Selling advertising on the Internet: my observations. Advertising sales strategy

To a large extent, sales success is predetermined as a developed publishing house strategy of work in the advertising market, and tactics of interaction with clients.

Under strategy sales means working with various market participants, as well as the principle of distributing customers among the employees of the advertising service of the publishing house.

A publishing house can sell services both with its own employees and with the help of specialized agencies (freelance advertising agents). Most effective ways always prompts the market itself. It is to him, first of all, that the sales strategy must correspond.

In a publishing house that produces several newspapers and / or magazines, it is quite common for the average advertiser to account for about 60% of the total sales force's revenue, the large advertiser for about 10%, and the small advertiser for about 30%.

The main income of the press comes from small and medium business... Advertising agencies do not fully service it. They are primarily interested in working with medium and big business, it is simply not profitable for them to work with a meager advertising budget.

Obviously, in order to make effective sales, the publishing house will have to use the forces of not only advertising agencies, but also its own. That is, sales to small advertisers will be carried out mainly directly by the advertising service of the publishing house, to large ones through advertising agencies, and to medium-sized ones, both directly and through advertising agencies.

Direct sales to advertisers

Direct sales to advertisers are carried out both through personal visits of employees (letters, telephone conversations, and when advertisers themselves contact the publishing house. As a rule, sales employees turn to average advertisers. Small advertisers themselves contact the publishing house (in person, by phone or by After all, the cost of individual small orders is usually too low for the advertising service employees to visit them.

Sales through advertising agencies

Publishing house employees need to work effectively with advertising agencies, not only because they provide significant financial payments to large and medium-sized clients. It is also important that the appearance of advertisements of large companies (from advertising agencies) on the pages of a publication has a positive effect on the decision to advertise with medium and small advertisers. They are more willing to advertise if they see an example of the "whales" of the business.

As many advertising agencies as possible, including those from different regions, should be involved in joint work with the publishing house. The number of contracts between a publishing house and advertising agencies can be dozens or even hundreds.

The specificity of working with advertising agencies lies in the fact that the employees of the advertising service of a publishing house have to deal not only with businessmen, but with advertising professionals, often with the best specialists in this field.

Sales can be carried out both with the help of advertising agencies specialized for them (“media buyers”), and through advertising agencies - exclusive representatives of advertisers.

When selling on the Internet, it is also beneficial to cooperate with Internet agencies. They can help to optimize the site for the requirements of the Internet, suggest how it is advisable to adjust prices, technical parameters, etc.

Advertising agents should not be ignored either. They usually work for very good personal connections with representatives of advertisers. Accordingly, agents can negotiate with those clients with whom it was not possible to establish cooperation either directly or through advertising agencies.

Advertising agents should be helped to organize their work properly. Like advertising agencies, agents need to explain the specifics of advertising services, the technology of their production, and issue various advertising materials.

Advertising on the Internet all the time. For example, I have had an AdBlock blocker for several years. So, I once went into the browser without it and was horrified - ads are everywhere. I turned it back on immediately.

3 main ways to make money

From this we draw simple conclusions on how to make money on advertising on the Internet:

So, let's take a look at all these methods in detail.

Advertising sales

This is the first way to make money. To sell ads, you need your own more or less popular popular platform. This could be:

Website (any, including a message board or social network)

Popular group in social. networks / personal page

Youtube channel

Of course, the sites are not limited to this list, but this will be enough to understand the model. Now we will consider in detail.

Imagine that you are the owner of some super popular site. For example, Vkontakte or Youtube. Hundreds and thousands of people will buy ads on these resources every day. Naturally, this is a lot of money that goes into the pockets of the owners.

Of course, most of us will hardly ever own such a resource, so it's worth taking a little more modest example. You have created a website about car repair, worked on it for a long time. As a result, a year has passed, and several thousand people visit the site every day.

In this case, there is a very high chance that representatives will contact you. various companies and offer cooperation. For example, an online auto parts store may offer you the installation of their banners on your website. You can be paid for this:

For impressions

For days and months while banners are on your site

You agree, install these banners and get paid from the advertiser. Banners go to their store interested people and buy the necessary parts there. Everyone is happy with this cooperation.

If everything goes very well, the store may offer you closer cooperation in the future. For example, writing texts where you will advertise a store and its range.

Naturally, this was only 1 example, in reality there are thousands of such situations. You can have a website on any topic and they can write to you with a wide variety of proposals. Remember that this is already selling advertising.

Your own website is just one platform for selling advertising. You may have a popular Vkontakte / Facebook / Twitter community, etc. Wherever there are visitors and subscribers, you can sell ads.

