I want to make it clear that I’m very anti-violence, but in the ad sales game I’ve always had a “Hit List” on my desk.
What the heck am I talking about?
My “Hit List“ is the 5-10 advertising accounts that are perfectly targeted for our publication or website… but aren’t advertising with us at all. (Despite my sincere effort to work the account hard.) And they are running integrated plans with our biggest competitors. This really burns me. I failed.
There are two approaches to these “problem” accounts.
1) The Ostrich: I can bury my head in the proverbial sand. I can ignore that this situation is eeeeven happening.
2) The Head-Banger: Super-aggressive, this is the for those scoring at home.
3) My strategy is do the opposite. Whatever I’ve been doing is not working, so I should stop doing it. Let’s change things up! [Read more…]