As sellers, we’re always looking for tips, tricks… anything to make our lives just a little easier. Listen, media sales can be a challenging and competitive industry and to be the best, one must be willing to put in the time and effort to build a client pipeline that views you as the trusted advisor for their marketing needs. This is why we have come up with 7 things that you can use to help you close more sales and build better relationships with your clients.
Know Your Audience
Understanding your target audience is essential for any successful salesperson. You need to know your client’s business. Take the time to research your potential clients and learn as much as possible about their business, industry, competitors, and goals. This way when it is time to conduct the client needs analysis, you are a step ahead in the conversation.
Focus on Solutions
People buy products to solve problems. Typical sellers focus on the features of the product they are selling but what matters most to the client is how your features will benefit them and provide them with the solution to the problem they are facing. It all starts with listening. For example, if the client needs to build brand awareness, emphasize your audience and who you’re able to reach to help build that awareness and with who. Make sure you’re playing matchmaker based on what the client says.
Relationship building is crucial in sales, especially when it comes to long-term partnerships. Try to connect with your clients on a personal level and understand their values and goals. Remember to follow up with them regularly and make sure those calls are not all business based. From time to time, we like to drop off a $5 gift card for a cup of coffee or perhaps a cupcake for their birthday.
Clients expect quick responses and efficient communication. Make sure you are accessible by phone and email and responsive to your client’s needs and follow through with any promises you have given them.
Adapt to New Technologies
Media is constantly evolving so it is important to stay on top of the latest trends and be willing to adapt to the needs of your client. If traditional media is not what they are looking for, find a solution in the digital space for them. Your stations have a variety of options that can be effective for the client, you just need to be willing to discuss that opportunity with the client, even if you don’t fully understand the new digital product or service, that’s okay, someone in your office does and can help you. Make sure they are hearing about it from you, and not your competitor.
Practice Active Listening
Listening is one of the most important skills you can have as a seller. When meeting with clients make sure you are giving them the time to talk. Clients need to know you care and that you understand what their needs are. In short, know when you need to “shut up”, which is probably more often than not for a lot of us.
Offer Value Added Services
In addition to the core media offering your station provides, consider offering additional services that will help your client reach their goals. For example, you could provide custom content creation, social media management, email marketing, or data analytics. By providing these solutions, you become the trusted advisor to them which will strengthen the partnership for additional opportunities.
So here’s the deal, if you just read through the above 7 tips while sipping your morning cup of coffee and brush them off, none of them will work. But, if you take the time to finetune your craft, you will improve. Sales require a combination of hard work, strategic thinking, and relationship building. If you need additional tips or daily motivation watch our sales training videos on the new Ten-Minute Trainer Network!