Winners document local revenue gains using AdMall for consultative sales success
AdMall recently presented its annual Achievement Awards to five local broadcast television account executives for excellence in consultative sales:
- Jim Gallagher, WPFO-TV, Portland Maine
- Kristin Lutwack, KXRM Fox 21/CW57, Colorado Springs, Colorado
- Heidi Maczuga, WMYD TV20, Southfield, Michigan
- Andy Papaleo, WBNG-TV, Binghamton, New York
- JoAnn Stevenson, KOLO-TV, Reno, Nevada
Within the first week of signing up with AdMall, Gallagher used it to close $20,000 in new business for WPFO-TV in Portland, Maine. He used AdMall’s Local Account Locator to target a prospect, and referenced AdMall’s Local Account Intelligence Report for talking points about the prospect’s business and customers. With AdMall PRO’s Proposal Generator, Gallagher put together a presentation that closed the deal during the first meeting.
Stevenson used the Local Account Intelligence Reports to learn more about her prospect’s business, including peak seasons, typical ad budgets and customer psychographics. The Diagnosis Call provided Stevenson with insights about her prospect’s industry and customers, as well as a list of questions to dig deeper into the prospect’s business needs. As a result, Stevenson garnered an additional $22,000 in revenue for her TV station.
With the help of AdMall’s presentation tools, Maczuga created pictures and charts that told a story for her client, a used car dealer. With the intelligence she found in AdMall, she was able to show her client which zip codes his target customers were coming from, as well as help him choose the best times of the day to run his TV spots. Maczuga’s hard work resulted in a contract worth $1,000/month, plus an increase in the near future.
“Typically, there are two ways of selling advertising,” explains C. Lee Smith, President/CEO of AdMall. “You can sell harder by pushing the ‘product of the month’ to anyone who will listen – or you can take a consultative approach by focusing on your advertisers’ needs and business goals. In the long run, consultative salespeople sell more advertising,” Smith adds.
The award recipients in the broadcast television division were chosen from submissions by media account executives and sales managers in an annual nationwide competition.
AdMall is the leading local sales development system for media advertising sales professionals. AdMall provides detailed business intelligence for over 460 business types, and audience intelligence for more than 640 audiences to help media salespeople better understand their clients’ businesses. More than 2,000 media properties nationwide arm their sales staffs with AdMall including television, cable, newspaper, online, direct response, out-of-home, radio, cinema and magazine.
Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989 – is the parent company for AdMall. SDS also provides Ad-ology Research, the Media Sales Basics training program, and the Media Sales Mobile smartphone app for iPhone, Android, Windows Phone and BlackBerry.