If media buying is the cross-section between art and science, then selling advertising must be an art unto itself. Having to deal with media buyers like me, salespeople do not have it easy. As a rule, media buyers are an exacting lot.
Throughout my career, I have worked with all types of salespeople, from the eager novices to the expert old-timers. Based on that experience, this article explores 10 of the most common mistakes that sellers make. These are not necessarily the most egregious errors -- just the most common.
My goal here is to enlighten and help, rather than to merely cast aspersions. To be fair, media buyers are not exempt from many common mistakes too. Therefore, I will address 10 of those in another article next month. (I promise to give equal shrift to my common errors too.)
But back to the task at hand. Let's get started on the most common salesperson blunders.