Advertising sales positions are highly competitive.
Advertising is sometimes seen as a glamorous industry that is highly competitive and creative. Before the actual ad campaigns are created, advertising agencies depend on their sales representatives to bring in and secure major new clients. A variety of qualifications and skill sets are necessary to land this position, and, once hired, advertising sales representatives have many difficult tasks.
Qualifications
While some ad agencies will hire sales reps who possess only a high school diploma, most large, prominent agencies only consider candidates with four-year college degrees or higher. This is because advertising sales reps typically spend most of their time communicating with prospective clients in person, as well as via telephone and email, and agencies want sales reps who speak and write professionally. Many ad sales reps have degrees in business, communications or marketing. Other qualifications include previous advertising industry experience, such as in an account management position or other types of positions that required client contact.
Skill Sets
Along with the preferred education and work experience, most ad agencies look for specific skill sets in prospective ad sales representatives. For example, they must have proven sales experience, from introduction to close, as well as great speaking skills. Ad sales reps must be friendly and outgoing in all types of situations--from casual happy hours or golf outings to formal presentations and sales pitches. Agencies want their sales reps to have polished, well-groomed appearances and to be intelligent. Other required skill sets depend on the agency’s niche. For example, agencies that have many Hispanic marketing clients generally want bilingual sales reps.
Duties and Responsibilities
Ad sales reps are responsible for a wide variety of activities. Most must do research on prospective clients and work to gain the initial meeting with the decision maker. This may include making phone calls, carrying out industry research, networking and sending emails and letters. Once the ad sales rep gets his "foot in the door," he typically meets with the prospective client several times, including a fact-finding meeting, a proposal of services meeting and negotiations. Once the client agrees to work with the agency, the sales rep must keep the client happy, which may entail regular lunches, follow-up meetings, campaign pitch meetings and more.
Working Conditions
Most ad sales reps have flexible schedules and work around the clock. Many must be on call and available to speak with clients outside of normal working hours. Travel is usually involved. Some individuals work in the actual ad agency, while others work out of remote, home offices. This position is not usually considered to be a desk job.
Salary
According to the Bureau of Labor Statistics of the U.S. Department of Labor, the average annual salary of advertising sales representatives in May 2008 was around $43,500. This salary included the base salary and commission. Most ad sales reps are based on significant commission and bonus structures, which means that the more clients a rep lands, the more money he’ll make.
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