Top 5 Characteristics of Thriving List Sales Teams
I talk with publishers, ad directors, and reps all the time. I've had thousands of conversations about list revenue over the past 20 years. As the CEO of DataJoe research, helping my partners monetize their lists is a top priority. If the lists don't generate revenue, my partners don't renew. Here are the characteristics that I see in successful Top List/Award programs:
Concise Packages. Reps are effective when they feel clear, confident, and passionate. Thriving list sales teams tend to have very clear, uncomplicated packages that alleviate the burden of too many choices for prospects.
Methodical Approach. Reps who have a methodical approach that comprises email, phone, and face to face interactions, will tend to thrive. It's a game of touches. With any professional list, you need a consistent process for dealing with gatekeepers and getting in the door.
Emphasis on Frequency. If the Top Lists turn into a "one-and-done," transactional ad opportunity, and no advertisers funnel into a frequency relationship, then reps will tend to get burned out from starting at zero every cycle. Thriving programs effectively drive advertisers towards frequency. The lists are a lead gen opportunity to create a frequency relationship.
Sales Administrator/Project Manager. This fits with #2, above. I've noticed that a sales admin who functions as the communications "glue" for the sales team is a feature of thriving programs. This entity is usually an organizer with a hybrid sales/project manager gifting. He or she ensures clarity between the sales team and the list provider, helps with fulfillment, and manages unexpected details so the reps can focus 100% on hunting. This person is a sales project manager, and this gifting is powerful.
Sales Team Engagement: Full Process. The research phase ends before the sales cycle officially begins. However, when reps are helping to get the word out, and acting as advocates for their clients and prospects, reaching out with links and resources to make sure they have the best chance of being recognized, this establishes good will that paves the way for future sales.
List Sales Resources (My Picks)
#1. Interview with Ammie Scott at 417 Magazine: “Selling Frequency for Top Professional Lists.”
#2. Webinar by Kenny Katzgrau/Broadstreet: “How to Sell Digital Advertising in 30 Minutes.”
https://www.editorandpublisher.com/stories/how-to-sell-digital-advertising-in-30-minutes,248686