson, this always throws you off. You are so used to new prospects being mean and hating everything and having no money.
But Mr. Love can’t wait to do business with you. And you never get ANY business from him, just looooove!
Strategy: Push this person hard. When you try to close the sale – voila! The real objections will pop out. Then you can deal with Mr. Love. Don’t let these gushy types smother you to death and just lead you on. They will waste your valuable time. So give them some tough love instead and you will get to the sale sooner rather than later.
Next week we’ll take a look at “Too Busy Bob” and learn how we can best deal with him.
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