{"id":60,"date":"2012-03-08T20:18:22","date_gmt":"2012-03-08T20:18:22","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2012\/3\/8\/151822.html"},"modified":"2012-03-08T20:18:22","modified_gmt":"2012-03-08T20:18:22","slug":"the-account-executive-vs-the-sales-rep","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-account-executive-vs-the-sales-rep\/","title":{"rendered":"The Account Executive Vs the Sales Rep"},"content":{"rendered":"

The Account Executive Vs the Sales Rep<\/span><\/b><\/span><\/p>\n

          What you do after the sale separates an Account Executive from a salesperson.
\n          In his book, Selling to VITO, Very Important Top Officer, Anthony Parinello explains, “Many salespeople have learned what it takes to talk a good game. They are so far-removed from what customers actually experience with their products or services that they develop, knowingly or unknowingly, a huge credibility gap with top decision makers.”
\n          Parinello says, “So if your aim is to keep sounding like a standard salesperson, and leave the execution of your promises to someone else in your organization to worry about, VITO’s will simply have no patience for you!”
\n          Broadcast salespeople who think their job culminates with the completion of a broadcast order are responsible for the high advertiser attrition rates many stations experience!
\n          Broadcast salespeople who sell spot schedules and efficiencies as the Holy Grail inevitably commoditize our product. Focusing on spot rates, frequency or CPP (Cost Per Point) levels gives the advertiser an easy-to-compare quantitative measure of one media over another. And of course the lowest rate, be that spot rate, cost per thousand rate or any other quantifiable rate, wins!
\n          While I’m not naive enough to think your quantifiable measures don’t need to be competitive, I also know that at the completion of a campaign your station won’t be measured by cost ‘efficiencies’. It will be measured by results.
\n          Professional Account Executives don’t leave the execution of a campaign up to someone else. They are involved from strategy development right through to creative development, post campaign analysis, and everything in between.
\n          Broadcast Account Executives who understand all three R’s in a media campaign, (reach, repetition and relevance) make the campaign’s strategic relevance the tie-breaker in a competitive proposal.
\n          But often in our pursuit of the next broadcast order, we leave the creative ‘relevance’ of our campaign to someone else who has never met the client, never taken a marketing course, and has to pump out an award-winning spot every 15 minutes. 
\n          Two of the litmus tests to determine if your after sale follow-through distinguishes you as an Account Executive versus a sales rep include;<\/span><\/div>\n
 1.) The next time you fill out a copy information sheet for your creative writer, give it to one of your peers first. Ask them to write a campaign that will deliver a high ROI based on the information provided. 92% of the copy information sheets we see fall far short of the mark…neither David Ogilvy or Roy Williams could create an effective campaign from the information provided by order-focused sales reps.
\n <\/span><\/span><\/div>\n
2.) What did you learn from the last post campaign analysis you did that will arm you to create an even better campaign next time? Most ‘salespeople’ we meet are afraid to actually conduct a post campaign analysis and they don’t learn from each experience.<\/span><\/span><\/div>\n
 You are welcome to use our free Post Campaign Analysis Form at our website, <\/span><\/span>www.wensmedia.com<\/span><\/a>  under “for Media” then click on ‘Free stuff’<\/span><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

The Account Executive Vs the Sales Rep           What you do after the sale separates an Account Executive from a salesperson.           In his book, Selling to VITO, Very Important Top Officer, Anthony Parinello explains, “Many salespeople have learned what it takes to talk a good game. They are so far-removed from what customers actually […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-60","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/60","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=60"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/60\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=60"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=60"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=60"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}