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Media Selling

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Страница 1 Table of Contents List of Illustrations Guide Pages Страница 6Страница 7Страница 8 About the Authors Acknowledgments Страница 11 1 The Marketing/Media Ecology What Is Marketing? The Internet and Ad Words: Disrupting Marketing and Advertising Google Aggregation theory Customers Versus Consumers What Is Advertising? The Media Hypocrites Not Allowed Test Yourself Project References Resources Notes 2 Selling in the Digital Era What Changed? Digital‐Era Media Are Still “The Media” New Assumptions for the Digital Era Assumption 1: The media are fragmented Assumption 2: Automation changes the sales process Assumption 3: The explosion of complexity makes media selling difficult Assumption 4: Much of digital advertising is unpopular Approaches An old approach that still works New selling approaches for the digital era The customer burden of solutions The rise of the consensus‐based sale Increased risk aversion Greater demand for customization New approach 1: Serving the customer Some definitions New approach 2: Focus on customer success New approach 3: Selling as educating New approach 4: Algorithms and AI are the competition Mission, Objectives, Strategies, and Tactics Mission Objectives To get results for customers To develop new business To retain and increase current business To delight customers Strategies Create value Research and develop insights into prospects’ and customers’ problems, challenges, pain points, and competitive positioning Become an expert about how your medium works and solves marketing and advertising problems Become the preferred supplier Innovate Key tactics To create a differential competitive advantage To build relationships To solve problems Related functions To monitor the marketplace. To recommend tactics. To cooperate. Types of Selling Exhibit 2.1 Salespeople require different competencies than they did two decades ago Two types of customers Missionary selling The retail business Selling to retailers Service selling The advertising agency business Fee arrangements Agency structure. Basic functions. Digital agencies. Television bias Selling to agencies Calling on clients. Numbers and data are a security blanket. Communication skills. Summary Exhibit 2.2 Assumptions, approaches, and trends Test Yourself Project References Resources Notes 3 Sales Ethics and Transparency Sales Ethics in the Advertising‐Supported Media Reasons people do not follow the rules What Are Ethics? Why Are Ethics and Rules Important? Five Ethical Responsibilities for Media Salespeople 1. Responsibility to consumers 2. Responsibility to their conscience 3. Responsibility to customers Customer‐oriented rules for media salespeople – the Don’ts Rules for media salespeople – the Dos 4. Responsibility to the community 5. Responsibility to a company The Five Cs of ethical responsibility An Ethics Check ¹⁶ Transparency Test Yourself Projects References Resources Notes 4 The AESKOPP Approach, Attitude, and Goal Setting The AESKOPP Approach Definitions Attitude Emotional intelligence Skills Knowledge Opportunities Preparation Persistence Key Elements and Core Competencies of the AESKOPP Approach Exhibit 4.1 Salesperson core competencies Attitude and Goal Setting What is attitude? Why are attitudes important in selling? Honest Positive/optimistic Committed Confident Courageous Competitive Coachable (open/non‐defensive) Curious Self‐motivated Assertive Flexible Cooperative Nurturing Can I control and change my attitudes? Positive framing Visualization and mental rehearsal Do the right thing How can I motivate myself to maintain a positive attitude? High achievers Goal‐Setting Theory and Objective‐Setting Practice Goal‐setting theory Goal clarity Goal difficulty Goal feedback Objective‐setting practice Measurable Attainable Demanding Consistent with company goals Under control of the individual Deadlined Take Full Responsibility for Your “Cycle of Success” Your dream, your mission Test Yourself Project References Resources Notes 5 Emotional Intelligence Old‐Fashioned Models of Selling Old Models Don’t Work In the Digital Era The Current Model: Selling as Educating The Importance of Emotional Intelligence Exhibit 5.1 Emotional intelligence domains and associated competencies How important is emotional intelligence in selling? Do I have emotional intelligence? What are the difference between how you see yourself and how others see you? What matters to you? What changes will you make to achieve these goals? How can I apply emotional intelligence to selling media? Rule #1: Do unto others as they would have others do unto them Rule #2: People like and trust people exactly like themselves Rule #3: People don’t care how much you know until they know how much you care Test Yourself Project Resources References Notes {buyButton}

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