Here is a qualitative perspective on success offered by Spencer Longshore III, CEO of Time & Space, Inc.
It is an interesting phenomenon that so many planners and buyers take up the role of selling later in their careers. And why not? The entire planning and buying process appears to be extremely complex and, on a large national account with multiple targets and strategies, it is.
But a talented alpha sales person knows exactly how to use all that buying inertia and turn it into exactly what a particular medium offers AND THEN SOME….
All these various media have sales staff….from the local city magazine to Sports Illustrated and from the local sports newspaper to ESPN. Do you love fishing? How about Bassmaster Magazine? If you are into health, then how about all those magazines, web sites, and cable TV shows you consume on the subject? Somebody has to sell their ads.
A salesperson always has the opportunity to outthink and outsell the competition. It’s why they call them sales people. Some of the richest and most highly paid people in the world are sales people. I know a lot of advertising sales people that earn 6-figure commissions every year…year after year. These are not glass half empty kinds of people.
So what does a career of selling advertising require of you? First and foremost, it requires a passion for the process. What’s not to love about a career on the selling side? You're not stuck in an office cubicle; you get to interact with some of the smartest people on the buying side. You are inexorably linked to the flow of products and services.
You see ads all around you all the time. Somebody is buying those ads and somebody is selling them. Somebody on the selling side is earning serious commission on those sales. Why shouldn’t that person be you?
You don’t have to spend 10 years learning how to sell advertising; it’s actually very straightforward. This is what you have to master in short order:
A simple mindset that demands YOU SELL More Advertising Than You Ever Dreamed Possible and more than your competition can imagine !
This is your goal.
It’s never been more important or more critical to understand fully the intellectual processes and disciplines that separate mere order-takers from “killer” sales people.
What if you took the art form of selling/marketing/advertising to the absolute outer edge of performance?
What if your competition met that challenge?
The only secrets that truly count are your work ethic, passion, enthusiasm, knowledge, and total adherence to the selling process of media development.
Go for a sales career! You’ll be glad you did.