Digital, Digital, Digital! You are probably sick of hearing it. We have talked about digital trends on the agency side and the media advertising sale side is no exception.
I have been in many conversations with both traditional and new media companies that are aggressively looking for advertising sales people that are African American and Hispanic. This is still the only medium where I am hearing HR recruiters tell me they are still aggressively hiring and want to see more multicultural talent.
There is a great talent pool of amazing salespeople so what is the disconnect?
These are some of the concerns that I have heard from candidates:
1) I don't have digital experience
To get to the top companies there is a preference for experienced digital sales talent. If you have category expertise (automotive, cpg, retail, financial, pharma, etc.) you can position yourself as bringing contacts and industry marketing knowledge to the table.
If you are a sales generalist invest in getting your career by finding a website that will let you get your feet wet and try your skills out. I would highly recommend taking some classes at the same time to ensure your success. Most small companies don't have the resources to train you and it is either sink or swim.
2) Don't know where to go to get training
The Laredo Group offers training for individuals and groups on the buying and selling side as well as packaging integrated deals. Get the terminology and comfort needs to position yourself as a candidate that can make the transition
3)What other resources should I tap into
There are some sights and newsletters that you should be on top of to stay on top of trends and news in digital advertising and marketing sales.
MarketingVox:The Voice of Online Marketing
Interactive Advertising Bureau
This will get you started on the terminology, names and resources
Internet Ad Sales Glossary
4)I have been selling for a while, do I have to start all over
The best sites pay extremely well and due to the growth are consistently hitting their targets and making bonuses. Also, the top digital companies invest heavily in training and career development. Not to mention great benefits. The best salespeople are about reinvention as the market changes they change and evolve their "personal brand". The market is changing and those that invest in themselves can reap the rewards. There are many stories of print publishers taking cuts in compensation to get into a great digital company and work their way back up. Don't be afraid to reinvent for long term success!
5) I don't want to be limited to just online advertising
The influence of digital has permeated every traditional media and marketing strategy. Yes, it is it's own specialty but to become an integrated media salesperson or media salesperson or business leader. Developing your digital sales skills is crucial to building every career. Staying competitive with your skills increases your career options.
