Читать книгу Media Selling - Warner Charles Dudley - Страница 37

As the media have fragmented and buying so many media alternatives has become more complex, the need for consensus to get big media deals done has increased. A major shift in media placement strategy, for example moving significant ad dollars out of broadcast television or radio and placing it in digital media, is a decision that a chief marketing officer (CMO) is often not willing to make alone or without input from multiple sources, including the company’s CEO. Dixon and Adamson’s research for The Challenger Sale indicated that widespread support for a supplier across a decision‐maker’s team is the number‐one thing senior executives look for in making a purchase decision.¹¹

This need for consensus requires that for major media investments salespeople must call on and persuade multiple levels of client and agency personnel, which, of course, means an investment of a great deal of time and effort. This need for consensus also means that salespeople should be adept at and comfortable with establishing and maintaining relationships at multiple client and agency levels if the situation calls for it.