- Sales is not for the thin-skinned, but rejecction from a prospect is not a rejection of YOU. But, you need to learn how to turn the objections into positives...and the more you can practice it the better you get at it.
- The importance of finding out as much information about the prospect as you can in the discovery meeting.
- It is helpful to learn as much as you can about the station and its product [For example, new AEs at WGN begin by spending their first weeks sitting in on all the show hosts/talent].
- The world of media sales is not 9-5...you are always looking for prospects, clients, ideas.
- The client renewal starts the first day you get the order...you must service them.
But, there were also new pieces of information--things that I haven't gotten to yet (or that I might never have gotten to). For example
- He discussed intricacies of commission...that commission is based on net sales while goals are set on gross--prior to subtracting of agency commissions etc.
- And that even when the client goes with an ad agency it is important to retain a good direct relationship with a client. If the client likes/respects you they can influence the agency buy because the agency buyer works for the client.
- We learned about tools like Media Monitors and how they can use it to estimate how much a prospect is spending on media in a city like Chicago.
- That WGN radio has internships...including sales internships.
In fact, here's a picture of a student talking with Tom afterwards about an internship possibility.