Rita Charitable Trust

Sales Executive (1 year diploma course)

Sales Executive click here

Sales Executive
Sales Executive

Sales Executive (Media Organization) in the Media & Entertainment Industry is
also known as an Ad Sales Executive (Media Organization)


Brief Job Description: Individuals at this job are responsible to close sales
transactions with new and existing clients


Personal Attributes: This job requires the individual to achieve sales targets set
by the sales manager. The individual is responsible to acquire new clients,
develop proposals for new and existing clients and close sales orders.

Qualifications Pack For Sales Executive

Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration


Billing The total invoiced value payable by the client for the advertisement
time/space purchased


Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components
Campaign Advertisement effort across media platforms, planned during a specific
time period


Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium


Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster


Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums


Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser
Rate The fee for a unit of advertisement space or time
Reach The total size of the audience that the medium is able to communicate
with


Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period
Schedule A list of advertisements planned to be a part of the campaign


Sponsorship Paid advertising in the form of specifically generated
programming/content advertising for the product/service of the client
Target Audience Set of individuals with similar characteristics that are prospective
customers of the advertisers’ product/service


Target Market The geographic area over which the advertising campaign is focused


Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.


Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.


Vertical Vertical may exist within a sub-sector representing different domain
areas or the client industries served by the industry.


Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry


Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.


Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.


Occupational Standards
(OS)

OS specify the standards of performance an individual must achieve
when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.


Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task


National Occupational
Standards (NOS)

NOS are Occupational Standards which apply uniquely in the Indian
context.


Qualifications Pack
Code

Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role.


Qualifications Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted


Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.


Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.


Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required.


Knowledge and
Understanding

Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge
that an individual needs in order to perform to the required standard.


Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.


Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.


Core Skills/Generic
Skills

Core Skills or Generic Skills are a group of skills that are key to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles

Develop advertising sales proposals
Description This OS unit is about developing sales proposals for advertising sales


Scope

This unit/task covers the following:
 Developing advertising sales proposals for media agencies and leading
companies across industry sectors
 Across any of the following mediums: Television, Print, Radio, Digital,
Out-of-home

Performance Criteria
Developing advertising sales proposals for media agencies and leading companies across industry sectors
To be competent, the user/individual on the job must be able to:


PC1. calculate ad-value for the proposed advertisement placements, taking into
account key variables (e.g. reach/time-spent, readership, listenership/timespent, page views, impressions, occupancy/availability, client credit limit)


PC2. conduct audience analysis including consumption habits, lifestyles, ratings
illustrations and comparison with peers


PC3. perform costing procedures for key variables and calculate potential
adjustments that could be factored in during the negotiation process


PC4. articulate the sales process and provide recommendations to the client on the
relevant legislation, standards and policies


PC5. develop and submit proposals within the timeframe agreed and in the format
requested by the client

The user/individual on the job needs to know and understand:
KA1. pricing policies at the organization
KA2. advertisement rates for the spectrum of advertising possibilities available
KA3. discount percentages and when they apply


KA4. the products/services offered by your organization as opposed to those by your
competitors
KA5. organizational policies for constructing proposals and submitting
recommendations, including a propsal’s format, readability, the imperatives it
must incorporate and the terms and conditions for serving different clients.


KA6. departments within the organization that may provide information and
assistance in preparing the proposal e.g. marketing, production

Technical
Knowledge

The user/individual on the job needs to know and understand:


KB1. ad-rates and how variables (like reach/time-spent, readership,
listenership/time-spent, page views, impressions, occupancy/availability, client
credit limit) influence them


KB2. how to read and analyse audience and market information and derive trends
that can aid development of proposals


KB3. fundamentals of microsoft office tools, especially microsoft powerpoint


KB4. advertisement value calculation methods

KB5. how to develop and deliver advertising packages for single/multiple mediums
i.e. channels/stations/publications/websites/assets; and platforms i.e. across
television, radio, print and digital


KB6. how advertisement innovations and variations affect advertisement rates


KB7. how to calculate key metrics such as inventory fill-rate, overall effective rates
and discount ratios


KB8. relevant legislation, organizational practices, and ethical standards


KB9. data banks and statistical tools that will enhance the proposal

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. construct proposals that showcase the advantages of advertising via your
organization, and adequately sell the developed solution


Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. develop an understanding of the client’s business, competitors, and customers,
and relate them to the organisation’s service offering


SA3. research competitors’ offerings so as to be able to communicate a competitive
advantage over the competition

SA4. read and gather reference information from proposals developed in the past


Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:


SA5. iaise with relevant departments within the organization for data-points and
information to put the proposal together


B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. Plan work to be able to prepare proposals within the time-frame


SB2. Maintain a database of proposals developed previously
Customer Centricity


The user/individual on the job needs to know and understand how to:
SB3. Construct proposals and provide recommendations based on the client’s
needs and within the budget available for advertising


Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB4. Conduct a comparative analysis between the services of the organization and
those of the competitors


Critical Thinking
The user/individual on the job needs to know and understand how to:
SB5. Analyze feedback from internal stakeholders and clients to help improve future
proposals


Problem Solving
The user/individual on the job needs to know and understand how to:
SB6. Identify customer/ market trends and opportunities and incorporate them into
the sales plans and forecasts


Decision Making
SB7. Incorporate several factors and decide on the organization’s sales strategy,
objectives and sales structure

Acquire and maintain advertising sales clients
Description This OS unit is about attracting and maintaining potential advertising sales clients.


Scope

This unit/task covers the following:
 Identifying and maintaining potential advertising sales clients
 Clients could include Media agencies, Brand Managers and Marketing
Heads of leading companies across industry sectors


For various mediums: Television, Print, Radio, Digital and Out-of-home
To sell any of the following ad inventory: 10 second ad spots


(Television/Radio), Sq.cm. ad space (Print), Banners (frames, pop-ups,
floating/expanding ads), classifieds, text ads (Digital), Bill-boards,


promotions, street furniture, transit assets, alternative media
including digital displays, cinema, stadiums, airports, malls (OOH)

Performance Criteria
Identifying and
maintaining potential
advertising sales
clients

To be competent, the user/individual on the job must be able to:
PC1. identify potential clients and build a client base through personal networks,
and through primary and secondary research
PC2. understand the client’s need to advertise in a particular market


PC3. analyze the types resources available in a particular market
PC4. market the credibility and track record of your organization to potential clients,
and sell them the benefits of advertising through it


Knowledge and Understanding (K)
A. Organizational Context
(Knowledge of the company / organization and its processes)

The user/individual on the job needs to know and understand:
KA1. features and characteristics of the organization/services and its competitive
advantages and weaknesses in comparison with peers


KA2. the exposure (reach, readership, listenership, page-views) that the company
provides in different markets in comparison with peers


KA3. the company’s sales strategy, targets, and objectives
KA4. the company’s sales processes and inventory management practices
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the fundamentals of marketing and advertising
KB2. the market and industry that clients operate in


KB3. how to read and analyze audience and market information and derive trends
that can be used to pitch to potential clients


KB4. the audience for different markets, day parts/publications/online pages
KB5. how to make use of probing/questioning techniques to identify clients’ need
KB6. how to position the brand value of the organization in relation to peers

KB7. how to position the company’s offering effectively to a potential client


KB8. how to identify sales opportunities while managing existing client relationships
KB9. life-time client value measurement methods
KB10. applicable legal and regulatory guidelines

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. organize and store documentation detailing correspondence and
conversations with clients, and any agreements that may have been reached

SA2. archive information about clients that may be beneficial in strengthening
relationships with them in the future
SA3. create and maintain client databases

Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. research the clients’ business, industry, product/service, target market and
past marketing efforts
SA5. gather information on the consumption habits of the target audience
SA6. research the services offered by competitors and their business model


Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA7. identify and network with potential clients through personal networks,
recommendations from existing clients, cold calls, industry events


SA8. make contact and build rapport with identified potential clients
SA9. network with content production teams to identify opportunities for media
integrations


B. Professional Skills Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB1. assess the costs, risks, benefits and long-term prospects of establishing a
professional relationship with a potential client, and decide whether to initiate
contact


SB2. use life-time value/profitability measurement techniques (to establish
customer value)
SB3. research background information about potential clients’ business, product or
service, target market and normal marketing activity


Decision Making
The user/individual on the job needs to know and understand how to:
SB4. identify decision makers within potential client organisations and find ways to
reach them


