This blog is a little different from the others I’ve written. While most are directed at local advertisers and in-house marketing teams, this one is focused on the traditional media sales professionals — those of you who’ve built strong careers selling radio, print, and billboards, and are now being asked to sell something new: digital advertising.

That said, if you’re a local business owner or marketing decision-maker, don’t scroll past — this post can still help you. These are the kinds of conversations you should be having with your media reps. They’re the questions worth asking, the strategies worth exploring, and the mindset that leads to better results — no matter the platform.

And if you’re feeling uncertain about how digital fits in, you’re not alone.

Digital isn’t replacing what you already know and do well. It’s expanding your toolkit — giving you more ways to reach the same clients, more often, in more places.

Traditional media is still standing — and in many markets, it continues to lead. The audience hasn’t disappeared; it’s just shifted. They’re still listening, reading, and watching… but now they’re also scrolling, streaming, and searching.

Selling digital is like selling traditional media — only different.

Why Digital Isn’t Replacing You

If you’re doing well selling traditional media, you might be asking: Why change? Why take time to learn something new? The answer is simple: because your clients need more.

Radio, print, and out-of-home are still effective. But now, consumers live across more channels and devices than ever before. If we’re going to help clients grow, we have to reach people where they are today — not where they were 20 years ago.

Digital isn’t meant to replace your traditional tools. It’s there to support and enhance them. It reinforces your message, adds trackable engagement, and helps frequency and reach go further.

Your Foundation Is Already Strong

You’ve already got the hardest part figured out — building trust and creating value. Now it’s about layering in new tools that align with what your clients are already doing.

This next section will walk you through how to take what you already do well, and apply it to digital sales.

What You Already Do Well

You already know how to:

• Ask the right questions
• Build trust with business owners
• Create tailored solutions
• Deliver long-term value

Start With Research

And start with your current clients. You already have a relationship, which means you’ll feel more comfortable having honest, personal conversations. It also shows your desire to help them grow — to be a true partner in their business.

Then do some light online research:

• Visit and review their website. Is the phone number easy to find and clickable at the top? Is there a clear call to action — like booking an appointment or downloading a brochure — before the user scrolls?
• Test page speed using tools like Google PageSpeed
• See if their site displays well across all screen sizes
• Check their social media activity — are they running ads? When was their last post?
• Look through their online ratings and reviews. Are they engaging with customers and replying to their comments?

Ask the Right Questions

Then adjust your needs analysis with a few more digital-focused insights:

• Do you, or have you ever, paid for sponsored ads on social media?
• Have you advertised online elsewhere? What platforms?
• Can you share what your dedicated budget was/is?
• Did you manage it yourself or use outside help?
• Did you get the results you were expecting?
• Who is your ideal customer? Where are they? How old are they? What are they buying?

And most importantly: what are your business goals?

Yes, everyone wants to grow. But ask for specifics.

Reverse Engineer the Goal

If a client wants to generate 50 additional window replacement sales this year, start by asking:

• What’s your closing ratio?
• How many appointments do you need to hit 50 sales?
• How many leads or inquiries does it take to book that number of appointments?

That’s the number you’re working toward.

Turn Insight Into Strategy

This isn’t about becoming a digital guru overnight. It’s about using the skills you already have to get a business update from someone who already trusts you.

Then you go back, consider their goals and challenges, and recommend solutions that fit their audience, their needs, and their budget. Be honest about what their spend can achieve. You might not be able to hit all 50 new sales. But you can help move them toward that goal in a meaningful, measurable way.

Your work — the questions you ask, the effort you put in — will result in better strategy, better service, and better results for your client.

Your Role Hasn’t Changed — It’s Grown

This blog series is here to support you — the traditional media seller — in adding digital to your portfolio without losing sight of what makes you successful.

You’ve got this.

Are you an advertising partner, already working with one of our Vista Radio sales reps? Great — they can help you build the right advertising plan. If not, I’m happy to connect and help build a custom strategy that suits your business and your audience.