Читать книгу Media Selling - Warner Charles Dudley - Страница 165

The vast majority of buyers and customers of the media are hypersensitive to the tricks, manipulations, and the selling of “magic” in the past. With the highly complex digital advertising ecosystem, programmatic trading, and the explosion of available data, buyers need relationships with media salespeople based on a basic understanding of the underlying ad‐delivery technology, familiarity with available data, and mutual trust. Establishing mutual trust is the first step for a successful digital‐era, selling‐as‐educating model which, in turn, requires salespeople to have emotional intelligence in order to develop trusting relationships.