How to do advertising sales well?

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Analyze your product

Analyze your users

Analyze your company

Analyze your opponent.

After the analysis, find out the network marketing method suitable for your company.

Not all methods are applicable, and you don't have to look for them. Just find some that are suitable for your company. )

Although online marketing is a combination of online and offline, it focuses on the network, and you may not be able to do it well offline, mainly depending on your company and project.

Excellent salespeople need to constantly cultivate themselves.

A good advertiser must be a creative person.

Media people in the new era should have a sense of crisis and urgency, social changes are getting faster and faster, and the pressure of survival is increasing. An excellent advertising salesman should not only have a strong desire for commission, but also master the following points:

One. What's there? Who needs it?

As an advertising salesman, you must know what kind of media resources you have, where is the value of your media resources, know and constantly explore the value of your media resources, and what opportunities your media resources value can bring to customers to influence the market; What kind of customers need your media resources most easily? Find the combination of the value of your media resources and customer needs, and use this as a stepping stone to knock on the door of customer needs.

Second, develop diligently and have more contacts.

After determining the target customers and the combination points with customer needs, we should develop a large number of target customers in a planned and step-by-step manner, investigate potential customers and real customers while conveying our own media resources to customers, and constantly strengthen contact and get along with potential customers through various means, increase familiarity with potential customers and constantly influence customers with your media value viewpoint until their potential needs become real needs.

Third, clarify the needs and clarify the relationship.

When customers have realistic needs, we have sales opportunities, and the next thing to do is how to seize the sales opportunities. First of all, we need to know what kind of media resources customers need. It will be easier to sign a contract if the customer needs the resources that you are the sole agent or the media resources that you have special advantages. But when you have multiple media resources that customers need, it's time to test your sales ability. You should try to understand what the customer wants to achieve in this media release, what are the standards or requirements of this media purchase, and what is the budget; And which department or leader is the initiator of this media purchase, which department leaders participated in the evaluation of the plan, and who is the final decision maker of the plan.

Fourth, seize the network line and the value line.

When we clearly know the real needs and internal relations of customers, we should try to work around two routes of connection and values.

From the perspective of personal connections, it is best to develop an insider. Through this insider, we can know some internal situations of customers and know which competitors have participated in this competition, so as to know ourselves and ourselves.

Secondly, we should try our best to communicate with the leaders involved in the program evaluation, and understand the ideas of the implementers, influencers and decision makers, as well as the focus of this media procurement. We should take care of and balance the opinions of leaders when making the plan and value analysis, so as to be targeted.

Finally, understand the needs and preferences of key advertising executives, and it is best to understand his urgent need and help solve it, so that he can become your supporter. In the process of communicating with the person in charge of advertising, sometimes some personal interests may be involved, but this is secondary, because if you can give it to others, if everyone can do this, then its value is not great. It is important for the person in charge to see your major, what help you can give him at work and what impact it will have on his future. Even if the person in charge really has the idea of personal interests, he will choose the most reassuring advertising company to cooperate. Of course, it is best if you can contact the final decision-maker and get his approval.

From the value line: first of all, we should take our own superior media as the core and combine the opinions and needs of customers. The reason why we should take our own superior media as the core is because our superior media can save customers the cost of delivery, which is also an aspect of providing value. Second, if we don't take our own superior media as the core, once customers approve your recommended scheme, they may make great differences when asking other companies to quote. Finally, you may make a wedding dress for others.

Secondly, after the plan is completed, you should analyze the value combination point between your plan and the customer's needs from the customer's standpoint, and analyze why your plan should be done, what kind of value it can bring to customers, and don't change the specific delivery method of the plan. It is best to change the delivery times and delivery time according to the off-season or different seasons of customers' products or different periods of products' listing, and give reasons from customers' standpoint. The purpose of all this work is to let customers see your major and feel that you are considerate of him everywhere, so as to win the support of most responsible persons in the scheme first.

Finally, in addition to the scheme, you'd better provide some value-added services outside the scheme. Value-added services can be gift resources, brand promotion suggestions, etc. This can not only increase the selection rate of the scheme, but also effectively distinguish it from competitors. Through the analysis of the scheme and the guidance to the customers, if the customers finally approve your scheme and then refer to the schemes and quotations of other companies according to your scheme, even if your price is slightly higher than others, your chances of winning the bid are the greatest.

Fifth, study hard and summarize more.

Never too old to learn, a person's attitude towards learning directly determines the height of his future achievements. If we want to do a good job in advertising sales, it is not enough to know only the media and sales knowledge, because advertising is based on marketing. We must improve our marketing planning ability by constantly learning videos or books from some marketing experts and advertising experts, and learn some strategies or skills to win orders by reading a lot of business books. Even learn some advertising design and production software to improve their production level, and constantly sum up what they have learned, integrate what they have learned and apply what they have learned, and finally let themselves have the ability of brand diagnosis.

Six, perseverance, perseverance

Because of the different advertising carriers, advertising sales may take a long time, but regardless of the cycle length, since you have chosen this industry, you should continue to do it steadily, accumulate your own customer resources and manage your own customer database, so that you can know more and more customers, instead of developing new customers and losing old customers, so that you will always be in contact with new customers, so that you will be particularly tired when doing it.

