Ok, your sales manager has handed you a new integrated digital media package to sell and tells you to “run with it”. But your advertisers can vary so much in terms of experience, budget, even their own understanding of digital ROI. Not to mention managing all their goals and expectations throughout the process.
So how do you craft (and explain) the ultimate digital ad sales package for each and every client, and hit your BIG sales goals at the same time?
We consulted digital ad sales expert Rita Burke, Senior Partner at Rising Tide. (She’s also leading the session, Ultimate Digital Ad Sales Tactics – aka – The Art & Science of Digital Selling, at the 2018 Super Niche Event in March. So go ahead and sign right up after you read this newsletter.)
Rita knows how to present digital options to clients so they will understand (and buy into) “good” digital returns–whether they are a mom-and-pop shop or savvy ad agency buyers. We asked her to share some real-world sales tactics, so you can drive mega digital ad sales in 2018.
First, what’s the best way to get a client to trust in digital, when they might be sold on other channels?
“Today more than ever clients face an unbelievable number of choices for their marketing efforts. It makes sense that they may be reluctant to try new tactics, taking the safe route with tried and true approaches.
There are a lot of things you can do to get clients to trust in digital including lowering the risk, starting small, using case studies wisely, and most importantly demonstrating how digital efforts can complement what they are doing in other channels. Taking a big picture, holistic view of your clients’ goals, and how you and your digital offerings fit in, is critical to gaining trust.”
Can you share a few tips on presentations that will excite clients to buy?
“Clients get excited when we are excited. Do not underestimate the power of your own passion and enthusiasm. Do you believe in your digital offerings? If you aren’t excited about them chances are clients won’t be either. Don’t bore them to death with product demos and slides. Start with the “why” and “how” you and your digital offerings can help them achieve their goals.
But before you get there, ask yourself – do you truly understand their needs? In meetings and phone calls, spend the majority of your time listening, asking questions, becoming a master of their business – not pitching them. You need to find ways to differentiate yourself and your digital products and the only way to do that is to understand their needs. Then bring on the passion!”
Managing customer expectations can be challenging, especially when it comes to ROI. What are three tactics salespeople can use to help their clients understand “good returns”?
“Managing customer expectations starts with:
- Have clear and agreed upon goals. If the goals for the campaigns are not realistic you are doomed before you begin.
- Regular and proactive communication throughout the process. Rarely do things go completely according to plan. Have both an agreed upon reporting schedule along with the data to be included to set expectations from the start.
- Be willing to own up if things aren’t working, suggest alternatives, demonstrate you are in this together.”
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More about Rita: Rita Burke is a consultant and trainer working with organizations to grow revenue and accelerate performance improvements. Her projects focus on identifying new revenue streams, extending existing brands with new products, technology efficiencies, and creating more value for her customers. She partners with a variety of training organizations to provide ad sales and skills training to media companies, associations, ad tech firms and financial organizations. Client engagements have included The Hollywood Reporter, New Jersey Magazine/New Jersey Bride, PennWell, Scientific American, Distillery, JP Morgan Chase and Reader’s Digest.
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About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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