Читать книгу Media Selling - Warner Charles Dudley - Страница 83

Personal selling for a media company is a fascinating and worthy craft that involves dealing with people, who are complex and basically trustworthy. Even though the media are often under attack, selling for a media outlet often gives salespeople access to high‐level executives who appreciate the media’s ability to grab their customers’ attention.

Virtually all media selling involves digital advertising in some manner, and digital advertising is highly complex and requires new approaches for the digital era. The serving‐the‐customer, focus‐on‐customer‐success, and selling‐as‐educating approaches require teaching prospects about your product and the complexities of digital advertising, tailoring your offers to customers’ individual needs, and taking control of the conversation. Exhibit 2.2 summarizes the new assumptions, new approaches, and trends that have been brought on by the Internet, the increase of digital advertising, and the growth of automation and artificial intelligence (AI) that will be covered in more detail in later chapters.