Course code: CSE-SSA - call 0845 071 2801
Overview
Course duration: 1 day.
Whatever you are selling in media, ad agencies will form a large part of your client base, but to get the most from them you need to understand them. This course demystifies the workings of agencies and enables delegates to maximise selling opportunities.
Is it right for me?
Sales executives who have the responsibility of selling to advertising agencies whether on the telephone or face-to-face.
What will I learn?
By the end of this intensive course, you will:
- Develop all the skills and techniques essential to prepare and handle media client negotiations
- Benefit from raised confidence levels and prepare a tactical approach
- Put the theory into action and experience both sides of the table, as the buyer and the salesperson, through a series of roleplays
What will it cover?
The History and Different Types of Agencies
- Full service
- Media independent
- Strategic planning agencies
The Structure of an Agency
- The different departments
- The different roles and responsibilities
- Who should I be speaking to, about what?
Build the Media Brief
- How is it built?
- What information should it contain?
- Understanding the information - how does it apply to us?
Build the Media Plan
- An agency's perspective
- The process involved in building the media plan
- The factors - the media selection criteria
- Influencing the decision - what information do agencies want from you?
- Balancing logic and persuasion
Practical - Exercise on Understanding the Consumer
Practical - Putting Together a Media Plan
Buy the Media
- What are agencies looking for?
- Understanding the value of variables
- Absorbing buying pressure
- Creating a win-win situation
Agency After Care
- Working together in a partnership
- Servicing an agency
Practical - Building and Delivering an Agency Presentation