Media Selling. Warner Charles Dudley

      

      Table of Contents

      1  Cover

      2  About the Authors

      3  Acknowledgments

      4  Preface Focus of the Book Unique Features Style of the Book

      5  1 The Marketing/Media Ecology What Is Marketing? The Internet and Ad Words: Disrupting Marketing and Advertising Google Customers Versus Consumers What Is Advertising? The Media Hypocrites Not Allowed References

      6  2 Selling in the Digital Era What Changed? Digital‐Era Media Are Still “The Media” New Assumptions for the Digital Era Approaches Mission, Objectives, Strategies, and Tactics Types of Selling Summary References

      7  3 Sales Ethics and Transparency 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 References

      8  4 The AESKOPP Approach, Attitude, and Goal Setting The AESKOPP Approach Key Elements and Core Competencies of the AESKOPP Approach Attitude and Goal Setting Goal‐Setting Theory and Objective‐Setting Practice Take Full Responsibility for Your “Cycle of Success” References

      9  5 Emotional Intelligence Old‐Fashioned Models of Selling Old Models Don’t Work In the Digital Era The Current Model: Selling as Educating The Importance of Emotional Intelligence References

      10  6 Effective Communication, Effective Listening, and Understanding People Communication Techniques for Effective Listening The Power of Questions Understanding People References

      11  7 Influence and Creating Value The Psychology of Influence Creating Value References

      12  8 The New Buying and Selling Process Sales Force Structure Missionary Selling Service Selling Decision Criteria References

      13  9 Prospecting and Qualifying Outbound prospecting Developing Prospecting Scripts Inbound Prospecting Sales Management Tips to Improve Prospecting References

      14  10 Researching Insights and Solutions Introduction Data, Observations, and Insights Research Data