Ad Sales “Segmentation” – Selling for Fun and Profit!



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Don’t just rely on your CRM to do the strategizing for you. Drill deep with Carl’s 5 steps to segmentation success!

As an ad salesperson, you should always be looking for some new way to reach out to your clients/prospects. I’m a huge proponent of selling advertising and sponsorships by product and services segments. You can sell this way by first drilling deep down into your CRM’s categories. This will enable you to super-target your various segments and create the messaging that produces results.

Here’s how I do it in 5 steps: [Read more…]

Find Ad Buyers in All the Wrong Places!



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Check out Carl’s unconventional, winning path to decision makers in the ad sales game.

True niche confession: I only lasted one year in the corporate world. After 12 long months of working for a big magazine publisher, my boss very diplomatically said, “I don’t think a structured corporate environment is really the right place for you.”  

I was confused and asked if he was firing me. He said well, not really, but it would be a good idea if I started looking for another job!

So I ended up starting my own publishing company at 26 years old. What were perceived as my weaknesses in the corporate world, such as not following proper procedures, or coming up with my own solutions to roadblocks (and other corporate infractions) have served me quite well as an entrepreneur and in my ad sales career.

Here’s an example of a common ad sales hurdle and how to overcome it, Poobah-style:

[Read more…]

Ad Sales: Get Organized to Sell!



Does that Rolodex card really say “Friendster” with the password? Really, Carl?

Yes, believe it or not, that photo to the right is the Grand Poobah with his genuine, authentic Rolodex! You know, the ancient way of keeping contact info–jammed full of dog-eared, coffee-splattered cards of contacts that are mostly irrelevant (except for that one random IT guy if you can ever reach him.) You really don’t need it taking up space on your desk anymore, so perhaps it’s time to stop holding on to it as if it’s a precious resource in your selling life.

[Read more…]

Ad Sales: Silence Can Be Golden!



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The big, long pause in a client meeting. Awkward!!! Here’s Carl’s 6 tips to get you through it.

Most of us have, at one time or another, found ourselves in awkward client meetings. You know, the meeting where no one is really excited to talk, there’s no apparent connection and worst of all–there are long, uncomfortable gaps in the conversation.

Long pauses in situations like this can drive salespeople crazy! They feel compelled to chat it up and eliminate the conversation gap–which is a mistake. I have encountered these kinds of client meetings in my sales career and have learned some tricks to turn things around.

Here are 6 tips to turn the big pause to your sales advantage:

  1. Breathe!: Remind yourself that pauses happen sometimes and it’s not a bad thing. Keep your cool and your client will too.
  1. Sum up: Use the pause to summarize the conversation so far and focus in on the main points of the sales call.
  1. Question: Ask your client to talk about their specific objectives and goals. You can even go for broke and ask a crazy question! What’s your sign? Your favorite cartoon as a kid? Anything to get a chuckle and get the client to relax.
  1. Change course: The pause can also be an opportunity to start another, NEW conversation topic. For example, talk about (or ask for your client’s opinion) about current hot topics or future trends they see coming.
  1. Don’t give up too soon. Resist the temptation to bail from the conversation too early. Yes, it’s uncomfortable to sit there but it’s important to leave the client with the best impression you can.
  1. Acknowledge: If the above 5 tips don’t work to move the conversation along and you are both just sitting there in stone silence, then acknowledge the pause: “Well, this is awkward!” Sometimes pointing out the obvious can put everyone at ease.

Above all, don’t take it personally. The client could be totally distracted, late for another meeting, mad at their boss or missing a deadline of their own. End graciously and with confidence. And try to get another meeting set for the future!!

 

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Carl Landau

About the blogger: Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan and part-time blogger. His 15 minutes of fame took place in the mid-eighties when he launched his famous, “Buy an Ad, Get a Cat” ad campaign. He has long since patched things up with the SPCA.

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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!

– Web: NicheMediaHQ.com
– Blog:  Niche Media HQ
– Twitter: @NicheMediaH
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Inc Niche Media Network
– YouTube: NicheMediaHQ
– Google+: +NicheMediaHQ

Image from freedigitalphotos.net

 

Ad Sales: 5 Quick Lessons We Can Learn from Baseball



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Carl gives us 5 quick lessons to be learned from…you guessed it…baseball!

Ok, most everyone knows my favorite baseball team in the entire world is the San Francisco Giants. I love the games, the players, the coaches–even the hot dogs and beer. Since I have spent a great deal of my adult life in ad sales and also watching games, I see some connections.

So Carl, what can ad salespeople possibly learn from baseball?

[Read more…]

Ad Sales Summer Reading List



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Ok, summer reading would be way more fun at the beach right now. We can dream.

Taking a few days off from the blog while we’re at the Niche CEO Summit in Chicago. Stay tuned until next Monday, 7/20 for an info-packed week of posts–plus leadership updates from the summit.  

Here are some of our most popular ad sales posts for your summer reading:

[Read more…]

How to Sell Advertising in Launch Mode!



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Need some bright ideas for selling ads during the launch phase of a new magazine? Read here!

What are the best ways to sell ads for a NEW niche magazine? Savvy niche publishers know that when they launch a new publication, they must have a core of ready-to-commit advertisers who will sign on in the concept stage, at least to cover most of the production costs.

This means having the right sales person is KEY. When publishers are searching for that perfect ad salesperson to do the job, they need to look for someone who is well connected within the target niche market. They should be paid well, or at least offered a profit-sharing component to their compensation to get it all started.

We chatted with Grand Poobah Carl about launching magazines and the ad sales strategy behind it all. He launched 5 successful magazines and was the driving advertising force! [Read more…]

5 Best Guides for Emailing Ad Sales Prospects



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Grand Poobah Carl Landau shares his 5 best tips for emailing ad sales prospects.

I just returned from a conference, and now I face Monday with the big task of following up by email with the dozens of people I made connections with at the event.

Do I dread it? Heck NO! Following up with prospects is a key part of the sales process. I have written about this subject over the last few years quite a bit, because how you email your prospects makes all the difference.

Here are some of my best practices for emailing prospects for maximum results: [Read more…]

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…]

Just in Time for Selling Season: Top 3 Ad Sales Posts of 2014!



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Hit or miss? These top ad sales posts will help you hone in on your target!

We have published ad sales posts on Mondays for about 2 1/2 years now, every week, rain or shine, in sickness and in health…well you get the drift. We thought it would be fun to check out our stats and see what is resonating big-time with niche ad sales people right now.

It can’t hurt to see what your fellow ad salespeople are honing in on, right? [Read more…]