What 7,500 SMB Advertisers Want: CEO Gordon Borrell’s InsightsBy Zachary Yuzdepski
If you have ever wondered how much local businesses across North America are spending on advertising then you are in the right place.
Borrell Associates works with over 700 media properties, internet companies, investment analysts, and industry vendors across North America. The purpose of their work focuses on helping companies understand the ever-evolving media landscape.
By conducting the largest survey in North America, Borrell is able to collect and sort out where businesses are spending their advertising money. This data helps determine trends across various industries and forecast changes in advertising tendencies from local businesses.
Gordon Borrell, CEO of Borrell Associates, sits down with Vendasta’s CRO George Leith to discuss the findings of the survey and give insight as to what SMB advertisers want.
Insights into SMB Needs with Gordon Borrell
Understanding Where Advertisers Spend Their Money
Once a year, from the months of April-July, Borrell Associates conducts the largest survey in North America in order to better understand advertising trends and tendencies. After the survey is conducted, their team works diligently to conduct panels of thousands of advertisers to supplement the information from their survey results.
This massive survey finds out where advertising spend is going, whether that is print advertising, broadcast media, digital, etc. This information is provided to give salespeople a better understanding of local businesses, and start to establish better relationships as part of making a sale. With rich data and insight, sales teams can relate more closely to their clients and start to establish a needs-based selling strategy.
Related Reading: New Data: Why SMBs Don’t Trust Advertising Anymore
People are Pissed Off and Confused
The one thing that characterizes everything from the extensive survey results and data is that local businesses are pissed off. They’re confused because they are constantly being sold products or services without understanding or direction.
Be a Consultant—Not a Salesperson
By showing a local business data about their industry or advertising habits related to businesses similar to them, they will start to understand their own needs. A salesperson quickly becomes an expert, or a consultant, when they take the time to establish talking points and data to back up what they are selling.
Salespeople are required to do more learning, more researching, and more training than ever. This is because the sales landscape has shifted, and advertisers want expert advice not memorized sales scripts.
Cut The Crap, Start Establishing Trust
The Local Online Advertising Conference is a conference hosted by Borrell each year. This year the conference talks about many things but simply put, it is all about cutting the crap. #LOAC2018
As mentioned above people are confused, pissed off, and are starting to ignore sales reps who drop-in with an email or call from time to time trying to push a product.
Local businesses are starting to ignore the drop-in sales rep, but why? Well, up to 15 people are calling a local business trying to sell them on a product or service each month. It is time for salespeople to cut the crap, stop pushing sales on deaf ears. Local businesses are simply not listening to the sales representatives who don’t take the time to understand their needs and approach the sale from a consultant’s perspective.
If you’re a salesperson selling to a local business who is inexperienced you better show them that you know what you’re talking about, you’re the expert. These ‘rookies’ or inexperienced marketers are looking for solutions to their advertising problems, but they need someone they can trust and who can help them reach their goals.
Want to learn more about Borrell’s survey and their insights into local advertising? Tune in to the Conquer Local podcast to hear straight from Gordon Borrell himself.