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DIRI AI

Industry guide

Media and advertising: sales calls, objections and opening lines

Media sales teams sell attention and results that are hard to prove in advance. Calls work when the seller understands the advertiser’s goal, explains audience and format simply and avoids inflated claims.

Typical call types

The conversations that come up most often, and what each one is for.

Advertiser prospecting
Reach a marketing decision maker and earn time to talk about their goals.
Brief and proposal call
Clarify audience, budget, timing and the action the advertiser wants.
Campaign follow-up
Review delivery and results and propose the next step.
Renewal call
Discuss repeat bookings and adjustments based on what worked.

Who you talk to and what they care about

Know the person before you dial. Each role listens for something different.

Local business owner
Whether the phone will ring or customers will walk in, and a price that is clear.
Brand or marketing manager
Reach among the right audience, brand safety and reporting.
Media buyer
Rates, flexibility, comparison with other channels and delivery reports.

Top objections and example answers

Examples of a direction, not a script. Say it in your own words and use facts from the customer’s situation.

“We have no advertising budget.”
Understood. If you did spend something, what would you hope it achieved? Perhaps a small test is more realistic than a larger plan.
“We tried advertising and it did not work.”
Thank you for saying so. What did you try, and how did you judge it? I would like to see whether a different approach could be worth considering.
“I can reach people on social media for free.”
That works for many businesses. Where do you see the limits, for example reaching local people who do not follow you yet?
“Your rates are higher than others.”
Let us compare audience, format and reporting, not only the price. Then you can judge what you get for it.

Sample opening lines

A good opening names who you are, why you are calling and gives the other person an easy way to answer.

Prospecting
Hello, [Name], this is [your name] from [media]. I am calling local businesses about reaching customers in [area]. Who looks after your advertising?
Proposal follow-up
Good afternoon, [Name], [your name] from [media]. I sent the proposal on [day]. What did you think of the audience and the format?
Renewal
Hello, [Name], it is [your name] from [media]. Your campaign ends soon. I would like to hear what you noticed and what you would like to do next.

Replace the brackets with your own details. Keep the line short enough to say in one breath.

Wording to handle with care

General reminders, not an exhaustive list. Rules differ by country and company, so follow your company’s approved wording.

Audience and reach figures
Use only current, documented figures and say how they were measured.
Promises of sales or responses
Results depend on many things. Talk about reach and format, and agree what you will review together.
Claims about competitors’ audiences
Avoid unverified comparisons that could be unfair or inaccurate.
Content and advertising standards
Remind advertisers that ad content must follow your publication’s rules and consult your standards team if unsure.

This is training material, not legal advice. For anything specific, ask your compliance or legal team.

Practise these calls in DIRI AI

Talk to an AI customer by voice and read a report with the transcript afterwards. These scenarios are the closest fit for this industry.

Recommended practice scenarios

Objections to practise first

Say it out loud before a customer hears it

Pick a scenario, talk to an AI customer and see in the report which sentences helped and which to try again.

Start practising for free

Questions about this industry

Media and advertising: which call types come up most often?

Advertiser prospecting: Reach a marketing decision maker and earn time to talk about their goals. Brief and proposal call: Clarify audience, budget, timing and the action the advertiser wants. Campaign follow-up: Review delivery and results and propose the next step. Renewal call: Discuss repeat bookings and adjustments based on what worked.

Media and advertising: who do you talk to and what do they care about?

Local business owner: Whether the phone will ring or customers will walk in, and a price that is clear. Brand or marketing manager: Reach among the right audience, brand safety and reporting. Media buyer: Rates, flexibility, comparison with other channels and delivery reports.

Media and advertising: how do you answer the most common objections?

“We have no advertising budget.” Understood. If you did spend something, what would you hope it achieved? Perhaps a small test is more realistic than a larger plan. “We tried advertising and it did not work.” Thank you for saying so. What did you try, and how did you judge it? I would like to see whether a different approach could be worth considering.

Media and advertising: which wording needs care on calls?

Audience and reach figures: Use only current, documented figures and say how they were measured. Promises of sales or responses: Results depend on many things. Talk about reach and format, and agree what you will review together. Claims about competitors’ audiences: Avoid unverified comparisons that could be unfair or inaccurate. Content and advertising standards: Remind advertisers that ad content must follow your publication’s rules and consult your standards team if unsure. This is training material, not legal advice. For anything specific, ask your compliance or legal team.

Media and advertising: can I practise these calls in DIRI AI?

Yes. DIRI AI lets you practise phone calls by voice with an AI customer and read a report with the transcript afterwards. The Free plan includes 3 calls a month of up to 5 minutes each, and paid plans start with a 7-day trial.