The Sales Blueprint: Eileen Sperry on Building Relationships, Retaining 95% of Clients, and Why She Sends Girl Scout Cookies
When you talk to Eileen Sperry, one thing becomes clear pretty quickly: consistency is her superpower.
As an Advertising Account Executive at Vista Media (formerly Vista Graphics), Eileen manages more than 200 active accounts across the mid-Atlantic. With over two decades in publishing — spanning editorial, production, and sales — she’s built a reputation as one of the most reliable, trusted sellers in the Ad Orbit community.
In 2025, Eileen closed more than $2.6 million in revenue while maintaining a client retention rate north of 95%. Her approach isn’t built on pressure or flashy tactics. It’s built on process, communication, and a personal touch that includes remembering which clients prefer Thin Mints.
In this edition of The Sales Blueprint, we dig into how Eileen balances long sales cycles with fast closes, why she prioritizes smaller accounts, and how reliability keeps her pipeline full year after year.
Q: Let’s start with your role. What do you do at Vista Media, and what does the company focus on?
Eileen:
I’m an Advertising Account Executive at Vista Media. We’ve been around since the ’80s and recently rebranded from Vista Graphics. We’re about half publishing and half digital marketing.
Our core products are lifestyle magazines, visitor guides, and digital marketing services. I cover several markets across the mid-Atlantic and sell a mix of all three. Depending on the client, that might be a regional lifestyle publication, a digital campaign, or a tourism-focused guide.
Q: What does your typical sales cycle look like?
Eileen:
It really depends on the account.
My government accounts are larger but take a long time to close — usually six months to a year. They often start around $20,000 as a test and expand once we prove results.
Most of my business, though, comes from small business owners — restaurants, attractions, and local shops. Those can move fast. If someone sees the value, you can close the same day.
For everyone else, I stay in touch. If we’ve ever spoken, you’re probably on one of my outreach lists. I send updates about what’s coming up and key deadlines. It’s never pushy, just consistent. I’ve had people reply after two years and say, “Hey, I think I’m ready now.”
Q: You have an unusually strong retention rate. What does your mix of renewals vs. new business look like?
Eileen:
My renewal rate typically falls between 90 and 97 percent, depending on the year.
Most of my new business comes from existing relationships — ad agencies that take on new clients or referrals from current advertisers. It’s so much easier to keep a customer than constantly chase new ones.
If you’re always focused on new business, you’ll never build momentum. Retention is what gives you stability.
Q: What do you think keeps clients coming back — or referring new ones to you?
Eileen:
Reliability. Sales turnover in this industry is terrible, and clients notice.
They know where to find me, and they know I’ll fix things quickly if something goes wrong. Everyone messes up sometimes. The difference is owning it and making it right.
I’ve had clients tell me their biggest frustration isn’t quality, it’s communication. They can’t get a response. I always respond within 24 hours, even if it’s just to say, “I’ll get back to you tomorrow.” That consistency builds trust.
Q: How many accounts are you managing at once?
Eileen:
Over 200. They range from $500 accounts to $1 million accounts.
Honestly, if I had to choose between my big accounts and my smaller ones, I’d keep the smaller ones every time. They’re my bread and butter — more reliable, easier to work with, and you can build real relationships.
The big accounts are exciting, but they migrate. You can’t depend on them long term.
Q: You’re very disciplined about reporting. How do you handle campaign performance updates?
Eileen:
I block a full day every month just to send reports. I hate that day — it’s not glamorous — but it’s critical.
Clients need to see what their investment did for them. I used to send reports every two weeks, but I’ve learned monthly is enough. During renewal meetings, I bring summaries of their past reports so we can have a productive conversation about results and next steps.
It’s about making sure clients feel like they didn’t buy air. Their dollars are doing real work.
Q: You’re also known for creative follow-ups. Any unconventional tactics that actually work?
Eileen:
Yes — my Girl Scout cookie strategy.
Every spring, when our new visitor’s guide comes out, I send each advertiser a copy of the magazine, a thank-you letter, and a box of their favorite Girl Scout cookies. I keep notes in Ad Orbit like “John from the steakhouse likes Thin Mints.”
People love it. It’s simple, fun, and personal. I’ve done it so long that clients now ask for extras. I’ve basically become their cookie dealer.
Q: Where do you see media and advertising headed next year?
Eileen:
I actually think print is making a comeback.
Digital is efficient and trackable, but it’s everywhere. People are numb to it. A high-quality print piece stands out now because it’s tactile. You’re not used to touching advertising anymore.
During COVID, we worked with the Department of Health on a postcard campaign targeting households without internet access. It was incredibly effective because it met people where they were. I think we’ll see more creative combinations of digital data and traditional channels.
Q: What advice would you give to someone new to media sales?
Eileen:
You can teach almost anything except work ethic and resiliency.
Sales is hard. You’ll lose accounts. You’ll make mistakes. But if you stick with it, you get better every year — you understand your products, your customers, and your markets.
Jumping around every year won’t help you grow. Stay long enough to build relationships and learn from your missteps. That’s where real success comes from.
Quick Takeaways from Eileen
- 2025 Revenue Closed: $2.6M+
- Client Retention: 90–97% annually
- Accounts Managed: 200+
- Reporting Cadence: Monthly, blocked time
- Favorite Retention Tactic: Girl Scout cookies
- Biggest Belief: Reliability beats flash every time
