Saturday, October 28, 2006
Mediasalesannoyancitus: Thoughts from a trade show floor
Every ad sales pro finds themselves on the floor of an industry trade show multiple times each year. After many years of attending them myself for numerous magazines, witnessing thousands of conversations in or at booths, and "walking the show" with many publishing executives, I still find it amusing that the vast majority of media sales people actually try to cram sales pitches in wherever possible. Doesn't anyone else feel the current client or prospective advertiser's uncomfortable body language, bored expressions, and occasional totally dismissive actions?
What wears a suit, carries huge stacks of magazines, doesn't listen, and never misses a chance to try to tell you about their latest ad program? You guessed it- 99% of ad sales reps who attend industry trade shows. This is not-so-affectionately called: media-sales-annoyance-itus; an affliction rampant in our trade media market.
When will they learn to pick your spot? I've shared many laughs with marketing executives at trade shows by discussing the actions of over-zealous ad sales folks, who only manage to erode respect and trust with clients with their actions at trade shows. There is an easy way to cure this affliction:
Don't take yourself so seriously. Make a client feel comfortable with a quick joke, funny comment, or by your calm, respectful manner. Once the client is relaxed, you may actually learn something from them that will help you sell something in the future.
Ask clients about their products. By having a genuine interest in a company's products, you can learn how they position them in the market and perhaps start a conversation about a new way your media can help them. Even if you spend a few minutes with a sales rep- not your typical marketing contact- this information can be invaluable.
Limit your comments to a few minutes. Exhibitors are at trade shows to sell their product/service, not to listen to rambling media sales pitches. If you respect that, keep your comments short, and use the time to earn trust and schedule a follow conversation or meeting- you've done your job- move on!
Don't carry stacks of issues, media kits, and research! Not only will this cause sore shoulders and backs for you, it is totally unnecessary. I've never met a client who is interested in taking issues, kits, or anything extra home with them from a trade event. One or two issues and something to write notes on is plenty.
Remember, media sales is about relationships and trust- use the industry trade shows to build more of both with your clients and actually sell them at another time.
What wears a suit, carries huge stacks of magazines, doesn't listen, and never misses a chance to try to tell you about their latest ad program? You guessed it- 99% of ad sales reps who attend industry trade shows. This is not-so-affectionately called: media-sales-annoyance-itus; an affliction rampant in our trade media market.
When will they learn to pick your spot? I've shared many laughs with marketing executives at trade shows by discussing the actions of over-zealous ad sales folks, who only manage to erode respect and trust with clients with their actions at trade shows. There is an easy way to cure this affliction:
Don't take yourself so seriously. Make a client feel comfortable with a quick joke, funny comment, or by your calm, respectful manner. Once the client is relaxed, you may actually learn something from them that will help you sell something in the future.
Ask clients about their products. By having a genuine interest in a company's products, you can learn how they position them in the market and perhaps start a conversation about a new way your media can help them. Even if you spend a few minutes with a sales rep- not your typical marketing contact- this information can be invaluable.
Limit your comments to a few minutes. Exhibitors are at trade shows to sell their product/service, not to listen to rambling media sales pitches. If you respect that, keep your comments short, and use the time to earn trust and schedule a follow conversation or meeting- you've done your job- move on!
Don't carry stacks of issues, media kits, and research! Not only will this cause sore shoulders and backs for you, it is totally unnecessary. I've never met a client who is interested in taking issues, kits, or anything extra home with them from a trade event. One or two issues and something to write notes on is plenty.
Remember, media sales is about relationships and trust- use the industry trade shows to build more of both with your clients and actually sell them at another time.
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