Everyone should develop a set of prospecting techniques that they're comfortable with. Closing deals is about relationships, and relationships begin with great prospecting strategies.

1. SALES PROSPECTING
TIPS FOR
DIGITAL MEDIA
SELLERS

2. Build a targeted prospecting list.
Increase your chances of making
successful cold calls by creating a list of
high-quality leads. This is one of the
most important prospecting strategies.
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3. Pay attention to news that might reveal
opportunities. New chief marketers or
funding rounds can signal opportunities
for sales.
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4. Nurture your prospects to grow your
accounts. Prospects rarely convert on the
first call, so build strong relationships by
staying in touch long-term.
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5. Increase prospecting success rates by
using your prospects’ preferred
communication channels. Some prospects
like phone calls, others don’t appreciate
the interruption. Find the channel they
like, and use it.
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6. Keep your CRM organized and up-to-date.
Set reminders to make sure you keep your
promises to follow up with prospects.
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7. Find out who the decision makers are,
and who else is involved in the decision.
Remember that for some media you could
be at the mercy of decision makers in the
agency and on the client side.
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8. Get to the point – quickly! Your prospect
set up this meeting to better understand
how you can help them. Telling them stuff
they already know isn’t helping them.
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9. Cut your PowerPoint decks in half. You
probably have a lot more content than the
prospect needs to see, and reading a deck
like a script is the least effective way to
present.
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10. Don’t give a presentation, make a pitch. A
presentation tells people about what you
do, a pitch persuades them to care about
it.
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11. Value your prospect’s time. Instead of
scheduling an hour to pitch, schedule 30
minutes and be done in 20. Your prospect
will love getting time back in their day.
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12. This meeting is about them. Cut slides
about your company history, client list and
testimonials. Instead, focus on their pain
and how you’re going to solve it.
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13. Be excited about what you’re pitching. If
you look or sound bored, your prospect
won’t be excited about your pitch, either.
Make them feel excited and energized.
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14. Create eye-catching collateral to leave
behind. If you leave your prospects with
something they want to look at over and
over, that’s a lot of brand impressions for
your team.
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15. Don’t duck or deflect objections and
questions. Deal with them directly, and
if you don’t know an answer, tell your
prospect you’ll confirm and follow up
with them.
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16. Follow up after sales presentations. People
may not remember what you say but
they’ll remember how you made them
feel. Follow up in a way that reminds them
how you made them feel.
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17. Understand their revenue drivers. If you
can tell your prospects how you can have
a positive impact on their bottom line,
that’s far more compelling than clicks,
viewthroughs and impressions.
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18. Align the platform with the prospect.
Develop a sense of who their audience
is and start by pitching media to reach
those consumers. Then get creative.
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19. Get to know your unique selling proposition.
Understand what makes you different from
all the other sellers in the market place and
your ideal customers will come to you.
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20. Provide transparent reporting on results.
If your clients don’t know what you’re
telling them, they won’t see the value
you provide.
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21. Be active in LinkedIn groups that focus on
your market. Connect with advertisers to
get to know what’s important to them
and spot industry trends.
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22. Understand the RFP and the criteria being
used to make the final selection.
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23. When you understand your prospect’s
challenges, make an educated guess
about what the next pain point will be,
and solve that, too.
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24. Understand when to get off the phone. Is
your prospect trying to politely end the
call? If you interrupted their day and they
need to head to a meeting, arrange to
reach out when they have more time.
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25. Discover their unspoken fears and address
them. If your prospect might have concerns
about budget, audience, timescales, or
measurement, raise them yourself and
address them.
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26. Highlight your adaptability. If you’re not tied
to a specific media channel, show your
prospects that you can reach their audience
wherever they are.
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27. Getting intelligence about brands and opportunities is challenging
unless they are incredibly open in initial discussions. Winmo bridges
the gap and allows us to identify new opportunities seamlessly. Take it
for a test spin, make sure the information is what you need, and you'll
like it a lot.
Take a Test Spin!
Bill Durant, President,
Exverus Media, Inc.