<\/p>\n
It\u2019s been well noted that business owners wear many hats. But, what about media reps?<\/p>\n
Yes, we sell advertising, but the process of selling advertising and maintaining clients has several steps. Each of these steps requires its own attention and not every person is GREAT at every step.\u00a0While a rep may be strong at creating ideas, making the presentation, and closing, they may struggle with prospecting, cold calling, and upselling. A perfect media rep would be strong at each step of the media sales process, but\u2026 is there such a thing as a \u201cperfect rep\u201d?<\/p>\n
There are approximately nine steps in the advertising sales process. Identifying these steps and rating your reps or yourself in each area will help you identify the weakest areas and ultimately show where we can improve in order to go from Average to Above Average, or from Very Good to Excellent.<\/p>\n
Step One:\u00a0Prospecting<\/p>\n
Step Two:\u00a0Cold Calling \/ Asking for the Appointment<\/p>\n
Step Three:\u00a01st\u00a0Meeting \/ CNA<\/p>\n
Step Four:\u00a0Strategy Session \/ Creating Ideas \/ Creative<\/p>\n
Step Five:\u00a0Creating the Proposal<\/p>\n
Step Six:\u00a0\u00a0Making the Presentation to the Client<\/p>\n
Step Seven:\u00a0Closing<\/p>\n
Step Eight:\u00a0\u00a0Service after the Sale<\/p>\n
Step Nine:\u00a0\u00a0Upselling \/ Renewals<\/p>\n
Note: Some steps may be combined or separated.<\/p>\n
While being completely honest, on a scale of 1-9 with 9 being extremely good and 1 being extremely poor, rate yourself or your individual media reps on each area of the selling process.\u00a0There is no 10 for a reason. In my 35+ years, I have never met someone that is perfect in any area.<\/p>\n
Once completed, add up the total points. You have now identified the weak areas and know where to focus your training so that we can help them improve.<\/p>\n
Media Rep Rating System by ENS Media:<\/p>\n
69 \u2013 81 Points:\u00a0\u00a0Excellent or Elite<\/p>\n
64 \u2013 68 Points:\u00a0Very Good<\/p>\n
58 \u2013 63 Points:\u00a0\u00a0Above Average<\/p>\n
48 \u2013 57 Points:\u00a0\u00a0Average<\/p>\n
47 & Lower:\u00a0\u00a0\u00a0Below Average<\/p>\n
So, are you excellent, very good, or average? Even the slightest improvement in two or three of these steps can take someone from a “below average” rep to an “average or above average” rep, and a “very good” rep to an “excellent” rep. Then, the billing will follow.<\/p>\n
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