I recently was giving a sales training to a large group of broadcast sales professionals, and I received one question that really resonated with me: “Why is selling digital so hard?” Selling digital marketing services can feel like navigating uncharted waters, even for seasoned sales professionals. For years, I thought the gap was in knowledge of digital tactics and that sales teams needed more training and education. As digital marketing has evolved, one thing has become clear. It’s not about education. We need to sell differently — and not just digital, but traditional media as well.
The shift to digital: Why traditional sales tactics fall short
In 2019, when Borrell Associates conducted its annual small business advertising survey, 78% of respondents indicated that ad type was the greatest influence in their advertising buys. Does the salesperson calling on me sell everything I want to buy?
Now, the tables have completely turned. In its most recent survey, more than 80% of respondents said they want a skilled marketing partner whose advice extends beyond what products the media company sells. In short, they want someone they can trust.
Selling successfully in today’s climate isn’t about having every offering under the sun. (Although being a one-stop shop definitely has appeal.) It’s about becoming the trusted adviser to your prospects and customers. We can’t drop sell sheets off on a prospect’s desk or send an email asking for the order. Now, we must invest the time to master our craft and understand marketing vs. just selling advertising space.
The transition from traditional to digital sales requires a paradigm shift. Unlike conventional advertising, digital marketing demands a nuanced understanding of how different tactics interact to achieve client goals. Success isn’t about pitching the latest technology or algorithms. It’s about positioning yourself as the trusted adviser who can craft cohesive, multi-channel strategies tailored to your client’s needs. You must understand how the different marketing and advertising tactics can fuel success for your clients so you can advise them. There’s a lot more to learn.
Persistence pays off, but few stick it out
The second trend contributing to today’s sales teams’ heavier lift is that it takes several touchpoints to close a sale in today’s climate. Digital sales is a marathon, not a sprint. Statistics reveal that 80% of sales are made between the fifth and 12th contact. However, 48% of salespeople never follow up beyond the first contact, and only 10% reach the critical fifth touchpoint. Persistence and consistent follow-ups are key to building trust and closing deals.
Despite the surge in demand for online solutions, 92% of salespeople fall short because they lack the persistence to make it to the fifth touchpoint to get closer to an answer from their prospect. To succeed, you need to track your sales contacts, stay in touch regularly to stay top of mind, and be there to guide and advise your prospect to a yes.
The ‘circle of romance’: Building long-term relationships
To hit five to 12 touchpoints, you need to have many more touchpoints with your prospects than just sending a proposal and following up with 11 emails or calls saying “touching base” or “checking in.” Winning in digital sales requires cultivating relationships, not just transactions. Establish your expertise and become your client’s trusted adviser by adding insights and value to every touchpoint. Make your emails or messages so valuable that they want to read or listen to them. Adopt a systematic approach to staying in touch with prospects, such as:
Every touchpoint should add value, helping you transition from just a salesperson to a valued resource and trusted adviser. Then, it will be you they turn to when they are ready to get started.
The bottom line
Selling in today’s climate is certainly more work and challenging, but it’s not impossible. By embracing persistence, providing insights and value in every touchpoint and positioning yourself as a trusted adviser, you can break into the 8% of salespeople who consistently close digital deals. The secret lies in understanding the digital ecosystem, building meaningful relationships and delivering tailored solutions that meet your client’s unique needs.
Digital success awaits. Are you ready to step up?
Recommended book of the month
Each month, I’ll share one of my go-to resources for mastering your craft in sales. This month, I want to share “The Challenger Sale” by Matthew Dixon and Brent Adamson, which provided some of the data and inspiration for this article. It is a fantastic resource and will show you that the keys to sales success in today’s environment are within your control!
Dream Local Digital Founder and Client Success Officer Shannon Kinney brings over 30 years of experience in leadership roles, developing scalable digital marketing strategies and supporting and training media companies with scalable digital revenue growth. She played a vital role in developing internet giants such as Cars.com, CareerBuilder.com, Knight Ridder Digital, LinkedIn, Google, eBay and Microsoft. She worked with media companies worldwide until pivoting to Dream Local Digital. Since Dream Local Digital’s creation in 2009, Shannon has served on the Local Media Association board, been awarded the LMA Digital Innovation Award, appeared on hundreds of stages as a keynote speaker, and has helped media companies transform their business model. Shannon can be reached at shannon@dreamlocal.com.
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mlaytner
This article hints at, but does not really spell out, what businesses, especially small, local businesses with limited budgets, need: Specific examples showing how digital advertising will move their respective needle, especially if an ad campaign involves a call to action. General industry statistics won't cut it. They have to have a realistic sense of the monetary commitment they need to make to move that needle and how to define "success." How many $X over Y period of time is required, supported by specific examples in their industries.
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