Media sales is a dynamic and competitive field, where you have to deal with clients who often change their minds about their advertising needs, budgets, and goals. How can you cope with this uncertainty and still deliver results? Here are some tips to help you stay ahead of the game.
The first step to managing your clients' expectations is to understand their business, their target audience, and their marketing objectives. By doing your research, asking the right questions, and listening to their feedback, you can build trust and rapport with them. You can also anticipate their pain points, challenges, and opportunities, and offer them solutions that match their needs and budget.
on the topic of asking the right questions: I've always found it valuable when speaking with clients before starting on any work to ask them for some references in terms of what their ideal result might be like. when they present an example which they find inspiring and would be proud if it were theirs - ask them exactly what they like about it, and why they think it exemplifies their company or brand. this way you will have something to compare your work to so you will know they will be happy. If they are not - you have justifications for the reasons you made your decisions in terms of their reference. This is no guarantee they will be happy but you will know it will be due to their failure to communicate, not your performance.
The second step to avoiding confusion and frustration is to communicate clearly and frequently with your clients. You should establish a clear scope of work, timeline, and deliverables for each project, and confirm them in writing. You should also update your clients on the progress, results, and challenges of their campaigns, and address any issues or concerns as soon as they arise. By being transparent, honest, and proactive, you can avoid misunderstandings and keep your clients happy.
It is always best to loop clients in (especially indecisive or picky ones) for feedback & approval strategically throughout a project. never show incomplete work which does not give an accurate representation - but do get unfinished work reviewed AS SOON AS it is in inadequate state. Getting feedback on a direction prior to finalizing work may elicit feedback which saves time and effort wasted with you going in an unfruitful direction.
The third step to adapting to your clients' changing minds is to be flexible and creative. You should be prepared to make adjustments, revisions, and compromises when necessary, without compromising your quality or integrity. You should also be open to new ideas, suggestions, and feedback from your clients, and use them to improve your service and value proposition. By being flexible, you can show your clients that you care about their success and satisfaction.
always be sure to specify rounds of feedback strategically throughout progress on a project. be clear in your agreements ahead of time how many chances a client will have to request modifications as well as what the agreed upon rate shall be if the client wishes additional modifications beyond the agreed upon draft rounds. this will enable the client to have an appreciation and respect for your time, but also allow you to remain flexible knowing you will not be subjected to endless revisions without compensation.
The fourth step to improving your media sales skills is to learn from your experience. You should always evaluate your performance, results, and feedback after each project, and identify what worked well and what didn't. You should also seek feedback from your clients, colleagues, and managers, and use it to improve your knowledge, skills, and strategies. By learning from your experience, you can grow as a media sales professional and deliver better outcomes for your clients.
Don't be afraid to share your experience! Sometimes a client will ask for something, thinking it will be an improvement - however, through your experience you may have noticed the requested modification seldom has good results. Give them the benefit of your experience; let them know when something might not turn out well. Always alert your client to potential pitfalls, & offer alternatives for them to consider. This gives them the opportunity to proceed though they may not like the results, or make a different decision based on your recommendation. after all, of course you want to be proud of everything you are involved with, but the only person who needs to be happy with the results is your client! A happy client is a job well done.
The fifth step to staying ahead of the game is to stay updated on the latest trends, developments, and best practices in media sales and advertising. You should always be aware of the changing needs, preferences, and behaviors of your clients' target audience, and how they affect their media choices and consumption. You should also keep an eye on the competitive landscape, and how your clients' competitors are using media to reach their customers. By staying updated, you can offer your clients relevant, effective, and innovative media solutions.
Take the time to understand their business objectives and develop customized media packages that align with their needs. Position yourself as a trusted advisor who can provide valuable insights and recommendations. Be flexible and adaptable in your approach to sales. Embrace change and be willing to pivot your strategies and offerings based on evolving client preferences and market dynamics. Offer insights, data-driven recommendations, and creative solutions that demonstrate the tangible benefits of working with you.
The sixth and final step to succeeding in media sales is to be confident in yourself, your abilities, and your value. You should always believe in your products, services, and solutions, and how they can help your clients achieve their goals. You should also express your confidence in your communication, presentation, and negotiation skills, and how they can persuade your clients to trust you and work with you. By being confident, you can overcome objections, close deals, and build long-term relationships with your clients.