The ad sales game is a confounding mix of approaches. Media buyers are following tech’s influence and looking for efficient buys based on data. Meanwhile, cross-platform campaigns require ever more creative approaches and, above all, strategy. In this report, Folio: talks to some of the industry’s top ad execs to reveal their secrets to preserving business and closing sales in a market obsessed with data and efficiency.
Ronan Gardiner / VP & Publisher, Men's Health / Rodale
Never accept “no” from someone who doesn’t have the power to say “yes.” Ad sales people have to be tenacious and persistent. But they also have to be creative, collaborative (internally and externally), and consultative. The latter requires the ability to listen, a skill many sales people struggle to master. Great sales people seek to truly understand their clients’ business and then deliver solutions that help those clients to meet their objectives.
In forming a relationship, mutual trust and respect are key. At Men’s Health, we’re fortunate to work with the biggest agencies and clients in the country. And we work extremely hard to earn not just their business but their trust and respect. When we accomplish that, the relationship becomes a true partnership. And out of those partnerships, the best ideas are born.
Never send a proposal to a client without first asking yourself if someone in your competitive set could do it better or more authentically. If the answer is yes, then the idea is not good enough. Or at least it’s not Men’s Health enough. So we start again until it is.