Supporting Customers with

 a "Thought-Leader" Sales Team

Part 1

Ryan Delahanty

Executive Vice President / Sales

Gardner Business Media

Ryan’s career at Gardner Business Media has spanned 24 years.  At the 95-year-old, family-owned company that serves the parts manufacturing, composites, and coatings industries, Ryan leads 27 sales representatives that sell for Gardner’s 10 media brands.

In this, and our next Perspectives newsletter, we’ll review some of the insights and ideas Ryan shared in a recent MediaGrowth Excellorator interview about leading a bolder, thought-leader sales team.   

Coming out of the season of COVID, the Gardner sales team adopted an attitude they called “empathetic boldness” that leans into audience data to help customers get a better understanding of their challenges and the solutions that Gardner can provide. 

The company instituted an on-going research study; The Industrial Buying Influences Study (see gardnerweb.com) which focuses on what audience members are engaging with in the media channel ecosystem.  Very specific surveys to very specific markets help Gardner identify knowledge gaps that they and their advertisers can fill, and that make their salespeople valuable consultants -- idea generators -- for their clients. 

Recognizing that most clients want leads, Gardner sales reps, armed with audience behavior data, enter into deeper conversations related to KPIs and cost per lead that are often difficult to begin.  The quality and cost of leads from Gardner’s activated audience can be presented as a greater value than those the client is often currently receiving. 

This research has led to the launches of new digital products and Gardner’s entry into the events business, with two new trade shows and three technical conference launches.  In addition, client trust continues to be fostered and developed as salespeople bring useful information, specific to their felt needs.

“Understanding how our audiences are researching new technologies puts our salespeople in a position of authority as they go out to our advertising customers and prospects with information on how their customers are engaging with media products, both inside and outside of our purview”, says Ryan.  

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