Kelley Wood
Sales Executive, New South Media, Inc.
How long have you been in media advertising sales, and how did you get your start?
After working seven years for a collection agency, I was hired by
New South Media as an account executive to sell advertising for one of the company’s custom national publications — the Small Business Administration’s Small Business Resource Guides. We published 72 magazines across the country and in Puerto Rico. When the SBA ceased publication of the resource guides in 2020, I became the lead account executive for our city pub, Morgantown magazine, and W.V. Weddings magazine.
I don’t have a degree in marketing or sales, but as a former ballerina, I have learned to work well under pressure and adapt to changing situations. I’ve always been a people person and a good listener. I enjoy talking to my clients and figuring out how to help them build their businesses through advertising.
My experience working in collections taught me how to talk to people on the phone, respond when being told “no,” and have difficult conversations professionally and empathetically.
That skillset came in handy when transitioning to media advertising sales.
Who had the most influence in helping you become successful in sales?
I’ve struggled with this answer because many people have helped me along my journey. It does take a village. Our editorial team creates products that make them easy to sell. We see our magazines and digital products as community and business builders — and our clients are truly our partners. When I first transitioned into sales, my then-sales director Heather Mcintyre did a fantastic job training me on how to be successful in sales. She started at ground zero. She is a natural and patient teacher who gave me a great foundation and creative strategies.
My current sales director, Bryson Taylor, has been “the calm in the midst of the storm.” As COVID-19 reared its ugly head, we had to pivot like most media companies. It was a stressful time. I transitioned from working on a national publication to working on our local magazines, which required me to have more face-to-face time with clients. He helped me make that transition and have confidence.
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’m naturally an outgoing, happy, easy-to-talk-to, and positive person. I’ve learned that when the going gets tough, just breathe and walk away. Adapt, and push through the tough times. There are always lessons to learn, so reflecting and applying those lessons is important.
When it comes to digital advertising, I think you must first change your perspective on it. Most people see digital solutions as something difficult to understand and even harder to sell. I don’t see it that way; I see it as an opportunity. Don’t be afraid to take notes, study digital ideas, and talk with your digital solutions manager. Ask questions, even if you think it’s a dumb one, because I can guarantee you that it’s a question your client is going to have at some point. Digital provides opportunities to help our clients, which is exactly why we do what we do.