Transactional business will not get you to where you want to be
Speaking in a 2014 Radio Show session called Transactional Deathwatch, the panel made a point that it takes professional salespeople to get past CPP. Professional salespeople have laptops, smartphones, and all the tools to sell and service direct accounts. Salespeople need to call on the advertiser, as well as the agency. Salespeople must ask extensive questions to truly understand the advertiser's marketing objectives and present solutions that achieve those objectives.
John Potter, SVP/Professional Development, RAB