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Addressing Issues Before They Happen

Dave Greene

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One of the best pieces of advice I was ever given was when an old manager told me “work the business end, and anything else you can, up front, before it becomes a problem.”

Ugh, one of the worst parts of the job is, of course, the part where you are a collection agency. We’ve all been there. It’s the last day of the billing cycle and the email just came from the business office that if you don’t have that check in by 3pm, you’re going to get charged back. Now you have to spend most of your day chasing down the guy who always brags about how great his business is but is nowhere to be found when it’s time to pay the bill. He finally calls you back, acts like a complete ass even though you’re just trying to get him to pay for something he bought at the terms he agreed to, and then hits you with something along the lines of “my accountant is out of town,” or “we only cut checks on Thursdays” and now you aren’t going to get paid for all the work you did.

Sound familiar?

90% of these problems can be avoided if a good conversation has been had up front about the business side. The worst possible thing you can do is avoid the issue and then be addressing it right when the campaign is to go live, or worse, sixty days in to a buy. While they are excited about starting the new partnership and seeing their business grow, explain the business policies and work out the arrangements right then and there.

Payment, however, is not the only thing to address up front. Another is cancellation. I don’t mean you have an in depth conversation about the policies for a cancellation, I’m referring to talking to new businesses and telling them that in a couple of months, they’re most likely going to want to cancel. Many of you may have read Roy Williams’ (Wizard of Ads, not North Carolina Basketball) article called “The Chickening Out Period.” If you haven’t, it’s a must read for anyone in media sales (https://www.wizardofads.com.au/the-chickening-out-period/).

In the article, Williams talks about that period between two and three months when a new client always seems to want to cancel because they’ve not yet seen the results they were looking for. As we know, a minimum of thirteen weeks is recommended for a good campaign, and the reason is that’s how long it generally takes to start working. So, when we sell the six or twelve month agreement, why not give them this article and talk about it before you ever start? I know a seller who carried printed copies in his folder and handed one to each new client he brought on board. This goes back to my article from last week where I talked about thinking about the renewal when you’re making the first sale.

Lastly, you want to take the time to discuss, from the beginning, what their expectations are for the campaign. You want to know what success looks like to them so that you’re measuring and optimizing the campaign with that knowledge in mind. As you follow up with the client during the course of the campaign, you’ll now be able to have something to go off of as you talk through how the plan is performing.

We all know there are many things to do when it comes to closing and servicing a sale. Take the advice I was given and address as many things that could become issues down the road, in advance. Save yourself from the future anguish.

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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BSM Writers

Media Noise: What Does The Return of Bob Iger Mean to ESPN?

Demetri Ravanos

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Demetri Ravanos has questions about Disney going back to the future with Bob Iger. This entire episode of Media Noise is all about what the change at the top of the Walt Disney Company indicates about the future of ESPN.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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BSM Writers

Media Noise: What Is Realistic For FOX at the World Cup?

Demetri Ravanos

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On this special holiday edition of Media Noise, Demetri Ravanos dives into the controversy and criticism surrounding FOX’s coverage of the World Cup in Qatar.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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