Video: Close More Deals by Changing Your Client’s View of the Online Universe
Most marketing executives operate under the assumption that their company’s website is at the center of the online universe. All they need is more site visitors filling out their lead forms or discovering their products and they’ll be successful online. But they’re wrong.
One of the biggest hurdles a media salesperson must overcome is changing their clients’ view of the online universe. If a salesperson can do that successfully, she can put herself in a better position to sell more and bigger deals.
Like the Ptolemaic model of the universe that incorrectly assumed that the Earth was the center of the universe, companies are fixated on an old way of thinking, focusing their entire online strategy on their websites. Media sales guru Andrew Davis says that salespeople need to challenge this belief and introduce clients to a Galilean view of the web. Galileo realized that the planets did not revolve around the Earth, but rather around the sun.
The Galilean model of the web reflects how consumers actually experience content online, by revolving around the sites they use most, like Google, Facebook, email, and certain news sites. Meanwhile, your client’s website is on the far edge of the consumer’s universe. “Your clients are like Pluto in a universe where their prospects are spending time on your websites,” says Davis.
If media salespeople can explain this story to clients, they can help them realize that the best way to connect with consumers is not through their own websites, but through email, social media, and media sites -- all areas where publishers can provide expertise and solutions.
“The more you can help them think less about their online world and get them to focus on the audience’s online world, the more successful you’ll be at selling,” says Davis.
Watch the video below to hear Davis break down the consumer’s online universe and explain how to flip the sales conversation with clients. And check out the video of this complete sales course here.