NONE: Re: ONLINE-ADS>> Online media kits
Re: ONLINE-ADS>> Online media kits
Jim Sterne (jsterne_at_targeting.com)
Tue, 29 Jul 1997 05:58:17 -0700
> One of the truisms of ad sales is that if you don't talk to a
> prospective advertiser, they remain just that: prospective. Until I
> have qualified you as an advertiser, and know what your objectives
> are and what your product or service is, I can't give you the best
> proposal.
>On July 22, John Schick wrote:
>
>> You guys are toast! <snip> If a POTENTIAL advertiser wants to
>> advertise on your site, the best way to convert them to
>> a paying advertiser is to provide them with
>> comprehensive rate card/media kit detail online.
I guess it's time for another round of Internet marketing
discussions. This argument seems like two camps lobbing
water balloons at each other. It may be fun but at the
end of the day you're both all wet!
Salesman: I don't want the marketing department telling my
prospects everything. I want to control the sale.
Buyer: I sure don't want to talk to a salesman if I can
possibly avoid it.
Yes, there's a need for the personal touch. Yes, this is
a consultative sale. But let's get a little creative about
how the Web can help us capture info about the buyer at
the same time it's telling the buyer what he needs to
know to make a decision. Let the Web site help qualify
buyers, not disqualify them.
Also - every industry is worried about over publishing.
"I don't want my competitors knowing everything about me."
If your competitors don't already have the inside scoop on
your offerings, they are not sophisticated enough to
worry about. The minute you tell a prospect about your
research or your special process or secret ingredient
it's going right to the bad guys... if they're worth
their salt.
Am I advocating full disclosure? Nope. Am I saying you
should cut the salesman out of the loop? Nope. But try
to use your Web site to shrink the sales cycle and save
the salesman some time. Use it to entice the buyer. Give
the buyer a solid reason to call the rep; something that
will obviously benefit them, rather than just forcing them
to ask for a media kit.
----------------------------------------------------
Jim Sterne http://www.targeting.com
jsterne_at_targeting.com Target Marketing
Author: "World Wide Web Marketing" 805-965-3184
and "Customer Service on the Internet" Consultant
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