Many media reps who sell both print and on-line media lead their client conversations talking about print. Since it can take as much time to sell a $7,000 print ad as a $1,000 banner ad, this can look like the fastest way to meet quota...or is it?
I have found the opposite is true. Starting with print can lead to lower print sales. Sound crazy? Here are three reasons why:
1. Advertisers would rather talk about digital options than talk about print. Digital media is new and more interesting for them. Honestly, what is there to say that is new and exciting about print advertising that can compare?
2. When calling on smaller and mid-sized accounts there is a very real opportunity to be a hero by helping them understand the chaos that is digital media today. Many of the organizations you call on don't have on-staff expertise who keep up with the changing digital marketplace. If you keep up, you can be of real service to them.
3. Finally, digital media is more strategic than print because of the metrics that show up after a campaign. When you can look at the results together, a great detailed conversation can result.
If you focus client time on where their interests are firrst, you will simply have a better conversation and make a better connection which will be more rewarding for both of you.
I find that by talking about digital options first I become far more valuable to my clients, find out more about their needs, and uncover far more opportunities.
When more client understanding, trust, and opportunities are developed far more productive ways to work print into the media budget will present themselves.
The best way to sell more print advertising is to have client conversations directed by what is most interesting and useful for customers, not commissions. Most often, this means starting your conversation about digital.
Read my article "Print Magazines Have Never Stopped Selling" from Foilo magazine