NONE: Re: ONLINE-ADS>> A Rant About Online Sales Reps
Re: ONLINE-ADS>> A Rant About Online Sales Reps
Ray Taylor (taylor_at_bizbiz.com)
Wed, 7 Oct 1998 14:03:52 -0500 (CDT)
"Mark J. Welch" <MarkWelch_at_MarkWelch.com> wrote
>I often get a similar complaint about advertising at my
>site: that I am not terribly responsive and perhaps the
>best way to describe my strategy is that I take orders,
>rather than "selling" my ad space. The reason is simple:
>a lot of the inquiries I receive are very tentative...
As a planner/buyer I sometimes wonder why media owners don't
pass on a lot of their work to online media agencies.
Network sales houses, for instance, like to tell the market
that they are the experts, they can plan the perfect online
campaign, etc. In the process they encourage people to phone
up for advice when really they should be leaving the advice
up to the media agencies. That's our job.
If someone phones me up out of the blue and wants a free 10
min tutorial on how to put together a web campaign I am
happy to give it to them. If a marketing director has
suddenly found her or himself in a position where they have
to put together a web campaign for the first time, I am
happy to spend time explaining how it's done, what it costs,
who to use. That's how I recruit new customers. All I need
from the media owners is a straightforward online media info
resource for each site I use and a rapid turnaround of
requests for quotes. It must save the media owners a hell of
a lot of time to take speculative enquiries from people like
me, when I can use the info gathered for other enquirers,
than it would be to take so many calls from people new to
web advertising.
But they don't do it. Why? Because they are afraid of losing
the business to the market, ie to the media owners that
offer a better, cheaper solution. So they hang on to the
time wasters for fear of losing a potential big spender,
thus giving their paying customers less time and therefore
less of a service.
So if you don't want to spend time helping _potential_
advertisers understand the ins and outs of web advertising,
why not set up an arrangement with your best agency
customers to refer initial enquiries back to the agency?
That way you are bound to get some of the business back. You
are more likely to get a happy advertiser, you will waste
less time on speculative enquiries, and you will build a
higher degree of loyalty from the agency.
It's all about customer service and knowing who your
customers are.
Ray Taylor
NMC/Adplan UK
+44 181 639 0015
Time for a new breed of media agency
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