Buyer Beware — Media Sales (For the salespeople)

Before we begin, you need to know that my philosophy to sales is simply to #CareMore. You believe in the product you are selling, and you understand the problems it solves. This is not an article for a salesperson who solely chases commission or puts themselves first.

What your buyer wants

They want an honest review of why they need this solution. It means that you halve not only perfected your pitch, but you have also researched the company enough to talk to what they are currently doing and why they need you to make their lives better.

Most importantly, when talking about metrics such as reach, APIs, engagement rates, and the like, you are honest and transparent about how this is calculated and presented. You can read more here about how reach is defined and the questions that media buyers will ask — be prepared for them.

Before the pitch

Ensure your customer has an agenda, time slot, and all the links for the video call (location if it’s physical).

The pitch

Setting the scene for your pitch is supercritical to maintaining attention and ensuring that there is no extra work after you’re done.

Online meeting etiquette

• Have your video on and ensure that your head is at the top of the frame to see your hand movements
• Ensure that there is good light and that your background is static and not too busy
• Don’t let the meeting start in silence, have an icebreaker or conversation topics to get someone talking

General etiquette

• Dress the part
• Maintain eye contact
• Don’t fidget with anything
• Put your phone away and on silent, and make sure your computer’s notifications are silent too
• Watch reactions to when you say things so you can expand on items or move on quickly from them
• Make sure your laptop is charged, cables are plugged in, and the internet connection is strong

Set Meeting Rules

• Phones should be on silent and, if possible no other distractions
• Videos should be on where possible
• Questions are asked at the end

Taking note of where you fit in the AdTech/MarTech ecosystem

It would be best if you were on board with the fact that you have competitors who are better at some things than you are. In addition, you need to cite them as being such. In doing so, you show your customer that you are aware of how things work and how your solution fits into the world in general.

The biggest mistake I saw with my teams was that their solution was the best in the market. It sometimes got scary as we would get obsessed with this idea and shoot down the competition without fear of repercussions. Worst yet, the prospect would see this and tell their networks about our approach, and we would lose business over this. Take caution as the industry is small, but most importantly, not stupid.

Signing the deal with flavour

A lot has been said about swag and incentives when signing up. We found a lot of success with this instead of using facts, figures, and research when it came to converting our customers. We found even more success with this when trying to upsell or get them to spend more. Just be wary, though, as some customers will see through this — gauge the room and do what you need to.

Post-sale

Once the contract is signed, you will need to make sure that your client gets exactly what they signed up for. If you have any extra services that you might offer for free, don’t share them just as yet. Delight them at a later stage or use them as an upsell sweetener.

It is imperative that the first month with the customer moves smoothly and that there are no issues with anything. Please pay attention to your response times, working hours, and what they are asking for. Make a note of their patterns, routines, and the days they ask things so you can anticipate them and make them feel even better.

I would also like to add that you should follow your customers on social media if their profiles are public. If they are private, consider asking them if it’s okay for you to follow them when you get to know them better. This is not to annoy them by engaging with all their content but to understand them and have better conversations.

The upsell | Two ways to do this

Customer discovery / Product usage or different needs :

This is by the most satisfying way an upsell happens, and they do it themselves. The customer, through discovery, learns that they need more features or has come to a point where they have exhausted their current offering. The prompt is simple enough, and you make your commission.

Suggestions based on their activity:

The customer has been using your services for a while, and you have learned what their objectives are, how they are growing, and simply what they need. In your next meeting, you need to position your service as something that not only extends their possibilities but why they desperately need it.

Please don’t waste time on an upsell in the grey, i.e. you know it’s a long shot. This will break down trust and turn you into another salesperson who wants a commission.

What to do at the next sales meeting

Be honest, be open, and do your best to solve their problems with your solutions.