Had a horrible sales call from someone at THEDAILYBEAST.com, where my compatriot Meghan McCain is a columnist. Despite Affiliate.com being predominately a direct Response company, we have often bought on a CPM where it fits us in order to help our clients grow. Still, we push the performance based model and work with a great deal of networks and websites that will provide us with hybrid or CPA based media. There is a huge lesson here from this guy on not how to conduct a sales call.

Here’s the conversation from memory:

John: “Hi this John from the Daily Beast.”
Pace: “Yes, can I help you?”
John:”Is this Pace?”
Pace:”Yes, how are you, how can I help you?”
John:”Is this Pace with MediaBreakaway?”
Pace:”Yes, it is, can I help you?”
John:”You contacted us about buying media.”
Pace:”I’m sorry, I get about 100 calls a day from companies, can’t remember them all.”
John:”Well, someone filled out a form asking… blah blah blah..” (don’t remember what he said)
Pace:”It’s possible. We are a performance based media company, we work with tons of networks and major properties usually on a CPA, as we find this works best for our clients.”
John:”Well, we charge on a Cost per Thousand, we do not work with CPA client.”
Pace:”I find that in this economy that many, many sites are looking for alternative ways to make money, arrangements and agreements. We’ve found that our clients appreciate that sites and networks we work with generally are willing to prove their value.”
John:”Well, we only work on a CPM.” <<CLICK>>

That was the entire call. He hung up on me.

Several things here to sales people:

1) Get an idea of who you are talking to. Most sales people beg to spend time talking to me, not just about sales, but in general about the industry, what is happening, what media companies are buying.

2) CPA companies do buy on a CPM. Perhaps they might work with you, perhaps you can SELL them on the benefits of CPM based advertising for your audience.

3) Never say no, always get to Yes. Basic ad sales 101 – If I’m on the phone, there is a reason for that. If I am in the industry perhaps there is a way to sell me. You should have said “We generally don’t work on a CPA, but I’d be happy to look at your offers, perhaps there is a match here where we can provide you with inventory at a lower price that will work.”