Don’t Start an Email War with Your Advertisers!!



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Don’t overreact to pushy demands by engaging in an email war!

Email is a part of daily business communication—but it doesn’t have to be a tool for destruction. What do I mean?

I’m talking about advertisers who send you a long list of demands about all the rates they want and the terms they want.

People find it so much easier to email aggressively than to actually talk with someone.

Your gut reaction is to write them back with a hotly worded email, right? “We don’t do that! I can’t believe you asked for that!!” Sound familiar? [Read more…]

Dig into Your Customers’ Digital Presence



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Become an expert on your clients by studying their digital presence.

Yes, all you ad sales pros are super-busy-every-single-minute. But you have to schedule some time—yes, schedule it, or it won’t happen—to READ.

Why? So you can become an A++ student when it comes to your prospects and clients.

What should you read? Your clients’ e-newsletters, blogs and websites. A lot. Consistently. Make a point of devouring your clients’ online presence. What’s working well for them? Anything they could use some help with? What matters most to them? [Read more…]

Ad Sales Pros — Should You Make the Call?



All ad sales people do this at some point: They stare at their phone, blinking and thinking, “Do I really want to call that prospect again?” And then they go back to just thinking about it, cleaning out desk drawers and straightening up files and generally just procrastinating.

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Stop thinking about calling that prospect. Just make the call!

You can’t help it, I understand. Typically it’s a good prospect that you have called many times and they just haven’t bought anything from you. Or maybe they have been sort of rude or in a hurry or whatever prospects do to push you away. In reality, you end up spending a lot more time thinking about calling than actually calling.

When I’m observing this “non-calling” activity I always advise…just make the call. You never know.

One strategy I use and teach is to shake things up. [Read more…]

Ad Sales Pros: No More Manic Mondays!



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Ad Sales: Here’s some great tips from Carl on how to best manage your week.

What’s your week like? I mean….really? Most workdays have a certain feel to them, don’t you agree?

For example, most ad sales people dread Manic Monday. It’s the first day of the week and you really aren’t in the mood to hit the phones hard and most people are just trying to get a handle on all their emails and meetings and aren’t very excited to even answer the phone.

Wednesday, of course, is Hump day. The week is half over. It’s a good day. (You should celebrate by bringing in bagels for the staff.) Then there’s Friday and it really feels like TGIF! Everyone is in a great mood. The week is almost over and there is anticipation about the weekend.

So what does ANY of this have to do with publishing and specifically the ad sales game? A lot. I build my prospect plan specifically for each day. It’s worked well for a long time.

I’m going to share with you my super-selling strategy for managing….the days of the week. [Read more…]

Why Should An Advertiser Buy An Ad From YOU?



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What makes YOU different from every other ad sales rep? Ryan Dohrn gives us some ways to help you shine.

Advertisers today have more strategy choices than ever before to market their products and services. No matter the size of the niche you serve, the sheer number of media channels available to an advertiser to market their product grows every day. If you are an ad sales rep trying to sell your magazine’s media packages, standing out from the rest of the shouting takes some extra effort.

So what makes YOU different from every other ad sales person that walks in the advertisers’ door today? This is a question that you should be asking yourself before each and every advertising sales call.

Almost every time, advertisers will tell me that they bought media because they really liked the salesperson. It’s not necessarily just a personality contest.  But knowing your strengths and offering your insight to your customers can set you apart from the pack.

Ask yourself: What makes YOU different? Likable? Why would an advertiser buy from you personally? What is it about you that would make them want to buy your media offering? [Read more…]

5 Great Ways to Market to Your Ad Sales Prospects



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Here are 5 great ways to market to your prospects…today!

Today’s successful salesperson should be creating their own personal brand — online, in social media, e-newsletters, a blog and more.

We recently caught up with Mitchell Olszewski, Ad Sales Wizard and Associate Publisher for Bayou City Magazine, a lifestyle magazine from Houston.

We had to ask: What are some sure-fire ways ad salespeople can market to their client base if they can’t create a blog right this very minute?

Here are Mitchell’s 5 great ways to market to your prospects, right now, today: [Read more…]

The Ad Sales Prospecting Love-Hate Relationship with LinkedIn



Good idea, Bad idea

Good idea: using LinkedIn for ad sales prospecting. Bad idea: letting it eat valuable time that could be used selling!

I remember in early 2003 starting to get these requests from colleagues about joining LinkedIn

I had no idea what it was. But in general, I was kinda annoyed by the messages and had no idea why I’d like to be part of it.

icon_linkedin30x30LinkedIn has evolved. I guess I have now, too. For the most part, I LOVE LinkedIn. I LOVE the ways it can provide an edge when I’m selling and promoting, but I HATE how it becomes a time sink and distraction if it isn’t used right.

I routinely use this social media in many ways. For now, let’s focus on what sales people should be doing with it and what they should not be doing with it. [Read more…]