by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : March 2012
12 Put customers first every time SECrEtS of SEllinG Be customer-focused 1. Get familiar with the terminology 2. Understand what audience a client is trying to reach 3. and why Know why that audience is important to their 4. business Have a couple of case studies up your sleeve that you 5. can talk about and that are focused on how other cli- ents have solved similar problems Be proactive with your clients 6. Ask questions rather than talk about your offers and 7. pricing Be prepared before the meeting. Do a little research 8. on the company and try to anticipate what their problems might be Uncover the expected value or business impact they 9. want before quoting prices Build a mutual plan with your clients around achiev- 10. ing expected value ProsPECting 1. This is more than picking up the phone. good prospecting begins with conducting research about a potential client’s business and goals, how they take products and ser vices to market, whom they target and with what success rate. Calling on thE ProsPECt 2. If you’ve done Step 1, you’re never cold-calling. Use your research to begin a relationship. always remember: they know more about their business than you, so ask lots of questions. Discover what the prospect’s needs are as well as information about their budget allocation and intention. MakE anothEr MEEting tiME 3. always make another meeting time, regardless of the sales cycle. Through questioning, your prospect will tell you what they want to achieve and your solutions should fit their needs, not the other way around. Develop those solutions for the prospect to consider. In summarising your meeting, ensure the prospect is clear on what their needs are. PrEsEnting oPPortunity 4. Begin by confirming again the prospect’s needs or challenges. Only when agreement is acknowledged, should you present some opportunities and their benefits. Confirm their understanding of your value proposition. ConfirMing oPtions 5. Having convinced the prospect of your value proposition, you must define a budget and decision timeframe for what you have presented. Present numerous options and seek the client’s prioritisation. Offer your pricing solution by reframing the prospect’s needs, priorities and timeline. lisa mah-Chut is principal of sales foresight partners and a representative of the us-based organisation, value selling associates understand what audience a client is trying to reach and why Understand the media ✓ delivery landscape and how digital plays its unique role See a digital spend as ✓ potentially complemen- tary to other media – this is not a space sell Be able to position your ✓ newspaper’s fit with TV, outdoor, radio and below-the-line options (e.g. letterbox drops, tele- marketing, events etc) Keep pace with tech ✓ innovation Know your products – use ✓ your website, iPad app as a reader Be competitive ✓ Be confident ✓ Never forget you’re help- ✓ ing your client solve their problems – you’re not solving your own. Do it all with ✓ professional integrity How to open that wallet *Tips compiled from sales managers across the industry “Most clients have an idea of what they want already,” says Ms Mah-Chut. “What the salesperson is doing is helping the client reach a conclusion that they’ve probably come up with themselves.” Salespeople must focus on the out- comes of what they sell. “It is not about the package that we’re trying to sell, because that is where advertising sales is at across the board,” says Ms Mah-Chut. “If that happens, then there’s no differentiation and you end up talking about price, and then it is about how low you’re prepared to go.” Pricing for digital is more complex but more transparent in terms of re- sults when compared with print. Understanding the new business models, and the power and brand value of digital properties is critical. Three common structures exist: Cost per impressions – advertisers • pay for a certain number of page im- pressions of their advertisement; Cost per click – advertisers only pay • for the traffic that goes to their web- site; and Cost per acquisition – the advertiser • only pays for every sale or acquired client. Unlike print, the sale is not complete when the contract is signed but when the ads have been delivered to the audience. This is where aPN’s focus on sales administration kicks in. In Ms Harwood’s 12-step plan, a cli- ent’s sales report has to be monitored. When the campaign ends, the account executive needs to conduct an analysis and discuss it with the advertiser. “If the client is achieving their goals, SECrEtS of SEllinG diGitAl spot young hires who are on fire They “get” digital. They use it. They • have dinner parties with mates in Shanghai, London and Auckland using Skype video on their iPad sitting next to a glass of wine Buying online is second nature • to them They’re smart, intelligent, • articulate, quick-learners and passionate They consume the products they • want to sell They’ve got ideas about how you • can deliver better They ask more about the commis- • sion structure than the base salary Watch for different personality • traits – numbers-driven folks are often high-demand; creative types can be emotional, and the deeply analytical are quiet achievers. What’s your best fit? Make them sell themselves in the • interview Make sure young people really • want to get into sales and are not afraid to ask for the money (amazing how many struggle to close deals) StEPS to SUCCESS Selling digital ads is not so different from the world of print. These tips will help you focus on your client’s needs CONTINUED FROM PAGE 11 12 | MARCH 2012 | The PANPA Bulletin