Smiling and dialing? That’s no way to sell advertising in 2024. Borrell Associates says only one in ten local advertisers surveyed prefers to buy using a phone call. Their favorite method: emailing a sales rep. Small and medium-sized businesses say they would rather do than have an in-person meeting.
In its latest “Chart of the Week” series, Borrell says 38% of local advertisers prefer to buy through email, compared to 30% that like face-to-face interaction. Both are far more optimal to local buyers than a DIY website, preferred by 12% or a phone call, the favorite method of 10% of those surveyed.
“Personal interaction is far more used and generally preferred over DIY platform,” Elizabeth Bernberg, Senior Director of Business Development at AdCellerant said. “About 62% of advertisers engage in phone conversations with reps, but 90% of advertisers would prefer something else, namely an in-person interaction with the rep, or an email exchange. So, this is fantastic news for tens of thousands of sellers out there – their interaction is preferred.”
Bernberg points out the survey shows only 13% of advertisers prefer to buy their advertising without interacting with the sales rep. such as using a mobile app or a DIY web portal.
“The big message here again is getting savvy on email communication,” she says in a video presenting the findings. That includes drafting emails that are short and concise, more like a text message might read, in order to make it easier for the client to quickly read a message in real-time rather than setting it aside for later.
“The message is clear,” Bernberg says. “We need to be incredibly on point when it comes to the best times of day to send an email, the best subject to use, and most importantly, what to say in those crazy important five seconds, and it's going to take someone to decide whether or not to reply to your email or to delete it.”
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