Читать книгу Media Selling - Warner Charles Dudley - Страница 82

The International Radio and Television Society (IRTS) conducted a survey among important agency media buyers in New York City several years ago. The buyers were asked to name and rank the characteristics they thought were most important for a salesperson to have. The following list resulted from the study:

1 Communication skills – clarity and conciseness, not oral skills or flamboyance, were ranked as most important

2 Empathy – insight and sensitivity

3 Knowledge of product, industry, and market

4 Problem‐solving ability – using imagination in presentations and packaging

5 Respect

6 Service.

7 Personal responsibility for results

8 Not knocking the competition