Selling Successfully To Ad Agencies

Overview

Whatever you are selling in media, ad agencies will form a large part of your client base, but to get the most from them you need to understand them. This course demystifies the workings of agencies and enables delegates to maximise selling opportunities.

Who should attend

Sales executives who have the responsibility of selling to advertising agencies whether on the telephone or face-to-face.

Course objectives

By the end of this intensive course, you will:

> Develop all the skills and techniques essential to prepare and handle media client negotiations

> Benefit from raised confidence levels and prepare a tactical approach

> Put the theory into action and experience both sides of the table, as the buyer and the salesperson, through a series of role plays

Course content

The History and Different Types of Agencies

> Full service

> Media independent

> Strategic planning agencies

The Structure of an Agency

> The different departments

> The different roles and responsibilities

> Who should I be speaking to, about what?

Build the Media Brief

> How is it built?

> What information should it contain?

> Understanding the information - how does it apply to us?

Build the Media Plan

> An agency's perspective

> The process involved in building the media plan

> The factors - the media selection criteria

> Influencing the decision - what information do agencies want from you

> Balancing logic and persuasion
Practical - Exercise on Understanding the Consumer
Practical - Putting Together a Media Plan

Buy the Media

> What are agencies looking for?

> Understanding the value of variables

> Absorbing buying pressure

> Creating a win-win situation

Agency After Care

> Working together in a partnership

> Servicing an agency
Practical - Building and Delivering an Agency Presentation