Home' Local Media Today : July 2012 Contents 16 | LOCAL MEDIA TODAY | July 2012
cants to assess, and ultimately pick the right
The tools I recommend are the ones that
are proven time and time again to work (full
disclosure: I represent them in my consultative
Predictive Index® is an assessment tool with a
long history of helping companies increase sales.
You can read case studies at customerfocusedsales.
com. If you use another tool, be sure that it is
EEOC compliant and that they validate against
your sales team.
Customer-Focused SellingTM is the sales train-
ing program that we represent because it covers
the five steps to the sales process in a way that
sales people can follow and managers can coach.
Whatever program you use, make sure you believe
in it and are willing to coach with it every day of
The Sales Skills Assessment ToolsTM is another
tool we use with clients to help with the process.
It identifies where in the sales process a reps
is stronger or needs work. Be sure you have a
skills assessment that matches the sales training
program you use.
A wonderful new book on this subject was just
published by Wiley, entitled “Scientific Selling”.
Written by Nancy Martini, the CEO of PIWW.
It draws on her years of experience using this
approach with clients around the world. She
addresses the issues facing companies and manag-
ers on a daily basis and provides proven techniques
for improving your sales success.
I have an article called “How to Attract and
hire the best Sales Professionals’ that I am happy
to send anyone who is interested. It walks you
through the steps of the process and can serve
as a good review of your current system. It can
be downloaded from customerfocusedsales.
com or email me at email@example.com
and I’ll be happy to send it to LMA members at
Let’s talk about leadership essentials –
what do you consider paramount traits of
a good sales manager? Tips for sales managers
to sharpen their skills?
All good sales managers are good coaches.
They may not actually have been your top
sales people, but they certainly know what to do
and how to coach others to do it. Sales managers
need to understand what motivates each of their
people and spend time keeping them focused
on reaching their personal goals. Not everyone
is strongly money motivated and few respond
well to yelling and threats.
Spending time in the field with your people is
the only way to know what they need and to show
them a better way. Budget your time heavily with
your top people because the ROI for your time
will be greater there. Make sure you give your new
people a great launch by spending time getting
them going in the right direction. Don’t count on
the old rep in the territory to teach them. The last
thing you need is bad habits being passed on.
Finally, put yourself in the shoes of a small-
medium sized local media company sales
manager who handles several accounts them-
selves plus manages a small staff calling on Main
Street SMB’s. The team is selling everything the
media company currently offers -traditional
print media, mobile, web, social media – and the
only thing constant is the fast pace of change.
What are some specific tactics that manager can
employ right away to help drive more effective
and efficient sales with their existing staff?
In all my years of consulting I have found
that the most difficult thing to ask a sales
rep to do is to sell an additional product or ser-
vice. Once they get comfortable with their core
offering, they feel that the new product will put
the old one at risk. That’s why even paying them
a bonus may not work. They think, ‘Why work for
a bonus this week and lose my core commissions
That said, the best way to help them sell new
products is to sell the reps on the products them-
selves. Treat them like a client and get their buy-in.
Make sure they know everything they need to know
and have them role-play the sales presentation.
When they feel totally comfortable they will show
it to their customers. Make sure they are well
supported, too. Every time they feel the ball was
dropped on a new offering or special section, they
will be less enthusiastic about the next one. The
negativism is cumulative!
Newspapers add new offerings and special sec-
tions because they are not making enough revenue
from their core business. While this certainly
makes sense, especially in a shrinking market, it
is also true that the more distraction you throw
at a sales team, the poorer their results will be.
Help your sales people do the best they can at a
limited number of offerings and you’ll find you
can maximize sales.
Waterhouse cont’d from pg 2
Steve waterhouse is one of the featured
speakers at the Local Media ‘Virtual’
Advertising Conference later this month.
This high-value conference is yours for the
clicking, at no cost to LMA members, and
runs on July 24 & 25. Check out the story
on page 3 for more details about this new
member benefit designed specifically for
your sales reps and managers.
Hear More From Steve!
360° advertising sales
strategies boost digital revenue
In the latest monthly report, the Local Media Innovation Alliance
has tackled the subject of 360° Advertising Sales Strategies. Based on
the intelligence gathered by Local Media Association President Nancy
Lane and Local Media Foundation Board Chairman Steve Parker
during their recent World Association of Newspapers study tour,
the report contains a treasure trove of information about the wide
sweeping advertising sales strategies commonly used in Europe.
“Europe is often ahead of us on the digital side, particularly with
their investments in tablets and mobile. And we certainly witnessed
that on this trip,” said Lane. “The companies that we visited with had
strong digital revenues (average was 25% of total ad revenue coming
from digital with a few surpassing 50%). They also greatly value print
and continue to innovate on that side of the business.”
Lane assembled so much information that she warns that it would
be impossible to digest this report in one reading. She encourages
users to absorb this data on a step by step basis, accessing the
referenced web sites along the way.
Some of her favorite takeaways are large format ads on the home
page, investment in mobile and tablets, innovation on the print side
of the business, and the multi-channel sales approach.
A new initiative in 2012, this alliance was formed to bring deep
intelligence about emerging trends that make sense for local media
companies to explore now. A different report is issued each month,
is professionally crafted and provides useful data and valuable
resources that correlate with the topic. For a modest investment,
subscribers accelerate their learning curve and are able to imple-
ment new programs much more quickly than if they were vetting
the ideas/initiatives themselves.
Previously released LMIA 2012 reports cover:
Using Free Open Source Software
SoLoMo – Social. Local. Mobile.
All reports and correlating webinars are available for purchase.
Each report is $259 a la carte or purchase the annual subscription
for $1750/year (single market media companies) or $3500/year
(multiple market media companies – unlimited subscriptions and
webinar seats). Contact Tanya Henderson at tanya.henderson@
localmedia.org for more details.
Links Archive August 2012 June 2012 Navigation Previous Page Next Page