The Difference Between Selling “Space” and Selling Solutions

Darren Herman has an excellent post here entitled “Goodby Media Sales Execs.”

Gulp.  Darren’s a good client of mine and his post follows a post from my boss a while back entitled “Ad Sales People: An Endangered Species?” Needless to say I read both posts carefully.  The power of a good headline.  What’s going on here?

These posts and the work I’m doing with the rest of the Federated Media sales team has lead to what I find to be an “a ha” moment:

Advertising used to be about the buying and selling of space (or time.) It is now about building branded experiences. In many cases, the ads are a small part of the equation.

I know, it was always about bringing editorial and audiences to life and connecting them to a brand.  But the primary “product” was always space or time.   It was THE solution rather A solution.  Now we are helping brands connect with advertisers in richer, more varied ways.  We are building sites, widgets, games, etc.  This is a huge difference that the industry has not yet caught up with.

I interview a lot of online sales people.  Some sell space.  They move inventory.  Others provide solutions and experiences.  I hire the latter group.

1 Response to “The Difference Between Selling “Space” and Selling Solutions”

  1. 1 Darren Herman: Media Sales Execs May Survive After All Trackback on July 20, 2008 at 10:07 pm

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