Why You Should Sell Solutions to Problems, Not Impressions

Don't just sell impressions, sell solutions.

Solution selling is a great technique to pitch more successfully. It’s a way to personalize your approach, and even if your first proposal is rejected, it leaves the conversation open for further sales attempts.

That’s why you should always propose display ads as a solution to a problem rather than simply a product to be bought. If the client says “no,” they are only rejecting one of many possible solutions you can offer. You still have somewhere to go.

To pave the way for solution selling you need to have a conversation. If you’re pitching a small business owner, for instance, ask questions like, “How do you currently create awareness for you business online?”

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Quick Sales Tip: Getting In-Person Client Visits

Sales tips from Thunder

Getting physically in front clients is the best way to build rapport and stay top of mind. But all too often, prospects are busy or just want to handle everything on the phone or in email. For high-value clients, you will close more repeat business if you meet in person.

When selling advertising, meeting face-to-face gives you a chance to really listen to your client, educate them on the full value of the ad campaign, and then collaborate with them to customize your proposal to their business or brand objectives. And that’s a recipe for success.

But sometimes clients reject meetings because they don’t want to feel pressured to reciprocate the meeting with signing a deal.

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Rival or Rescuer? How Tech Companies Work For Agencies, Not Against Them

agency-workspace

It’s been three weeks since the proposed Omnicom/Publicis merger collapsed, but the process has brought to the surface a widespread belief that agencies and technology companies are rivals by nature. This perception could not be further from the truth. In fact, agency and tech are innate allies.

The purpose of the Omnicom/Publicis alliance was supposed to be a way to help the already massive holding companies compete with equally massive technology rivals like Google, Facebook, Oracle and Salesforce—many of whom have been chipping away at dollars that traditionally would flow toward the agency world.

This mega-merger would have helped the bottom line through cost savings on the media side, which in turn could make the agencies more competitive. But would creating a company of such epic proportions come at the cost of agility, innovation and the quality of their services?

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How Creative Agencies Can Take Advantage of Programmatic Advertising

Thunder programmatic advertising: right person, right place, right price, right message

The programmatic opportunity—or threat, depending on your point of view—for media agencies is clear. Ad inventory is bought and sold more simply and effectively through digital interfaces. Audience targeting becomes incredibly sophisticated and precise. Media buying, if less about personal relationships, consumes less time and is more effective.

So thanks to programmatic buying and RTB, advertising messages get to the right person, at the right time, for the right price.

Sounds good right?

But wait, isn’t something missing?

Oh yeah. Despite being at the heart of advertising—despite being the whole reason for programmatic buying and targeting to be used in the first place—the ad creative has somehow become an afterthought in the equation.

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