Vanity Fair Asks the Right Questions
Vanity Fair’s advertising sales department is regularly called on for services normally reserved for advertising agencies. Clients demand full marketing campaigns, from creative design direction to online banners to interactive marketing campaigns. This new paradigm means a new language for the sales team, something they needed to master quickly. “In order to the get the right answers, we had to be asking the right questions. We brought in Steve and he made that happen,” said Edward Menicheschi, Publisher. Steve’s goal was to alter how the sales team was vieved, moving from product vendors to trusted business consultants.
Vanity Fair’s team now finds news sales opportunities beyond its traditional channel of ad space. Team members consistently ask 20 to 30 questions when addressing a new client or handling a request from an existing one, uncovering new revenue generating sources. They excel at understanding clients marketing goals and can tailor programs that meet those needs. “Steve has provided new language that has allowed our teams to find sales opportunities and grow our services to increase our relevancy, which is so important today. Our teams communicate our value better and it has lead to many more closed deals.