Indium Corporation - Mailchimp

The World's BEST B2B Ad Salesperson? ME!

Category:
  • Indium Corporation
  • I think ... no ... I KNOW, I've got it down.

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    I've heard the spiel so many times in my 25  years  at Indium Corporation  - the exact same spiel - and now I can deliver it better than anyone elso on the planet. Check it out:

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    "Hi, I'm Rick,  from TRADE MAGAZINE. I have several run-of-book spots available, and a couple of juicy cover spots open. Here is my rate card. Just point to the option you want and grunt.   I'll send you the invoice."

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    So textbook, so efficient. And I haven't omitted one key element. Perfect!

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    "Perfect", except for a couple of minor issues.

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    It is so rare that an advertising salesperson deeply engages me on what I want, need, and am dreaming about achieving. And frequently, when that does happen, they don't listen, and the conversation ultimately returns to "the spiel". If you diagram this info you will see that SOME (precious few) salespeople DO get it right.

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    I have literally instructed my media buyer to totally reject any salesperson who uses this "spiel". I just don't see how such a person can add any value to my practice and I don't have time for it.

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    Now, to the flip side. I dream of meeting a person who engages me with statements like:

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    "Our website/magazine/other media is going wild! It's in such demand that, occasionally our server crashes due to activity. We're tickled because our content is focused completely on technical issues - no filler. In addition, we've got world-class contributors offering killer content. We're backlogged with content for several months and considering expanding our size to accept it all. Our business partners have derived incredible results (ROI, brand building, networking, increased sales, increased profits, more effective marcom, and ideas for new products) and are working with us to develop new ways to keep it all growing - the third-party endorsements are almost embarrassing. Our reporting is simple, easy and comprehensive, so our advertisers can see exactly how things are going at any time. I tell you, it's so much fun."

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    At this point, I would be the one asking for the rate card!

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    Sadly, I've never heard this pitch. I have heard bits and pieces of it, but never all in one place.

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    That's why I am so happy. NO ONE is threatening my status as the WORLD's BEST B2B AD SALESPERSON.

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    Image: WhiteHatWebDesign