In the ongoing crusade to achieve higher closing ratios, I have recently focused even more on ways I can articulate the value of Digital to clients. We all know how easy it is to quickly “get in the weeds” when selling some of our more complex solutions. What I saw recently from a seller in the field got my attention because of its effectiveness and simplicity.
We were presenting an Audience Targeting Pre-Roll Campaign to a furniture store. One of the key elements of this strategy was the fact that we could geo-target the competition and later serve ads to those individuals who crossed into that targeted area (something we’re familiar with). What was interesting about this was that the seller created three SIMPLE slides to explain this strategy:
Slide 1: A screenshot of a YouTube page with a sample :15 queued up
Slide 2: A picture of the store’s core demographic (A 45-year-old Caucasian mother) and sample searches that would allow us to further target, for example, “Stressless Reclining Chair, My City, USA”
Slide 3: Storefront pictures of three competitors with a “fence” around them
All the seller had to say was, “We’re going to play a video like this, to this specific person, and target them if they walk into these competitors.”
The owner of the furniture store (who admitted to knowing NOTHING about Digital) was so sold on the functionality of the concept that he started to immediately suggest other ideas for “search criteria.” He even asked us to find a picture of another competitor and put it on the slide. I think his direct quote was, “Finally, somebody that can explain this damn Digital crap to me.”
After this happened, I forced MYSELF to continue to oversimplify how I present Digital strategies to business owners. Of note: making something simple for the client actually takes more work and time from sellers. Using the cookie cutter digital or streaming or CTV, etc., slide decks from corporate won’t lead to higher closing ratios.
If you want your sellers to close more digital revenue, they need to take the time to customize, oversimplify, and create real-world scenarios for their clients.