How to Handle Gatekeepers Like an Ad Sales Pro



If you are in advertising sales there is a good chance you run in

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Open! Open! Here are some effective ways to deal with gatekeepers and connect with the real decision-makers.

to gatekeepers on a regular basis.

Gatekeepers can deter and discourage the sales psyche, but don’t lose hope! Here are two ways to effectively deal with the gatekeepers that stand between you and that next sale:

The Mike Brooks Method – SAY PLEASE 

Brooks states that a gatekeeper’s job is to prevent you from wasting their time and, more importantly, their boss’ time.

Being less than transparent to get around the gatekeeper will only make it worse and send a red flag to the gatekeeper to screen you.  

Brooks suggests being polite, upfront and direct about why you are calling. [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…]