It is important to note that the relationship between media buyers and sales representatives is both sacred and selfish. It’s sacred because we are constantly depending on each other. For me, it’s because it’s my job to build the best plan possible, to meet our goals and ultimately make the client happy; and for reps, because you’re responsible for bringing in the business and earning your company money. So being able to work well together day in and day out is essential! On the other hand, It’s selfish because we normally only communicate with each other when we need something, normally ASAP. So, if the advice below seems a little harsh, think of it this way—the easiest way for you to get what you want is to give me what I need.
- Please – for the love of all that is holy – read your emails!
You know that fancy schmancy RFP (Request for Proposal) I sent you? I didn’t send it just for fun. We work hard to put together Cost per Point or CPP goals, flight dates and directions on which ratings books to use based on the client’s needs. Therefore, before sending the next 15 emails with questions, stop & ask yourself– have these questions already been answered in the initial RFP? At the end of the day, something as simple as reading our emails carefully can save both of us hours of precious time. Which leads me to my next point…..
- The client’s business has to be earned
The CPP goals listed on the RFP aren’t numbers I made up for the heck of it. They were researched and they have a purpose and they really are a GOAL. I don’t know about you but I’m a fan of accomplishing goals that I set for myself and even more so when it’s a goal I set to benefit a client. So, if you submit rates that aren’t even close to the goals outlined and then don’t understand why you’re not included on the buy, this might have something to do with it (so please don’t throw any fits!!) I might go one round of negotiations with you if necessary, but would you see a reason to go back and forth on a submitted $500 CPP when my goal was $98? The answer is NO! There’s likely no way we’ll be able to meet in the middle, so if I can meet all my goals without it, then that’s what I’ll do. Plus, there’s always one station that really comes in strong—and as a result of its efforts and a little “CPP low-high” sorting function, it often gets rewarded simply by following directions.
Oh – and the era of multiple rounds of negotiation is over…. Hallelujah! If we go more than one round, then I’m probably trying to add to your schedule; I just need a little help in doing so. Therefore, are you willing to sacrifice $10 to gain $1,000?
Side note – It’s never personal. It’s business. The client’s business has to be earned and their goals are my goals and I was hired to meet those goals. I’m simply doing my job. So, let’s not make it personal on your end either.
- A quick turnaround means I needed it yesterday!
I wish these requests didn’t happen as often as they do, but unfortunately that’s how the media business works. Sometimes the clients send us Friday afternoon requests to get spots on the air or ads posted by Monday. Media buyers have to depend on their vendors to make things happen. We can’t do it ourselves, so always keep track of your phone messages and emails because of these types of unexpected requests. This brings me to the next point…
- If you’re out of the office, please leave me with a backup person’s contact information
In the quick turnaround situations, I need to be able to get in touch with someone quickly and if you’re on vacation and don’t leave information for someone else to contact, it costs the client (and me) precious time. And most buyers would agree the following has happened at least once in his or her career—they get an out-of-office response, contact the backup listed and then get another out-of-office response. It’s like playing a game of schoolyard tag.
- No “Poaching”
Sales reps are always looking for more business. That’s common knowledge, but sending multiple emails a day/week/month about the client list on a company’s website won’t get you anywhere. Very, very rarely do we respond with “Why yes, let me shift the entire media plan around to include you simply because you asked.” Client media plans are put together based on research, client request, ratings, data, timelines and even gut feelings, so please rest assured that we will always reach out to you if there is a need or interest in your product. That being said, however, please also keep in mind we don’t always have unlimited funds & that not everything will be a perfect fit.
- “Latest and greatest” blah blah blah
In the past month, I can’t tell you how many meetings, emails and voicemails we get from people pitching the “latest and greatest.” Just because you saw that we handle advertising on our company website or did a search on LinkedIn, for anyone who handles media that doesn’t mean there’s going to be a relevant application. For example, a vendor has repeatedly reached out, but has failed to realize that the product being sold doesn’t even cover the state in which we handle most, if not all of our business. We urge you to do your research and truly find where and how you’d be a good fit & what your competitors are doing. I’ve heard the same pitch too many times to take you (and your company’s capabilities) seriously.
Don’t ask me what your share is because I’m not telling you.
- Client Budgets
Don’t ask me what the client budget is because I’m not telling you.
When one works with sales reps for long periods of time, you can become great friends and even better colleagues. Every media buyer and every sales rep works differently, so these tips don’t apply to everyone but they always help! Sales reps who take the time to learn how their buyers operate are wonderful to work with. I even had a rep who added a note on her calendar to send pre- and post-logs every single week so I never had to ask for them. It was so helpful! So, a huge shout-out and a big THANK YOU to sales reps for sticking with this sacred, yet selfish, relationship!