And if you are the owner of such a community, you just have to wait for offers from advertisers. And if you want to speed up the process, find them yourself and offer cooperation.

Thus, to make money selling advertising on the Internet, you only need a more or less popular platform. I have not marked 1 important point - the more “money” the theme of the site, the better. Because even having a popular site with a description of bird species, you can not earn much from it.

So, your plan of action in this case is to create such a site. And it's not as difficult as you think.

By the way, we even have a course on this topic. This course is step by step instructions to the promotion of a personal blog from scratch to traffic and good profits. Isn't it an example of a platform from which you can sell advertising and earn money in the future? Here, in case you're wondering.

Buying and reselling ads (traffic arbitrage)

The direction that is actively developing in RuNet is traffic arbitrage. The main thing that attracts people to this niche is that you do not need anything, neither a platform, nor your company. You just need a little knowledge and money. And the more knowledge you have, the less money you need to start.

Actually, the earnings model in this case is very simple. There are hundreds and thousands of companies and stores on the Internet that need to sell. They need customers to sell. You can attract customers through advertising.

So, these companies could launch this advertisement themselves and wait for sales, but many of them decided to do much more interesting, making the following decision:

Let's create an affiliate program, let thousands of webmasters buy us ads, and we will pay them money for it.

So, let's imagine the situation again. There is a large store. He needs to sell a lot. There is you - a webmaster (this is what they call everyone who somehow makes money from advertising on the Internet or tries to make money). The store launches an affiliate program - 8% of the order value of each client you refer.

Of such affiliate programs now there are hundreds in runet. Go to Admitad and see for yourself.

Actually, all you have to do is to competently buy advertising for an online store, insert your affiliate links into advertisements, launch it all and pay.

Yes, if you want to make money buying and reselling advertising, you first have to buy it, that is, invest your money. And there is no guarantee that they will return. You can invest 10 thousand rubles and get back, as a reward from the store, only 2 thousand, or you can get 50 thousand. It all depends on how good your ad is.

Thus, traffic arbitrage is not a path for everyone, but only for those who are ready to study a lot and, in fact, master a new profession. Yes, you don't have to go to work, but believe me, you will need to know and understand a lot.

If you think that to make money it will be enough to go to Yandex.Direct, somehow create ads (perhaps even automatically using software), replenish the campaign account and wait for profit, then I have to disappoint you. Then everyone would make money on advertising.

Because there are hundreds of advertising sources alone, there are thousands of ways to work with them, there are almost tens of thousands of affiliate programs themselves (shops, services, information products, tourism). Continue? This is a huge ocean and you don't need to understand absolutely everything, but if you want to make money in traffic arbitrage, you will have to become a specialist at least in a narrow niche (for example, Yandex.Direct - online stores or social networks - tourism).

I hope, right direction I gave it to you, and then everything depends on you - whether you will act or not.

Buying advertising for your services

It is very different from the previous way of making money when you advertised someone else's site. At least the fact that your earnings per client are much higher, because you provide a service / sell a product, which means that you will receive not 5/10/15%, but all the profit.

The main problem is that you need to create a product / service. Something that people will want to buy. For example, you have found two old acquaintances. One has to draw website design, the second - to program, and you - make up.

Everything, the team for opening your own web studio is assembled, you have to create your own website / landing page, on which you will clearly tell the client what he can buy from you (which sites), what is the cost of work, advantages, development time, etc. ...

After that, you start advertising this very landing page. Here, too, knowledge in the field of online advertising will be useful, but not so deep. This is where there really is a chance that you just run the ad and it will be profitable, that is, it will bring you customers, and therefore profit.

But even if it doesn't work out that way, you can always hire an ad setup specialist (there are plenty of them now). You will simply give him a part of the profit, but in general, such cooperation can now be seen all the time. And each side can be satisfied, as it does its own thing.

Outcome

In this article, I have given you several ways to make money from advertising on the Internet. As you can see, each of them requires some effort from you, but they are worth it. I will briefly summarize the 3 main ways:

You are not Coca-Cola, Unilever, Hulet Packard or BMW - so why are you copying these titans of the market? Nobody cares about your logos and half-page ad slogans - they don't sell. Your company name on half-screen TV ads won't increase sales either - take it out.

In small and medium-sized businesses, the desire to “beat the squares” and copy the giants is too expensive. You don't have eight-figure advertising budgets in dollar terms, and you don't have the huge headroom that these companies have. And, most importantly, you have no room for error - it could cost you your business. Then what kind of advertising to use?

