The Center for Sales Strategy Blog

If you read any of the advertising trades these days you are seeing strong evidence that programmatic buying is making significant strides in the media sector. Programmatic buying allows advertisers to have direct access to the publisher’s (and now the broadcaster’s) inventory, and transactions are completed in nanoseconds with very little human interaction. In the online display advertising sector, programmatic is already accounting for nearly half of all transactions and predictions are being made that over 83% of display advertising will be bought and sold programmatically by the year 2017. Advertisers and publishers are building out trading desks to accommodate this huge flow of business.

So far, those selling traditional media have felt some degree of insulation from this wave, but that is changing as well. Last week Media Post ran an article about the rise of “programmatic TV” and this week Inside Radio featured an article on how Strata has put together a platform and an agreement that allows advertisers direct access to inventory on a number of media platforms including radio. The future is now, folks.

What a great week! There are some great gems from our writers here, and wonderful news from around the web. Read on!

The Center for Sales Strategy Weekly Wrap-Up

• Monday, Steve Marx wrote about ways to get people to open your emails, and provided the best subject line of all time.

• Tuesday, Greg Giersch gave us a list of questions we should ask to build our personal brand, and make our LinkedIn profiles look better than they do.

It seems somehow intuitively appealing for a manager to spend more time with those salespeople who need more help. People are almost invariably amazed when we explain to them that the opposite is true. To really see ROI on your sales team, you must spend more time with your top performers.

Let’s face it: Colleges and universities are not accustomed to hiring salespeople. They hire educators, administrators, technicians of various sorts, and clerical staff of nearly every type. But they don’t hire great salespeople or what they call “Business Developers.”  And yet, increasingly these institutions find themselves hiring people who are setting appointments,  providing need assessments, solving problems and delivering customized solutions that are addressing the business challenges of rapidly changing technology, employee performance and customer satisfaction.

Hiring salespeople is different. Of course, they need the qualities you look for in every hire—integrity, intelligence, focus, energy, and readiness to execute. But business-to-business salespeople also need at least these four additional traits as well.

1. Empathy

Successful salespeople identify with their customers and pick up on their feelings. They understand their needs and pressures they’re under; they get how business works and can wrap their heads around the challenges faced by each prospect. Yes, they represent the college and its specific B2B offerings, and yes they want to drive revenue for the institution. But the best ones—the ones you want—are geniuses at balancing the interests of the college and the interests of the customer as they assemble a tailored solution.

Frustrated that your email open rates are so low? Or are you happy that your open rates are above average, but you want to boost them further?

What a great week! There are some great gems from our writers here, and wonderful news from around the web. Read on!

The Center for Sales Strategy Weekly Wrap-Up

• Monday, Dana Bojcic confessed she'd lied to her young son, and in doing so, gave him the worst possible talent-related advice.

• Tuesday, Greg Giersch wrote exactly what I needed to read: when you're overwhelmed with how much you want to accomplish, find the very next step and work on that.

Earning that first appointment with a big prospect can be difficult. But you persevered. You were smart enough, creative enough, prepared enough, and persistent enough to nail it. He said yes. The date, time, and location are on your calendar and his. Getting this appointment was especially sweet because the guy has a reputation of being tough and demanding.

If you think the most difficult phase of the selling cycle is now behind you, I have some bad news. Now you need to measure up—to your claims and his expectations. I can’t tell you how often I see salespeople work hard and smart to get the meeting and then saunter in to his office, largely unprepared.

You “sold” the appointment.  Now you need to deliver.  Here are six things you can do to ensure that your first meeting with that big prospect goes well.  There are no second chances with prospects like this.

The leaves are turning beautiful shades of red and gold (well, not here in Florida, where the leaves just turn brown and it doesn’t happen until February), so it must be the time of year when thoughts turn to annual sales planning, to making next year markedly better than this year.

(Oh, the leaves don’t make you think about planning? If they trigger thoughts about turkey, click here. If they spark thoughts about skiing, look here. If the leaves prompt thoughts of romance, you must be confusing fall with spring.) 

I thought I’d approach the topic of annual sales planning by offering my favorite all-time quotations about planning. Which ones speak loudest to you?

Think before you act.

—Aesop

Have you ever started the day feeling that there was so much to do that you didn’t know where to start? If you’re in sales, it’s not uncommon to feel you have too much to sell, too many follow-up tasks, and too many deals that haven’t closed. Which activities will allow you to hit your goals?

The best advice is often the simplest. Focus on the single, next step with each client or prospect.

Focusing on just the next step is the permission you need to focus on reaching an achievable goal. And an achievable goal is motivating. We use a 7-step process in How Selling that makes it easier to decide the next step in the sales process.