Today’s media reps are expected to know so much about digital advertising, but it’s almost impossible to keep up with an ever-changing industry.
Many companies don’t take the time to train reps in fear of losing them to another competitor or the rep leaving. Others do train but fail to explain the ecosystem merely because they are not qualified trainers to teach how all of these platforms work.
“Teaching tactics and capabilities are not the same as understanding how the ecosystem works or functions.”
I’ve spent over 15yrs in media sales and have trained reps, and some reps will take the information, training, and run with it others don’t want to bother with it. Those reps will never change, and they don’t want to sell anything else but traditional.
The #1 complaint I’ve heard over the past 8yrs has been, “We need more information and training.”
Which is why we always tell our client’s not to sell digital like you would traditional because they are two completely different platforms.
The truth, media reps do that exact thing.
Digital distribution moves at the speed of the user, and the more and more platforms, devices, app, location available the more confusing it becomes to explain.
Geo-Fence and Contextual targeting are just that tactics. Understand that these tactics don’t always make sense from an analytic/data traffic source. They sound fantastic in theory but won’t help achieve the right KPIs.
Digital churn has a lot to do with the reps incapability to fully understand the customer journey, CTR’s, Impressions and Traffic to the site kind of sounds like what I used to say when I was in the world of traditional.
“My job is to generate traffic to your site.”
However, with the amount of data we can provide or the client can see in their analytics, it is no longer the right position financially and will lead to a loss of confidence in your ability to serve their request for a valid customer journey.
Our team has helped build millions of dollars in digital ad revenue, but let’s face it the truth is some people are not coachable. It comes down to an operation decision, and media companies must decide. “Do I want to provide the same solution everyone is selling?”
Today’s advertisers have had every “expert” pitching them the same solutions, but with a unique name they come up with internally.
We provide training for our clients backed up with IAB Certification. We help build sales teams confidence and knowledge about digital to provide meaningful solutions that help separate your company from the rat race.