There are many ways to maintain the relationship between old customers, such as sending short messages on holidays, sending some TV advertising data in the industry, and sending some marketing management short messages or short stories that you think are better, which you can summarize at work.

It is emphasized here that if you are interested in advertising sales and feel that you are suitable for this industry, don't change industries easily, grit your teeth and set yourself a goal. You can't do it well in two years, two years and three years, and you have to keep learning and summing up. After ten years, you will definitely become a master among masters. On the contrary, if you feel that you can't do it well for a year or two, then change industries, and then change industries after a while. If you go on like this, you will find that you are not good at any line, and you are not good at any line. Compared with ten years ago, your professional knowledge or viability has not improved much, only your age has increased. And other colleagues in the advertising industry with you have become the elite of the advertising industry, and their income is ten times or more. At this time, it's too late for you to regret it.

(1) Analyze competitor data. First, investigate how competitors position their advertisements. We should not only know the relevant information on the competitor's home page, but also know the information on the sub-page. At the same time, we should not ignore the tracking research on logo advertisements and text links, sponsor status and e-mail addresses. It is also necessary to know and pay attention to some indirect competitors, but provide interesting advertising models.

② Determine the "hot spots" on the website. Put yourself in the position of potential customers. What is the most attractive part of your website? How much will you pay for these "hot spots"?

A good way to measure these "hot spots" is to look at the log file to see which pages get the most impressions. Most media buyers will not buy website advertisements unless you can guarantee how much money you will get (surprisingly, many websites can't provide this information).

(3) Decide your logo advertising standards. Study all possible logo advertising sizes/types that your website can provide. Generally speaking, the most commonly used logo advertisement sizes (width x height pixels) are 468X60, 125X 125, 234X60, 120X60, 88X3 1. In addition, if you don't want to dazzle the website, static advertising is an ideal solution.

(4) Study the feasibility of mailing list. At present, e-mail sponsorship is a popular means in online advertising.

⑤ Advertising pricing. The price should be based on supply and demand. Some technical websites directly affect the main target audience, and the price of logo advertisements may be $0/00 per CPM/kloc, while those websites with a large number of non-target audiences may only be $2 per CPM.

Therefore, different websites have great differences in advertising pricing. The main differences are: the environment or industry; Website brand awareness; And the practicality of advertising.

Providing customers with relevant information about advertising, such as CPC(costperclick) or the actual operating cost of advertising model, is attractive to potential advertisers because of its low risk. In addition, the pricing models of different types of advertisements are also very different (for example, the differences between text ads, logo advertisements and e-mail advertisements).

(6) Provide advertising packages. Media buyers like the website to display all the advertisements in a centralized way, because it is difficult for advertisers to find all the advertisement positions on the website. If all advertising forms are concentrated in the form of package, it will be very attractive to customers.

(7) Allow third-party advertising services. It is very important that websites allow customers to use their own third-party advertising services. The most common third-party advertising services are Doubleclick, AdKnowledge and AdForce.

If you want to get important advertisers, you'd better pay attention to this. However, what I can't understand is that some of the biggest websites, such as AOL and Netscape, still don't allow any third-party advertising services.

(8) Disposal of unsold advertising space. I saw a statistic that 75% of online advertising space is idle, and there are some ways to avoid losing advertising revenue.

You can consider joining the advertising information network, which accounts for most of your total advertising and sells advertisements for you every month. The best way is to investigate and compare advertising information networks extensively according to their impact on advertising revenue.

Note: If your website has only a few visitors, it may not attract much attention. Advertising information network generally gives priority to the sale of "famous websites" advertising space. If you don't choose advertising information network, you can also auction advertisements on media auction websites, such as AdAuction.com and AdOutlet.com. These websites sell your advertisement to the highest bidder, which is a good way if there is extra advertising space.

(9) Pay close attention to tracking/optimization technology. Most large websites use some advertising circulation software to control all advertisers. You need to provide a complete advertising service system, allowing you to upload advertising patterns, set the start and end dates of advertising activities, and provide customers with a complete report at the end of the month.

An important feature provided by this technology is that it can optimize your activities. This service can distinguish between good websites and bad websites, and the effect you have achieved in improving advertising activities is easily recognized by users.

Advertising service technology can also calculate the cost of each impression or click, as well as run rich media advertisements and track advertising results. If you think online advertising is an important business content, this software is indispensable.

(10) You need competent salespeople who know your website as well as your competitors, and you also need some online media tools that are helpful for business development.

Remember: media buyers can't spend a lot of time reading many news, visitors' comments and other articles about your website, so it is very important to clearly announce your charging standards and contact information in a prominent position. At the same time, don't forget any publicity opportunities offline, including everything in the toolbox, T-shirts and even slogans posted by salespeople on car bumpers.

Listen to potential customers: What kind of advertisements do they seek? What part of the website are you most interested in? What can promote buying? The voice of customers is the best information source to expand advertising sales revenue, which helps you to formulate basic online advertising sales strategies.

Please remember that the successful sale of advertising space requires the investment of human resources and technology.