10 Steps to Greatness (Or How to Become an Ad Sales Super-Ninja!)



unnamed

Here’s our top 10 tips to becoming an ad sales super-ninja!

Author Jack Hoban wrote about Ninjas: “They would walk through fire, stand beneath freezing waterfalls, and hang over the edges of cliffs in an effort to overcome fear and assume the powers of nature.”    

You know, pretty much like being an ad salesperson in niche publishing.

Here’s our 10 Tips to Kicking Some Ad Sales Butt this week:

1. Zen your work area! Toss out outdated media kits, rate cards, and selling tools. Update your materials and bulletin boards with new data and fun visuals that motivate you. (*Click here* to view or download our FREE ad sales infographic!) Bring in something new that has special meaning to you. Put it somewhere you can see it daily for added inspiration. [Read more…]

Media Ad Sales: 5 Easy Ways to Educate Your Clients!



images

Check out these 5 easy ways to educate your advertisers!

Quote of the day from Paul Jarvis:

“Amateurs get frustrated with clients. Professionals educate them.”                                   

The best way for ad salespeople to set and manage the expectations of their prospects and existing clients is to consistently educate them. Here are 5 ways to educate your advertisers and keep them coming back for more:

  1. Be helpful. Whether they are an existing advertiser or not, be sure to consistently keep in touch with all of your contacts by passing along the latest industry/niche news and stats. They will appreciate your effort.
  2. Teach them how to interpret your data. Don’t just hand them a sheet with your latest numbers. Walk your clients through it, help them see the connections and trends that will benefit them.
  3. Advise them on the best metrics to use. Some clients still just want to focus on CTR’s for example. With the availability of advanced analytics, talk to your advertisers about how to best measure their ad sales program. Agree on what “success” looks like.
  4. Share testimonials. Good reviews from your existing clients can boost credibility. Make sure the ones you share are current and authentic.
  5. Talk about something new with your product. Need some fresh ideas? Here’s some areas where you can seize the opportunity to educate your advertisers about recent innovations in your advertising programs, such as:
  • Monthly eMarketing Update
  • Quarterly Lunch & Learn
  • Conference Calls
  • Webinars
  • Sponsored Videos
  • Direct Mail
  • Contests
  • Non-profit partnerships
  • Premium programs coming up

The ad sales pros know you can build trust for long term by sharing fresh ideas, valuable information and industry knowledge.

Class dismissed……

************

Diana Landau, Niche Content Wrangler

About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.

*********

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 HQ & Niche Media Network
– YouTube: NicheMediaHQ
– Google+: +NicheMediaHQ

Image from freedigitalphotos.net

5 Best Guides for Emailing Ad Sales Prospects



ID-10079747

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…]

Media Ad Sales: 3 Quick Tips to Pump Up Your Presentation



search

We want to pump up your ad sales presentation!

Mostly the same media ad sales drill everyday, right? You contact prospects multiple times, you finally get a meeting. Then you give them your presentation.  And whether you’ve been in the ad sales biz a long time or you are a newbie, presentations can get rote and stale—or even worse—forgettable!

So here’s 3 quick tips that can pump up your presentation and boost your results: [Read more…]

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



ID-100182150

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!



ID-100163127

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…]

5 Tips for Selling Ads Even When Your Website Traffic Sucks



ID-100266022

Are your web stats snoozers? Here’s how to perk up your ad sales approach despite the numbers.

As a niche magazine ad sales person, we are willing to bet you sometimes face the challenge of not having huge traffic numbers to tout about your publication’s website. It happens.

But don’t despair.

Here are 5 quick tips to help you sell advertising when your website traffic stats are not so compelling:

  • Bone up. First, fully analyze your magazine’s website analytics so you understand exactly what they mean. Ask for help if you need it. Remind your advertisers that even if your website attracts only 200 eyeballs instead of 20,000, it’s the quality of the audience and conversion rates that matter.

[Read more…]

It’s “Controlled Panic Time” for Ad Salespeople!



ID-100265470

Control the ad sales panic this time of year with Carl’s “how-to prioritize your calls” list!

