With a buying bump on the horizon, it is important that we as media sales training seekers move advertisers beyond pre-election objections and help them embrace new opportunities. But, emotional decision-making still drives purchases, with 64% of my media sales coaching clients reporting that buyers still prioritize feelings over logic. As an ad sales training coach, success in this climate requires empathy and insight-driven strategies.
- Lead with Stories: Real-world success stories resonate with emotionally driven buyers, building trust where data alone falls short.
- Rethink Your Questions: Move beyond, “What’s your budget” and ask, “Are there any competitors of yours that excel in marketing?” to uncover their likes and goals.
- Promote Multi-Media Solutions: End the digital-versus-traditional debate. Show how combining platforms, such as social ads and print, boosts results.
- Define Clear ROI Minimums: It is not about what an advertiser “wants” to spend, it is our job to guide them toward what they “need” to spend.
- Offer Ready-to-Use Ideas: Present proven, category-specific campaigns that advertisers can quickly implement.
- Position Yourself as an Advisor: Be a problem solver, not just a seller, by offering data-driven strategies tailored to their needs.
- Debunk the Social-Only Myth: Stress that relying solely on social platforms limits reach and engagement opportunities.
- Clarify Digital vs. Social: Explain how permission-based digital ads from media partners drive more trusted engagement than intrusive social ads.
- Showcase Traditional Media’s Impact: Demonstrate how platforms like TV, radio, and print complement digital efforts, increasing conversions.
- Promote the Marketing Triangle: Advocate for a balanced approach blending traditional, digital, and social strategies for maximum impact.
A buying bump is coming, are you ready? Your role is to guide, inspire, and empower advertiser success. That is why, as a media sales training coach I have produced an app to keep you motivated every day. Please check it out: https://apps.apple.com/us/app/the-sales-coach/id6740490069
Your media sales training coach, Ryan Dohrn