
(By Loyd Ford) This is still the beginning of your best year in sales yet – but only if you really act it. I’ll tell you a secret: Everyone wants to win. In fact, everyone is doing what they think winning looks like. Of course, that doesn’t mean they are acting like winners.
Want to act out winning and become a champion this year?
You hear it all the time. “Advertisers don’t want to see salespeople.” If you believe that, you have already lost. If you are in advertising sales, you get paid by building real relationships with advertisers and decision-makers. You get paid more if you elevate your activities that most likely generate more revenue dollars for your company.
- CNAs – placing premium value on understanding what makes advertisers tick, understanding their business, their industry and what keeps them up at night.
- Consistent Presentations – Developing a consistent robust number of active presentations that match your sales goals as it relates directly to your closing ratio.
It’s not news that sales is math; the more people you see, the more people you sell. But it’s more than that, of course. Your paycheck in our business is often rewarded on a sliding scale based on how well you consistently spend important time in front of key advertisers. The best salespeople are those who also uncover new relationships and develop those into key advertisers.
Advertisers don’t want to be sold. They want to buy what they want. Our job is to listen for what they want, what they need and what will help them get exceptional results.
If you don’t want to be perceived like every Tom, Dick, Harry & Beth, work to be different.
Focus on your value to them. What might that look like?
Position Yourself as a Consultant
Instead of just pushing a product or service, position yourself as a trusted advisor or consultant who understands the needs of both the advertiser and their audience. This can help bridge the gap between the technical, strategy-driven world of advertising and the customer-oriented world of sales.
- Listen First. Take the time to understand their needs, goals, and challenges before offering a solution.
- Provide Value. Offer insights into how your product or service can directly benefit the advertiser’s business objectives.
Emphasize Data-Driven Results
Advertisers are focused on performance metrics and ROI. Show that you understand their needs by emphasizing data and measurable outcomes. Highlight how your solution can track results, optimize campaigns, or improve engagement.
- Show Metrics. Provide case studies or examples where your approach helped clients achieve tangible results.
- Be Transparent. Share honest data and results, even if it’s not always a perfect story, because transparency builds credibility.
Stay Informed on Advertising Trends
Demonstrate that you’re not just a salesperson, but someone who understands the latest advertising trends, platforms, and technologies. Advertisers will appreciate that you speak their language and understand the complexities of their industry.
- Continuous Learning. Keep up with industry news, new ad tech, and digital marketing trends. Share relevant insights or tools that might be beneficial.
- Innovative Solutions. Offer innovative solutions that align with current advertising trends like AI, automation, or data-driven personalization.
Collaborate Instead of Competing
Build a relationship where you’re working hand-in-hand with the advertiser, not competing with them. Understand their objectives and how your role fits into achieving them. If you offer something they truly need, you won’t be seen as a “typical salesperson” but as a partner.
- Offer Support. Show that you’re willing to collaborate on ideas, strategies, and even tweak solutions to meet their needs.
- Be a Problem-Solver. Help them overcome barriers by proposing customized approaches or creative ideas that align with their campaigns.
Leverage Technology to Your Advantage
Use automation, CRM systems, and other tools to streamline your outreach and provide more personalized, timely responses to their needs. This can make interactions feel more professional, efficient, and tailored to the specific advertiser.
- Automated Insights. Use analytics tools to present real-time insights, helping advertisers make informed decisions.
- Personalized Approaches. Customize your pitches based on past data or specific segments, ensuring that your solutions align with their needs.
Nurture Long-Term Relationships
Instead of focusing on a one-time sale, shift your mindset toward building long-term, mutually beneficial relationships. Advertisers will value someone who’s interested in their ongoing success, not just immediate sales.
- Follow Up. Check in regularly to offer updates or see if new challenges have emerged. This reinforces that you care about their continued success.
- Offer Support. After the deal is closed, continue to offer support and ensure that the advertiser is satisfied with the results.
Be Transparent and Honest
Avoid overselling or making promises that you can’t keep. Advertisers are often skeptical of salespeople who overstate the benefits of a product. Being honest about what your solution can or can’t do builds trust and credibility.
- Set Realistic Expectations. Be upfront about any potential challenges and manage expectations.
- Admit Limitations. If something won’t work for them, acknowledge it, and perhaps recommend alternatives that would better suit their needs.
I want you to spend time thinking about how much of this is being a great communicator. You don’t think you can get in to see XYZ client? It’s time to go on the offensive. It’s time to be a connector, a networker, a solutionist.
When advertisers see you as someone who solves problems and makes winning simple, they will see you anywhere, anytime. Add consistent active CNAs and presentations to that and you will be THE winner in 2025.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
Positioning yourself as an advisor, leveraging data and staying informed about trends are key differentiators in today’s marketplace