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We have just re-launched our
Sales Certification Program with a
new Fundamentals Media Course.
When I began work on the course,
back in December, I was struck by
how much has
terms of sell-
phy over the
last 10 years.
proach is just
not cutting it
To be com-
petitive today, salespeople need to
be able to reframe the advertising
discussion and identify the emerg-
ing needs of the client. Conversa-
tions need to be teaching-oriented.
It requires an insight-selling strat-
egy and most sales forces haven’t
been trained in this successful ap-
Insight selling is an approach
identified in the book, The Chal-
lenger Sale (Portfolio/Penguin,
2011), that is based on the premise
that salespeople should lead with
open-ended questions that will
help to identify a client’s needs.
It also rests on the idea that sales-
people must make use of disrup-
tive ideas in their conversations
in order to make clients aware of
unseen or unknown needs in their
Sales professionals need to know
and understand all the methods
and approaches to gaining sales.
And we have incorporated much
of this philosophy in the new Fun-
damentals Media Course. Many of
the eight modules that make up
the course focus on how to identify
which sales approach will bring the
most success for the advertiser.
You have to be able to develop
and deliver new insights to your
advertiser in order to stay ahead of
the competition. Certainly if you
are selling digital ad products, your
pure play competitors may already
be leveraging these techniques.
The Fundamentals Media
Course consists of eight modules
(self-paced video and assessment)
that prepare an advertising sales
professional to successfully pres-
ent effective advertising solutions
that drive client-value and gener-
ate measurable sales-results. The
fundamentals media course covers
everything from digital marketing
to how-to sell an integrated (print
and digital) solution.
For more on this training offer-
ing from LMA, see the related article
on page 12.
The supplier that will help you increase
your sales every week!
PROUD HOST OFTHE 2013
LOCAL MEDIA ASSOCIATION CONTESTS
Most anglers are not really familiar with
the art of trolling. This relatively simple
fishing technique consists of trailing a lure
in the water behind a slow m oving boat.
For a successful fishing trip, however, there
are a few more tricks you should know
about this technique.
First of all, as well as varying your trolling
speed, it is imperative to change the boat’s
direction from time to time. Your boat’s tra-
jectory should never be in a straight line.
For example, sometimes you should head
into the wind, while at other times you
should have your back to the wind or sim-
ply go against the current. In other words,
try to present your lure from every possible
angle. The aim is to cover as much of the
body of water as possible but to do it with-
out falling into a pattern.
In concrete terms, travelling in loops is a
great way to cover the fishing area, because
the depth of your lures will fluctuate with
the varying tension on your li ne a s you
change directions. Even better results can
be obtained by going round in circles, the
diameter of which should be appropriate for
the size of the vessel. This method allows
your lure to change depth on a regular basis.
The resulting changes in line tension give a
more natural movement to the lure, rende-
ring it more attractive to hungry fish.
Beautiful bass can be caught with
a circular trolling technique.
SMALL MOTOR SALES
Trolling: the art of going round in circles!
Grounds for mixing business and pleasure
Golf is a great game for building friend-
ships, socializing, and forming business
relationships. The greens are not just an
ideal place to meet people who share
the same passion; by golfing you can
widen your circle of contacts and build
trusting relation ships with clients and
Whether you’re a manager of a large
enterprise or just a salesperson starting
your career, there’s no hierarchy on a
golf course. The chair-
man of the board and
the new office employ-
ee might very well share
the same golf cart, dis-
cuss many different sub-
jects, and become loyal
A few golf games with
potential clients could
lead to interesting busi-
ness opportunities in the
short or long term. There’s no telling how
many deals have been discussed between
the first and eighteenth holes and then
sealed over drinks at the club house.
A golf tournament is a great opportunity
to bring employees in the same office
closer together and to meet people from
surprisingly diverse backgrounds. A sim-
ple golf game is often the perfect occa-
sion to widen your social circle. Joining
a golf club also allows you to develop a
sense of belonging and strengthen ties
with other members.
Of course golf can have disadvantages
for some of us, especially beginners. It
can be a great sport but also a very frus-
trating one, so it’s always important to
control your emotions. It is often said that
the behaviour of golfers on the course is
a reflection of their true personality. So,
you’d better make a good impression!
Every golf game is
a great opportunity to
widen your social circle.
What boat lover hasn’t dreamed of casting off and sailing south to
discover warm crystal clear waters, sandy beaches, and swim-
ming with dolphins near almost-deserted islands? Some actually
do it, while others say “one day”. W hile you wait to take the big
leap, why not hone your sailing skills to get ready for this dream
of a lifetime.
Even if you’re familiar with boating, take some sailing and
coastal navigation classes, as well as courses on VHF radio oper-
ation, diesel engine maintenance, and electricity for boaters.
It would also be a help to take classes in electronic navigation
with GPS and radar. Learning more about meteorology would be
a great asset in understanding the weather, especially if you plan
to be at sea for days on end.
Your preparations should also include the purchase of printed
marine charts of the areas where you plan to sail, even if your boat
is equipped with electronic navigational devices. Be sure to
acquire nautical guides of the areas on your route so you know
where you can take on fresh supplies.
Before casting off for any big trip, be sure to have your boat’s
“ blue book” with you or up-to-date registration papers. And don’t
forget passports and medical insurance coverage for all the pas-
sengers on board. Make sure you have all the necessary papers for
the customs check-points you’ll have to go through, as these may
vary from place to place.
Lastly, prepare your navigation plan, which means establishing a
precise itinerary from your departure point to destination. Keep
regular radio contact with nearby vessels in poor weather, and
when you arrive down south, be sure to call home to let every-
body know you’re safe!
Having some basic meteorological knowledge
is a great asset if you plan to sail in open waters.
has hundreds of them
Looking for pages
OUTSIDE-IN / CONVENTIONAL
INSIDE-OUT / REMARKABLE
Three Days – Three Themes
Virtual Ad Conference Next Month
Sales & Marketing Director,
Three days of high level sales guidance from North
America’s leading sales trainers are yours for the
clicking at the second annual LMA ‘virtual’ Advertis-
Designed specifically for legacy and new media ad-
vertising sales representatives and their managers, the
three half-day sessions will run consecutive days begin-
ning Tuesday, July 16.
Day One: Sales Symposium - July 16, 1-5 p.m. ET
Day Two: Sales Management Symposium -
July 17, 1-5 p.m. ET
Day Three: Social and Email Marketing Symposium - July 18,
1-5 p.m. ET
No limit to the number of ‘seats’ you can occupy but registration
is required. Full agenda, presentation outline and registration at
Leads The Way
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