Lest there be any confusion, let me make this clear:  the purpose of a seller is to sell. 

Not to make presentations, nor build relationships, nor respond to requests for proposals.

While a seller will have to take those actions and more, the purpose for doing all of those is to get the chance to sell - persuade - convince.  Sometimes, it seems that sellers and maybe especially media sellers, forget this simple truth.  Come into my world for a second and re-live an exchange I had with one of my sellers:

I was in my office trying to identify ways for us to do a better job of targeting the very best prospects when in walks a veteran seller -

"We didn't get on the buy."

I looked up inquisitively and she continued,

"Remember, the buy we were discussing that was only 50 grps per week?"

"Yes", I answered, already aware that this buy had gone from a quota-making 50 grps per week to 'only' 50 grps per week.

"Well, the buyer listened to our argument and decided to give the buy to (our hated competition).  My question for you is:  What should our response to the buyer be?"

"We should immediately tell the buyer that we strongly disagree with her decision."

"Well, I'm not going to do that.  We just started working with this buyer and I don't want to ruin the relationship that I am building with her.  Any suggestions on how to respond to her without appearing to be disrespectful?"

"How about telling her that you respectively but strongly disagree with her decision?"

At this point, my veteran seller was staring at me as if 1) I didn't understand what she was asking or 2) I was the victim of severe brain trauma.

"Now you're just being silly.  The buyer listened to our argument and even agreed that it made sense.  People have been buying (the hated competition) for a long time so we're not going to get them to change overnight."

"So, the buyer listened to your argument and even seemed to agree with you?"

"Yes."

"Then why did she buy (the hated competition)?"

"I guess it's just easier for her to keep doing what she has been doing and easier to justify buying them because they outrank us."

"We can certainly agree on that.  The buyer finds it easier to buy (the hated competition) and since they outrank us her decision will not be challenged by her boss or the client."

"Right."

"Which is exactly the reason we need to be challenging the decision.  Since we have no one taking up the fight for our point of view, we need to strongly voice our position over and over again until someone - the buyer, the media supervisor, the account manager or the client - moves over to our side and can be our advocate inside the account.  My response to the buyer listening respectively to your argument is "Big deal".  She still bought (the hated competition) and gave us zero.  Now, it is your job to tell her she was wrong for doing it."

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Many media sellers make the mistake of believing that they are making progress despite dramatice evidence to the contrary.  If you have persuaded the buyer to your point of view, the buyer would buy you.  If you haven't, the buyer will continue doing what she has always done.

When the buyer continues to do what she has always done - to your detriment - you must object and you must object strongly and decisively. 

Otherwise, you are reinforcing the behavior you are trying to change.

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