presented by amy auerbach. 2 source: “the secret reason why you lose clients” by ben nneji,...
TRANSCRIPT
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Effective Sales Training
Presented by Amy Auerbach
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Clients are people first
Source: “The secret reason why you lose clients”By Ben Nneji, imediaconnection.com, May 28 2009
Most media folks are
somewhere around here
copyright Amy Auerbach Inc. 2010
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Using agency structure to your
advantage
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Advertising in the new economy
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Clients in the new economy
More with less
Budget cuts
Procurement reviews
copyright Amy Auerbach Inc. 2010
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Agencies in the new economy
Job security
Business re-definition
Increased competition
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Media in the new economy
• Ad dollars down
• Old media failing
• Messaging leaders
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Media agency structure
Unbundling not fulfilling expectations
“Media-led creative” is IN
Digital making steady progress
Can’t change fast enough
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TV is still king
Cable spending replacing network
Quality digital video not scalable
Traditional planners drive budget allocation
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Digital media teams
Lack of experience and thought leadershipOver-worked and under-appreciatedRarely generates profit for agenciesVarious coverage for different clients
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Title by title responsibilities
Account Director
• Most client contact• More common in
standalone media• Team management• Agency politics
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Title by title responsibilities
Media Director/AMD
• Usually has account support
• Responsible for quality of work
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Title by title responsibilities
Supervisor
• Buck stops here for deliverables
• PPT is their whole life• Entitlement attitude
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Title by title responsibilities
Planner/Buyer
• Work horse of the team• Client contact
challenge• Learning to manage
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Title by title responsibilities
Assistant Media Planner
• Excel hell• Wants to contribute• Limited exposure
internally
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Implications for selling
Build relationships with traditional teams
Mentor digital buyers
Spend your time with the spenders
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Getting the meeting and making an
impact
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Digital media is not glamorousNot this! More like this!
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Meet your clients: The millennials
B 1980-2000
Need structur
e
Multi-tasks
Digital native
Hyper-social
Crave balance
Optimistic
Collaborative
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Be their #1 fan
Workplace is a culture shock
Expand their limited experiences
Give them opportunities to be leaders
Be their audience and empathetic ear
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Romancing the buyers
Find out what they like
Connect on a personal level
Know what’s next
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Getting to 3rd base
Go digital first!
Email first Then IM Then talking on the
phone
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Avoid playing phone tag
Caller ID is your enemy
Text is their primary mode of communication
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Mirror communication styles
Level of formality
Preferred content
Formats
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How to get the meeting
Follow your own schedule
Give multiple options
Ask for alternates
Confirm the day before
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Meeting: In-person or virtual?
• Meetings can be effective in-person or on the phone
• Have a structured agenda
• Ask for and respect their time limitations
• Differentiate with a “thank you” follow up
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In-person best practices
Befriend receptionists
Bring a treat
Make it a team meeting
Off limits: Mon AM and Fri PM
20 minutes max
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Virtual best practices
Invite to a “phone date”
Email materials 30 min prior
Respect time constraints
15 minutes max
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Creating the right impression
You are… Looking for
partnership not budget
Concerned about their success
Understanding about their work frustrations
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Love at first sightThey will…
View you as a friend and resource
Give you mutual respect
Think of you often Include you on RFPs
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Meetings that matter to buyers
About them first and business second
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Meetings that matter to buyers
Relaxed, casual atmosphere
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Meetings that matter to buyers
Make them smarter, give them new information
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Meetings that matter to buyers
Increase their confidence in their job
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Meeting Mistakes
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Avoid meeting mistakes
Cover the “must haves”
Preparation is key
Don’t flake out
Don’t even think about
Don’t undermine your success
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Cover the “must haves”
Organize your technology
Be on time
State your goal
Bring a treat
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Preparation is key
Learn the media basics
Have some knowledge to build on
Customize pitch to the audience
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Don’t flake out
Spell check and source your data
Know what you don’t know
Coke ≠ Pepsi
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Don’t even think about
Overselling
Doing all the talking
Badgering the client
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Don’t undermine your success
Notice non-verbal cues
Know when to lead, when to follow
Follow the golden rule
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Winning the RFP and making the sale
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The agency RFP process
Clients’ planning cycles vary
Last minute turnarounds
Handled by supervisors and below
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Getting into the consideration set
Most important: Be “top of mind”
Presence in syndicated research
Inquiries based on confidential info
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Keep track of agency news
Share comments on agency whitepapers, blogs and newsletters
Call to update them on other business you a doing within the agency
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Pay attention to client business
Send screenshots of competitors’ campaigns
Send comments about client creative you like
Send links to client and category news and research
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Share the love
Arrange to drop off treats
Invite them to industry events
Send links to news about their favorite subjects
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Role of syndicated research
Important tool in selling digital to clients Confirms mass vehicle status Increases confidence in target composition Attempts to match traditional tools like MRI,
Simmons
Nielsen Netviews
comScore Media Metrix
• Basic demos and geo info• Comparison of reach and
basic usage data
Nielsen @plancomScore Plan Metrix
• Delves into psychographics, behavior, and product usage
• Infinite ways to define a target
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Quantitative selection criteria
Traffic
Rankings
Past performance
CPMs
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Qualitative selection criteria
Content/editorialSite qualityFlexibility/customer serviceTechnological capabilitiesAgency experience and reputationValue added inventory
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RFP “must haves”
On time and completed
Clear creative specs
Full contact details
Back up data and rationale
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What an agency needs from RFPs
Bullet points that describe each placement
Screenshots of the placements highlighted with arrows and/or boxes
Syndicated data points and proprietary research points about the audience
Relevant industry research and case studies
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Getting RFP feedback
Use “top of mind” tactics
Reach the buyers in the evenings
Ask closed-ended questions
Email updates from your end
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Decoding a RFP
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Reading between the lines
Who else in the consideration set
Importance of video
Importance of ad networks
Sophistication of the agency
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Budget secrets
$25-50K monthly budget
$100K-$500K monthly budget
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Common campaign objectives
RFI, lower funnel activities (car configurator, request a quote, dealer locator)Reach, awareness, branding, email opt-in for database
Online purchase, purchase intent activities, newsletter sign ups
RFI, application completion, online purchase, credit card sign up
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Common campaign objectives
Store locators, online purchase, email opt-in for database
Online purchase, sign up for online billing, loyalty
Site traffic, view trailers, viral activities, tune- in, premiere audience
Time of day targeting, coupons
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Final thoughts
![Page 60: Presented by Amy Auerbach. 2 Source: “The secret reason why you lose clients” By Ben Nneji, imediaconnection.com, May 28 2009 Most media folks are somewhere](https://reader036.vdocuments.us/reader036/viewer/2022062314/56649e015503460f94aeb1af/html5/thumbnails/60.jpg)
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Give them what they need, they will do the same
Source: “The secret reason why you lose clients”By Ben Nneji, imediaconnection.com, May 28 2009
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