Suzanne Purcell
Senior Account Manager, Rough Draft Atlanta (Atlanta Intown and Reporter Newspapers)
How long have you been in media advertising sales, and how did you get your start?
I got my start in media advertising sales shortly after I graduated from college with a business degree in sales and marketing. Like many graduates, I didn’t clearly grasp what I wanted to do career-wise. My father, an ad agency executive, connected me with various media contacts — including his long-time rep at The Atlanta Journalconstitution, who was responsible for hiring sales assistants. It all happened very fast. Within a week, I interviewed for the job, received an offer and gratefully accepted it (having no idea what was to come). At the time, I thought I had pressed the “Easy” button since I needed a job after taking the summer off. Little did I know this decision would lead to a challenging and enriching 30-plus-year career in media sales and management — and lifelong friendships with people who inspire me to this day.
Who had the most influence in helping you become successful in sales?
It’s tough to pinpoint one person, as I have been fortunate to have many people help me throughout my sales journey. My father was on the media side of the ad agency business, so you know he was “sold to” more times than you can count. My dad told me when I interviewed for my first sales role to end the interview by asking for the job. Sales 101, right? He continued to help me as my career in sales evolved and was my biggest supporter and fan.
Molly Padilla was also a huge influence, helping reframe my expectations of myself and transitioning me from “fairly respectable” to a top performer on the major-accounts team. She saw my potential and hunger to grow as a seller; she was invested in my success. Molly challenged me to get outside of my comfort zone and wasn’t afraid to give me constructive criticism. And she made the job fun and rewarding. I was fortunate to have Molly in my court for so many years of my career — and I hope I’ve been able to impart even a fraction of the guidance and positivity she showed me to my colleagues along the way.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
I recently read an article titled “When they say, Sell this pencil.” Sellers know this is the ultimate sales interview question. It reminded me that the “pencil” — or in this case, our “new digital solutions or products” — may or may not be for everyone. Understanding what our prospects and customers need is the most crucial aspect of being a good salesperson. Here are some questions I like to ask myself that may help those who are frustrated or struggling. Have you really identified what your customers need? Do you understand the intricacies of your digital solutions, and can you easily explain them to your clients? Do you have enough quality prospects who need what your media solutions offer? Do you believe in the value of your products? Do your clients see you as an extension of their team?