By Hernan Burak, Regional Sales Director for Latin America @ Ybrant Digital
We live in an economic reality where commodity prices rise and fall daily, and there is no reason why digital marketing should be any different. If you are not the direct owner of the media, or its exclusive representative, you sell different kinds of media, which are probably sold by other media suppliers too: In other words – commodities.
There are some key points which are universally important for media buyers to make the right decisions: Service, Technology, Payments terms and RATES!
Every click, be it on Display Media, Mobile Media, or a click on Social Network Ads, is driven towards a standard rate card, and raises the same questions: Is this rate a deal breaker with the buyer or their agency? How you can know for sure that your rate card is competitive enough in your market?
Around the globe, agencies typically work with different kind of discounts on media buys: Agency Commission, Advertiser Discount, and “Kickback” or “Rebate”.
But not every agency uses all 3 discount methods, and the commission percentages are not standard in any market. So, why do media suppliers feel the need for an official rate card? Why take a “guess” on what should be the best rate in the market? And is this rate the best in terms of discounts or long term agreements?
We can do a much better service by understanding the specific needs of an agency and its environment, and by designing special rates for the negotiation prior to the campaign. This is what creates “win-win situations”. A good relationship with your customers, and gaining their trust, are key factors to make this work. Yes, trust is the most important asset you need from a client. Technology, service, commercial and payment conditions are worthless without trust.
To sell under cost, one does not need a sales team. One can go out to the street with a sign saying that they sell under the market cost. So think how you can gain trust from the other side, and work to get results together and make a partnership. This is summed up very well by the famous quote: “The only place where SUCCESS comes before WORK is in the dictionary”.

























