I spent a long time thinking about which topic to write about that would actually be useful. And so, I came up with the idea → sales and internet marketing.
Many of you might ask: what’s the catch, and what’s so spectacular about it? Well, the catch is that “traditional sales” is not the same as “sales in internet marketing.”
And here’s why.
What is Sales?
Let’s start with sales and what it actually is.
If I had to give a textbook definition, sales is the exchange of goods and services for money or some other form of value (crypto, service-for-service). And every time I mention to someone that I work in sales, I feel like they take one step back. At first, I thought the problem was me, but it’s not – the problem is that sales today carries a negative connotation = those are the people who want to sell ice to an Eskimo, and if you don’t want them to work their magic and take your money, you better run.
And that’s where my story begins – a story I believe many others share who have experience selling internet marketing services.
What is Internet Marketing?
I could write about this for days.
But I won’t – I’ll try to explain it simply. Internet marketing is any form of advertising done online. Simple as that.
The beauty of internet marketing lies in the fact that, provided everything is properly connected and set up for tracking, it can be monitored in detail. Okay, let’s put aside cookies and all the regulations that have been pushed on us in recent years.
What does this actually mean?
Let’s say I own a shoe store and want to advertise. I was told I need to be present in the local newspaper because that’s how I’ll attract customers to my shop. But what about the customers who DON’T want to come to the store but prefer to order from the comfort of their own homes? They need to see ads online.
If I run an ad in a newspaper, how will I know how many people came into my shop and purchased only because of that ad? There’s a formula for that kind of tracking, but let’s leave that aside for now. The bottom line is – I won’t know.
When I launch an online campaign on a portal, I know exactly how many people saw my ad, how many clicked on it, and how many purchases were made as a direct result.
That’s the beauty of internet marketing. Ask yourself – how can you make strategic decisions for future advertising if you don’t know the results of your current campaigns?
And always keep in mind: competition never sleeps, and this year it feels like we’re witnessing the dawn of a new era in online advertising.
Sales and Internet Marketing
Since I’ve been in sales for many years, I’ve gone through different phases: working in a physical store as a student, trade shows during university, a period of custom software development, but most of my time has been spent in the world of internet marketing.
And precisely because of this variety, I can confidently say that sales in a store is not the same as sales in internet marketing. Selling insurance is not the same as selling Google Ads.
Some colleagues would say, “Sales is sales.” And yes, I can agree that a good salesperson can adapt to any situation. But there’s a big difference between selling online marketing services and selling groceries in a store.
Why?
The number one reason is that, in Croatia, customers still distrust online advertising. Marketing is still seen as a necessary evil. And that’s the first hurdle in selling online advertising services.
How do you “convince” a director to invest in online ads if they view it as a cost rather than an investment? The position is extremely difficult because at that moment you have to be:
- An educator,
- A salesperson,
- A psychologist,
- A negotiator,
- And available 24/7.
The Biggest Challenge: The “Guilt Factor”
What do I mean by that? If you sell something you know the other side doesn’t fully understand, it will backfire. If results don’t bring in an annual return within a month of advertising (ha-ha ), you’ll be the one blamed – the finger will point at you.
Another challenge is that people often struggle to sell internet marketing services because results take time. These are long-term processes, and when success doesn’t happen overnight, salespeople can feel useless and lose motivation. That’s why it’s important for every salesperson to create their own sales strategy and understand that certain phases must be completed before converting a lead into a customer. If you’ve ever heard of the AIDA concept, this is where it fits perfectly.
Then there’s the problem of poor preparation. Take a car dealership as an example. When a customer walks in, a good salesperson can usually tell if they’re a potential buyer by reading their gestures and comparing them with their tone.
In online marketing, 99% of the time the customer doesn’t come to you – you have to find them. And this is where one of the biggest mistakes happens: contacting clients without any prior research. A piece of advice: if you’re working with a list of potential clients, always do a detailed analysis first.
For example: a preliminary SEO audit, a basic UX analysis, checking Google Transparency or Facebook Ad Transparency. Find that gap where your service adds value. Calling or emailing someone just for the sake of it benefits no one.
Once you’ve done solid preparation, everything else becomes easier.
An Internet Marketing Anecdote
I could say I’m on friendly terms with many of my clients, so they often call me for advice that’s not necessarily connected to the campaigns I run for them.
One morning I received a message asking for my opinion about an advertising proposal a client had received. The client was offered ad space on a Croatian portal and wanted my input – the numbers and the offer looked tempting.Of course, I started analyzing right away.
I looked at the portal and burst out laughing. It was a site targeting women, with topics like beauty, makeup, fitness, and so on. Just for context – this client sells tools. Imagine walking into the tools section of Bauhaus or Home Depot – that’s the business.
The issue here was that the salesperson who contacted the client did zero preparation. What possible benefit could a tool seller have from advertising on a women’s lifestyle portal? My dear readers, that’s what we call an “unforgivable mistake.”
Conclusion
All in all, I really love what I do. Despite the constant challenges, I’m most satisfied when I know the client truly understands me. And you can achieve that by speaking in simple, non-technical language your client understands – leave the acronyms and technical jargon for the campaign manager.
My advice: keep learning continuously. Only then will you be able to talk to your clients naturally and without stress. Also, don’t sell… well, you know what. Be honest and transparent about campaigns, and there will be no disappointment.
At the end of the day, not every customer is right for you, and you’re not the perfect fit for every potential client either.
What are your experiences in selling internet marketing services? Do you face the same challenges?
