You're trying to build relationships with potential clients in media sales. What's the best way to start?

1 Research your prospects

Before you reach out to a potential client, do some homework. Find out what their business is, what their challenges are, what their goals are, and what media platforms they use or are interested in. This will help you tailor your approach, avoid generic pitches, and show that you care about their needs. You can use online sources, such as their website, social media, industry reports, or news articles, to gather relevant information. You can also ask for referrals or introductions from your existing contacts, if possible.

2 Use multiple channels

Don't rely on one channel to communicate with your prospects. Use a combination of phone calls, emails, social media, and face-to-face meetings to build rapport and trust. Each channel has its advantages and disadvantages, so you need to balance them and use them strategically. For example, phone calls are more personal and direct, but they can be intrusive or inconvenient. Emails are more convenient and professional, but they can be ignored or deleted. Social media is more casual and interactive, but it can be noisy or distracting. Face-to-face meetings are more engaging and memorable, but they can be costly or difficult to arrange.

3 Provide value and insight

One of the best ways to start a conversation with a potential client is to offer them something valuable and insightful. This could be a piece of content, such as a blog post, a white paper, a case study, or a webinar, that addresses their pain points, interests, or goals. It could also be a recommendation, a tip, a feedback, or a compliment, that shows your expertise, experience, or appreciation. The key is to provide value and insight without asking for anything in return, and to spark their curiosity and interest in your solution.

4 Ask open-ended questions

When engaging with potential clients, it is beneficial to ask open-ended questions. These types of questions require more than a yes or no answer and give the prospect a chance to share their ideas, opinions, and feelings. Open-ended questions help you discover their needs, challenges, motivations, and preferences while demonstrating that you are listening and care about them. Examples of open-ended questions include: What are your main goals for this quarter? How do you measure the success of your media campaigns? What are some of the biggest challenges you face in your industry? How do you decide which media platforms to use or invest in? And what trends or opportunities do you see in your market?

5 Follow up and follow through

The last step to build relationships with potential clients in media sales is to follow up and follow through. This means that you need to keep in touch with your prospects, remind them of your value proposition, and deliver on your promises. You can follow up by sending a thank-you note, a relevant article, a testimonial, or a reminder of your next meeting. You can follow through by providing a proposal, a demo, a trial, or a contract, depending on the stage of your sales cycle. The goal is to keep the momentum going, and to move the prospect closer to a decision.