How many times have you been asked by an advertiser one of the following questions:

• Can I advertise on Netflix with you?
• Another company told me that they can do custom targeting. Do you offer that?
• Are you able to provide match back for automotive purchases?

We get a question like this at least once per week and we love it so please don’t stop asking. If you have asked this question, our team has probably replied with something along the lines of “Let me check on that for you. Can you tell me more about why you are interested in this?” We want to know why you or your advertiser are asking because once we uncover the true need and the goals behind the ask, we can suggest a solution. In many cases, that solution includes items that complement “X” or if needed, be a suitable alternative. Usually, the ask is about what the advertiser knows/has heard and there is an opportunity to educate them on better performing and/or more cost-effective alternatives.

Next time, someone asks you if you are able to advertise on a certain domain or channel, ask them some of the following questions:

• What is it about “X” that interests you?
• What alternative options have you considered?
• What is your budget for this?

Anyone can be an order taker, but if you want to truly differentiate yourself in our very competitive industry, your job is to dig deeper and provide solutions based on the advertiser’s needs.

Lastly, is this a topic that you or your team would be interested in an in-depth training? Please let me know if you want us to put together a training for you and your team or if you would like to see a deck added to the Sales Resources on the BAC.