In media sales, losing your main contact at a client company can leave you scrambling. One day, you’re exchanging friendly emails with Bob, your go-to guy, and the next, he’s gone. Whether it’s retirement, a new job, or just an extended leave, the result is the same: you’re stuck, relationshipless, and at risk of losing business. That’s why I rely on what I call the “One Up, One Down” strategy—a simple, proactive way to ensure you’re never left out in the cold when change hits.

Pay Attention to the People Around Your Contact

Great ad sales training teaches you that relationships matter—but it’s not just about your main relationship. Take a look around Bob. Who’s Bob’s boss? Who supports him? You might see names like Julie (above Bob) and Brandon (below him) copied on emails or attending Zoom meetings. The goal? Get to know them all. It’s not about selling to everyone—it’s about creating a web of connection that keeps you anchored in that company no matter what happens to Bob.

Build Relationships Beyond the Obvious

Whether you’re at a trade show, on a Zoom call, or just replying to an email, don’t zero in on your primary contact. Take the time to greet others, ask for introductions, and note who’s who. During Zooms, jot down full names, roles, and even casual observations. Use events as a chance to build those “above” and “below” relationships organically. You’re not stalking—you’re strategically networking.

Tap Into the Sales Team Fraternity

If you can’t connect with people above or below your main contact, go sideways—connect with the company’s sales team. Salespeople tend to help each other out. It’s a unique kind of camaraderie, especially when you’ve walked the same path. Fellow sellers are often more than willing to introduce you around or give you inside insights that open doors.

Protect Your Pipeline from Disruption

Losing your key contact shouldn’t mean losing your revenue. By proactively engaging with the layers around your client, you keep your pipeline protected. Your ad sales training isn’t just about closing—it’s about sustaining. When change comes (and it will), you’ll already have your next step mapped out.

Key Takeaways:

• Always identify and engage with the person above and below your main contact.

• Use Zooms, emails, and events to spot and build those relationships naturally.

• When in doubt, build rapport with the sales team—they’ll often help their own.

• Stay ready for client turnover by building a multi-contact strategy.

Sales success doesn’t come from luck—it comes from thinking ahead. So get strategic, build your safety net, and never get left behind again.  Never forget… If sales was an easy job, everyone would be doing it. They are not. We are the chosen few.  Chosen to help. Chosen to do big things. Chosen to guide. Chosen to win.  – Ryan Dohrn