Sell More Ad Pages than you ever thought possible

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This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance

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Sell More Ad Pages than you ever thought possible

  1. 1. “ HOW TO SELL MORE AD PAGES THAN YOU EVER THOUGHT POSSIBLE” SPENCER H. LONGSHORE, III spencerlongshore.com
  2. 2. “ I’ve known successful salespeople who were drunks, gamblers, liars, and thieves…but I’ve never known a successful salesperson who sat on their ass all day.”
  3. 3. The only secrets that truly count are work ethic, energy, enthusiasm and total adherence to the doctrine of media development.
  4. 4. “ Media Development is an organized selling system for stimulating all levels of the buying process ”
  5. 5. You must be a Market-Driven , Entrepreneurial , Non-Traditional Seller of Media Bringing Impactful, Leveraged Opportunities... … YOU ARE A RARE BREED. The Profile of a Sales Superstar
  6. 6. <ul><li>The Secrets to Selling More Can Relate to the Smallest Retailer or the Largest Corporation! </li></ul><ul><ul><li>Titles and expertise may vary </li></ul></ul><ul><ul><li>Distribution area may be smaller </li></ul></ul><ul><ul><li>Budgets may be limited </li></ul></ul><ul><ul><li>May or may not use an ad agency </li></ul></ul><ul><ul><li>Need for instant results </li></ul></ul><ul><ul><li>They all want the same end-result……Sell the product! </li></ul></ul>
  7. 7. How To Sell More Advertising Pages Than You Ever Thought Possible 1. Become a creative marketing affinity oriented, client directed, buying time focused selling machine . 2. Totally come to grips with the absolute truth of the awesome power you yield.
  8. 8. What is the difference in media development and selling advertising? 1. Media Developers understand the difference in buying time and selling time. 2. Media Developers understand the process of creativity and sell accordingly. 3. Media Developers are never guilty of the Don Quixote syndrome.
  9. 9. What is the difference in media development and selling advertising? <ul><li>Media Developers understand that the secrets to selling “more” are never found in the media kit. </li></ul><ul><li>5. Media Developers understand and appreciate the “art form” of selling. </li></ul><ul><li>6. Media Developers always sell from a platform of account strategies and objectives. </li></ul>
  10. 10. What is the difference in media development and selling advertising? 7. Media Developers don’t sell, they capture buying inertia. 8. Media Developers fully understand Marketing Affinity and the value of Synergistic Relationships! 9. Media Developers never leave money laying / lying on the table.
  11. 11. What is the difference in media development and selling advertising? 10. Media Developers fully understand technology and its application to sales/opportunities. 11. Media Developers understand and implement full circle selling of the time! 12. Media Developers understand the leverage of personal relationships. 100%
  12. 12. Buying Time // Selling Time <ul><li>The Opportunity To Make Lots Of Money In Any Business Relates To One’s Ability To Maintain A Massive Workload </li></ul><ul><li>Plan out your day around in-person calls. </li></ul><ul><li>Try to avoid inner-office meetings that happen during key buying time. </li></ul><ul><li>Allow yourself time early in the morning and late in the evening to create mass correspondence and promotional items. </li></ul><ul><li>Use the key times, 10-12pm and 2-6pm, to make calls. </li></ul>
  13. 13. Buying Time // Selling Time <ul><li>Don’t review research, write letters or create proposals during key buying time. </li></ul><ul><li>Do these things during selling time. </li></ul><ul><li>Let your supervisor and co-workers know you are serious about your buying time. </li></ul><ul><li>Your work week is only 4 days. </li></ul><ul><li>Maximize your effectiveness, separate yourself from your clients and your peers. </li></ul>
  14. 14. GIVE ‘EM A SHOW THEY WON’T FORGET
  15. 15. “ The best media developers are those who possess the innate ability to recognize opportunity in situations where to others it is invisible.”
  16. 16. Creativity consists of looking at the same buying scenario as everyone else and viewing it differently. In other words, if you want to be more creative... THINK SOMETHING DIFFERENT.
