Charles Warner - Media Selling

1 Auletta, Ken. 2009. Googled: The End of the World As We Know It. New York: Penguin Press.

2 Blanchard, Ken and Bowles, Sheldon. 1993. Raving Fans. New York: William Morrow.

3 Dixon, Matthew and Adamson, Brent. 2011. The Challenger Sale: Taking Control of the Customer Conversation. New York: Portfolio/Penguin.

4 Hari, Johann. 2018. Lost Connections: Uncovering the Real Causes of Depression—and the Unexpected Solutions. New York: Bloomsbury.

5 Kohn, Alfie. 1986. No Contest: The Case Against Competition. Boston, MA: Houghton Mifflin.

6 Pink, Daniel. 2011. Drive: The Surprising Truth About What Motivates Us. New York: Riverhead Books.

7 Pink, Daniel. 2012. To Sell Is Human: The Surprising Truth About Moving Others. New York: Riverhead Books.

8 Stewart, Tom and O’Connell, Patricia. 2016. Woo, Wow, and Win: Service Design, Strategy, and the Art Of Customer Delight. New York: Harper Collins.

9 Weinberg, Mike. 2013. New Sales Simplified: The Essential Handbook for Prospecting and New Business Development. New York: AMACOM.

1 Examples of RFPs ( http://www.mediaselling.us/downloads.html)

1 iIn March, 2019, Google announced it was abandoning the second‐price auction system and was adopting a first‐price auction system that is standard practice in programmatic, real‐time bidding (RTB) bidding for available inventory.

2 iiGoogle changed the name of AdWords to Google Ads effective July 24, 2018.

3 iiiGoogle changed the name of AdWords to Google Ads effective July 24, 2018.

4 1Auletta, Ken 2009. Googled: The End of the World As We Know It. New York: Penguin Press.

5 2Ibid.

6 3Ibid.

7 4Ibid.

8 5Ibid.

9 6John, Leslie K., Kim, Tammi, and Barasz, Kate. 2018. “Ads that don’t overstep.” Harvard Business Review, January–February.

10 7Manjoo, Farhad. 2018., “Tackling the Internet’s central villain: The advertising business,” The New York Times, January 31.Retrieved from https://www.nytimes.com/2018/01/31/technology/internet‐advertising‐business.html .

11 8Benes, Ross. 2018. “People Believe Ads Are Becoming More Intrusive.” Retrieved from https://www.emarketer.com/content/people‐believe‐ads‐are‐becoming‐more‐intrusive .

12 9Rackham, Neil. 1988. Spin Selling. New York: McGraw‐Hill.

13 10Dixon, Matthew and Adamson, Brent . 2011. The Challenger Sale: Taking Control of the Customer Conversation . New York: Portfolio/Penguin.

14 11Ibid.

15 12Ibid.

16 13Pink, Daniel . 2012. To Sell Is Human: The Surprising Truth About Moving Others . New York: Riverhead Books.

17 14Hari, Johann . 2018. Lost Connections: Uncovering the Real Causes of Depression – and the Unexpected Solutions . New York: Bloomsbury.

18 15McCurdy, Bob. 2018. “What’s your purpose?” Retrieved from https://radioink.com/2018/02/18/whats‐your‐purpose.

19 16Blanchard, Ken and Bowles, Sheldon . 1993. Raving Fans . New York: William Morrow.

20 17 www.groupm.com.

21 18Levitt, Theodore . 1983. The Marketing Imagination . New York: Free Press.

22 19McCurdy, Bob. “An educated client is a more valuable Client.” Retrieved from https://radioink.com/2018/07/15/blog‐an‐educated‐client‐is‐a‐more‐valuable‐client.

23 20Agrawal, Ajay , Gans, Joshua , and Goldfarb, Avi . 2018. Prediction Machines: The Simple Economics of Artificial Intelligence . Boston, MA: Harvard Business School Press.

24 21Ibid.

25 22Achor, Shawn, Reece, Andrew, Kellerman, Gabriella Rosen, and Robichaux, Alexi. 2018. “9 out of 10 people are willing to earn less money to do more‐meaningful work.” Retrieved from https://hbr.org/2018/11/9‐out‐of‐10‐people‐are‐willing‐to‐earn‐less‐money‐to‐do‐more‐meaningful‐work.

26 23Goler, Lori, Gale, Janelle, Harrington, Brynn, and Grant, Adam. 2018. “The three things employees want: Career, community, cause.” Retrieved from https://hbr.org/2018/02/people‐want‐3‐things‐from‐work‐but‐most‐companies‐are‐built‐around‐only‐one.

27 24“2017 Ad‐to‐sales ratios.” Retrieved from http://mediaselling.us/2017Ad‐Sales‐Ratio.pdf.

28 25Stewart, Tom and O’Connell, Patricia . 2016. Woo, Wow, and Win: Service Design, Strategy, and the Art Of Customer Delight . New York: Harper Collins.

29 26Denning, Steve . 2010. The Leader’s Guide to Radical Management: Reinventing the Workplace for the 21st Century . New York: Jossey‐Bass.

30 27Yohn, Denise Lee. 2016. “The best salespeople do what the best brands do.” Harvard Business Review. Retrieved from https://hbr.org/2016/08/the‐best‐salespeople‐do‐what‐the‐best‐brands‐do.

31 28Ibid.

32 29DeBruicker, F. Stewart and Summe, Gregory L. 1985. “Make sure your customers keep coming back.” Harvard Business Review, January–February.

33 30 www.xaxis.com.

Charles Warner

Sales Ethics in the Advertising‐Supported Media

What Are Ethics?

Why Are Ethics and Rules Important?

Five Ethical Responsibilities for Media Salespeople

An Ethics Check

Transparency

The Sales Executive Council (SEC) is a private membership‐based research consortium serving approximately 300 of the world’s largest sales organizations, including IBM, Coca‐Cola, GE, McGraw‐Hill, Microsoft, and the Walt Disney Company. The SEC is a division of the Corporate Executive Board and its mission is to assist executives in enhancing the effectiveness of their sales strategy and operations, from sales productivity and strategic account management to sales training and compensation. The SEC’s primary tool is conducting research on sales problems its members face and producing case studies of best practices that companies use to solve these problems.

One of the SEC’s reports dealt with sales force retention and motivation. In one survey that was a part of this report, it asked 2,500 senior sales executives in major industries worldwide to rank the attributes, from most important to least important, that they felt were necessary to be successful as a salesperson and as a sales manager. 1

The most important attribute, by far (63 percent inclusion versus 50 percent inclusion for the second ranked attribute) was honesty / integrity . 2

In 2016, Dr. Sunnie Giles, an organizational scientist and President of the Quantum Leadership Group surveyed 195 leaders in 15 countries in over 30 global organizations. Survey participants were asked to choose the 15 top leadership competencies from a list of 74. The number one competency, rated by 67 percent of the leaders, was “high ethical and moral standards.” 3

No matter whether you are a salesperson or in a sales leadership position, the most important attribute or competency is ethical behavior – honesty and integrity.

How does one know how to be ethical, honest, and act with integrity? What are the rules for honesty? In business the rules usually come from codes of standards or codes of ethics.

A ballad made famous in the late 1930s by Jack Teagarden, titled “A Hundred Years Today,” has been used by countless young men to woo their dates and to convince them not to wait to give out their kisses (and more), because who would ever know what they had done in a hundred years. It was a pitch for a one‐night stand, not a long‐term relationship. It was probably an effective short‐term tactic because two people were not going to live another hundred years and were more than likely able to keep their actions secret if they wanted to.