The response for each of your advertising messages, for each channel of delivery of this message to the target market, must be measurable. The secret to marketing success is measurement and control. You need to know what the ROI (return on investments) is for each post. If you put in a dollar and get out ten, this ad works. If you put in ten dollars and get two, these ads need to be eliminated from your marketing arsenal. The big mistake many companies make is that they don't even know which advertising works for them and which doesn't.

3. One message - one idea

I will give an illustrative example from the life of how not need to do. Recently on the radio I heard a commercial: “Horn & Hoof Company offers services for the installation of satellite antennas Tricolor TV. Installers are required, work experience, high salary. Also office space for rent at…. Phone: …"

You might think that the company is participating in the competition "Find the most mediocre way to throw advertising rubles down the drain."

Don't try to cram more than one idea into your ad unit! Formulate one thing catchy marketing message for your target audience and try to convey it as succulently as possible in your ad. Trying to kill several birds with one stone at once is a waste of your marketing efforts. As a result of such "savings", the effectiveness of your advertising falls non-linearly, and you lose money.

4. If your market is everything, then your market is nobody.

Don't try to sell to everyone. The wider the network, the more holes there are. Instead, be clear about who your target audience is and focus your marketing efforts on that audience. Than atthe same niche you choose, the easier it is for your potential buyer to identify himself in your marketing message. The reaction your ad should elicit in the target consumer's mind is: “Oh! Yes, it's about me! " Then it will be much easier for you to sell. Did I say sell? I apologize. - Then and buy it will be much easier for your potential consumer. After all, people do not like when they are sold - people like to buy.

5. Focus on your market, not the media

A big mistake of many entrepreneurs, who suddenly felt an urge to advertise, is to concentrate on an advertising channel. "Where else can I advertise?" - a typical question of a typical businessman. If you don’t know exactly who you are selling to (target market) and if you don’t have a compelling message for your market, then spend your ad dollars on lottery tickets or playing cards.

Imagine what you see in a newspaper for a typical dry cleaning ad. And while your suit is clean. Do you remember the name and coordinates of this company? And what are the chances that when your suit gets dirty, you go to this particular dry cleaner, and not one of the tens or hundreds of others in your city? The problem is that regular advertising in 90 +% of cases does not coincide in time with the client's need. Regular advertising only sells to one or two percent of potential customers, namely those who, by a lucky chance, got their suit soiled at the very moment you advertised.

7. Forget about design ... don't write the text yet!

Wherever you advertise - in newspapers, in magazines, on TV, on the Internet - don't let designers dictate what to do and what not. This issue is especially acute when creating websites and advertising in print media... Sells text, not design. Until you have a clearly articulated and sprinkled marketing message for your target audience in text form - don't think about design. The purpose of the design is to draw the reader's attention to the selling element, that is, to the text. If you need the phrase "Call now" on a half-page of a trade magazine written with the left foot to increase sales, and your designer says that this will not work, write exactly that phrase and precisely with the left foot. After all, you know what works in your ad and what doesn't, right?

Have you ever driven in a car past an IKEA banner advertising some small thing for a penny and after a couple of hours find yourself leaving the store with a full cart of things you don't need and forgetting the very little thing that caused you to go there in the first place?

Yes, IKEA advertises towels at cost and makes money on high-margin bedside tables. The chain of stores "Magnit" advertises sausages for 99 rubles, and makes money on alcohol, sweets and other goods with a high margin. When you buy a printer, you make almost no profit to the printer manufacturer. But when you buy cartridges, they are bathed in your money. The X-box game console is selling at a loss of over a hundred dollars, but the discs for it cost much more than their cost. McDonald’s advertises hamburgers at near cost, but every time they offer you Coca-Cola, fries, and other high-margin products. Simulate.

9. Use strong headlines to draw attention to your ad message

The main purpose of a headline is to entice the reader to read the text that follows. Don't reinvent the wheel - model ad copy headlines that already sold various goods and services worth billions of dollars worldwide.

Headers like

"Only here!",

"Only for you!",

"Excellent quality!",

"Autumn sale",

"Come to us",

"Lowest prices" and the like ...

stopped working long ago.

Try

"12 proven ways ...",

"Secrets about which they are silent ...",

"A terrible secret about ...",

"The whole truth about ...",

"Find out how ..."…

and look at the market reaction. Chances are - unless you sell scuba gear to Martians for swimming in hot lava - the response will increase.

10. Use "Irresistible offer» - an offer you can't refuse

Of the three available ways to increase sales (number of customers, number of purchases, and average check), customer acquisition is the most expensive.