  17. 17. STAGES OF CREATIVE THOUGHT <ul><li>A. The first stage is one of orientation. </li></ul><ul><li> Define a problem and identify its </li></ul><ul><li> dimensions. </li></ul><ul><li>The second stage is over-preparation. At this level, creative thinkers saturate themselves with as much information relating to the central problem as possible. Overkill. </li></ul>
  18. 18. STAGES OF CREATIVE THOUGHT C. The third stage is incubation. Individuals allow the subconscious to work for them. They forget the problem for awhile. D. The fourth stage is illumination. E. The fifth stage is verification .
  19. 19. We get paid to or reality, not to report on it. create change
  20. 20. What business are you really in? The business of selling advertising pages. The business of selling product and service for your clients.
  21. 21. You’re Not In The Business To Sell Ad Pages…….. You help your client sell product and service, therefore, you must do the following: <ul><li>Make in-person distributor calls, jobber </li></ul><ul><li>calls, manufacturer rep calls. </li></ul><ul><li>Visit retail stores and actually work in retail stores. </li></ul><ul><li>In other words, do you completely understand your customers’ products, how they are sold and who buys them with first-hand experience? </li></ul>
  22. 22. Do You Fully Understand The Selling/Distribution System For Every Account Prior To Your Call? <ul><ul><li>Does the selling process involve jobbers, distributors or captive sales force? </li></ul></ul><ul><ul><li>Are there Regional Sales Managers? Local Sales Managers? </li></ul></ul><ul><ul><li>In other words, does the flow of product from manufacturer to consumer or manufacturer to manufacturer create selling opportunities for your magazine? </li></ul></ul>
  23. 23. What if you took the art form of marketing magazine advertising to the absolute outer edge of performance? <ul><li>Do you fully take advantage of big dollar producing personal relationships? </li></ul><ul><li>Do you use every single minute of available buying time to its maximum? </li></ul><ul><li>Do you capture 100% of buying inertia at an advertising agency or account? </li></ul>
  24. 24. What if you took the art form of marketing magazine advertising to the absolute outer edge of performance? <ul><li>Do you write letters, emails, proposals and PowerPoint presentations that make things happen? </li></ul><ul><li>Do you strive to use the creative process 100% of the time? </li></ul><ul><li>Do you live in a selling world based on “advanced added value” striving 100% of the time to create situations where 1 + 1 equals a number greater than 2. </li></ul>
  25. 25. What if you took the art form of marketing magazine advertising to the absolute outer edge of performance? <ul><li>Do you focus on selling the maximum number of ad pages? </li></ul><ul><li>Do you ignore stalling agency political protocol? </li></ul><ul><li>Is every single call based solidly on an account’s strategies and objectives? </li></ul>
  26. 26. What if you took the art form of marketing magazine advertising to the absolute outer edge of performance? <ul><li>Do you understand…even in times of insanity… the business you’re truly in? </li></ul><ul><li>Does every agency person know that their client holds you in the highest possible esteem? </li></ul><ul><li>Are you known as the most effective, dynamic and result-oriented seller of magazine advertising in the known world? </li></ul>
  27. 27. “ Today’s marketplace is no longer responsive to the strategies that worked in the past. There are just too many products, too many companies, and too much marketing noise.”
  28. 28. TO PROSPER PROFESSIONALLY AND PERSONALLY YOU ABSOLUTELY, POSITIVELY MUST ACCEPT THE FOLLOWING SELLING CONDITIONS: SELLING ADVERTISING IN 2006 WILL BE RADICALLY DIFFERENT THAN IN PAST YEARS.
