Alina McComas, on November 21, 2022
Imagination. It’s a wonderful thing as a child, but as an adult, it can often keep you from engaging in specific scenarios.
I see it often from media sellers when it comes to being asked to sell new digital solutions… “if I engage in this conversation, what if they ask me…fill in the blank.”
Alina McComas, on October 4, 2022
It's always surprising to me how few sellers conduct an audit of a prospect's website and social media presence prior to meeting with a prospect.
This simple step doesn’t need to take a lot of time, but it will go a long way to help prepare you to ask better, more knowledgeable questions about the prospect, their business, and what might be important to them.
The Center for Sales Strategy, on October 21, 2021
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.
Alina McComas, on October 16, 2019
Senior 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.
Shifts 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!
Kurt Sima, on April 17, 2019
“Wow, this is the best campaign recap I’ve ever received!”
As a seller, have you ever heard this from a customer? The odds of getting this type of feedback are low. Don’t feel bad because most campaign recaps are mediocre at best. Most are a bunch of data that do not tell a story. Most are forgettable at best.
Alina McComas, on October 17, 2018
Media 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.
Alina McComas, on January 29, 2018
Over the past couple of weeks, I have had several account managers ask me questions surrounding a digital client needs analysis. Everyone wanted to know those three or four questions that would magically give them everything they needed to put together a fool-proof digital solution. The truth is: there are no magical questions.
There is nothing special about a digital client needs analysis. When selling digital advertising, you need to learn about your prospect's business, their competition, and their primary business challenges.
Alina McComas, on January 2, 2017
In this first week of 2017, most ofus are thinking about our New Year’s Resolutions and what we can change in the new year to make ourselves better. The usual list of suspects includes a promise to get into the gym more, quitting smoking, losing weight, spending more time with family and friends, getting out of debt, and getting organized. But what about your professional resolutions? Have you determined what commitments you plan to make to achieve your professional aspirations for 2017?
Alina McComas, on October 11, 2016
Campaign recaps are the norm when it comes to digital marketing. In an integrated marketing campaign, those results are usually separated out even though we design the campaign to work together. All too often, the digital portion of a campaign recap is simply a beautified spreadsheet or PowerPoint that includes creative images and a handful of metrics like impressions delivered, clicks, click-through rates, and sometimes view-throughs. These types of reports do very little to show how the campaign is actually achieving the goals of the client—and when that is the case, they can result in a cancellation or non-renewal.
The goal of a campaign recap is to sell the results back to your client so that you can retain and grow that piece of business. You want to make it clear that you are driving results—making the connection between the numbers and the emotions of your client. So how do we move beyond the simple delivery of numbers, to effectively sell the results of our integrated campaigns?
Here are three easy steps to get you there:
