Are You Closing a Sale or Opening An Ongoing Relationship?

Plus a big wrap for three people in media sales.
by Wizard Partners Tim Miles & Craig Arthur 

"Sales folk - stop thinking in terms of how much business you close and start thinking in terms of how much business you open.

On your weekly call sheets change the top line that notes percentage of business closed to percentage of business opened.

Once you enter in those new partnerships, are you through? Are you focusing on your close-ratio?

Or have you just opened a new long-term relationship? Have you just opened a new referral stream?

The sale doesn't end when the cash register rings. It begins.

I hope you open a sale today."

by Wizard Partner, Tim Miles 

When I negotiate and buy media for my clients I am opening an ongoing relationship with the media account manager and their station. For the account manager this relationship opens up a flotilla of sales just over the horizon, all connected with the first sale. It's just the beginning.

Our firm always buys 52 week contracts, so we only buy on behalf of our clients once a year. However what keeps the annual business with the account manager is the ongoing service they provide. (And the delivery of the numbers we need.) 

So today I am going to give a big thumbs up and a personal recommendation to 3 people I deal with in media sales.

Briony Butters and Anna Gauchat from Vega in Melbourne, and Mandy Aitchison (and not forgetting her silent and nameless assistant) from 3AW also in Melbourne. They have never missed delivering a weekly report and are always putting their hands up to help.

All three understand the signing of an agreement is just the beginning of a business relationship, not the end. The media world would be a much better place with more people like Briony, Anna and Mandy.

Thanks guys. 

Craig Arthur