Generations of salespeople have heard this, but it seems to be harder to do than to say. According to recent research from Kantar Media SRDS and the James G. Elliott Co., there is a real disconnect between what media buyers want and what sellers do.
Have you downloaded your free Publisher’s Guide to Understanding Today’s Media Buyers yet? This short piece highlights findings of the third annual Study of Media Planning and Buying. By itself, this quick reference guide delivers important insights into the stressful world of today’s media buyers.
Now the study is even more useful. Why? Because, for the first time, we are now releasing a companion piece based on new questions sent to media sellers. The Publisher’s Guide to Understanding Today’s Media Sellers will help you identify some of the mismatches between the wishes of buyers and the actions of sellers.
Some of the disconnect is caused by differing goals for each group. For buyers, any appropriate solution that delivers what they need is fine. For sellers, only one solution — the one they are selling — helps their cause. That is just the start of the trouble. Add very different perceptions of what is actually happening in the process and it is easy to see how the two groups misunderstand each other.
Take meetings, for example:
· 80 percent of sellers feel that meetings with marketers are extremely or very valuable.
· 65 percent of sellers feel the same way about meetings with agencies.
· But only 48 percent of buyers believe that meetings with sellers are important.
Why do sellers think meetings with marketers are so important? Because 39 percent of sellers believe that client dictates are factors causing turnover or changes in an advertising schedule “always” or “often”. The client is too important for a seller to ignore, even if the agency might prefer that all communication be run through them.
The Publisher’s Guide includes many other topics such as the following:
· Importance of discounting
· Timing of media planning activities
· Importance of native advertising
· Importance of RFPs and time allowed
Click here for the free PDF downloads of your choice. You may select any or all of the these pieces:
· Publisher’s Guide to Understanding Media Buyers
· Publisher’s Guide to Understanding Media Sellers
· Research deck for the Study of Media Planning and Buying (Buyers)
· Research deck for the Study of Media Planning and Buying (Sellers)