In my opinion a purely tactical executive doesn’t grasp strategy easily. Here is an excellent example. I have an existing client who has just started a brand new magazine. The salespeople find it almost impossible to connect with the advertisers that they want in the magazine. This is a market with more than 80 competing advertising vehicles. So to arise to this challenge, I have changed the names of the salespeople so that their titles are less threatening. We assigned them titles like “Director of Corporate Communications.” This allows the salesperson to call a potential prospect and say something like: “Hi. I’m Jennifer, the Director of Corporate Communications here at ABC Magazine. As part of our tireless efforts to continually serve the market, we like to gain knowledge about similar companies in our market. I also interact with the editorial staff here, and I’m always keeping my eyes open for potential stories for our magazine. Tell me, how long has your company been established?” This approach allows the sales staff to gain a strategic accomplishment of gaining solid relationships within the market and getting into conversation that establishes a little rapport. After they build rapport, the salesperson has the ability to softly transition into talking about advertising. ” One of the many things I do for the magazine is check out products or services that our readers enjoy and/or have interest in.” This allows the salesperson to roll into dialogue about advertising and ease their way into what you’re about to gain knowledge of called “educational based marketing,” which is allowing an opportunity to educate candidates. This is an extended, strategic close to the sales process.