Most advertising messages suffer from the lack of a compelling reason for a potential client to be interested in your offer. If you cannot convincingly show why he should turn to you and right now, and not go to one of your competitors or even pass by and save your hard-earned money, you are just throwing money down the drain and killing all chances of success.

A good move is to build your sales so that you hardly make money on the first one. The purpose of the first sale is to “buy” the customer. Then, by turning him into a repeat customer, you can sell him much more for more profit.

11. Use restrictions

“No deadline - no offer”. Dan Kennedy.

Without limitation, your proposal will work much worse. If your potential client has the opportunity to postpone the decision "for later", then in most cases he will not buy from you. It's human nature. The secret to the success of limitations is that they affect one of the strongest feelings in a person - the fear of loss. Fear of losing the opportunity to buy at a low price and losing money, fear of losing additional bonuses, fear even to have time to buy something from you.

The best way to make a client forget about your proposal is to give them a chance to think and delay the decision until later.

Don't give clients this opportunity - set a deadline. The limitation may be in time, in the number of available bonuses. The deadline can be in the form of a “melting” discount or an increasing price - when the client sees how every day the discount decreases or the price increases.

You can formulate the constraint as "Only the first X customers get Y". The deadline may be for the quantity of goods. But keep in mind: for such a deadline, you must have a compelling and logical explanation of why the quantity of goods is limited - otherwise you will not be believed.

Generally, time constraints work best. The deadline has hardly worked for more than a week. The 3-4 day deadline works much better. The 24 hour deadline is even better.

Don't be fooled into thinking that your prospect knows exactly what action you expect from them in the next step of your marketing communication... If he read your ad, where your phone number or address is indicated, then it is not a fact that he will guess to call you or come to your office. Don't make the client think about it - tell him what he should do right now. “Call now”, “Fill out this coupon right now and send it within 24 hours to the address…. - to get a special bonus ”,“ Order a free consultation ”,“ Go to our website, fill out the form and get your discount coupon ”- and so on.

Try this method and see how the response changes.

Sounds complicated? It's actually pretty simple.

To do this, you need to know two key numbers in your business: the cost of acquiring one new customer and the lifetime value of the customer. The first figure is the sum of all the expenses (including advertising) that you spent on acquiring one new customer. The second figure shows how much money the average customer has brought you over the entire period of cooperation with you - from the moment of the first transaction to the last.

If you know that to attract one new customer you need to spend $ 100, and within a year (not at a time!) You will earn $ 10,000 on it, then advertising turns into a predictable and measurable way to attract customers and generate profit.

What do most small businesses do when sales drop? “They're cutting back on advertising costs. This is because their ads are not working. Rather, they do not know which advertising works for them and which does not.

14. Sell not properties, but benefits of your product

“People do not buy things for what they are; they buy things for what they do. " Daniel Kennedy.

"People buy things not for the sake of the things themselves, but for the sake of what these things are given to them." Dan Kennedy.

Many people know an example from Kotler's marketing "bible" about holes and drills. When people buy a drill, they don't need the drill itself. They need holes in the wall. The result, not the tool itself.

Remember when there were slide rules and abacus? With the advent of calculators, they disappeared from the market. It turned out that people do not need slide rules or abacus at all. They need the ability to calculate quickly.

Virgin Airlines did not advertise flights, but a comfortable move from point A to point B - and won its piece of the market from the giants. Successful legal companies don't sell legal advice - they sell peace of mind. Successful sellers of security systems sell a sense of security and safety. The same is sold by Volvo. What are you selling?

15. Use testimonials

Testimonials from your happy customers will greatly increase the conversion rate of any ad message. People believe what other people say about you many times more than what you say about yourself.
Disney: "The most the best way to be successful in your promotion, to make sure that people do not stop telling others about you. "
Dan Kennedy: "What others tell about you will be 1000 times more credible to the public than if you tell about yourself."

Testimonials are one of the fastest ways to build your credit. Therefore, you simply have to collect feedback, and do it systematically.

The main goal of reviews is to close typical customer objections. When you sell something face-to-face or over the phone, then with the help of certain technologies you have the opportunity to identify any objections of a potential client: expressed, unspoken, false and true. Your ad copy doesn't have this option! Therefore, ideally, for each typical objection, you should have an appropriate response. It is better to have reviews with photos. In addition, it is useful to indicate the contact information of the author of the review: phone or e-mail. Very few people will call / write, but the very opportunity to contact the author of the review increases the conversion.

16. Free PR in the industry media

Whatever you sell, there is bound to be specialized media in your industry. These are usually magazines. This also includes newspapers, electronic publications, professional forums and communities. Often, these publications lack quality content. Therefore, if you send them your articles, reviews, studies, publications, then in many cases they will post your information for free. Moreover, some publications will even pay you extra for publications. Don't miss this great opportunity to get the word out about your company.

