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The Center for Sales Strategy Blog

Will Your Job Go The Way Of The Dinosaur?

Will Your Job Go The Way Of The Dinosaur

Regardless of the industry you are in, there is no doubt that you risk seeing your job function become extinct.

Think about the travel industry. Twenty years ago, who would have ever thought it was possible to book a business trip that included two different cities, multiple flights, car rentals, hotels, and more, all without the help of the travel agent?!

That’s not to say that all travel agents went away, but the business certainly changed. Today, we will look at the media industry—specifically, Digital Media Sales Managers.

Make no mistake—this is not a media-specific issue. The same could happen in many industries.

Topics: Digital integrated media solution

Integrated Marketing Solutions: Let's Go Fishing!

Integrated Marketing Solutions Lets Go Fishing!

As a Senior Consultant with The Center for Sales Strategy, I’ve reviewed a lot of proposals from salespeople over the years.

As I analyze the ideas sellers plan to present to clients, I often push them to make their proposals stronger by asking, “Where’s the plan to achieve the desired business results? How can you make it easier to buy?”

These prompts often create the awareness that we need to do a little more fishing. So, grab a fishing pole and have a seat on the dock. Today we are taking a virtual fishing trip!

Topics: integrated media solution

Finding that Ideal Prospect when Selling Digital Advertising

Finding that Ideal Prospect when Selling Digital Advertising

Over the years, we've seen a pattern with media sellers to pursuit of prospects who welcome ideas that include digital.

Selling digital as part of an integrated solution requires a certain kind of prospect that will "get" what you're talking about with respect to integrated solutions. To help navigate through your best opportunities, try these tips as you prospect and plan your approach.

Topics: Digital selling digital advertising integrated media solution

5 Google Analytics Access Questions and Answers

5 Google Analytics Access Questions and AnswersSenior Consultants at The Center for Sales Strategy are known for helping organizations grow their sales through training, the development of customized strategy plans, and coaching.

By facilitating digital training in many workshops, there are several conversations around Google Analytics and how it can be used to sell the results of a campaign – some are more in-depth and hands-on, while others are more introductory based on the workshop.

Keep reading for answers to the five most frequently asked questions and objections heard when discussing Google Analytics.

Topics: digital marketing selling digital advertising integrated media solution google analytics

Sell That Smoothie! (Successfully Selling Integrated Solutions)

sell-smoothie-analogyShifts in consumer behavior over the last 20 years demand that businesses use multiple platforms to reach consumers. As a result, most media organizations today understand the importance of selling Integrated Solutions – just take a look at all of the capabilities that they have to offer a business to help them achieve their desired business results!

Topics: selling digital advertising integrated media solution

How the Consumer Journey Can Help You Sell More Integrated Solutions

integrated solutionsMedia sellers today have more capabilities than ever to drive results for their clients. With all of the potential options, you would think that it has gotten easier to build a solution that will drive results, right? Nothing could be further from the truth! If anything, the sheer number of solutions has made it more challenging to determine when to use what when. And with all of those capabilities, their presentations have also become longer – many filled with a multitude of product one-sheets and then a laundry list of recommended products in the recommended solution.

That is a struggle that I hear from salespeople that I work with all over the country. It’s not just determining what should be in the solution, but how to present it in a truly integrated format where it is clear why all of the components are critical to a successful result.

Topics: selling digital advertising integrated media solution sales performance Sales sales process

How to Hire a Salesperson Who Sells Integrated Solutions

hire a salesperson who sells integrated solutionsSales managers in the media space are faced with the challenge of hiring sellers who sell integrated solutions. No longer is hiring a one trick pony—a master negotiator who secures large shares of available opportunities—the recruitment and selection gold standard. Hiring great negotiators who can also develop business by selling integrated solutions is now standard operating procedure.

Topics: hiring salespeople integrated media solution

Is Inbound Marketing the Uber of Media Advertising Sales?

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These days, everyone wants to be the “Uber/Amazon/AirBnB of {insert industry}” and even if they aren’t, they certainly like to say they are. While I don’t want to be like those other guys… I kind of can’t help myself here. So bear with me on this one.

It started the other day, while I was riding in a Lyft (the other Uber, in case you aren’t familiar) to a meeting here in Seattle where I live. I noticed how my driver asked me if I had a preferred route; “Do you want me to take I-5 or the viaduct? Do you have a preference?” he asked. I didn't. 

He then offered me a bottled water and asked if I had a favorite music genre to listen to, which he could turn on for the ride. The car was really clean and smelled like a pina colada, and I could tell the driver was reading my energy and mood to determine how chatty to be with me that day. 

I flashbacked to 10 minutes prior when I was wrapping up something in my home, running a few minutes behind schedule, and with a couple clicks on my phone I had a driver on the way. I could track how close they were and head out the front door to meet him almost exactly when he was pulling into my driveway. I didn't have to worry about being late because I knew exactly where my driver was and the app even provided an ETA. Plus, when the ride was over I didn't have to exchange a dollar or fumble for my credit card. I said goodbye and was walking into my meeting in seconds. 

Immediately after exiting the vehicle, my mind started to wander about how the needs that cab drivers filled 10+ years ago have drastically changed, which is obviously why companies like Uber and Lyft are so incredibly successful today. Like this (just to name a few):

Topics: digital marketing integrated media solution Inbound Marketing

Selling Integrated Solutions is Easier With Inbound Marketing

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It seems like a lifetime ago, but I was once the Associate Publisher at Competitor Texas magazine, a 80,000 circulation endurance sports magazine. Most of my clients were either running, cycling, or triathlon events or retailers and had a website but hadn’t started to build up a sizeable presence on social media. Most hadn’t even considered using digital ads to get visitors from related fitness websites to their own site.

It was a great time to be in the media industry, and we were just beginning to see the potential of integrating digital, social, email, event marketing, grassroots campaigns and print all together into one campaign. But we had one BIG challenge: how to effectively explain this new way of thinking to potential advertisers when many of these race directors still had event registrants filling out paper registration forms and mailing them in. They were certainly not embracing new technology or uses of media very quickly and were quite resistant to any change. So how to get through to them and show them how integrated solutions work? That’s where inbound marketing came in.

Topics: integrated media solution Inbound Marketing media

Three Must-Know Social Media Practices for B2B Lead Generation

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There is a plethora of research out there on why social media is such an important component of your inbound marketing, but what I want to share with you today are some specific ways to get started engaging and connecting with your social media audience. These will help you increase your B2B lead generation, and ultimately convert more customers. 

Topics: Social Media digital marketing Digital integrated media solution Inbound Marketing