When I started working in sales in commercial media, about the year 40 BC (Before Computers), it wasn’t uncommon to ask a prospective advertiser for recent copies of the trade magazines they subscribed to. That was how almost every salesperson learned about the prospect’s industry and business. Back then the prospect was willing and had time to talk about it with sales reps.
Times have changed.
Now, prospects are bombarded by media sales reps. Think about it. In almost every city there may be about 30 salespeople representing various radio and TV stations, and a half dozen or so from the daily, local, and business papers. Add in another dozen sales reps from billboard companies, direct mail and marketing businesses, cable TV, and online marketing companies. It’s easy to understand that a business owner or their marketing person is being called on by dozens of media sales reps every month. Businesses don’t have the time to educate every salesperson about their business, nor should they have to do that. That’s our responsibility.