In my experience, watching media companies market to their clients they are pretty sure that they know who they are marketing to. In fact they blindly think they they know what is best for their clients.
But what they are marketing to might get a different answer.
If you are a direct advertising sales person you probably think you're selling advertising. You insist on every time you visit your client, and that is perfectly natural to think that.
And you're probably right, but is that really what your prospects buy?
Over the years having worked with hundreds of retailers, and small to medium businesses, I have discovered that what we are selling is not advertising but something else.
Charles Revson, founder of Revlon Cosmetics, is credited as saying "In the factory we make cosmetics; in the store we sell hope."
If you think about that, your clients are in the same business: The hope business.
By using your media company, they are hoping that they will get more sales, more leads more prospects. If you allow your clients to explore those very emotional needs, then you might get those clues that could change the way you approach your client.
Your clients usually know, ask them outcome questions, ask them what their hopes and dreams are for their business. That's the secret, simple but true.
So next time you think about just selling advertising, think differently, think about them first, and your media companies outcomes second.
About this Author
Talking Media Sales is a free online resource for media sales professionals. Free reports, best practice advice and sales tips, as well as access to top contributors, all designed to make you a better media sales rep.
Mike Brunel with an award winning career in broadcasting and sales under his belt, Mike became a partner in New Revenue Solutions (NRS Media) in New Zealand in 1992. By 1995 the company had expanded into Australia and North America and is now the world's leading provider of Revenue Growth Solutions and Customer Acquisition programmes to media companies.
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