What if TV ad sales embraced a client-centred approach?
The media market has never been more fragmented. There’s a huge downturn in committed advertising, with brands increasingly wanting measurable conversion over brand building.
Despite offering the safety and conversion that brands want through a wealth of new digital touchpoints, networks are struggling to remain relevant in a world where TikTok and Snap are dominating headlines, and Google and Facebook are taking the lion’s share of digital media budgets.
Broadcast advertising sales teams are swimming against the tide. They can’t afford to push products on brands and agencies, however great they may be. More than ever, their success depends on the ability to pick out and position the right products. This can only come from a deep understanding of their clients’ world.
We know that implementing a client-centred sales model involves more than treating the customer right. That’s why we deliver workshops that create an organisational shift, where your internal culture changes from product-focussed to client-focussed.
In the simplest sense, this shift moves the mode of thinking from starting with a product and seeking best fit with the client, to starting with a well-informed question about the client, which forces you to explore many solutions.
Our methods apply constraints to force you to consider your clients’ world fully before bringing you and your products into the equation. In under an hour’s immersion in the client’s world, you’ll move beyond assumptions to a deep understanding spanning industry, business and a client’s personal traits.
Our work with organisations like Facebook, R/GA, and BBC has shown that transitioning from a product-focused to a client-focused culture brings three consistent benefits:
- Increased client trust
- Faster sales cycles
- Increased revenue across the full product portfolio
Many businesses claim to be driven by client-centred thinking, but the tools and frameworks used by their sales teams fail to deliver against this promise.
