Comments on: Say Goodbye to the Sales Pipeline? http://www.mediasalestoday.com/archives/2304 Insights+Ideas for Media Advertising Sales Professionals Tue, 17 Jan 2012 17:14:00 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Ben Shute http://www.mediasalestoday.com/archives/2304/comment-page-1#comment-427 Ben Shute Wed, 24 Feb 2010 01:23:03 +0000 http://www.mediasalestoday.com/?p=2304#comment-427 I think the sales pipeline in it's traditional, formal sense has been disappearing for some time, but I think traditional media outlets like newspapers and TV are still holding onto it. Particularly in the economic climate we are only now beginning to see recovery from, as purse strings became tighter, it is the relatioships we build and the custom opportunities that we create to maximise value for the client that will deliver the results for media sales people. It's no longer good enough to pull together a hit list of a hundred clients to present the latest opportunity to and then push them through the funnel to sale. Customers are getting smarter and their options more, so what gets put on the table needs to be tailored and premium. If that means a list of live opportunities that have only a handful of clients on them at a premium cost, and not a long list of prospects with a generic proposal, then so be it. I think the sales pipeline in it’s traditional, formal sense has been disappearing for some time, but I think traditional media outlets like newspapers and TV are still holding onto it. Particularly in the economic climate we are only now beginning to see recovery from, as purse strings became tighter, it is the relatioships we build and the custom opportunities that we create to maximise value for the client that will deliver the results for media sales people. It’s no longer good enough to pull together a hit list of a hundred clients to present the latest opportunity to and then push them through the funnel to sale.

Customers are getting smarter and their options more, so what gets put on the table needs to be tailored and premium. If that means a list of live opportunities that have only a handful of clients on them at a premium cost, and not a long list of prospects with a generic proposal, then so be it.

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