6 Keys to Online Sales Success
I’ve worked with dozens of different sales teams to help them become more effective sellers of online media. Sometimes these sales teams are integrated print/online teams, sometimes they are separate. They may be located in large markets or small, and may be business-to-business or consumer publishing companies. Regardless of size or scope, however, there are six keys to online sales success that always apply, and those companies that execute these keys are usually very successful in selling online media. Some of these steps should be taken before you even begin the sale, some during the sale, and others after the sale.
In a previous position, I once overheard a conversation one of our most successful online salespeople was having with a customer: “I don’t want to take your money from you one time. I want to take your money from you 10 times.” He understood that if you approach online sales the right way, you’ll have continual, repeat customers, which is a lot better than constantly having to dig up new ones.
These tactics for online sales success will not only work for new customers, but also will help ensure they turn into repeat customers.
1. Keep it simple.
At its core, online advertising can be simple; but for some reason, advertisers, agencies and we, as publishers, overcomplicate it. In print, we tell an advertiser that for X dollars, your ad of this size and location will be seen by this many people with these qualifications in this many issues. Do the same thing online.
• E-mail newsletters: For X dollars, your ad of this size and location will reach this many people (your e-mail circulation) with these qualifications in this many issues.
• Web advertising: For X dollars, your ad of this size and location will be seen this many times (impressions) during the month by people with these qualifications.
Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at firstname.lastname@example.org.