Closing a sale is challenging enough. But reselling to a former client who hasn’t bought in more than two years? Now, that requires something extra. But for Sales Executive Pamela LaPierre, of WSBT-TV in Mishawaka, Indiana, the payoff was worth the added effort. The 25-year veteran of media sales had not only her experience to rely on, but she also had been using AdMall for half that time. And so, she was more than prepared when it came time to meet with a local home maintenance business.
Tag: Sell Smarter Award Articles
Danielle McNeely is so stranger to success. The Multi-Media Specialist from The Statesville Record & Landmark has used AdMall to close many sales since she started selling advertising in the fall of 2017. So, when a local animal hospital called her to purchase print advertising about their company’s name change, McNeely didn’t see it as a simple sale.
In the world of sales, it’s a problem that comes up time and again. Small businesses can be hard to sell on advertising, often because of restrictive budgets, a slow shift to digital platforms, or a combination of the two. Such was the case for Mark Wert when he approached a local home decorating and remodeling store. The multimedia representative for the Daily Item knew that the storeowner was hesitant to fund any new advertising, so Wert turned to AdMall’s assistance to help plead his case.
We get it: change is hard, especially when it comes to new business ventures. So, when Account Executive Deby Okum approached a beauty and barber school in Daytona Beach, Florida, she was not surprised to learn that it was in dire need of a new lesson plan. Specifically, the school had never run a digital marketing campaign, and as a result, was losing out on tons of potential opportunities for growth.
In the world of media sales, one learns to have thick skin. That’s because for every sale made, there are twice as many lost. But such is the nature of the business. If all the pieces don’t fall into place, a solid pitch can often be DOA.
In a game of chess, true skill lies in the ability to look several steps ahead. The same holds true for advertising. Research data for previous and current selling periods is of limited value, whereas the best deals are made using foreknowledge. This is something John Canfield, an account executive for the Olympian, took to heart when he called upon a struggling property management service company.
Autumn is a tough time to sell advertising, when most companies have long since solidified their yearly budgets and are already looking to the next year. That didn’t deter Ashley Reetz, a Media Consultant for KOAA-TV. Reetz took a chance, along with a page from the AdMall playbook, when she decided to call a local performing arts company.
Beth Dock, an account executive for Comcast Spotlight, is no stranger to success. With AdMall’s help, she closed a sale with a car dealership earlier this year that was worth nearly $50,000. Hoping to go for a double feature, Dock next went knocking on the door of a local dental company specializing in dentures and implants.
Brittany Smith was fairly new to her position as an account executive at the Statesville Record & Landmark when she approached a local furniture store about purchasing ads in her newspaper. It sounded like the typical sales call, but there was a catch.
When a company has been around for more than 60 years, it’s obviously doing something right. Such is the case for a Sunbury, PA-based furniture store, that carries three major lines of furniture, as well as the Sealy line of mattresses. Being the veteran store in the area, their name is well established, but new competitors have been popping up for some time. In this case, there are more than eight other stores in the immediate area.
Sharon Gillis is a savvy industry veteran. And once a year, the Digital Marketing Director for WSBT-TV has the chance to present to a local HVAC advertiser and earn their business. If the pitch fails to impress, you lose your shot at a making a sale for an entire year. In other words, you only get one chance.
“My favorite thing about AdMall is that it only takes about a minute to pull a report. The information that I get from the report hands down gives me all […] I need to start a conversation about a client’s digital marketing,” said Burgess. “It leads to a deeper conversation that allows me to discover the pain points of their current situation and the selling points that I need to focus on.”