  29. 29. REDUCE YOUR TIME SPENT IN MEDIA DEPARTMENTS <ul><li>They aren’t the buyers </li></ul><ul><li>They give little or no direction </li></ul><ul><li>They have no ideas </li></ul><ul><li>High position turnover </li></ul>
  30. 30. INCREASE YOUR TIME SPENT WITH THE ACCOUNT GROUP <ul><li>Better likelihood of listening to your </li></ul><ul><li>idea. </li></ul><ul><li>Responsible for Marketing/Strategy </li></ul><ul><li>Idea/Sales Oriented </li></ul><ul><li>Closer liaison with client </li></ul><ul><li>Always knows where the money is </li></ul>
  31. 31. INCREASE YOUR TIME SPENT WITH THE ADVERTISER/CLIENT <ul><li>They are more interested in sound </li></ul><ul><li>ideas than a cheap price . </li></ul><ul><li>They are the buyer. </li></ul><ul><li>After all, it is their money </li></ul><ul><li>Their job/career depends on product </li></ul><ul><li> performance </li></ul><ul><li>Can be more easily moved by great </li></ul><ul><li>salesmanship </li></ul>
  32. 32. Eliminate proposals that offer no new ideas or information. A two to three page write-up that simply restates our demographics and rate card prices are doomed to failure. <ul><li>Every advertiser must get at least three ideas/proposals a year. </li></ul>
  33. 33. Research may be good, bad, effective, ineffective and, in all likelihood, extremely self-serving -- logic, concept and a thorough and complete understanding of a company’s product or service will win over research 100% of the time.
  34. 34. In Today’s Difficult Selling Environment, The Only Chance To Succeed Is To Use Outside In Strategic Thinking... <ul><li>IN OTHER WORDS… WHAT’S INSIDE </li></ul><ul><li>YOUR TARGET CUSTOMER’S MIND? </li></ul><ul><li>HOW DO YOU TAKE ADVANTAGE </li></ul><ul><li>OF THE INERTIA? </li></ul>
  35. 35. Your magazine is no stronger than the position it occupies in the client’s mind.
  36. 36. ANALYZE THE BIGGEST AND MOST SUCCESSFUL CURRENT RUNNING ADVERTISER YOU HANDLE! THERE ARE REAL REASONS WHY THIS PARTICULAR ACCOUNT RUNS SO MUCH SPACE WITH YOU.
  37. 37. The Key Questions to Sell More Magazine Advertising Than You Ever Thought Possible! 1. Do I completely understand the account strategies and objectives? 2. Do I understand the media habits of the account? 3. Do I understand who really makes the decisions? 4. Do I understand the industry this account moves within?
  38. 38. The Key Questions to Sell More Magazine Advertising Than You Ever Thought Possible! 5. Have I performed the creative function to fully understand account dynamics? 6. Have I sold/interacted with account and agency equally? 7. Have I designed a Marketing Affinity Program to insure 1 + 1 = > 2? 8. Have I sold/interacted with all levels at the agency?
  39. 39. The Key Questions to Sell More Magazine Advertising Than You Ever Thought Possible? 9. Have I sold/interacted with all levels at the account? 10. Have I mastered the art form of full circle selling? 11. Have I used all available technology to the maximum? 12. Have I personally been memorable in my presentations, proposals, PowerPoint presentations e-mails, phone calls, etc., etc.?
  40. 40. The Key Questions to Sell More Magazine Advertising Than You Ever Thought Possible! 13. Did I sell the maximum number of pages to this account? 14. Do I fully understand my magazine and its audience? 15. Do I fully understand the circulation of my magazine?
  41. 41. The Key Questions to Sell More Magazine Advertising Than You Ever Thought Possible! 16. Do I fully understand my category of magazines? 17. Do I fully understand my competition? 18. Do I fully understand magazine publishing concepts?
  42. 42. ALL ACCOUNTS ARE NOT WORTH HEAVY TIME INVESTMENT.   The Don Quixote Syndrome will put you out of business.
  43. 43. WHEN DOES YOUR MAGAZINE ACHIEVE A MARKETING ADVANTAGE?...
  44. 44. WHEN YOU LEVERAGE IT... CREATIVELY!
  45. 45. A media buy based on coverage, composition or other traditional media buying criteria without marketing affinity…is tactically limited….... WHY??? <ul><li>A CLUTTERED COMMUNICATION </li></ul><ul><li>ENVIRONMENT. </li></ul><ul><li>COMPETITIVE NOISE LEVEL. </li></ul><ul><li>NO CUSTOMER LOYALTY TRANSFERENCE. </li></ul><ul><li>NO SELLING PROCESS LEVERAGE. </li></ul>
  46. 46. MAP = MARKETING AFFINITY PROGRAM “ If you can’t say ‘no’ until your tongue bleeds, don’t sell MAP s .”
