Making the Sales Pitch of a Lifetime: Becoming an Advertising Sales Agent

A Look at the Profession

An advertising sales agent's main goal is to sell advertising to the media. This includes television, radio, newspaper, periodical, Web site, telephone and outdoor advertising. The agents work with local and national advertising firms as they solicit advertising and then pitch their ideas to the media. Because media industries have merged, sales agents may have to make sales pitches that include radio broadcasts as well as print and online ad space.

Local sales agents are classified as either outside or inside sales agents. Outside sales agents call on businesses, with or without an appointment. They maintain relationships with established and prospective clients as they solicit advertisements. Inside sales agents work within their employer's office and receive visits from established and prospective clients. They can also make calls to advertising firms to drum up business. Both types of sales agents must research prospective clients' products, customer demographics, and target geographic region(s). They persuade the client to advertise with a specific media, showing evidence of how it can improve the business. Knowing everything one can about one's clients is essential to becoming a successful sales agent.

Once a relationship has been established between an advertiser and the media, the advertising sales agent is responsible for maintaining that relationship. He or she aids in communication between the ad agency and media firm and may develop samples for print, radio, or television, if needed. If a commercial is scheduled to tape, the sales agent will often accompany the client to these sessions.

Advertising sales agents also keep up with clients' sales statistics, audience demographics, and accounts. They draft advertising contracts for both the client and media and put together media kits, promotional plans, and sales tools to help them make sales.

What Skills It Takes

Most employers prefer applicants with a college degree of some type. In 2006, 52 percent of advertising sales agents held a bachelor's degree or higher, according to the Bureau of Labor Statistics. Courses in business, advertising, marketing, communication, and leadership are advantageous. Prior sales experience is also extremely helpful.

Most training, formal and informal, takes place on the job. An experienced sales agent or manager may teach a newly-hired sales agent with little experience. Supervisors instruct new employees on how to take calls, make sales calls, contact clients, and improve overall interaction with clients.

Certain personality traits are equally important in this field. A pleasant personality and overall professional appearance will help an applicant land a job. Once employment is attained, good written and verbal communication skills, persistence, independence, self-motivation, and the ability to multitask are all important skills to develop.

The Pay Rate

The average advertising sales agent earned $42,750 in 2006, according to the Bureau of Labor Statistics (BLS). Bonuses and commissions can make up a large part of a sales agent's salary and are based on job performance and trends in the advertising industry. Below are the median annual earnings of sales agents based on industry, reported by the BLS:

The Benefits Package

Advertising sales agents' positions come with a full benefits package. They are eligible to receive:

• Health and life insurance
• Vacation and sick leave
• Pension plans
• Use of a company car
• Frequent flier mileage

In addition, most companies reimburse sales agents for business expenses, such as hotel stays, transportation fees, and meals. Sales agents can also receive incentives for outstanding job performance, such as free vacation trips or other gifts.

Employment Opportunities & Trends

Employment in 2006 for over 170,000 advertising sales agents was focused in three main areas: 1) Newspaper, periodical, book and directory publishing, 2) Advertising, and 3) Radio and television broadcasting. New media outlet growth is expected to increase the number of sales agents employed in 2006 by 20 percent between 2006 and 2016. More places to advertise translates to a greater need for advertising sales agents to bridge the gap between ad agencies and the media.

Although the number of sales agents fluctuates with the business cycle, job prospects should be good for applicants with sales experience and a college degree.

Looking Ahead To Future Opportunities for Career Advancement

Sales agents with a good reputation can take on larger, more valuable clients. A strong sales record and proven leadership can help a sales agent become a sales supervisor, sales manager, or vice president of sales. Promotion can occur quickly in large firms. Keeping in contact and maintaining a positive relationship with managers of other departments and employees of other firms will give sales agents an upper hand in learning about job openings.

Source: Bureau of Labor Statistics, U.S. Department of Labor. (2008). Occupational outlook handbook: Advertising sales agents (2008-2009 ed.). Retrieved January 8, 2008, from http://www.bls.gov/oco/ocos067.htm