NONE: Re: ONLINE-ADS>> A Rant About Online Sales Reps
Re: ONLINE-ADS>> A Rant About Online Sales Reps
Nancy Reiland (reiland_at_purple-moon.com)
Tue, 13 Oct 1998 10:41:46 -0500 (CDT)
There are large issues now that prevail in the business of
buying & selling internet advertising. Some include: The
process of how it is bought, Who is buying it/selling it and
Simply poor planning. The process we encounter is chaotic.
Client gives direction in the 11th hour, Agency calls reps
and asks for a lengthy RFP to be filled out, The site rep
replies (remember, sometimes it's not possible to return
these RFPs in the time permitted-we travel!!!!) and never
gets a returned phone call when they follow up. This is no
basis for a relationship to start. Taking the time to
respond professionally is incumbent upon us. Lets raise the
bar on this process and keep us from becoming used car
buyers & salesmen.
Those of us on the selling side run up more hills only to
tumble down again without signed IOs. I've had the
fortunate opportunity to sit in the chair of the client who
is calling the strategy shots with the agency. If I had
known had poorly that agency was treating reps presenting
fresh ideas, I would have fired the agency. There are those
that shine out there--don't get me wrong, but I've found a
large majority of agencies spending a disapportioned amount
of time processing and not thinking creatively ----and
excuse the cliche, but not thinking "out of the box". Time
is a luxury and I guess it really goes back to the account
to plan more in advance so agencies can do their jobs
properly.
It's common that we come in contact with young/fresh/green
people, getting their feet wet. Reps not understanding
media buyers busy schedules or giving value-added
presentations. Reps being unprepared. . . And buyers not
understanding the cost of a printed media kit, the cost of
making the presentation in person, the cost of a rep's time,
the cost of doing business or being unprepared. Internet
advertising is the up and coming new media, so why are we
putting some of the most unqualified people in place to lead
the charge? And . . . Sometimes it's a matter of respect. I
had a presentation with an agency last week where the entire
team was present. I was delighted & promised to keep it to
30 minutes or less-top to bottom. To my disappointment, the
most senior person there (media VP) did not do any homework
or even bring a business card to the meeting and then
proceeded to get up after (already having been the last to
arrive) a few minutes and announce her bagel should be done
now and she'll be right back. Unbelievable!!! Not the kind
of role model that I had when I was starting out!! Clearly
unprofessional conduct. When I went to see the account, I
had to bite my lip --Their enthusiasm was tremendous and
they're sure to recommend our site to this VP.
In my humble opinion, Internet advertising would progress
faster & more professionally (and maybe we would all make
more money/sell more product) If the process were to improve
and we were to attract more professionals to this industry.
Any suggestions/comments out there?
Nancy Reiland
reiland_at_purple-moon.com
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