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Jan 29, 2010 by Mark MaierDigital Media Army recently released a report on Interactive Sales in the radio industry that was recapped in Radio Sales Today...
"The salesperson must be confident in the product. This survey assumes the contributing factors of seller confidence are: product knowledge, product results, internal support and external marketplace demand." The first finding shows the average Radio account executive is 60% confident selling online assets.
To uncover why so many respondents lacked selling confidence, the survey examined first their knowledge of the digital products. Respondents were asked to evaluate the statement, "I could benefit from more online sales education." On a scale from "strongly disagree" (1) to "strongly agree" (5), respondents averaged 4.2, representing the space between "agree" and "strongly agree."
Other key findings in the report:
Respondents were "not sure" or "neutral" if online media provides results for clients.
They "disagreed" or were "neutral" on the question of "My organization provides enough online sales support."
Respondents agreed that they would earn more if selling online deals.
They slightly agreed online sales is the future of the business.
Only one out of ten respondents agreed that they sell online media in all their deals.
Respondents agreed that the marketplace is looking to buy online media.
Survey conclusions:
Increased digital media education and sales support are needed.
Increased integrated selling would augment current market demand.
Increased online proof of performance are crucial to build faith among sellers.
Higher commissions are respected, but other strategies are necessary to boost integrated selling."
Nothing can replace training as a solution to these issues, you must know what tools and knowledge to put into play to be effective, to deliver results, manage expectations, and develop long term effective campaigns for interactive based upon current market conditions. 60% confidence is not enough, if your team needs a "Interactive Boot Camp", let LPG help you out with a comprehensive program developed through our experience with current successful clients like Castanet.net in Kelowna, British Columbia.
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