Plan and Organize
The user/individual on the job needs to know and understand how to:
SB5. Keep record information about clients that may help create rapport in the
future


Customer Centricity
The user/individual on the job needs to know and understand how to:
SB6. be open, honest and clear about what you can deliver
SB7. be responsive to clients’ queries and handle objectives positively


SB8. build rapport and empathy and use gentle questioning to identify clients’ needs
and budget


Problem Solving
The user/individual on the job needs to know and understand how to:
SB9. identify what your competitors are doing in potential clients’ target markets


Critical thinking
The user/individual on the job needs to know and understand how to:
SB10. identify benefits of advertising through your organisation or brand

Close an advertising sales order
Description

This OS unit is about negotiating and closing the advertising sales transaction and
finalizing the relevant documentation and sales contracts


Scope This unit/task covers the following:
 Negotiating and closing an advertising sale deal


 Inventory may be sold across: Television, Print, Radio, Digital, OOH
 Coordinating with internal teams
 Communicating clearly with the clients
 Timely collection of dues owed by clients

Knowledge and Understanding (K)
A. Organizational Context
(Knowledge of the company / organization and its processes)

The user/individual on the job needs to know and understand:
KA1. features and characteristics of the organization/services and its competitive
advantages and weaknesses in comparison with peers


KA2. the organisation’s total and available advertising inventory
KA3. the organization’s benchmark advertisement rates and discount rates


KA4. the procedures in place for negotiating sales contracts
KA5. acceptable modes of payment and credit periods, as per the organisation’s
accounting and finance policies

Technical Knowledge
The user/individual on the job needs to know and understand:
KB1. fundamentals of sales, marketing and advertising


KB2. extensive knowledge of the industry in which the organization operates
KB3. record and manage daily sales mis


KB4. how to carry out a cost-benefit analysis to build a case for barter contracts
KB5. persuasive selling techniques


KB6. multiple-media selling, up-selling, and add-on sale techniques
KB7. how to identify buying signals (given by client) and act upon them in an
appropriate manner


KB8. how to draft a sales agreement and other standard contracts
KB9. country-specific regulations and terms
KB10. applicable legal and ethical standards

Maintain workplace health and safety


Description This OS unit is about contributing towards maintaining a healthy, safe and secure
working environment


Scope This unit/task covers the following:
 Understanding the health, safety and security risks prevalent in the
workplace
 Knowing the people responsible for health and safety and the resources
available
 Identifying and reporting risks
 Complying with procedures in the event of an emergency


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Understanding the
health, safety and
security risks
prevalent in the
workplace

To be competent, the user/individual on the job must be able to:
PC1. understand and comply with the organisation’s current health, safety and
security policies and procedures
PC2. understand the safe working practices pertaining to own occupation
PC3. understand the government norms and policies relating to health and safety
including emergency procedures for illness, accidents, fires or others which
may involve evacuation of the premises
PC4. participate in organization health and safety knowledge sessions and drills


Knowing the people responsible for health and safety and the resources available
PC5. identify the people responsible for health and safety in the workplace,
including those to contact in case of an emergency
PC6. identify security signals e.g. fire alarms and places such as staircases, fire
warden stations, first aid and medical rooms


Identifying and reporting risks
PC7. identify aspects of your workplace that could cause potential risk to own and
others health and safety
PC8. ensure own personal health and safety, and that of others in the workplace
though precautionary measures
PC9. identify and recommend opportunities for improving health, safety, and
security to the designated person
PC10. report any hazards outside the individual’s authority to the relevant person in
line with organisational procedures and warn other people who may be
affected


Complying with procedures in the event of an emergency
PC11. follow organisation’s emergency procedures for accidents, fires or any other
natural calamity in case of a hazard
PC12. identify and correct risks like illness, accidents, fires or any other natural
calamity safely and within the limits of individual’s authority


Knowledge and Understanding (K)
A. Organizational Context (Knowledge of the company / organization and its processes)

The user/individual on the job needs to know and understand:
KA1. Organisation’s norms and policies relating to health and safety
KA2. Government norms and policies regarding health and safety and related
emergency procedures
KA3. Limits of authority while dealing with risks/ hazards
KA4. The importance of maintaining high standards of health and safety at a
workplace