  47. 47. Never Present A Traditional Publisher Created Merchandising Menu… Marketing Affinity Is Real World Driven.
  48. 48. MARKETING AFFINITY Is Publisher-Initiated Action That Enhances and Amplifies An Advertiser’s Presence In Your Magazine and Extends the Value of the Campaign Beyond The Physical Magazine
  49. 49. What if Every Buyer Were to Ask you the Following Questions???? <ul><li>What is your definition of marketing affinity? </li></ul><ul><li>What do you know about my product, how it’s distributed and my customers? </li></ul>
  50. 50. There’s merchandising and then……..there’s CREATIVE MERCHANDISING (Marketing Affinity Programs)… Great creative merchandising programs are always designed from the advertiser’s perspective.
  51. 51. How can my magazine or media property amplify, extend, or enhance an advertiser’s campaign beyond their inclination or ability? In other words, what can I do that will move the needle in the marketplace that they can’t or won’t do?
  52. 52. You have to think beyond your magazine to create truly spectacular MAP s . Investigate, define, and integrate multi-medium opportunities.
  53. 53. Let’s not fool ourselves or our advertisers by misunderstanding the definition of MAPS . THESE ARE NOT EXAMPLES: 1. RATE CUTTING 2. FREE PAGES 3. FREE ADVERTORIAL 4. FREE CARDS IN CARD DECKS 5. TRIPS (for agency or account) 6. LOGO BEARING COFFEE CUPS 7. “AS ADVERTISED IN” EASELS
  54. 54. Can You Answer the Following Questions Concerning the Account’s / Agency’s Attitude Towards MAPs ? A. Do they really understand marketing affinity and its awesome power? B. How do they view your magazine or publisher from a creative selling viewpoint? C. How are you perceived by the account and/or agency in terms of ability to deliver creative and/or big dollar programs?
  55. 55. Can You Answer the Following Questions Concerning the Account’s / Agency’s Attitude Towards MAPs ? D. Who’s the real decision maker and do you understand their attitude concerning creative merchandising? E. Do they prefer “hands on” programs or “ turn key” programs.
  56. 56. Can You Answer the Following Questions Concerning the Account’s / Agency’s Attitude Towards MAPs ? F. Do they perceive merchandising as a wedge to lower ROP advertising rates? G. What is their history on past merchandising programs?
  57. 57. With hard hitting MAPs there has to be an inside player that keeps the program on track - who will be my quarterback? A. AGENCY B. ACCOUNT
  58. 58. What Are Some Examples of Innovative, Market Driven, Needle-moving, Market Share Jolting MAPs? A. Retail based promotions. B Event promotions. C. Direct mail enhanced promotions. D. Internet/Interactive promotions. E. Fully integrated direct marketing promotions. F. Any promotion that is cash register oriented
  59. 59. A FEW RANDOM THOUGHTS ABOUT MAPs... <ul><li>Forget the standard merchandising menu. </li></ul><ul><li>Forget the 1/2 of one percent merchandising allowance. </li></ul><ul><li>Forget the notion of someone else doing the implementation. </li></ul><ul><li>Forgiveness is easier to get than permission. </li></ul>
  60. 60. You Must Answer YES To These Questions To Always Sell More 1. Does your selling pattern look like a straight line or a circle? 2. Have you developed an itinerary for religious contact with account and agency? 3. Do you regularly generate a program report card?
  61. 61. You Must Answer YES To These Questions To Always Sell More 4. Do you regularly help the account or agency merchandise the advertising program? 5. Do you constantly reconfirm their positive judgement? 6. Do you compliment, praise, promote, and say “thank you” at every opportunity?
  62. 62. You Must Answer YES To These Questions To Always Sell More 7. Do you keep constant pressure on the complete decision-making process? 8. Do you understand and implement the importance of selling the underlying sales and support staffs? A. Distributors? D. Promotion Mgrs? B. Jobbers? E. Sales Forces? C. Sales Mgrs? F. Retailers?/Dealers?