17. Give a guarantee or guarantees

If you do not give a 100% guarantee on your product, then you yourself are not 100% sure about it. But how do you instill that confidence in your potential customers if you yourself don't have that confidence?

Warranty usually increases sales. Of course, the best guarantee is a full money back. There are even known cases when the company guarantees to return more money than the client spent on the purchase.

Of course, you will have customers who buy your product and return using your warranty. But in most cases, the increase in profits due to this guarantee at times covers the losses from returns.

Of course, there are markets where moneyback is impossible due to objective reasons. But you still need to give some kind of guarantee. This may be a guarantee for additional service. For example, free service and technical support for three years from the date of purchase. Think about what guarantees you can give customers in your business, and start giving them.

Today, any of us are bombarded with thousands of advertisements every day. They rain down on us from the pages of newspapers, magazines, monitors, TV screens, outdoor advertising surfaces, radio, flyers, etc.

If your ad merges with the general stream, then you will get the same average results, "like everyone else." Stand out! The more your ad differs from others, the more likely it is to be noticed by your future customers.

19. Don't talk about yourself, but talk about your customers' concerns.

Most companies in advertising messages talk about themselves and their products. The fact that the company "Horns and Hooves Limited" was founded in one thousand seven hundred shaggy year. The fact that its production facilities are located on an area of \u200b\u200b99 square kilometers. About the fact that during its existence it has won well-deserved recognition from its clients, who already number over a billion people.

And not a word about what worries the potential client. Not a word about what problems of a potential client you are going to solve, how this will happen, what the client will receive as a result, and what he needs to do for this.

20. Sell on emotion, not logic

Even if you sell industrial equipment to oil companies (which can be more boring and harsh), remember that people, not faceless companies, make the decision to buy. In addition, people with extremely technical analytical warehouse minds that make decisions based only on logic (if they exist at all) never take key positions where the buying decision is made. Quite different personalities sit in leading, key positions. Even in the most "technical" businesses, when it comes to buying and selling, you come across quite ordinary people who, like all normal people, are subject to emotions.

I’ll tell you an interesting story from Dan Kennedy about a man from a company that supplied semiconductor devices to electronics manufacturers.

Just imagine huge price lists with endless lists of resistors, transistors, microcircuits, capacitors, overflowing technical characteristics and complex descriptions. This is a very boring, homogeneous and harsh market, where the buyer is only interested in price and, possibly, on-time delivery. After taking Den's copywriting seminar, he sent out a Sales Letter to his prospective clients with the headline: 69 Things You Can Do After Work When Your Head Is Completely Free of Fidgeting Concerns About Your Order tomorrow is on time or not. " In the first paragraph of his three-page Sales Letter, he summarized his massive manufacturing, 24/7 order processing, courier air delivery, and guaranteed lead times. The rest of the letter, as you might guess, contained a list of those 69 ways to spend an evening for a manager free of the above worries. Some of them were funny, some were ordinary but pleasant, some were provocative, and a few were "weird." In the envelope with this letter was their usual catalog of electronic components, on which flaunted the blue seal "BORING BUT NECESSARY."

Result? He sent out 100 such emails, received 22 calls from intrigued customers, and received 18 orders from companies he hadn't worked with before, each of which converted into a regular customer! That year, he earned an additional $ 200,000 from this mailing.

21. Learn to copywriting

Copywriting is not about creating slogans, not writing content for websites, or even a colorful description of a product. Copywriting is the art of writing sales texts. The selling letter, which I described in the previous paragraph, was just drawn up according to the rules good copywriting... Long sales copy always works better than short sales phrases - because a long sales letter can replace face-to-face sales. When you practice personal selling, you can't talk face-to-face with hundreds or thousands of potential customers at the same time. The Sales Letter allows you to "clone" yourself - after all, you can send it to an arbitrarily large list of recipients.

After all, “there is not a single problem in business that cannot be solved with a good Sales Letter” (some of the great copywriters).

First

Algorithm for selling advertising services.There are opponents of all kinds of algorithms: each situation is unique! It's true. But it would never occur to anyone to build a house haphazardly, without following the algorithm of engineering laws about the stages of construction: first we study and prepare the territory for building, then we build the foundation, erect walls, etc. And all this is done very carefully in accordance with the construction project. And unique situations at a construction site are a dime a dozen, and a civil engineer must make the only correct, error-free decision on the spot.

