Ad Sales Training Nation Helping Advertisers Understand the Importance of Marketing Amidst COVID-19, Ryan Dohrn
Mar 30, 2020
Mike Obert, founder of Open-Look Business Solutions who provides outsourced sales and virtual assistant support for publishers. Conversation covers why advertisers should keep marketing during crises. Topics include persuading different advertiser types, converting traffic spikes to revenue, programmatic remarketing tactics, and best practices for managing remote teams and virtual assistants.
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Three Advertiser Types To Target
- Segment advertisers into three types: slam-on-the-brakes, wait-and-see, and carpe diem, and tailor your pitch accordingly.
- Use empathy and historical data for brakes, the NASCAR pit analogy for wait-and-see, and pursue carpe diem clients aggressively.
Three By Three Sales Challenge
- Run a three-by-three challenge: pick three categories and find three advertisers in each to focus sales efforts.
- Ryan suggests targeting resilient verticals like home improvement and insurance brokers during the situation.
Three Step Objection Response
- Use a three-step objection process: empathize without debating, present historical data, then offer actionable ideas or revenue strategies.
- Ryan recommends avoiding getting 'in the gutter' with clients and giving concrete copy or revenue suggestions.