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.
Tag: Sell Smarter Award Articles
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.
Danielle McNeely, a multimedia specialist from the Statesville Record & Landmark, faced a tough challenge when approaching an outdoor power equipment dealer in her area. The company had been courted many times in the past by sales reps, but the owners were always quick to say no. This was due in part to the two-person ownership team, who were notoriously difficult to get through to.
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.”
Erica Costa, a strategic media consultant for Excelerate Digital, had to find a creative way to help a local big-name motorcycle dealership. While the business had done well in the past, it was now facing a new reality in which its primary consumer base was aging out of the two-wheel market.