Sales is one of the fundamentals of our classified business but it's changing constantly as the products we offer evolve, advertisers' expectations grow (and their time and budgets shrink), and management requires ever-improving numbers from the sales department to compensate for lost circulation revenues.
So the Sales Lab programme will address all these aspects from offering a "refresher" aspect to communicating the benefits of many new multimedia products, from meeting and exceeding advertiser needs to implementing smart strategies to deliver on the business plan.
Mike's expertise is not just theoretical, it's intensely practical, and so expect this programme to deliver real measurable value that you can start using as soon as you return to the office.
Topics that the Sales Lab will cover will include
The basics of the “consultative” sales process
- getting into the right mindset "We provide solutions.. not media"
- building the proper relationship with advertisers
- how to beat the competition in winning the business
Prospecting new multimedia business
- who to target with our existing advertisers
- who to target for NEW business development. And why!
Getting “In The Door”
- how to make sure you’re in front of the right people
- getting by the infamous “gate keeper”
- building instant rapport to make the process easier
Making an effective multimedia sales call
- how to “surgically” extract the exact information you need to “close” the sale
- making sure that there will be a second call
- closing business on the first call? It can be done… and how to do it!
The exact elements of a winning multimedia campaign
- “real world” examples of “closed” sales from similar markets (with similar available product offerings)
- what is needed in the sales presentation
- the exact elements of the presentation with “role playing” exercises
Closing multimedia business
- fielding the common “objections vs. conditions”
- ten “tried and true” multimedia closes that work!
What is a good ad?
- copy that works
- design that works
- placement that works
- (copy, design and placement that doesn’t work!)
The qualities of the best multimedia salespeople
- how to incorporate new traits into day-to-day tasks that will maximize results
- how to identify, recruit and motivate your team
No paper, no ink!
- how to effectively present, explain the features and benefits of online advertising products, (and close the deal) to traditional print advertisers
- simple non-patronizing educational tips to better inform your advertisers
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