Written By Jessica Bennett

When you’re just starting out in media sales, the phrase “sales funnel” can sound like industry jargon; something thrown around in meetings but rarely explained. But once you understand what it is, the funnel becomes less of a mystery and more of a road map. Think of it like a GPS for your sales journey: guiding you through each stage, from that first conversation to the moment a campaign goes live. And just like any good road trip, the ride gets smoother when you know where you’re going. 

At the top of the funnel, you’re casting a wide net. This is the awareness stage. Your job here isn’t to sell, it’s to educate. You’re introducing your station, your platforms, and your expertise. Maybe it’s through a cold call, a networking event, or a clever LinkedIn post. The point is your prospects are just learning who you are and what you can offer. They might not be ready to buy but they’re definitely ready to listen. 

Next, you move into the interest and consideration phase. At this point, the client is curious. Maybe they’ve advertised before and had mixed results, or maybe they’ve never spent a dollar on media but want to grow their business. Here’s where your listening skills shine. You ask thoughtful questions, dig into their pain points, and start positioning your offerings not as “ads,” but as solutions to their specific goals. 

Then comes the decision stage and this is where many new sellers feel the pressure. The client is weighing their options. You’ve built rapport, shown your value, and now you’re building out a proposal. It’s tempting to throw everything at the wall…“Let’s give them TV, OTT, digital banners, streaming radio!” but this is where strategy matters. Tailor your recommendation to what makes sense for them. Overwhelming a client with too many choices can backfire. Clarity is confidence. 

Finally, with trust and timing aligned, comes the conversion, a signed agreement, a campaign launch, and that satisfying feeling that all your groundwork has paid off. But don’t stop there. The funnel doesn’t end with the sale. After the campaign runs, you’ll want to follow up with results, insights, and new ideas. That’s how you spark renewals and create long-term clients, not just one-off deals. 

Navigating the media sales funnel takes patience and practice, but it gets easier with time. The more you understand each stage, the better you can meet your prospects where they are; whether they’re just hearing your name or ready to sign on the dotted line. And remember, you’re not just selling airtime or ad impressions. You’re building relationships, telling stories, and helping businesses grow. That’s what makes media sales more than just a funnel. It’s a journey, and you’re the guide.