Читать книгу Media Selling - Warner Charles Dudley - Страница 48

Results must be defined by customers – increased sales, reduced distribution costs, increased profit margins, increased share of market, high ROI, increased product awareness, or improved corporate image, for example. Salespeople must help customers get results for two reasons: (1) if customers do not get results, they will not renew their advertising schedules, and, thus, salespeople must take a long‐term view and create renewable business, and they must get results for customers as the customers define results; and (2) helping people makes a salesperson’s job more meaningful, and, therefore, makes both the customer and the salesperson happier.

Also, communicating the primary objective of getting results not only helps turn customers into partners, but also communicates that you care more about them than about yourself, your commissions, or maximizing revenue for your company. But getting results for customers and partners also leads to you and your company making more money because virtually all advertising budgets are based on a percentage of total sales. For example, in 2017 beverage industry companies averaged investing 4.1 percent of their total sales in advertising, and department stores invested 4.0 percent of their total sales in advertising.²⁴ These percentages of sales invested in advertising by industry tend to remain relatively stable over time, which means that if a customer or partner gets results and sales go up, say 10 percent, its advertising budget is almost certain to go up 10 percent. Therefore, the customer’s investment in your medium will probably go up 10 percent or more.