ANALYSIS: HOW TO SELL TO - Adam Shoefield/Booth Lockett Makin’s media manager likes a good old singalong

You know that old trick about picturing a person sitting on the toilet to make them seem less intimidating?

You know that old trick about picturing a person sitting on the

toilet to make them seem less intimidating?

Well, customise that for Adam Shoefield, Booth Lockett Makin’s media

manager, and imagine him indulging in a bit of well-oiled karaoke. He’s

very fond of a singalong.

The 28-year-old, who spends around pounds 20 million for clients that

include Thomas Cook, the National Canine Defence League and the Welsh

Development Authority, has eaten ill-prepared sales people for

breakfast. ’I have worked with people who take pleasure in reducing reps

to tears. I have no desire to do that but I do not want to sit in a room

with a wet fish. I’m not going to train them,’ he explains.

Shoefield started out on the creative side as an account executive at

Conrad Advertising, moved to Media Solutions as a planner/buyer and left

as group head two months ago after it merged with CIA Medianetwork.

He’s a tough buyer but says he’s fair - in an ’I’m just doing my job’

kind of way. Yet sometimes his negotiation tactic is simply to say,’Oh,

pleeeease!’ in a pathetic, begging way rather than in aggressive,

sarcastic tone. He hates it when he’s developed a relationship with a

rep and they get reshuffled off his business. ’If I’ve worked with

someone for a while and they give me Johnny Junior, I may not take that

call. I’ll put them on to someone else,’ he says.

Shoefield can’t stand it when people come in to give him updates on

their product when nothing has changed since last time. And he gets

bored senseless by what he calls ’those ridiculous flip-boards’. You

won’t win any favours with him by moaning on about not being on his

media schedule. He’s not paid to tell the market what he’s doing, he

says. And don’t bother with football chat. Shoefield hates the game. He

would rather you told him a joke.

This is a man who likes proper creative selling, common sense, and is a

big sucker for gadgets and toys in the post. On the jolly front,

Shoefield doesn’t mind getting stuck in with team sports. But the best

kind of thank-you presents you can send him are those that can be shared

with his team.

Even though Shoefield may seem like a bit of a smart arse, he’s clever

enough to know the importance of recognising everyone’s input.



Proper creative selling

Presents the whole team can share

Taking part in team sports


Having to explain your absence from a media schedule


’Ridiculous’ flip-charts

Losing his reps


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