If you work in media sales, are you selling what your customers want to buy? You may believe it’s your job to sell media. That’s what you’ve been hired to do, and that’s why your sales goal is a big part of your weekly one-on-one meeting with your manager. I get that. But it’s how you get there that matters. Business owners come to you, not for media per se, but for more customers, better awareness, higher traffic counts, to differentiate from a competitor, and more. They use media as the vehicle to get them to their destination. But buying media is not the reason they buy media. Local businesses almost always buy media for a specific strategic advertising or marketing purpose. They need ideas and tactics to run on your media. That’s what and why they buy.
Be good at advertising and you’ll be great at selling.