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Course 320: Answering and Preventing Sales Objections Outline


MODULE 1

Introduction
  • Handling Objections Part of the Sales Process
  • Answering and Preventing Objections


MODULE 2

Selling in a Complex Digital Advertising World
  • The Role of Advertising
  • The Complexity of Digital Advertising
  • How Advertising Works


MODULE 3

Selling Media Values
  • Selling Media Values
  • Define Your CPM
  • How to Align Competitive Perspective


MODULE 4 – Part 1

Pricing Models, Currency, Value Propositions
  • Academy of Digital Media ROAS Calculator
    • Assumptions
    • What are Objections?
    • How to Answer Objections
    • How to Prevent Objections
    • Pricing and Budget Objections
      • The Plan is Finalized
      • Performance-Based Buying Models
        • PPC or CPC vs. CPM
        • Why PPC/CPC Pricing is Used
        • CPM Pricing Models
      • Case Studies Required
        • When No Case Studies are Available
      • Cheaper Rates
        • Impact of Fragmentation on Media Choices
        • Price vs. Value
        • Effective vs. Efficient CPMs


MODULE 4 – Part 2

Measurement and ROI
  • Measurement and ROI Objections
    • Perspectives on Clicks and CTRs
      • CTRs as a Metric
      • CTRs for Display vs. Search
    • ROI and Success Metrics
      • Defining Return on Ad Spend
    • Measuring Advertising Value
      • Activating “Touch-Points”
      • Value Dependent on Campaign Objectives
    • Metrics for Digital Campaigns
      • What’s the Right Metric
      • Metrics Depend on Objectives
      • Impact of Frequency
    • Mobile Metrics
      • What Impacts Mobile CTRs


MODULE 4 – Part 3

Sites vs. Ad Networks vs. Programmatic;
Adding or Justifying Digital Media in the Marketing Mix
  • Sites vs. Ad Networks vs. Programmatic
    • Ad Networks
    • Direct Buys
    • Trading Desk/DSP
    • Considerations and Opportunities
  • Getting Meetings with Clients
    • Media Expertise
    • Realities of the Work
    • What to Ask
    • “What If...” Questions
  • Justify How Digital Works
    • Digital Media Consumption
  • Search vs. Display
    • How Search Fits in the Media Puzzle
    • When Display Doesn’t Work


MODULE 5

Wrap Up
  • Perspective on Changes in the Industry
  • Be a Student of the Business
  • Academy of Digital Media Resources
    • Social Media
    • Glossary
    • Media Calculator
    • More On-Demand Webinars