Читать книгу Media Selling - Warner Charles Dudley - Страница 57

In the Harvard Business Review article titled “The best salespeople do what the best brands do,” author Denise Lee Yohn writes that “the best brands ignore trends. Great salespeople don’t imitate, they innovate…[they] offer their customers unique perspectives and often seek to push their thinking. They present a differentiated sales experience by challenging customers’ status quo and teaching them something new and valuable.”²⁸ Every product and medium must also continually innovate: new packages, new ad formats, new promotions and contests, new content, new special sections, new functionality, new ways to access information, and new events. New products and opportunities such as those mentioned give salespeople a reason to make another call on a customer or agency, they create excitement, and they provide new ways to solve marketing and advertising problems.