NONE: Re: ONLINE-ADS>> A Rant About Online Sales Reps
Re: ONLINE-ADS>> A Rant About Online Sales Reps
gmorey_at_wfla.com
Sat, 10 Oct 1998 10:20:50 -0500 (CDT)
Hello,
I have been lurking for awhile and found a point I could no longer
stay in the shadows on.
JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>In addition to not
>returning calls or emails, I find it hard to get many reps
>to get us timely tracking reports without constant nagging
>requests (I've even tried penalizing them with makegoods,
>but to no avail). It costs me time and, as a result, my
>client money. So, you say, advertise somewhere else? I'd
>love to, but these are sites that know we need to be there,
>and that's probably the problem.
I don't buy that. It means it would be more work for you to
explore different avenues for your clients, but there are
ALWAYS alternatives. Make'em pay for not paying attention.
Yeah, it means your agency has to be prepared to do what it
takes to find sites that can deliver what your client needs.
But believe me if you don't the next guy in line nipping at
your heels will.
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>Dislike? Unsolicited sales calls. Can't stand 'em. It's
>gonna take a long time for me to get back to you if you call
>me cold. I know, I know: this isn't fair and how else am I
>supposed to know about what's new, what you have to offer,
>etc., etc., ad infinitum, unless you call me cold? Sorry...
You can't understand what you have no knowledge of! This
isn't Radio or TV where the traditional "Media Queen"
attitude prevails. It along with every other rule on media
we have had drilled into our being has left the
building...for good. We tote the net as different than
every other media, so why should the old attitudes exist?
Get over yourself and pick up the phone. You will be amazed
at what finds it's way to your door. Perhaps an alternative
to that rep that won't call you back. Establish a filter
person, if you need to. Why would I send you the Media Kit
that I know costs $50 for my boss to produce if you aren't
even going to take the time to return a call. Life is
speedy, but if you wanna stay on the cutting edge, take or
return the call.
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>My client was often times online by the time I'd hear back from some
>reps. This was something I encountered more frequently with the
>big-name outfits, all of whom seemed to have adopted the
>cavalier attitude of "I can always write better business
>than what you have to offer."
That will bite them in the ass one day too. What comes
'round also goes 'round. My creedo as a rep is very simple.
I do the most for the customers I like. I like everbody who
appreciates the work I put into my gig and everybody that
calls me deserves my best foot forward. I apologize on
behalf of the great reps out there that get a bad rap
because of few young college grads who still don't "Get it"
yet. However, my rates are my rates. If you don't want to
pay them, I understand completely but you will have to
excuse me because I have a family, a mortgage, 2 car
payments and responsibilities of my own that are directly
tied to who does want to buy my product(s). Who am I going
to be on the phone with. The person who wants on and is
going to pay the market rate or someone that wants to try
and beat me up over something I have no control over?
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>Pleasure? Responsiveness. If I call or email with some
>crazy request for something, whether it be highly desirable
>inventory for a $1 CPM that's locked up until the next
>coming of Christ, or whether or not a site can run an ad
>unit that has a 100K file size and does everything but chew
>your food, send me an email or call to tell me it ain't
>possible.
I refer to my response above. My rates are my rates. If
I've shared the rates with you and you hassle me for
something insane, then you deserve the response you get.
BELIEVE ME, if I have available inventory I'm gonna call you
and make you happy. Managing expectations is a rep's
biggest challenge. I'm sure you prefer to know the rules
than not. You may not like the rules, but it's better to
know how to play than to wonder why you're still on the
sidelines.
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>Don't leave me hanging, which in turn leaves my
>client hanging, because the answer I'm looking for doesn't
>exist. You're much more likely to make a friend than and
>enemy if you tell me the truth. If I need to place a buy
>now, I mean NOW. If it isn't possible to do now, don't
>simply ignore me. Let me know that it isn't possible now.
>Coping with reality may be difficult for many in this
>industry, but ultimately it is all we have at our disposal.
Totally agree, however a two-way street especially the
"...reality..." part.
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>At some point vendor and agency are going to have to sit at the
>table together, toke the peace pipe, and work out a way to
>best manage these expectations and how to deliver on them.
Save me a seat!
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>Vendor needs to make it clear to agency that you can't pay a
>$1 CPM for such a labor-intensive media and expect that to
>buy the kinds of resources necessary to provide the level of
>service needed to ensure that every RFP, email, and phone
>call are responded to in a timely fashion.
>Agency needs to make it clear to vendor that revenue originating with
>them, the agency, is directly contingent upon Vendor responsiveness.
Like I said the rates are the rates. I'm happy to respond
to those that wish to purchase what I have to offer. Want
to beat me about the head and proclaim me at fault... thanks
for the offer but I've got better things to do.
THEN JIM MESKAUSKAS <JIM_at_HAWKMEDIA.COM> WROTE:
>But both sides need to make advances towards the other if this, and
>many of the other problems
>plaguing interactive advertising, are to ever be resolved.
Clear words of a path yet to be cut. No one has more power
to accomplish great things for you within their organization
than your sales rep. If you beat a dog, expect to get the
"Bite Me" response. Pet me behind my ears, take my call
listen to what I have to offer, give me a bone, and I'm your
friend for life. When you are in a tight jam and have to
accomplish the impossible because you screwed up (and yes it
will happen), your rep is the only one who has the power to
bail you out. So perhaps instead of complaining about your
reps, maybe you should re-evaluate what you've invested in
them to warrant them calling you back. Wouldn't it be
interesting to see buyers actually scmoozing reps:)
Greg Morey
Interactive Media Rep/AE
http://www.wfla.com / WFLA-TV
(813) 221-5743 Direct
(813) 223-3244 Fax
gmorey_at_wfla.com
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