E-Media Sales Essentials
F+W digital media vice president suggests six key strategies.
Magazine Salespeople need to consider several important factors for establishing and maintaining client relationships and, of course, when selling them e-media products.
â€śItâ€™s so important, vital in fact, to sit down with your clients and assess their needs and determine how best to provide solutions for them,â€ť F+W digital media vice president Chad Phelps said during a session at the FOLIO: Show last month.
During his presentation, Phelps shared with attendees six key strategies for selling e-media.
Integrated vs. dedicated online sale teams. â€śThere are benefits and drawbacks for both.
Integrated teams offer deep client relationships, integrated sales packages and clear client/territory lead lineation. Dedicated staffs offer a greater focus online and a deep product knowledge, but also require a partnership with territorial sales staffs.â€ť
Setting expectations. â€śThe first thing I tell clients is that weâ€™re selling audience, not the site. You should focus on the demographic profile of the site visitor and e-mail subscribers. Keep your statistics and analytics simple.â€ť
Online sales training is essential. â€śEverything online is constantly changing. Know the terminology and make sure your staff is consistent. Make sure they know your products and why they are valuable.â€ť
E-mail sponsorship. â€śThere are three main categories: editorial sponsorships, dedicated e-mail blasts and custom e-mail newslettersâ€”which are targeted, segmented messaging to portions of list.â€ť
Going beyond banners. â€śNo one says banners anymore. I train my sales staff to say display advertising. We talk about things like site takeovers, text links, in-text advertising, video, podcasts and custom solutions.â€ť
How to sell lead generation. â€śUnderstand your clientsâ€™ goals,â€ť added Phelps. â€śQuestions you need to ask include: Are they selling a product or a service? What volume of leads are they expecting? What is their typical conversion rate and how do they measure that?â€ť
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