Читать книгу Media Selling - Warner Charles Dudley - Страница 39

A one‐size‐fits‐all solution is no longer a viable approach to selling in general, and particularly in the media. When selling media, every advertiser wants to feel special and that they are not only different from other businesses but especially different from their competitors. An offer for each customer must be customized according to the client’s unique business goals and strategies and framed according to the unique personality of the decision‐making individual.

Customization means that every sales call, every proposal, and every presentation has to be crafted differently and, of course, it takes time to do in‐depth research to understand a client’s industry, goals, strategies, creative approach, and personal needs. Also, one critical part of the customization process is analyzing a multitude of data available on a client to find insights that might help a client get better results through its advertising efforts.