NONE: RE: ONLINE-ADS>> Need good ammunition!
RE: ONLINE-ADS>> Need good ammunition!
Jeff Schaeffler (schaeffler_at_columbus-group.com)
Tue, 09 Jun 1998 18:09:37 -0700
response to ...
Tue., 9 Jun 1998 David <davidh_at_softwarebuilders.com> wrote...
"After the reading this list for a while but never posting, I am now moved
to action by some unbelievable comments I read in the June 8, 1998, Issue
#85, Volume 3 edition. Here is just a snippet of what I read that floored me.
I was truly shocked to see this kind of attitude displayed. "
Adam Boettiger <ab_at_eyescream.com> wrote...
>"If they need to be convinced that they need to advertise on
>the Internet, then they sure as heck do not know how to
>design and impliment an effective online ad campaign and are
>destined for failure even before you call them to sell ad
>space to them. It's like the blind leading the pessimistic."
David I understand your concern that this comment to a internet sale's person
may have been alittle discouraging, or gruff but most sales people live off
commission and "not converting the damned". Sales are based on turn over, the
faster that you can identify a potential sale, the faster to generate sales.
The key is to qualify if the advertiser have a budget and are looking for
internet advertising opportunities.
An indication that this person has no intention to spend any if at all, is
their
initial response to the sales persons call, "why would I want to spend money to
advertise on the Internet or list jobs with your site".
As an internet sales rep in a past life I can understand the frustration of a
one hour meeting where the first 45 minutes were maid teaching the "potential
advertiser" subjects like what a banner ad was and how it could link
miraculously link to a site. With the last fifteen minutes saved for
presenting
the ad opportunity to make a sale.
I think the best way to handle a situation with a potential advertiser that
requires a long sales cycle, is to highlight online successes and a brief
example of what could be done with advertising on your site. Adam did
provide a
list of qualifiers to consider and links to utilize as a resource for the sales
meeting. I would however save the meeting for a time when it is necessary to
spend an hour discussing what could be done as an advertiser. Until then, keep
in contact by sending brief highlights of other successful advertisers,
especially their competitors. Feeding small pieces of information will
move the
potential advertiser from a defensive "come on and try to get me to
advertise on
the internet" to "oh my god my competitor is doing how well with online
advertising."
Most people react defensively to situations they know nothing about, they are
fearful and scared so there response is to push it away.
*********************************************************************
Jeff Schaeffler <schaeffler_at_columbus-group.com>
Media Planner, Online Advertising
Columbus Group Communications
6th Floor 576 Seymour St.
Vancouver, BC, Canada
V6B 3K1
P: 604.801.5758(x.225)
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