The area of \u200b\u200bhuman relationships is no less complex. And a person who is engaged in sales needs to know and understand the basic, fundamental laws of psyche and psychology in order to be able to “read a person” like a book, to predict his behavior in various situations. Sales techniques have been and remain relevant always and everywhere, regardless of time and geographic coordinates.

By the way, in the East they know that selling is a delicate matter, and even street vendors are not ashamed to learn from each other every day, improving their skills. Knowledge of sales techniques allows you not to “reinvent the wheel” every time, “freezing” like a computer, for an indefinite time, but to be armed to the teeth with all sorts of wisdom - then your creative, inventive idea works hundreds of times faster. The seller's behavior should be 80% regulated by a prepared typical scenario and 20% determined by improvisation.

I know dozens of ways to kill a sale, do you?

Start by presenting "your most wonderful magazine in the world" without asking the person a single question, and push the client away with a lack of interest in his person
Know in advance "what he needs" and run into the categorical: "We don't need this."
Tire the client with your endless monologue about the benefits of your advertising medium.
Write a letter to the client about five pages, and then call and ask: "Well, what have you decided?"
To spoil the sale from the first minutes with a stereotyped, stencil approach.
On the first call, after the first phrase, ask: "Do you advertise in print media?"
Argue with the client to prove that he is wrong.
To any objection, immediately blurt out your opinion, without asking questions.
Offer the client different versions of his proposal, wondering: maybe this, maybe that ... instead of first asking a series of questions to identify his needs.
Ignore the "empty" eyes of the person and continue your monologue.
To "rattle" if a person said that he has little time.
Start by discussing prices.

Well, that's enough, you can continue the list yourself. Let's see what the classics of sales advise us.

Five classic stages of selling

Establishing contact.
Client orientation and needs identification.
Presentation.
Objection processing.
Price negotiations. Make a deal.

If you ignore what has been developed by mankind and violate this algorithm, your destiny is to constantly run into a huge number of excuses and "kicks". Then you will have to suffer for a long time, trying to overcome the violent resistance of the client.

There are, of course, exceptions to the rule. For example, when a client has already sold your service to himself and shouts: "I urgently want a spread in the next issue of your magazine!" In this case, the sale will be rolled up. But in this case, do not forget to carefully clarify the needs of the client, what tasks he is going to solve with the help of the publication. Otherwise, if his expectations do not coincide with the results from advertising, this will be the only and last publication and the next time you call him, the client will shout something completely different ...

After all, this is not a sale in a store, when a customer says: "I want this particular sofa - and that's it." Why is selling services so difficult? The seller of the service should be a kind of superman who, at different stages of the sale, performs several roles: at the stage of establishing contact - an artist who must grab attention, at the stage of identifying needs - a psychologist who makes a "diagnosis", at the stage of presentation - an expert and consultant on advertising issues ... At the stage of processing objections, you turn into a psychotherapist who needs to remove the fears and fears of the client. And only at the conclusion of the deal, you are the seller.

Chapter 4. Preparatory stage

Any serious business requires careful preparation. The more thoroughly the project of the building is developed and the preparatory work is carried out, the more successful the construction is and the higher the quality of the erected structure. The more information you collect about the company, the more deeply and thoroughly you prepare for the upcoming conversation, the easier it is for you to catch the attention of a negotiating partner, the easier it is to interest him. Theorists and practitioners alike agree that 70% of sales success depends on careful preparation. A genuine impromptu is always worse and paler than a premeditated one. /Mark Twain/

Let's note the main points of preparation.

Clear structuredness and sequence of work with the base. It is very important to be able to highlight what is important and urgent, to plan the order of development of firms and to act clearly according to the plan.
Preliminary preparation for a call based on the collected and studied information (Internet and other sources of information, up to preliminary intelligence calls). Careful gathering of information will help you find a ton of attention-grabbing leads in phone calls and meetings. Thinking about the questions will help to conduct the meeting more efficiently.
Collection and storage of information on firms, dossier maintenance. Keeping a diary of negotiations. The dossier should be in a standard form, and not on separate pieces of paper that are lost, but in in electronic format, in a CRM program or at least in Excel (see Appendix 1 - dossier and diary of negotiations).
- Develop clear criteria for consistency with the database, for example as follows.
1. 1. Grouping of firms according to the criterion "here is the money that I have to earn." Label all firms, for example by color. “Reds are the most interesting in commercial plan the firms that I will call first. The browns are the most dubious firms that I will call last, on a residual basis. And medium-sized - green firms, 50% to 50%, with which you just have to work. " Start every day with the "red" companies, then move on to the "green" ones.
  2. Distribute firms by sections, topics.
  3. Start from plans for money, do not get carried away by the process. “I have to call all companies” is not the most important criterion, the main thing is the result of the work, expressed in sales volumes. Count the numbers. Which firms can give you target numbers?
  4. Study network planning (in accordance with the publication plans for the year) and plan work for the year, quarter, month, week. Each time after a transfer call for the first time, enter the transferred date into the network schedule or include the transfer date in the organizer of the CRM program.

