Have you ever had that awkward moment when you call a customer to talk about renewing an annual contract and they greet you with, “Wow, I haven’t heard from you in a while”.
While getting an annual contract signed is the prize for ad sales professionals, it also carries the risk of forgetting about the customer until next year. Those pesky monthly calls, to try to close advertisers in to the next issue when they are not on an annual program, actually reinforces that you are thinking about them.
So, am I suggesting that you don’t sell annual contracts? Absolutely not! I’ve written before about meeting with digital advertisers to discuss their metrics each month they advertise. Good or bad they need to know. I also make a habit of reviewing new creative with a client, whether it be print or digital.
Every now and then just call them to say hello and make an appointment to see them in person. Believe me, as busy as they are, they do appreciate you making the time for them.
More about Nancy: Nancy has been in advertising sales and publishing management since 1980, starting her career with oil & gas B2B magazines then moving to aviation and aerospace in 1986. She is currently the Associate Publisher at AIN Publications, home to titles Aviation International News, Business Jet Traveler, Convention News, Airshow News and a dozen or so digital platforms. She attributes her success in advertising sales to the relationships she forges with advertisers by providing them honest recommendations and solid market data.
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