Читать книгу Media Selling - Warner Charles Dudley - Страница 99

 Do represent your clients. Media salespeople’s responsibility is to publish the best possible advertising for their clients and to try to get the clients the best, fairest deal they are entitled to according to a medium’s official pricing and positioning policies. Salespeople should be their client’s advocates inside their organizations.

 Do keep privileged information confidential. Salespeople must keep privileged information to themselves, including details about advertisers’ strategy, budgets, creative plans, special sales, and media plans until the campaign has broken and the information is readily available from outside sources. When a client or advertising agency requests competitive information, salespeople should not give it out before the campaign starts. If salespeople have done their selling job properly, they have sold themselves as solutions providers, which implies a privileged relationship, such as that between a doctor and patient. Customers have a right to assume that salespeople are experts whose recommendations are given with their customers’ best interests in mind.

 Underpromise. It is salespeople’s responsibility not to promise what advertising by itself cannot deliver. The media can deliver exposure to an audience. But the media cannot be certain of generating sales results, so it should not promise results to advertisers. Rather, salespeople should promise only what they can deliver. The rule to remember is “underpromise and overdeliver.”