Media Selling Skills – Mid Career

Our extensive experience of media sales at SEED Academy suggests that several media sellers have remained unidimensional in their approach to sales. They haven’t yet been to make the transition of a few media choices to a scenario where brands have a multitude of media options to communicate and advertise their brand messages. This training is suitable for such media salespersons or for those who are leading teams in media sales. The learnings will be useful for those in supervisory roles in media sales to guide their teams to a higher level of success and target achievement. The primary learning outcome of this training programme will be to think like brand/marketing managers who use media to advertise their brands.

Understanding what the brand/marketing manager wants to do for his brand

Every brand custodian- brand manager or marketing manager or brand owner- has brand goals. In some organizations, it is well documented. In some, it is more in the head of the brand owner. Irrespective of whether it is formal or informal, understanding brand objectives is the first step towards high-quality media selling. What do we need to know about the brand to make our media a choice for consideration? This is the focus of this session and the learning outcome.

No media is perfect. Including the one you are representing as well as the media which is competing with your media option

Most media sellers are pushed back by media buying agencies and brand owners by data that is favourable to the competitor and not to the media that you are representing. Without structured and comprehensive knowledge of media terminologies and nuances, media sellers get into the trap of offering discounts to get their media included in media plans. This is self-defeating. This session will provide the confidence to media sellers to counter-argue when the media buyer tries to exploit selective data/information which is favourable to the competitive media options to extract a higher level of negotiations.

Think and present solutions

Media selling becomes a price negotiation exercise unless media companies can curate solutions that have no previous benchmarks. This is the difference between ‘enterprising’ media sales teams as opposed to routine media selling efforts. This session will train the participants on the method to think of solutions. This will develop a high level of understanding and application of marketing, branding and media concepts by media selling teams.