We’ve all been there. You find yourself talking on and on to a client or partner, but you’re not sure you’re getting your point across. Explaining something, especially something you may still have questions about yourself, can be tricky. This is especially true when it comes to selling digital media.
As digital sellers, we have a variety of different channels and targeting tactics in our arsenal. It can be really tempting to “product puke,” or showcase everything you can offer right off the bat. Resist the urge!
An advertiser does not need to know about every single product you offer. They instead need to have a general understanding of what a partnership could look like (check out our webinar on creating an elevator pitch here) and they need to feel heard. Instead of using your meeting time to talk about what you have, find out instead what they need. Ask these questions. Listen to their responses, then use those responses to create a media plan.
The follow-up meeting is your time to explain your media plan and why you chose the targeting methods that you did. This way you’re not explaining everything you have to offer—instead you’re only explaining what’s relevant to their goals and business.
When pitching your recommendation, it’s important to give an overview of the targeting tactic or product used, but keep the description to a minimum. For example, if you include hyperlocal targeting in your plan, all you have to say is: “You mentioned that people typically travel 5 miles to get to your location, so this tactic will reach anyone in a 5 mile radius of your store when they are using their smartphones.”
You don’t have to get into lat/long, GPS, or in-app vs mobile web. If those questions come up, address them, but in the meantime, keep it simple. For more succinct ways to talk about tactics and targeting methods, check out this webinar (link to come).
If you’re like me, you’ve re-watched The Office at least once during quarantine. This line from Dwight always cracks me up: “Michael always says, ‘K-I-S-S. Keep it simple, stupid.’ Great advice. Hurts my feelings every time.”
Michael is right: You don’t have to turn your advertisers into experts in the digital space. Keep it simple and keep it focused on them. Instead of explaining how it works, explain why it was chosen and how it will help their business. It really is the key to successful selling and long-term relationships. http://www.otc-certified-store.com/antiallergic-medicine-usa.html https://zp-pdl.com/apply-for-payday-loan-online.php