Читать книгу Media Selling - Warner Charles Dudley - Страница 56

Salespeople must create so much value for their medium or product that they become the preferred supplier with both a partner and that partner’s advertising agency if they have one. It is highly probable that clients will eventually change advertising agencies, so salespeople should create value and establish relationships at the client level. In order to become the preferred supplier, or preferred partner, salespeople must provide more and better information and service than any other salesperson from any other medium so the customer will think of them first when they need information or want to invest in advertising.