Create a “Most Likely to Buy” Prospect List

David W. Flash

One of the biggest factors in a Media Sales Pro’s success is focusing their efforts on the prospects most likely to purchase advertising. Filling your sales pipeline with “most likely to buy” prospects is key to creating a large number of mutually profitable, long term business relationships and building a successful career as a Media Sales Pro.

The prospects most likely to be responsive to sales and marketing efforts on behalf of your medium are:

1. Direct Competitors’ Advertisers

For example, if you work with a coop direct mail product, direct competitors’ advertisers would be comprised of businesses placing direct response or coupon advertising with cooperative direct mail and coupon focused competitors. Examples of these competitors include: Ad Pages, Community Impact, Local Community News, Register Tapes Unlimited, RSVP, Valassis/Red Plum and Valpak.

2. Indirect Competitors’ Ads With Offers or Creative Appeals Suited to Your Medium

If you work as a Media Sales…

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