You see, i work in a business that is all about relationships. I am a magazine ad salesman. Not one of these big glossy magazines where pages overflow with products screaming for attention. Rather, it is a pathetic little business magazine, occupying a self proclaimed "creme de la creme" readership in the business community. in other words, a vague blob of undefined mass.
i have not always been a sales man. in fact, i was trained in classical marketing, as senior management for top multinational and prestigious brands across many markets. But as luck would have it, here i am, a media sales man.
Came in, took up the sales department with a complete book on strategic business selling. First day on the job, i looked at my sales team, and groaned. a sickly man in his 40s, a fat woman whose face says "Don't you mess with me". Both have advertising directors printed on their name cards.
They sized me up, this youngish looking guy with no media experience. What the fuck are you going to bring to the table, they questioned. you have not sold a single ad in your life.
You're right, i said, but i have been buying ads for 17 years, and i know what advertisers want. From now on, we will give them what they want. We are going to sell VALUE
How are we going to sell on value? V-A-L-U-E. we are going to offer value to our advertisers, based on what our magazine can deliver. We shall tailor proposals that fit advertisers total communication needs and even drive direct response programs. We shall be flexible and responsive to their needs. We shall look professional. No more black and white photocopy paper handouts. We shall use notebooks in our presentations.
They looked at me and went blank.
Silence, then the sickly man spoke up. Well, Binny, you come in with your belly full of theory. Let me bring this straight on. this magazine sucks, and the only way a dumb motherfucker is going to advertise in here is because he's my drinking buddy.
Ok, I said, thank you very much for your kind words. Let me tell you, those days are gone. We are going to be professional media salesperson starting now.
The woman did not say a word. Finally she opened her mouth, ever so slightly. aiya, anything you say lah, and stormed out of the meeting
Welcome to the world of media sales, Binny.
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