The Fundamentals Media Course consists of eight modules (self-paced video and assessments) that prepare an advertising sales professional to successfully present effective advertising solutions that drive client-value and generate measurable sales-results. The Fundamentals Media Course covers everything from digital marketing to how-to sell an integrated (print and digital) solution. Upon successful completion of the course, the sales professional receives a certificate to certify compliance with the LMA standards of fundamentals media selling.
For LMA Members, the Fundamentals Media Course is $395 for each participant. There is a 5% volume discount for 5 to 9 participants and a 10% discount for 10 or more participants. Media Association Partner price is $445 and Non-Members price is $495.
Module Descriptions and Length
#1 - Digital Marketing Basics – An overview of the terminology and fundamentals of digital marketing. Covers first steps of a marketing plan, ad units, ad format terminology, branding vs. lead generation and targeting. (38:05)
#2 - The Buying Cycle – How to prepare your own personal sales plan. And an in-depth look at the five-steps that make up a buying decision. (25:03)
#3 - Finding the Right Prospects – Covers how to find quality prospects, the four myths of prospecting, how to find high-potential prospects, finding prospects online and developing your prospect script. (23:08)
#4 - Communication Skills – A look at sales skills, the differences between solution selling vs. insight selling and when the use the appropriate style, client meeting preparation, meeting skills, provocative-selling statements, questions to ask, and positioning yourself. (29:37)
#5 - Competitive Advantage and Market Research – Examples of competitive advantage, competitor profiling, developing your sales position, your unique value and using market research. (24:03)
#6 - Knowing Your Products and Needs Analysis – Knowing your products and services and their features and benefits. How to conduct a needs analysis and even uncover unseen marketing needs. Using the right questions in your advertiser meeting. (30:06)
#7 - Integrated Marketing and Presentations – An overview of integrated marketing communications, what it means and how to implement it. An in-depth review of the strengths and weaknesses of traditional media and digital ad formats. How to sell legacy media and digital media for maximum marketing impact. How-to prepare a winning sales presentation. (38:18)
#8 - Overcoming Objections and Closing Sales – How to handle the three different types of sales objections. Dealing with price objections. What to do when closing a sale and the rules for follow-up to ensure continued sales success and client satisfaction. (27:07)
Need more information or have questions? Contact Peter Conti, Sales and Marketing Director, at 804-360-9434 or by email