Media Tycoon since 1999

Chapter 63 This is called sales

Gao Yang doesn't care what these people think of him, since he is the executive editor-in-chief, he is responsible for this newspaper, and in his position, he will seek his own affairs.

Everyone eats in a pot. If there is something in the pot, there will be something in the bowl.

Gao Yang continued to babble:

"Let me talk about the reporter first.

The job of a reporter is definitely to write manuscripts, write good manuscripts, and write reports that clients and readers will agree with.

Then, it is to use various interviews and activities to get to know the key people of the client company and create opportunities for sales.

For journalists, the first thing to do is to make customers agree with you. The most beneficial tool in the hands of journalists is the manuscript you write.

For example, I once interviewed Mr. Lu of [-] million. This is a small company. I had a pleasant chat with Mr. Lu. The communication was more in-depth, and he agreed with the manuscript he wrote.

As a result, after the manuscript was published in the newspaper, Mr. Lu was very happy to read it, and specially asked someone to bring me two boxes of tea to express his gratitude.

Later, Mr. Lu also arranged to place 4 pages of advertisements in our newspaper.

When communicating with Mr. Lu, I also introduced CPI's advantages in media resources, unique national layout in the industry, close connection with regional IT businesses, and so on.

This is what journalists can do.

Similarly, last year we held a channel forum and invited Mr. Xu from COMPAQ to be a guest speaker. Later, COMPAQ also added advertisements for the special issue of the forum.

I met and invited Mr. Xu, and I also took advantage of the interview opportunity.

During my interviews at [Channel Academy], I also met some CEOs or managers of companies. Through the interviews and the manuscripts I wrote, I obtained the recognition of others on CPI.

Now, if I invite these people to dinner, they will probably save face.

The reporter did this, but it was almost done, and the rest was for sales follow-up.

To the colleagues in the advertising department, I have a suggestion. As long as you know the key people like customers and open up the situation, you must try your best to make friends with them.

You have to get to know each other, think about each other, even stalking.

You have to think about what people need, think about their pain points, and find ways to become friends in other people's lives.

Let me give you an example, if I am the manager of a certain product line or business unit of an IT company, or I am the person in charge of media advertising.

I work very hard, with huge performance pressure on my body, I am busy from morning to night every day.

I earn hundreds of thousands of dollars a year, have a successful career, have a beautiful wife, my children are in kindergarten or elementary school, and my wife is also a white-collar worker with a busy job.

At this time, you, an IT media salesman, got to know me and called me every now and then to ask me out for dinner and drinks. Is it useful?

It's useless.

I am too busy. When my wife is not free, I have to go to the kindergarten to pick up the children.If I'm on a business trip, my wife may be too busy to collapse.

I don't have time to talk to you at all. Just like you, I was invited to dinner and drink, as well as salespeople from several media companies, and even general managers, deputy editors and the like.

Then, I was playing in the community with my wife and children on weekends, and I met a salesman from a media company, whom I knew before, so we chatted with each other with a smile.

It turned out that this salesman lived in the same community as me, and he rented a house in this community.

I met him a few times later, and gradually became familiar with him. This salesman can speak well, and I feel good.

This salesman is very enthusiastic, and often drives me to pick up and drop off my children, and the relationship has become more familiar.

Later, the salesman suddenly brought a planning plan and asked me to talk about advertising. Am I embarrassed to refuse him?

It must be embarrassing.

I give this example to illustrate that this is sales.

If I am a salesperson, I know that the manager of an IT company controls tens of millions or even tens of millions of media investment funds. This is the case at home.

Then I will definitely find out which neighborhood his family lives in, and then rent a house in that neighborhood, and meet his family by chance.

How easy it is to drive, learn it.If you don’t have a car, you can buy it. If you don’t have enough money, you can get a car loan.

We can draw inferences about this kind of sales thinking, and we can imagine many scenarios. The core is to understand the life of the target person, find out his pain points and needs, and then find ways to make friends and talk about feelings with people.

The advertising department of our national edition is very interesting. Some people earn more than [-] yuan in annual performance commissions. As a result, in the entire advertising department, no one buys a car to package themselves.

You see, He Jin and Manager He are still natives of the capital. He has two or three suites at home, and he dare not buy a car. "

He Jin laughed loudly: "Gao Yang, I just found out today that you can speak quite well with this mouth, let's continue!"

The whole house was filled with joy.

Gao Yang said with a smile: "Okay, then I will continue.

COMPAQ's sales champion last year, a woman, won COMPAQ's annual sales champion award. It is a BMW car worth more than 100 million.

She sells servers, is it different from us selling newspaper advertisements?

I don't think there is much difference.

They are all selling, they are all meeting customer needs, and they are all asking for help.

When you ask for help, don't even think about needing any shame. How much is shame worth?If you are successful and rich, you will have face wherever you go.

Therefore, to do sales is to be able to pretend, to act, to be able to think about customers, and to be bold in packaging yourself.

In addition, I suggest that our advertising department should establish a set of speech skills, carry out overall packaging, sales visits to customers, and how to introduce the various advantages of CPI. It is best to have a set of standard copywriting.

Sales are all kinds of bragging, all kinds of routines, first of all, we need to sum up such a general routine.

The above are just my personal thoughts on the cooperation between journalists and sales. If I am wrong, please don’t take it too seriously. It is just a kind of discussion. "

He Jin raised his thumb again: "It's a good suggestion to establish a set of speech skills. There should indeed be an overall package. When we go out to visit customers now, we really have different opinions, and some salesmen don't know what to say. How many projects does CPI have, and in which cities are local editions issued.”

Wan Hong took the lead in applauding: "Gao Yang's speech just now was very exciting, and I feel very inspired. We held the first regular project meeting today and achieved very good results. Therefore, the communication and collaboration between the editorial department and the advertising department are indeed very good. important."

After the meeting ended, Huang Xu, a salesman from the advertising department who was in charge of contacting IBM, approached Gao Yang: "My brother, you contact IBM now, and bring me more in the future."

Gao Yang said: "I will definitely try my best here. Whether I can seize the opportunity depends on whether you are with me. For a big company like IBM, the annual media investment will exceed 100 million if there is no [-] million. Last year, IBM only invested [-] in the CPI. In his early years, with great potential, we are the third in the industry."

Huang Xu said: "Yes, yes, yes, I also think that IBM has great business potential, but I haven't figured out how to do it. It's really inspiring to hear your bragging today."

Huang Xu is from Northwest China. He has only been in CPI business for more than a year, and he is about the same age as Gao Yang.

In the editorial department last year, it was Dou Yong who contacted IBM. This guy is just a reporter running meetings, how could he help Huang Xu run clients.

Gao Yang is not really bragging today, but in the IT media circle in his previous life, there are really salesmen who can do that.

If Gao Yang went to run business, he really couldn't put down his face like that.

Only those who have no skin and face are suitable for running sales.

He Jin came over and hugged Gao Yang, and raised his thumb: "You really can play football, go play football on weekends?"

Gao Yang said: "Go when you have time."

He Jin smiled and said, "I'm going to buy a car, I've seen it a few days ago."

Gao Yang asked with a smile, "What car did you see?"

He Jin said proudly, "Suv."

Gao Yang suddenly remembered that in his previous life, He Jin bought a car recently, it seems to be BJ213.

(End of this chapter)