Recession? What Recession! A Lesson on How Not to Sell Online Ads
Sales people drive me crazy when they call or send e-mails pitching their products or services without knowing anything about our publications, the company’s needs, or me.
Cases in point are two e-mails that arrived within the past couple of weeks:
We have not met before but I work with Akamai's industry marketing team. You visited our site in the recent past and I wanted to enquire if you got the information you were looking for and if you are in touch with anyone in Akamai? I will be happy to set up a call if you have any outstanding queries. Let me know when you have a moment.
I hope all is well. I'm interested in talking with you about your online marketing initiatives at NAPCO. Omniture technology helps optimize visitor acquisition and visitor conversion for more than 5,200 businesses currently. I'd like to talk with you about ways in which our technology could benefit you as well. Having spent some time on your site, I'm specifically interested in discussing paid search automation, multi-channel analysis, visitor behavioral measurement, and A/B/Multivariate testing.
As an aside, our client base includes Media News Group, Warner Music, Nando Media, Rand McNally, and Sony to name a few. We also work with thousands of mid-market sites who use the same solutions. My goal is to show you what we have done to vastly improve their online marketing efforts and apply that to your business and revenue models.
Do you have a few minutes this week or next to chat?
Well Wade and Samrat... thanks, but no thanks. How about actually visiting our Web sites and including references to what we're already doing and how you could do it better? Maybe you could even read my blog or scan my LinkedIn profile to see if there's anything, just maybe one thing, that you could have used to grab my attention.
After reading these and listening to Eric Shanfelt's recent webinar on selling online advertising, I only hope that no one here is doing something similar when trying to sell ads on our Web sites. It may sound like this:
I see your Web site gets a lot of hits. Would you like to put a banner on our Web site so you can get even more? The ad can flash and it would look like a boom-box. Our site gets a lot of traffic and our Alexa ranking keeps getting better so pretty soon even more people who come to our Web site will click on your ad.
When a few dollars from someone's budget is just as hard to get as a minute of someone's time, providing useful tools, ongoing training, and having some basic common sense can certainly go a long way.
P.S. It's great to see Eric blogging regularly again!