  63. 63. You Must Answer YES To These Questions To Always Sell More <ul><li>9. Do you use personnel changes to your </li></ul><ul><li>best advantage? </li></ul><ul><li>10. Do you understand the best prospect is your present customer? </li></ul><ul><li>Do you start selling next year’s program before the current program even </li></ul><ul><li> begins? </li></ul><ul><li>12. Do you take a dedicated interest in all of your accounts marketing functions </li></ul><ul><li> and activities? </li></ul>
  64. 64. TYPICAL NEW BUSINESS CALL ON AGENCY 1st Call: Vice-President Account Executive 2nd Call: Vice-President Media Supervisor 3rd Call: Call Conference Room Presentation 4th Call: Media Buyer
  65. 65. TYPICAL NEW BUSINESS CALL ON ACCOUNT 1st Call: Director of Sales/Brand Manager Director of Merchandising/Promotions Director of Advertising 2nd Call: One of the above 3rd Call: One of the above 4th Call: Conference Room Call
  66. 66. HOW TO EFFECTIVELY SELL ADVERTISING AGENCIES A. Be aware of agency structures: 1. The media department 2. The account service department 3. The research department 4. The strategic planning department 5. The creative department
  67. 67. HOW TO EFFECTIVELY SELL ADVERTISING AGENCIES B. Call on the highest level ranking account service person first. C. Call on the highest ranking media person second. D. Give as many conference room presentations as possible. E. Work down and not up.
  68. 68. HOW TO EFFECTIVELY SELL ADVERTISING AGENCIES F. Speak to agencies in a language they understand. G. Always understand the objectives of a client’s campaign: 1. What is the media strategy? 2. Are there strategic areas, states, cities?
  69. 69. HOW TO EFFECTIVELY SELL ADVERTISING AGENCIES H. What is the history of the brand/product? I. Understand how/why magazine space is bought. Target market definition: 1. Demographic 2. Psychographic 3. Product Usage
  70. 70. HOW TO EFFECTIVELY SELL ADVERTISING AGENCIES J. Do your homework. Understand the function of magazine, salesman generated merchandising. K. Energy, energy, energy, energy and more energy .
  71. 71. BUYING TIMELINE/ BENCHMARKING 1. Define the target group. 2. Determine the group’s demographic composition. 3. Collect the media habits of the group. 4. Review the performance of the previous campaign. 5. Evaluate competitive campaigns.
  72. 72. BUYING TIMELINE/ BENCHMARKING 6. Define a planning strategy. 7. Screen media alternatives. 8. Produce computer benchmark plan. 9. Formulate alternative plans. 10. Select the best plan. 11. Perform post-analysis. 12. Re-evaluate new data.
  73. 73. MANAGING THE BUYER A. Before The Presentation 1. Visualize the benefits 2. Develop a 360-degree sales picture B. During The Presentation 1. Relate service and product only in the context of your prospect’s needs 2. Remember what business you’re in 3. Always use the “Assume it’s done” mentality 4. Be a wolf in sheep’s clothing C. After The Sale 1. Full Circle Follow-up
  74. 74. After You’re Motivated, What’s Next? 1. Become a territorial goal-setter. 2. Manage your territory by objectives. 3. Plan your strategies to meet your goals and objectives. 4. Schedule your work! 5. You guessed it: WORK YOUR SCHEDULE 6. Evaluate, adjust, and improve.
  75. 75. You must be a Market-Driven , Entrepreneurial , Non-Traditional Seller of Media Bringing Impactful, Leveraged Opportunities... … YOU ARE A RARE BREED.
  76. 76. How To Sell More Advertising Pages Than You Ever Thought Possible 1. Become a creative marketing affinity oriented, client directed, buying time focused selling machine . 2. Totally come to grips with the absolute truth of the awesome power you yield.
  77. 77. GIVE ‘EM A SHOW THEY WON’T FORGET
  78. 78. THANK THEM FOR THE BUSINESS EVERY CHANCE YOU GET..!!

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