From order taker to trusted adviser: The new reality of media sales

The reality is this: in modern digital advertising sales, expertise is not optional. It is a requirement and differentiator. When sellers position themselves as trusted advisers, it directly impacts close rates, deal size and long-term client relationships.”

Shannon Kinney, founder and client success officer, Dream Local Digital

For years, local media sales teams were trained to lead with ad space and products. Print ads, broadcast spots, banners and sponsorships. The value was clear because the inventory was familiar, the media brand was trusted, and there wasn’t much competition. Digital marketing changed that equation, but for many, the sales process hasn’t kept pace.

Today, advertisers are not just buying placements. They are buying guidance. They are buying tailored insights and strategies. They very much want measurable results. They are buying confidence that someone understands how search, social, streaming, content and data work together to drive business results.

That means the salesperson is no longer just the messenger or order taker. They are part of the product.

Yet many media professionals struggle to take the time to understand the marketplace and to put themselves out there as experts. They hesitate to post on LinkedIn or Facebook. They worry about sounding self-promotional or saying the wrong thing.

The reality is this: in modern digital advertising sales, expertise is not optional. It is a requirement and differentiator. When sellers position themselves as trusted advisers, it directly impacts close rates, deal size and long-term client relationships.

The good news is that thought leadership does not have to be complicated. It can be learned, practiced and scaled. Here is a step-by-step approach media companies can use to help their teams build credibility, confidence and revenue.

Redefine thought leadership

Thought leadership is not about being an influencer. It is not about predicting the future of marketing. It is not about posting hot takes every day. Thought leadership is simply the act of helping others make better decisions.

Media sellers already do this on sales calls. They explain why one tactic works better than another. They share patterns they see across industries. They warn advertisers about common mistakes. They translate complex digital concepts into practical advice.

When framed this way, thought leadership becomes less about self-promotion and more about service. It’s just being shared more broadly.

Business owners want to learn from sellers

One of the biggest mistakes sellers make is overcomplicating what they will write about and where to start. It’s important to remember that local businesses want to learn from their sellers. They want insights that are tailored to them. Things that sellers are learning every day.

Content could include stories of what sellers are learning, webinars they are attending and what they are reading. The easiest place to start is sharing marketing and advertising tips that help businesses effectively use their products and promote themselves online.

Here are several ideas:

• Common digital marketing mistakes local businesses make
• Client wins
• How different advertising channels work together
• What business owners misunderstand about ROI
• Seasonal trends in local advertising performance
• Changes in consumer behavior at the local level

This does not require original theories or controversial opinions. It requires usefulness, which comes naturally to sales professionals. They become an even more valuable resource for local businesses in their community.

Start where the audience already is

For most media sellers, LinkedIn is the best starting point. There may be local business groups on Facebook in their community. Another terrific option would be to have a blog on the company website, e-newsletters and social channels. With every post, sellers should include a photo or video, so they are always in front of their audience.

Consistency matters more than polish. One post per week is enough. A simple structure works well:

• “I hear this question all the time from local businesses …”
• “We recently had a big win for our client doing ….”
• “One thing business owners are surprised by when we look at their data …”
• “If you are spending money on digital ads, make sure you understand this first …”

There is no need to sell. There is no need to link out. The goal is to demonstrate understanding, not drive immediate action. Over time, these posts build familiarity. When a salesperson reaches out to a prospect or walks into a meeting, the groundwork is already laid.

Move from posting to speaking

Public speaking is often the next psychological hurdle. When I started Dream Local Digital, I spoke at local Chamber of Commerce events, business association meetings, trade group events, Rotary clubs — wherever I could get in front of potential clients. I understand that many sellers believe they are not ready, qualified or polished enough to speak on marketing topics. In reality, most speaking opportunities are not looking for perfection. They are looking for insights into trends, steps for success and clarity. Many of these groups are hungry for practical education. They want someone who can explain what is changing and what businesses should do about it.

A sales call is already a form of teaching. A presentation is simply that same conversation scaled to a room. You’ve got this!

Early opportunities might include:

• Chamber lunch and learn sessions
• Industry association meetings
• Client webinars
• Events hosted by the media company itself

If a seller can explain something clearly to one advertiser, they can explain it to 20.

Thought leadership is not simply a branding exercise. It is a sales accelerator. When sellers are seen as experts, sales conversations change. Trust is established faster. Price sensitivity decreases. Clients are more open to integrated strategies rather than one-off buys. Instead of asking, “What do you have available?” prospects ask, “What do you recommend?” They become the trusted adviser. And that shift is monumental. It builds trust and rapport, leading to bigger deals, more strategic partnerships and stronger retention. Sellers no longer must convince. They are invited in.

Dream Local Digital Founder and Client Success Officer Shannon Kinney brings more than 30 years of experience in leadership roles, developing scalable digital marketing strategies and supporting and training media companies to drive scalable digital revenue growth. She played a vital role in the development of such internet giants as Cars.com, CareerBuilder.com, Knight Ridder Digital, LinkedIn, Google, eBay and Microsoft and worked with media companies worldwide until pivoting to found Dream Local Digital. Since Dream Local Digital’s creation in 2009, Shannon has served on the Local Media Association board, received the LMA Digital Innovation Award, appeared on hundreds of stages as a keynote speaker, and helped media companies transform their business models. She also currently serves as a project lead on the Local Media Association Branded Content Project Cohorts, helping media companies transform through new revenue streams. Shannon can be reached at shannon@dreamlocal.com.