Читать книгу Media Selling - Warner Charles Dudley - Страница 84

New assumptions	New approaches	Trends
The Internet caused a fragmentation of the media.The Internet increased the opportunity to target customers.Programmatic disintermediated buying and selling.The Internet caused an explosion of complexity in the advertising ecosystem.Internet advertising is under attack.	A teaching, tailoring, and taking‐control approachA serving, partnership approachA selling‐as‐educating approachAlgorithms‐as‐the‐competition approach	The customer burden of solutionsThe rise of the consensus saleIncreased risk aversionGreater demand for customizationAI is changing all steps of selling

Because media selling today requires focusing on a customer’s success, a salesperson’s number one objective is to get results for customers. Other objectives are to develop new business, to retain and increase current business, and to delight customers. The numberone sales strategy to accomplish these objectives is to create value for your product. Other strategies are to research and develop insights into prospects’ and customers’ problems, challenges, pain points, and competitive positioning. Key tactics are to create a differential competitive advantage, to build relationships, and to solve problems, and functions related to the key tactics are to monitor the marketplace, to recommend tactics, and to cooperate.

Much of the remainder of this book will be spent helping you develop the attitudes, emotional intelligence, skills, knowledge, opportunities, preparation, and persistence necessary to become a salesperson who can help both direct buyers and agency buyers make effective and efficient media investments.