Chapter 5. Making contact

The art of building trust and building bridges in negotiations An experienced salesperson knows that if you do something wrong from the start, everything else goes awry! First impressions are powerful. You can make you fall in love with yourself "at first sight", but it is even easier to evoke negative feelings, which are then difficult or even impossible to change.

Please do not believe those who say: "You will be friends with the client after the crisis, make more calls!" Of course, you need to call a lot, but not due to the quality of contacts! There is nothing more terrible than active ignorance, and more stupid than "shooting from a cannon at sparrows" with unprepared, low-quality calls.

Lovers of “quantity” rather than quality are popularly called “woodpeckers of sales”. They harm the advertising organization, as they "steal" customer base on the vine. The main task has been and remains at all times: form loyal customers, followers of your magazine, newspaper (or other advertising medium), who value your advertising services. Then they will respect you, appreciate you, they will be devoted to you for years, and your wallets will get fat from this.

To do this, you need to learn to love and respect your consumer, be friends with him and be as useful to him as possible. The crisis dictates to us the need to be not just professionals in their field, but to be masters of aerobatics! And looking for loyal, ready-made, imbued with love and respect for you is ridiculous. You can look for mushrooms for days in a dry forest, or you can plant a mushroom plantation on fertilized soil and collect bountiful harvests.

Study the laws of land reclamation. Of course, you have to plow, cultivating the soil. This work is different from walking in the woods. But the results are not comparable. It makes no sense to start selling if they don't want to listen to you. First, you need to "hook" the attention of the negotiating partner, "build bridges", and arouse the client's trust. Trust is the foundation of a relationship; without it, the entire structure of the sales process will collapse. It's easy to say: build trust ... Let's try to figure it out. Who do you trust most? Right! To myself. Therefore, our task is to learn how to transform into ... a client, literally learn to "get into his skin" in order to understand his feelings, problems and needs from the inside.

By becoming “the client himself,” it is easier to gain his trust. A good and lasting relationship is essential if you do not want to deal primarily with one-off clientele. How to learn to understand a negotiating partner? This is a whole art. Read the extensive psychology literature about attunement (or affiliation) and learn by doing.

Joining by voice (speed, volume, height) Any dissonances are not just unpleasant and can annoy, they break understanding. For example, a mismatch in speech speed is fraught with the fact that you simply will not be heard. Speaking too fast compared to your partner is not a harmless mismatch. The speed of speech depends on the speed of thinking. Your slow speaking partner is "not catching up" very much. Most of your words will just roll over your ears.

The speed of thought is four times faster than the words spoken, and if you still do not know how to listen and while the client speaks you mentally think about what to say next, then in fact you are talking to yourself, and not to the client. You are losing contact and important keywords partner. It is very difficult for you to understand each other. Yes, the client will not strain, it is easier for him to get rid of you as soon as possible.

Speech that is too loud is perceived as aggressive, too quiet as insecure. Inflated intonation - tightness of speech organs. Relax, speak in a chest voice - this way the voice sounds more confidential, friendly, soothing. Record yourself on the player during negotiations and listen from the side. Do you trust such an agent? Does this sound awful? And if you have an "audial" in front of you, and not a "visual", for him it is even worse ...

Ideally, you should be on the same wavelength, entering into a "resonance" of mutual understanding on speech characteristics with a negotiating partner. And when you join, you need to lead the client both intonationally and in meaning. Attachment in space (horizontal / vertical and distance)

I hope you already know which is better:

do not knock on the office, but go in, at the same time asking permission to enter (meaning that a person at work does not do anything other than work);
to introduce yourself not by standing at the door, but to walk with a confident gait and ask permission to sit, if you were not offered this;
do not sit over the barrier (table), it is better to sit next to (slightly obliquely from the partner);
do not sit further than one meter and closer than 60 cm from the partner.

Joining on non-verbal signals (gestures, facial expressions) Read the book by Alan Pisa "Body Language". Today, almost all more or less experienced negotiators know or at least have heard that it is necessary to repeat the client's gestures and facial expressions, "mirror". But be careful, don't be monkey.

