ANALYSIS: HOW TO SELL TO ... - Spencer Stratford/WWAV’s senior planner/buyer is happiest in board meetings

It’s 9.30am on Monday and Spencer Stratford is bleary-eyed. He’s recovering from a drunken reunion of the Courcheval snowboarders and is struggling slightly with WWAV Rapp Collins’ clattering canteen and glass-walled, sun-filled offices.

It’s 9.30am on Monday and Spencer Stratford is bleary-eyed. He’s

recovering from a drunken reunion of the Courcheval snowboarders and is

struggling slightly with WWAV Rapp Collins’ clattering canteen and

glass-walled, sun-filled offices.



The senior planner/buyer jacked in the nine to five last December for a

six month ’sabbatical’ in the French Alps. Memories of days spent

perfecting the 180-degree turn and nights behind famous Latin American

Alpine bar El Gringo bring a smile to his lips.



’I’d like to do it again but I’d miss Hammersmith too much,’ he

smirks.



The 26-year-old has been working at WWAV’s riverside HQ for three years

and now handles Legal & General - one of the media agency’s biggest

clients, which is headed by media director Pete Mitchell. Legal &

General’s spend goes largely on national newspapers with a few financial

publications and radio stations thrown in.



All ads are direct-response driven so Stratford is more concerned about

logging call rates than obsessively monitoring circulation figures.

’Whether I like or don’t like a publication is irrelevant,’ he explains.

’It’s all about getting a good response at a certain cost.’



The good news is that he’s been on the sales side of the fence. ’If I

had a pound for every time I was told to fuck off I’d be a rich man by

now,’ he sniggers, recalling the days he flogged space for Centaur’s

Architect, Builder, Contractor & Developer. ’I’ve been there,’ he

says.



He dislikes the ’rigid structures’ which sales staff, especially on

national newspapers, now have to adhere to as it means decisions cannot

be made quickly. ’You can tell when you are speaking to sales executives

that the decision is not in their hands. Everything is more accountable

and serious now, which is a shame.’



What does he like to hear from sales people? ’That the rate is

exceptionally cheap,’ of course.



Out of hours, Stratford can be spotted donning the ’ridiculously tight

shorts’ required for Aussie Rules football. But if we’re talking

fantasies, boarding in the States would be the ultimate high. ’That

would be cool,’ he says. ’I can think of loads of other stuff I’d love

to do, but it’s probably unprintable.’



LIKES

Snowboarding

Tequila

Exceptionally cheap rates

DISLIKES

Monday mornings

Hangovers

Inflexible sellers



Topics

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