Be sure to ask questions before hiring a training company

Academy of Digital Media Digital IQ Test
Here are 20 vital questions to ask when evaluating media sales training providers. The digital media ecosystem that drives advertisers’ interest in digital media solutions is rapidly expanding and morphing. Advertisers need appropriate solutions – targeting audiences, platforms and content – as well as thought-leadership so their advertising dollars are not wasted. It’s critical media sellers are well versed in all aspects of the media value chain. The ACADEMY of DIGITAL MEDIA’s training combines sales skills with in-depth understanding of all elements of interactive advertising. Our focus is “selling performance” of digital and integrated campaigns. Accordingly, we’ve developed questions every media company must ask when evaluating media sales training providers.

20 Questions to Ask Your Digital Media Sales Trainer
  1. When the curriculum was last updated? How often is the curriculum updated? If recently updated, what topics, sections were updated or added?
  2. What specific IAB industry standards and best practices are covered, specific to ad units, creative formats, measurement, data, video, mobile and research?
  3. What, if any, input or perspective from the agency or advertiser is incorporated into the curriculum?
  4. Who are advisors to the curriculum? Are vendors presenting or influencing part of the curriculum? If yes, how are they compensated?
  5. Does the curriculum address different industry verticals, e.g., local, B2B, pharma, consumer, travel, automotive, health care?
  6. What additional resources are available from the trainer? Are these free or for a fee?
  7. Can students access/email the instructor after the training?
  8. Is there testing/evaluation available for each course? If yes, how is that administered?
  9. What industry conferences or events has the trainer attended?
  10. What industry conferences or events has the trainer been a participant, speaker, moderator?
  11. Ask “what are the biggest issues facing digital media sellers?”
  12. Ask for examples of how objections are handled, e.g., price, low CTR, low conversion rates?
  13. Can the trainer name the top vendors for different business categories, e.g., research, mobile, social, networks, exchanges, rich media, ad serving.
  14. How does the curriculum cover all the digital ecosystem components, e.g., display, mobile, social, and search?
  15. How will the curriculum give the sellers a competitive edge?
  16. How does the curriculum address the needs of novice versus the more experienced sales reps?
  17. What activities are used to engage the students and accelerate the learning process? How does the trainer make the content interactive?
  18. What do you do to help ensure the learnings are retained and behaviors are changed?
  19. How does the trainer get the participants involved, and ensure active learning?
  20. If private training, how can your curriculum be customized for my sales team’s experience, ad programs, client types, sales challenges, etc.?
The ACADEMY courses train sales managers and account reps on the importance of each of these elements, how to use them in developing account plans and strategies as well as how to present and explain them as part of the sales conversation. Whether new to digital media or an experienced sales professional, the ACADEMY training programs will help accelerate your sales.

Want to ask us these questions? Call (954) 577-5700 or email us today! Be sure to check out our complete list of Digital Media Selling and Buying Courses.