If you can really learn to mirror a client professionally, the results will surprise you. It will be easy for you to manage him, because he will trust you as himself. Joining by vocabulary We speak differently to a housewife than to an academician of sciences. In another language. This is clear. But there are also elementary rules for negotiating. Each word carries a certain semantic meaning, programs one or another thought.

If, for example, introducing yourself, you say: "You are worried about such and such or such," you make your partner think that:

you disturb him during working hours;
you are lower in status;
hardly worth wasting time on you.

Why such humiliation? Why such uncertainty? Ask yourself a question: maybe you yourself are not very sure of what you are offering? Do you feel like you're going to ask for something? Are you embarrassed? Don't you feel on an equal footing with your communication partner? Or do you want to show politeness? You do not bother, but you give the negotiating partner the chance to make his business even more successful. And you showed not politeness, but insecurity and unprofessionalism.

From the very first seconds of a phone call.

Most typical mistake newcomer to sales - the use of numerous "not with a verb" in speech. - Could you? - Don't you want to? .. This is our Russian, or rather Soviet, cultural habit. Listen: "Could you tell me? ..", "You are not leaving now?", "Could you say? ..", "Would you be so kind? ..". Sound familiar?

In the speech itself, you can hear the likelihood that we admit that they may not be given something to us, they may cheat us, they may promise and not give us, they may not be kind enough to us, etc. who is afraid that something will not be enough for him, and do not believe in success in advance. “Not with a verb” is not just a sign of insecurity. It's much worse.

You are trying to achieve the exact opposite of what was said. Tell your child, "Don't walk through puddles, don't slam the door." What will the child do? Right! Joyfully slaps in a puddle, splashing you with water. Will slam the door, and more than once. Who's to blame? You yourself actually offered it to him, and the child - a researcher who cognizes this world - only checked interesting ideaoffered to him by an adult.

Selling online ads is a key way to make money on a media website. When you sell online, be sure to point out how they offer all the major benefits of other forms of media to get the prospect to sign the deal. The Internet can be the fastest and cheapest way to reach customers. Sell a customer on that online sites can be created, published and revised quickly and inexpensively.

The Internet may be the fastest and cheapest way to reach customers

Sell \u200b\u200bthe client that online sites can be created, published and revised quickly and inexpensively.

You can run a simple banner advertising campaign using different sizes before a newspaper ad designer can get a custom ad for a client. Radio or TV commercials can take even longer.

This time can cost the client money if his item is not moving. Use this fact to market a business owner that can be leveraged for older forms of media about why online advertising is the best solution... He could block ad space on your site and then change his campaign over the course of a year, simply by changing the banners that will send people to his site.

A clothing store can make small changes to indicate spring, summer, fall, and winter by simply changing the background of the banners. The timing and style can be written into the sales contract, letting you know that you've sold the client for a full year, not just the weekend.

Flexibility of the online offer

If this prospect believes that other forms of media are safer and more reliable ways to advertise, resist this thinking by reminding them that print and broadcast media do not offer them all the advertising benefits of buying a single ad.

Print ads allow you to include as much content as he wants, plus add coupons, while radio or TV ads allow you to add audio and video to present to customers.

This flexibility can be challenging for you. Let's consider various methods of online payment by a client. Keep it away from paying for banner clicks that result in a purchase or click period. You will benefit the most by charging the customer based on page views because customers are still exposed to ads regardless of whether they want to click on them.

Another aspect of the flexibility of online technology is the ability to offer pop-up ads, pop themes, and videos to the customer. Discuss the pros and cons of these advertising methods... It is good ethical practice for you to make sure he understands that some advertising can be so annoying that it costs him sales.

The Internet Can Bring You Business Website Design

When selling online, you've probably run into a potential customer who doesn't want to buy a banner ad campaign because they don't have a website or they have a basic site that they can't afford to improve. That's when you can change yours. a step to sell not only an advertising campaign, but also a website design.

Chances are you have space on your server or through your own hosting company to add a small site for a client.

You can create a simple website that gives it online access and give you space to send to customers who click on the banner ads you've just sold.

Going that extra mile should benefit you. Make sure the client understands the work involved in launching the site and will return the value to you by signing a long-term contract with you. You can ask him for exclusivity so he doesn't turn around and buy place for ads from an online competitor.

One option is to let him sell ads on the site you created for him. This gives you a new stream of income, and if he chooses to buy advertisements that advertise his website, you benefit from having higher stats for his own sales customers. This scheme can quickly get complicated, so make sure you agree on all the details first and not just rush to promise him a website to get him to buy banner ads.

The Internet provides unlimited opportunities for sale to business owners. Do your homework and check every detail of the deal so you don't make endless promises when you only have time to create a campaign.