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It’s a Tough Job

Helen • March 10, 2020

.. but someone has got to do it!

For some making sales calls comes easily to them, for others it’s something that they do reluctantly or because they must.

Having come from a sales background I’m fully aware of the importance of it in business, and of course working in marketing for over 20 years it has been an integral element of strategies and plans. My mantra is Sales is King, and marketing is a function to support Sales.

This article is in honour of those people who combine both sales and marketing, to sell advertising space.
In my view, this is one of the hardest roles to have and I take my hat off to everyone working in this area. Many will have large targets and may only be remunerated based on results.

For what it is worth, here are my top tips to those making the calls:

  • Rip up the scripts - have guide notes but please don’t read verbatim - especially if they are not your words and even if they have been tried and tested by others.  
  • Don’t pepper them with questions - about budgets or what else they are doing marketing wise. If you engage in a conversation that is two way you are likely to get these answers naturally.
  • Be prepared for questions - and have answers! Over time you will typically hear similar questions so it’ll easy to have guide notes prepared for when you are asked something
  • No blagging - if you are asked a question you don’t know the answer to, then be honest and say so. It also gives you a legitimate reason to call or follow up with an email when you have the response.
  • Listen - and hear what you are being told.  
  • Relax and be yourself - it will come across better on the call, and if it isn’t in your nature to be over friendly, then don’t be as it just won’t work

For those receiving the calls:

  • Don’t pre-empt - try and have an open mind when you are hearing about the opportunity - easier said than done I know!  
  • Ask questions - if you are unclear about the opportunity, then ask for more information i.e.
    • Who is the audience
    • How do they see / buy the publication?
    • How long is the publication out for?
    • Where will the proposed advert in the publication be?
    • What’s the cost and what does that include?
    • When is the deadline for artwork?
    • In what format is the artwork needed?
    • When is payment due?
  • Don’t be pushed into a decision - if this publication / opportunity wasn’t in your Marketing plan, then think about it carefully before you decide and remember you can say NO THANKS!
    • Will it help you achieve your goals / work towards them?
    • Are you likely to get a Return on Investment (ROI)?
    • Can you afford it?
    • Is it the right audience?
    • Is the money better spent elsewhere?
    • Can you handle the calls / potential business?
  • Clear message - if you decide to go ahead, think about what you are going to communicate in the advert
    • Focus on a product or service - ones that will relevant to the audience of the publication
    • Consider using a professional graphic designer to create the advert - it will be more cost effective than you think
    • Don’t over crowd the advert thinking that you’ll get your money’s worth - sometimes less is more
    • If you use images, ensure that they are your own, that you have purchased them, or they are licence / royalty free
    • Include a reference to quote
    • Include a call to action / how to buy
  • Measure success - consider how you will measure the performance of the advert
    • When receiving calls / emails for new enquiries - ask how they heard about you
    • Look at the statistics from your website / social media
For marketing guidance that will support your sales activities, contact Helen on 0790 3727750

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