Woe the Digital Sale: Let Me Entertain You
Much as I hate to say it, there are times when the very best Sales effort, YOUR very best Sales effort, can get lost in the shuffle, not get you the deal, maybe not even get you a meeting to begin with. In other words, most of the other 75 posts I have done here, about our all being better Sellers, would in those cases be moot.
Sometimes it literally can come down to the product you offer. Or, as is discussed in this OnlinePublishingInsider article on MediaPost by Amy Auerbach & Jason Krebs, sometimes it may be the budget you have to “entertain” with. Not much more than that, not much less.
If those two items, incompatible product/lesser entertainment budget, are ‘challenges’ for you to deal with in any specific Sales case, you need to recognize that…and what to do about it [including, regrettably moving on, at least for the moment until you better strategize in your favor.]
Sometimes entertaining can be seen as ‘buying the business.’ Most often this is by people on the losing end of this equation, without the huge budgets of a say, ESPN or similar, and done so derogatorily. Sometimes it is as a ‘thank you’ for business done, deals won. Sometimes it really is to hear more, learn more, get to know more, those you really are trying to, or going to, do business with.
As the Online world hones its performance metrics offerings though, that element is likely to be lessened, as Clients/Agency’s can fine-tune their site list’s with little regard to “relationships”, which has good and bad sides to it, as discussed by Amy/Jason.
The Sales process [and successful Sales effort] is never going to be easy. Which means, you [and I] on the Sales side, need to line up all 3 elements really, to the best of our abilities: Product, Sales Process, Socializing/Entertainment. Judgement calls abound on all three, in terms of how to approach, how much effort, pricing, how much entertainment, and on & on. While a challenge…it also means we are never going to be bored!
There is no perfect answer to the question of where this line is drawn. No black&white; only gray, in most cases. Let us know your thoughts here.
~ by MindOnMediaSales on May 7, 2010.
Posted in Ad Sales, Automotive Advertising Sales, Career Survival, Great Work from Others, Media Sales, Sales Strategy
Tags: Career Survival, Compensation, Media Sales, Online Advertising, Personal Revenue, Selling from a Sales Point of View