How to become An Advertising Sales Agent

• Advertising Sales Executives
• Advertising Sales Consultants
• Advertising Sales Representatives

What do Advertising Sales Agents do?

An Advertising Sales Agents would typically need to:

• Persuade potential clients to purchase advertising space while making sure that current clients remain satisfied with the advertising products and service
• Learn about a client before setting up the first meeting; gather relevant data about the client’s products, current and prospective clientele, and the geographic area of the target market
• Contact and meet with the client to explain how a specific type of advertising will best promote their products or services
• Prepare and present an advertising proposal including an overview of the recommended advertising medium, sample advertisements, and cost estimates
• Get advertising or illustration proofs approved by the clients
• Process all correspondence related to their accounts; draft contracts specifying the cost and the advertising work to be done; address any concerns the client may have with the project
• Build and maintain enduring and amicable relationships with existing and potential clients; attend beneficial sales meetings, trade shows and training workshops
• Develop the sales tools, promotional plans, and media kits which would help make a sale either on their own or in collaboration with a marketing team
• Analyse sales statistics and prepare reports about clients’ accounts; keep track of industry trends by reading about current and new products; monitor the sales, prices, and products of competitors

Advertising Sales Agents may spend a large chunk of their time meeting with current and prospective clients at their places of business.

You will spend time in your employer’s office making cold calls in an attempt to sell the agency’s ad space or time, arranging follow up appointments with interested prospects, and handling sales for walk-in clients.

The sales process works best when all sales personnel work together and benefit from each other’s knowledge and experience.

Most Advertising Sales Agents work full time. Irregular hours including weekends and holidays are standard, as are long workweeks extending to more than 40 hours a week to meet their employer’s expectations.

Advertising Sales Agents can boost their job search by asking their network for referrals, contacting companies directly, using job search platforms, going to job fairs, leveraging social media, and inquiring at staffing agencies.

Advertising Sales Agents are generally employed by:

• Advertising Companies
• Newspapers
• Magazines
• Trade Journals
• Broadcasting Companies

The Sales Management Association is a global, cross-industry professional organisation for sales operation and management. Members will receive help in pursuing professional development or connecting with like-minded professionals in the industry.

• Attracting qualified prospects who will be ready to buy ad space or time; ensuring the interaction with prospects is compelling enough to translate into a lucrative account
• Preparing and asking the right questions to understand the wants, needs and concerns of prospects; consistently superior customer service to ensure optimal customer retention
• Administrative tasks eating into time that should have been invested in sales; a lone-wolf attitude which may lead to a disjointed selling process

A track record of successful sales will help offset the lack of desirable academic qualifications in a results-driven career as that of an Advertising Sales Agent. The best way to get at least two years of experience in advertising sales is in an entry- or junior support personnel position.

Previous employment in marketing or graphics would also prove an asset. In addition, employers prefer candidates with practical experience in customer relationship management (CRM) systems and digital/website advertising campaigns.

A high school diploma is considered adequate for an entry-level sales position; however, most employers, especially publishing companies and broadcasting stations, prefer a bachelor’s degree that offers marketing, sales, business, communication, advertising, and public relations protocols.

Certification from an objective and reputed organisation in business skills and core competencies such as knowledge of the product and company as well as closing a sale. It can help Advertising Sales Agents stand out in a competitive job market and increase their chances of advancement. Successful certification programs protect public welfare by incorporating a Code of Ethics.

Advertising Sales Agents who become experts in selling ad space within a specific media platform or to a particular industry may move from smaller, local clients to larger, national clients. They witness steady incremental growth in their income, network and reach.

Promising agents who stick with a company long enough may be promoted to senior sales and marketing management positions such as Sales Manager, Account Executive, and Vice President of Sales that deal more with strategising. Corporate sales would be an attractive option for career advancement.

Candidates with sales experience, a relevant bachelor’s degree and knowledge of digital advertising techniques, such as search engine optimisation (SEO), should have the best job prospects.

On-the-job training may be informal under the mentorship of an experienced sales manager who coaches new hires, observes them as they make sales calls and contact clients and offers recommendations on improving their professional interactions. Companies that cater to specialised market segments, such as automotive dealers or real estate professionals, may opt for formal customised training sessions by consultants.

Robust Tools

With handy appliances such as sales enablement tools and sales technology at their disposal, Advertising Sales Agents can devote more time to core sales activities. Meetings scheduler tools and email templates help boost efficiency, while marketing automation software makes it easy to keep track of customers’ engagement levels and follow up with personalised emails.

Familiarity leads to Expertise

Some advertising agencies focus on selling ad space within a specific type of media such as print media, broadcast media and internet media. Others may target a particular industry such as tourism, food service, automobiles, or specific audiences, including all groups from teens to minorities to stay-at-home moms. Agents who spend considerable time working with such agencies gain valuable expertise in the particular field.

Keep the Cash rolling in

By and large, Advertising Sales Agents work on commission; their income depends on how much advertising space and time they can sell. They usually need to meet weekly, monthly or annual quotas. The field of radio & tv broadcasting tends to offer a higher income as compared to tv broadcasting.

Consolidation among media industries is increasing the sale of a comprehensive package of ads for the print and online editions of a particular publication such as a newspaper or magazine.

An individual with a proven track record of influencing, meeting and exceeding the set sales target by dint of their unique communication skills, outstanding customer service and ability to build rapport with clients - that is the epitome of a successful Advertising Sales Agent.

This field is results-driven. Innovation and persistence will help you handle any situation.