In order to have a successful business, you need to have successful salespeople working with you. Your media salesperson is no exception. The media salesperson on your team needs to have their finger on the pulse of your target demographic. There are twelve key characteristics of an effective media salesperson that you should look for when hiring for this important position. If your media salesperson has these characteristics, you have a keeper.
1. They Understand the "Why"
Your media salesperson needs to understand why they’re doing what they’re doing. In other words, they need to be goal-driven. In addition, they should have a good understanding of the relevant media sales metrics to track so they can self-correct as needed.
2. They Are a Good Listener
A media salesperson needs to zone in on the needs of the target demographic as well as your current customers. This is so important because otherwise your media buys will be “tone-deaf,” completely ignoring the needs and buying habits of your customers.
3. They Research the Industry and Trends
There’s much more to a media sales job than designing and buying media. In fact, a significant portion of their job is to research the industry and current trends. If they're staying on top of the industry, they are able to best serve your customers.
4. They Understand the Data
Your media salesperson also needs to be able to understand the data so they can gain insight into your customers’ mindset and the industry at large. Data can be complex and confusing. If your media salesperson doesn’t understand what the results mean, they won’t be able to leverage it to attain a more focused vantage point.
5. They are Consistent
Brand messaging must be consistent in order to maximize brand awareness and to develop a trusting relationship with customers. Your media salesperson must be consistent with the media designs as well as the tone and vocabulary of the content. Furthermore, the placement of the media itself should be consistent to avoid customer confusion if ads are in places inconsistent with the values of your company.
6. They are More Focused on Helping, Not Selling
A quality media salesperson understands that the focus must be on the customer's needs, not on pushing an agenda or selling. When customers feel their needs are being met, they will naturally feel moved to purchase. This ties into integrity and trustworthiness. The media salesperson needs to know how to be the best salesperson in a way that helps your customers.
7. They Have Clear Expectations and Meet Them
The media salesperson should have clear expectations of what they should achieve from each media campaign. In addition, they should be competent and capable of meeting those expectations the vast majority of the time.
8. They are Efficient With Their Time
If your media salesperson is efficient with their time, they will have more opportunities to carefully craft thoughtful campaigns instead of hurriedly publishing media ads.
9. They Have Good Networking Abilities
Much of the media salesperson’s job is to network with other companies that are relevant and helpful to your enterprise’s undertaking. Your media salesperson should know how to effectively network in a variety of social, business, and online environments.
10. They are Good Communicators
Communication is at the heart of the media salesperson’s job. Is your media salesperson a good communicator? Do they know how to convey what your company goals are, and can they effectively communicate their own campaign goals to you and your team?
11. They are Go-Getters and Independent
Your media salesperson should be able to work independently without constant oversight from management. They should be self-motivated and able to make smart choices in an independent manner that aligns with your company’s goals.
12. They Talk More About Your Business Than Their Own Products
You know you have a keeper if they are focused more on your business than their own products. Listen to their words. Do they keep the conversation focused on your business and your needs, or are they constantly in selling mode, trying to get you to buy more? A truly good media salesperson won’t try to sell you products you don’t need. If you find one who exhibits interest and curiosity in your business, that’s the one you should use.
A quality media salesperson can be hard to find sometimes. Yet, their role is integral to the success of your company. If you find a media salesperson who has all twelve of these key characteristics of a good salesperson, you should definitely hold onto them!