Are you looking for guidance on what to expect this year in the media sales industry? A new report from Frequence covers the hot topics in this industry. Read on to learn about the biggest challenges and how you can conquer them.

The top three challenges you may face this year include:

• Expectation Management
• Technology-​Based Changes
• Omnichannel Campaigns and Measurement

Expectation Management

As a media seller you’re dealing with expectations on many levels. Your boss wants you to bring more accounts to cover the increasing costs the company is facing. Your clients want to see blowout results from the media investment they’re making with you. 

Management Demands

How intense is the sales goal you’re facing versus what other media sellers are up against? According to the Local Advertising Sellers Index report, sellers in the western U.S. are looking at big revenue goals. They are being tasked with bringing in 38% more this year. On the other hand, media sellers in the Midwest have seen their sales goals increase by 13%.

Media sales professionals also report they are expected to do more with less support.

Account Demands

Your accounts also expect more from you this year. They expect flawless presentations and personalized pitches. Last year, Frequence reported that a big majority of sellers manually prepared their presentations.

You can streamline that process with a subscription to AdMall. The tool automatically generates presentations for prospects. And you can easily customize slides as needed.

Your accounts also want you to help them with other key issues:

• Tracking competitors 31%
• Brand awareness 26%
• Finding new customers 24%
• Retaining customers 17%

AdMall can help with these challenges as well. You can run a digital audit on your account’s competitors to track the types of online marketing they are doing. And you can present the AudienceSCAN data from AdMall. The survey data reveals which media formats resonate with specified target audiences.

Technology-​Based Changes

As a media sales professional, you want to use the latest technology to improve your workflow. You also know that tech tools can help you deliver best data to your accounts.

AI-​based technology is increasingly present in the daily work of media sellers. The survey reveals the top uses:

• Campaign management 59%
• Media buying forecasting 53%

If you are still manually putting together account presentations, as many sellers do, check out the automated tool in AdMall.

Managing Multiple Tasks

As a media seller, you wear many hats. In general, sellers report they are engaged in everything from creative development (49%) to researching markets and audiences (43%). With the many demands on your time, finding a way to work more efficiently is critical.  Unfortunately, over half of sellers, 55%, “have lost a client due to inefficient processes/​workflow.”

It’s challenging enough to find new businesses these days. But to lose a client because of the lack of resources is hugely frustrating. It’s also expensive.

You may want to ask your manager for help in managing your time.  In addition to falling behind, you may feel like you have not had sufficient training on new technologies.

Whether it is CTV or AI, media sellers need to know how the technology works. That knowledge should include an understanding of how to use tools internally. And you should be able to discuss these topics credibly with prospects.

Omnichannel Campaigns

Accounts know they need to run omnichannel campaigns to reach their target audiences. Media sellers offer these services to stay competitive. And they must deliver up-​to-​date performance information.

These days, accounts also want the ability to adjust campaigns “in-​flight,” resulting in increased stressed for professionals in media sales.

To achieve your goals this year, resolve to work efficiently. Promise yourself to stay current with tech changes and ask for the tools that will help you succeed.

Photo by Mikhail Nilov on Pexels.