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Last updated on 2024年8月7日

Your media sales strategy isn't hitting the mark. How can you turn things around?

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In the fast-paced world of media sales, it's not uncommon to find your strategy falling short of expectations. The dynamic nature of media consumption means that sales approaches must be agile and responsive. If your media sales strategy isn't delivering the results you need, it's time for a strategic pivot. You must reassess your approach, understand your audience better, and refine your sales proposition to align with their needs and the current market trends. With the right adjustments, you can turn your media sales performance around and achieve the success you're aiming for.

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Claudia Vecchiarelli

Directora de Medios con experiencia en publicidad y planificación

1 Reassess Goals

To turn around a faltering media sales strategy, begin by reassessing your goals. Ensure they are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Analyze past performance to identify what worked and what didn't. This process will help you set realistic targets and establish a clear direction for your sales team. It's crucial to have a goal-oriented approach as it provides a benchmark against which you can measure your strategy's effectiveness.

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Claudia Vecchiarelli

Directora de Medios con experiencia en publicidad y planificación
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En primer lugar hay que hacer una revisión de la estrategia de medios y cuales son KPIs mensurables, ya que si estamos frente a una estrategia de medios offline y un producto cuya venta se cierra en entorno digital, los medios tradicionales aportan en los dos primeros tramos del funnel de conversión, pero no podemos exigir métricas de ventas, sino tráfico y búsquedas. Teniendo eso en claro se debe revisar performance de cada uno de los sistemas incluidos vs lo planificado. Si esto está alineado también requiere analizar el "mensaje", si las piezas creativas son claras y asertivas respecto al objetivo. Si todos los paramétros bajo nuestro control están ok hay que amplificar la mirada hacia competencia y contexto.

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2 Know Your Audience

Understanding your audience is the cornerstone of any successful media sales strategy. Dive deep into who your audience is, their preferences, behaviors, and consumption patterns. Use this data to tailor your sales pitch, ensuring it resonates with potential clients. A personalized approach can significantly enhance engagement and conversion rates, as it demonstrates that you're not just selling a product but providing a solution that meets their specific needs.

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3 Refine Offerings

Your media offerings must be compelling and relevant to stand out in a crowded market. Take a hard look at your inventory and consider how it aligns with current trends and client expectations. Refining your offerings might mean bundling products, creating new packages, or even discontinuing underperforming services. The goal is to create value for your clients and make it easy for them to see why investing in your media products is beneficial for their business.

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4 Sales Training

Invest in sales training to ensure your team has the skills and knowledge needed to effectively sell your media products. Training should cover product knowledge, market trends, and sales techniques. A well-trained sales force is more confident and better equipped to handle objections, build relationships, and close deals. Remember, your sales team is the face of your company; their performance can make or break your sales strategy.

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Dylan Spangler

Sales Director @ Crimtan | Results Driven | Programmatic Advertising
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You can utilize sales training by actively applying the new techniques you learned to real-world situations and tracking their impact on your sales targets. It’s important to set specific, measurable goals based on your training, and monitor those key performance indicators to gauge the effectiveness. You should continuously review and adjust your strategies based on what’s working and what isn’t. Incorporating role-playing with peers and feedback sessions with your manager is critical to refining your approach. By aligning your sales strategies with proven training methods and being open to ongoing improvement, you can ensure that your efforts lead to tangible, positive outcomes.

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5 Leverage Technology

Embrace technology to streamline your sales process and provide better insights into your customers and market. Customer Relationship Management (CRM) tools can help manage leads, track interactions, and personalize communication. Programmatic advertising platforms can automate the buying and selling of media space, making transactions more efficient. By leveraging technology, you can focus on strategy and relationship building rather than administrative tasks.

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6 Analyze Results

Finally, consistently analyze the results of your media sales efforts. Use Key Performance Indicators (KPIs) to track progress and identify areas for improvement. Regular analysis allows for agile adjustments to your strategy, ensuring that you remain aligned with market dynamics and client needs. This ongoing evaluation is essential for long-term success in media sales, as it fosters a culture of continuous improvement and adaptation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your media sales strategy isn't hitting the mark. How can you turn things around?

1

2

3

4

5

6

7

1 Reassess Goals

2 Know Your Audience

3 Refine Offerings

4 Sales Training

5 Leverage Technology

6 Analyze Results

7 Here’s what else to consider

Media Sales

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Your media sales strategy isn't hitting the mark. How can you turn things around?

1

2

3

4

5

6

7

1 Reassess Goals

2 Know Your Audience

3 Refine Offerings

4 Sales Training

5 Leverage Technology

6 Analyze Results

7 Here’s what else to consider

Media Sales

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