How the Ad Sales Pro deals with “Numbers Nancy” Media Buyers



The first step in selling to media buyers is understanding their buyer personality. Numbers Nancy wants details, details, and more details before she will commit. Some media buyers use this personality type as a smoke screen to keep the ad sales person at arms length. Others are just wired that way.

In past posts we’ve had the pleasure of dealing with Mr. Love, who loves everything you say but never commits, and Too Busy Bob, who is just so much more swamped than anyone else on the planet. [Read more…]

Maximize the Potential of Your Magazine’s Online Advertising by Transforming Your Relationship with Media Buyers



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Nancy O’Brien, Ad Sales Guru and Niche Digital Conference Speaker, gives us the skinny on how to maximize the potential of online advertising.

We recently had the pleasure of chatting with Nancy O’Brien, Ad Sales Superstar for Aviation International News, about how to maximize the potential of your magazine’s online advertising. She’s also a B2B publishing vet and Niche Digital Conference Speaker for the Media Buyers Speak Out about Buying Online Advertising session this fall in Nashville.


Niche Media: So the relationship between publishers and media buyers is getting more complicated. Media Buyers are asking for much more online data. Can you give us a real-world example of how online data is better now? How can Ad Sales Reps use this detailed data best to get their foot in the door with a media buyer?

Nancy O: Well, two things to keep in mind are that the metrics are SO much better now. You can drill down into all kinds of information. Plus, your number of online visitors is usually much bigger than anything in print now. In my magazine, for example, the website has 4x the readership vs. print. That’s powerful stuff. [Read more…]

Media Buyers are People Too! How to Sell More Magazine Advertising by Improving Relationships with Buyers



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Follow these guidelines and media buyers will LOVE you!

Media Buyers.  For publishers, those two words stir up both good and bad memories; perhaps even terror!  But no matter if they are good, bad or ugly; buyers are the flame to illuminate the path to publishing success.  Use them right and they can be a great resource; use them wrong and you may get burned.  So what can publishers do proactively to improve their success in the media buyer relationship? We asked seasoned media buyer Ryan Keough to give niche magazine publishers some tips on how to make media buyers love ad sales reps. It isn’t as hard as you might think!

  1. Know YOUR readers and be prepared with the data to prove it.
    The days of buyers trusting anecdotal perceptions of who you think reads your publication are over.  Today’s media buyers use data more than ever to compare their options and make their purchasing decisions.  Luckily, technology has made it cheaper than ever for you to get it.  Survey your audience, gather both quantitative and qualitative data, and make it a regular part of your media kit.  If you have a web property, get an analytics product (Google Analytics is FREE!) and get the hard numbers the buyers NEED! [Read more…]

Media Buyer Personalities: Dealing with “Too Busy Bob”



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Know this guy? Here are some savvy
ad sales tips to deal
with Too Busy Bob.

What fun! You never know who you are going to get on the other end of the phone in the magazine ad sales game.

I’ve found that a lot of media buyers tend to use a “quirky” personality type to get you off the phone pronto. In a previous post,  I wrote about dealing with Mr. Love.

Today let’s meet Too Busy Bob: You talk to Bob and he’s VERY busy. This prospect always seems to be right in the middle of something when you call or visit. He’s always in a HUGE hurry. Just has one minute for you and always wants to talk tomorrow.

Strategy for Too Busy Bob: [Read more…]

Media Buyer Personalities: Dealing with Mr. Love



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.

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Client love is great but you need to get the sale, too.

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. [Read more…]

Master Media Buyers’ Personalities to Make the Sale!



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. Some of them, of course, are genuinely just weird. In any event you need to form a strategy to deal with them, build a rapport, and eventually sell them an advertising program. (To make a media buyer your best friend once you get your foot in the door, check out this article by sales guru Nancy O’Brien.)

Your first step in selling to media buyers is understanding their “buyer” personality type. Only then can you create a strategy to get your foot in the door. Here is a field guide to the most common types and strategies for getting through their defenses:

Too Busy Bob: This prospect always seems to be in the middle of something when you call or visit. He’s always in a huge hurry, just has a minute, and always wants to talk tomorrow.
Strategy: Tell them you are busy too. Give them a publication benefit immediately. Don’t be intimidated by their frantic pace and actually slow your conversation down. This will calm them down and give you control of the conversation.

Savvy Susan: This crotchety prospect is a know-it-all. She’s tried it all before and knows it won’t work.
Strategy: Stroke her ego. Ask her why she thinks it didn’t work. What does work for them? Offer information on what has changed in the market or with your magazine/website.

Mr. No: He’s talking to you with arms folded and has already decided they don’t want to advertise with you.
Strategy: Let him know that you acknowledge the negative feeling. Ask if he can put his feelings aside for just a minute. Then give him some new information about the market or your publication. Ask what is most important to them regarding where they advertise and who they want to target.

Numbers Nancy: Nancy wants figures, figures, figures. She keeps asking you to break it down. What’s the size of your market? Do you know what your readers are spending on paperclips, etc?
Strategy: Ask, why you do need the numbers? So, you can give them the right info. If it’s legitimate, then emphasize demographics and circulation numbers. Some people just are right brain thinkers.  With them, your whole pitch is numbers.

Mr. Yes: He loves your magazine and says he’s going to do a ton of business with you.  Then, nothing happens for six months.
Strategy: Push this person hard. When you try to close the sale – voila! – out will pop the real objections. Then you can deal with them.  Don’t let these types smother you to death with love and just lead you on.

The bottom line is that in order to successfully sell advertising you need to “read” people quickly and create a dialogue that is going to work with specific individual prospects.

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access