For the advertising salesperson, their customer is thinking a buying decision usually means a decision to enter into a long term relationship with them and their publication. It is much like an “advertising …
If building relationships is the key to advertising sales success, then trust is the foundation. Ask any top advertising sales performer what is their success and you’ll hear that building trust is absolutely vital in their relationship with customers. But how do you build trust? Trust is built over time and is all the little …
In today’s print media trade publications, the pages are hot with articles about new technology. Everyone is racing to out-do each other with the latest technological gimmicks. But in this business world that’s changing rapidly, there is still the overwhelming need for advertising salespeople who are innovators and problem solvers. The publication salesperson who can …
Technology doesn’t make up for poor salesmanship Read More »
Many publishers love to create one time promotions—lots of them. Many sales staffs get burned out with these one time promotions. Customers may not react well to this approach because they are asked to spend more money on advertising that is not part of their original planned program to tell the story of their business. …
Developing a great sales force is one of the greatest challenges facing newspaper publishers today. The key to finding the right people is to hire people who have the knowledge and skills to do the work that needs to be done. This simple statement can cut down endless hours of training by management when they …
Getting the right salespeople for your publication Read More »
In sales training for publication salespeople, there is always the obligatory closing techniques which are sometimes mind boggling and at times hard to remember, especially when the prospect continues to be in denial of the publication benefits after a thoroughly wonderful presentation. Some of the important points of closing techniques can be described in the …
Power Selling sentences For Advertising Salespeople That Work Read More »
In today’s newspaper advertising world, change is the biggest challenge for advertising sales staffs. A major challenge is that traditional salespeople are not comfortable with the transition of selling digital products. The answer is to train salespeople to be educators and product experts so that they are comfortable asking their prospects and customers to buy …
Even in today’s amazing technology, there remains a classic, time worn problem. How are the advertising materials organized and communicated between the client, the salesperson, and the graphic artist? More specifically, how are presentation layouts presented back to the client? The answer: usually not well organized. But to solve the problem, let’s take a few …
Understanding the customer is key to building the right ads Read More »
While many publishers don’t believe in rate cutting, they feel forced to do it to stay competitive. However, rate cutting can be a tricky game. There are many financial, budgeting, managerial, and sales reasons to stay on the rate card. Let’s take a look why: Effect on the sales team Rate cutting puts a lot …