It’s mid-September—such a beautiful time of the year. Temperatures are beginning to cool a bit, the leaves on the trees are getting ready to change colors, the kids are back in school. How wonderful!

Oh………except if you’re in ad sales. Then this time of year means “GO TIME!!”

Like most of ad sales, organization is the key. For example, most ad sales people have something like 300 – 400 clients they need to contact in some way in the next 6 weeks to sell them some sort of 2015 schedule. How in the heck do you do that?

Well, by now I hope you’ve sent your 2015 promo pieces out. You’ve sent emails out to everyone. You have laid the foundation. But now is the tough part: Calling all the clients! [Read more…]

In Ad Sales, Creativity Counts!



ID-100185733

Use your creativity to set you apart from the pack.

You’ve read all the ad sales books, attended all your sales trainings, practiced your role-playing with your sales manager. You know you need to focus on coaching vs sales-pitching. You’ve read all the blogs about the trends to watch. Now what? What else can you do to differentiate yourself from the pack?

Get creative!

Here are 5 areas where your creativity counts: [Read more…]

5 Tips for Handling Ad Sales Rejection



No thank you. Nope. Not now. Not today. No way. Does any salesperson ever enjoy hearing those words?

ID-10086053

Here are Carl’s 5 tips to overcoming ad sales rejection.

The 3 things you can’t avoid in life are taxes, death and rejection…… if you’re in ad sales, that is. It’s part of the ad sales game, and if you don’t develop a strategy on how to deal with all the rejections, you’re not going to win the game.

Let’s face it—the odds are stacked against you. In baseball, the very best hitters get a hit once in 3 home plate appearances. That player would go to the Baseball Hall of Fame with a .333 batting average! If an ad sales person makes one sale in 10 attempts to a new prospect, they would certainly be inducted into the Ad Sales Hall of Fame as well. (Not sure where that Hall of Fame is–but I’d love to visit.)

So how do you deal with all that rejection?

Here are 5 helpful tips that work for me:

1. Acknowledge the odds are stacked against you. Be realistic that not all new prospects are going to do business with you. Basically, give yourself a break and celebrate your victories.

2. Which leads to…remind yourself of your victories. I used to decorate my whole office with all my big contracts. It was fun to do and the visual was a constant reminder how successful I was. Ad sales people often hang onto the defeats. Don’t do that! Keep it positive always.

3. You’re got to have a tough ego. When new prospects are turning you down, that does NOT mean you’re a bad person or a bad sales person. I look at it this way: The prospect just made a very poor business decision. And here I was going to find a way to help them figure out the right business decision!

4. Don’t take it too seriously. Thank god we’re not brain surgeons. We’re selling advertising, after all. This perspective gives me confidence to be assertive in going after sales. The worse thing that can happen is… the ad sales prospect says “No.” Definitely not life and death. So, go for it!!

5. Group therapy works! Every day at about 4 PM, I used to meet with my ad sales team and we’d go over the calls for the day. We’d pretty much talk about all the idiots that turned us down, what we could do better and generally start laughing. We also did a lot of one-upmanship with our stories—who had the worst prospect call of the day, etc. Sharing your trials and tribulations with your ad sales team can really boost your spirits and your confidence.

We’d also help each other with creative ideas that could work and often the next day I’d call back the prospect with a new idea and turn the account around. Try  group therapy with your ad sales team, it really works!

Media sales is one of the highest forms of salesmanship. You’re basically selling the idea that your magazine audience is worth investing money in. It’s not easy. But you’re the key person at your organization. You’re the one bringing in the money. Be proud of what you do as a media ad sales person. We are very lucky to have these jobs!

Have fun with it. Yes, rejection is part of the job. But don’t let it take over what you do. Deal with rejection in a positive way. You can do it!

Happy selling out there to all my ad sales peeps!

*************

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.

 

************

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 – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Inc & Niche Media Network
– YouTube: NicheMediaHQ
– Google+: +NicheMediaHQ

Image from freedigitalphotos.net