The New New Business: Erin Serletic on Polite Persistence and Leading with Integrity

Erin Serletic is head of growth, gaming and entertainment, at We Are Royale. Her portfolio spans 360 marketing campaigns, rebrands and refreshes, graphics packages, in-game cinematics, IP launches, immersive experiences, and event production for such clients as Disney, Activision Blizzard, Riot Games, SYFY, Marvel, FX Networks, NFL Network, AMC, Meta, Hulu, ABC, and NBC Universal.

Erin is also a proud supporter of initiatives and organisations championing women in marketing and entertainment, including Women-Led Games, which helps women developers and entrepreneurs in gaming connect with venture capital money and marketing resources. She also supports the Global Entertainment Marketing Academy of Arts & Sciences (G.E.M.A.).

LBB> What was your first sale or new business win?

Erin> It was a CNN Airport Channel rebrand. The experience was not scary — I felt in my element and it taught me that I was doing what I was meant to do. Another big early win, and one that I am particularly fond of, was an in-concert graphics package for Matchbox Twenty. My car and family even appeared in it. 

LBB> What was the best piece of advice you got early on?

Erin> The client is always right. You still have to straddle the line of having your team’s back, but at the end of the day, listening to the client means everything in sales. 

LBB> And the worst?

Erin> Nobody has steered me wrong with bad advice. I do remember a moment in my career, however, where I debated with my boss about using social media in sales. It was a time when people were still apprehensive about using it for business. As it turns out, I have built long lasting relationships using social media and it has been instrumental in my success. 

LBB> How has the business of ‘selling’ in the creative industry changed since you started?

Erin> How much time do we have? One thing that immediately comes to mind is how common sales visits used to be – you could go to places like Turner or Discovery, where they had huge headquarters — and give capabilities presentations, and meet with fifty execs and creative teams in one day — basically, you had access. It was built into their schedule and considered critical to their operations as well. 

Another thing is, clients today have more choices of who to partner with, between highly specialised studios and those that have expanded their capabilities to multiple disciplines. So, it’s not only the big shops landing most of the business anymore. 

LBB> Can anyone be taught to sell or do new business or do you think it suits a certain kind of personality?

Erin> It’s not rocket science. But there are innate qualities and personality traits that help. You have to love people, understand idiosyncrasies, and not take things personally. Keep persevering. It’s about polite persistence while knowing when to move on. Be strategic and make sure what you are selling fits the client’s needs. Being able to read your clients is also important so having a good gut and trusting it is key. 

LBB> What are your thoughts about the process of pitching that the industry largely runs on?

Erin> Clients are less likely to engage the same company over and over. There’s a lot at stake for decision-makers and them getting multiple bids leaves less to chance and reassures their superiors that they’re sourcing the best creative solution balancing impactful ideas and budgets. 

LBB> How do you go about tailoring your selling approach according to the kind of person or business you’re approaching?

Erin> It comes down to learning everything you can about the client — their process, capabilities, operations, and management style. It is understanding their likes, dislikes, and personalities. We put in the effort to get to know our clients intimately and tailor our approach to match their needs — seeing them as a person, not just a client.

LBB> New business and sales can often mean hearing ‘no’ a lot and quite a bit of rejection - how do you keep motivated?

Erin> First rule of thumb: never take anything personally, or else it would be very difficult to stay motivated. Understand that there are lots of factors that go into the final decision. You win some, you lose some — one door closes, another opens. We believe we end up getting the ones we are meant to have, and for the ones we didn’t get, we know the reason and adapt, if necessary. 

LBB> The advertising and marketing industry often blurs the line between personal and professional friendships and relationships… Does this make selling easier or more difficult and delicate?

Erin> I actually went shopping with a client today! I also spend a lot of my time boating when I’m not working and some of my best deals and clients have come from spending time out there, away from the office, in nature. It’s much more pleasant to work with someone who feels like a friend, and it makes the process more interesting and helps me understand what drives conversions. You gain much more insight that way — insights into what truly closes a deal versus a strictly business relationship.

LBB> In your view, what's the key to closing a deal?

Erin> Real listening. Not being afraid to ask very direct questions in a diplomatic way. It’s also not pushing your own agenda, but listening to their needs.

LBB> How important is cultural understanding when it comes to selling internationally? (And if you have particular experience on this front, what advice do you have?)

Erin> My international sales experience is limited to the Middle East and Latin America. While my experience is primarily domestic, in these dealings, I’ve learned how important it is to have people on your team who innately understand the region you’re working in, and to learn as much as you can. This philosophy speaks to the importance of having diverse teams, too. 

LBB> How is technology and new platforms (from platforms like Salesforce and Hubspot to video calls to social media) changing sales and new business?

Erin> We’re firmly leaning into any tech that creates efficiency to help streamline our processes between sales, creative, and production. 

LBB> There’s a lot of training for a lot of parts of the industry, but what’s your thoughts about the training and skills development when it comes to selling and new business?

Erin> It comes down to being provided opportunities to learn the skills — hands-on experience –  especially closing skills because if you're not closing, you’re having a conversation. I’ve also leaned into various online resources and classes to fine-tune my skills.

LBB> What’s your advice for anyone who’s not necessarily come up as a salesperson who’s now expected to sell or win new business as part of their role?

Erin> Always be yourself and lead with integrity – that will get you far. Every product or service comes with a unique selling nuance but being yourself, reliable, and accessible will allow you to shine. Whatever has worked in the past – even if it was a different position – continue to lean into it; it will still be relevant.