Home' Local Media Today : August 2010 Contents 8 | SUBURBAN PUBLISHER | August 2010
n Best bets for
ness – auto
etc.), healthcare (teeth whitening and
n Sales – digital vs print teams – there
is NO right answer here. One thing is
for sure – reps think that accounts are
“their accounts”. Having the digital
guy ride with the legacy rep doesn’t
work because the legacy rep will
n Need to find hunters. “Hitch” from
the Youngstown Vindicator is 66 years
old (used to sell encyclopedias door
to door way back when). He has no
territory (and loves this). He sells
print but always leads with online.
n If Mike had your job tomorrow he
would know the numbers (know the
total numbers/team numbers and
would communicate those num-
bers) and then exploit them (have
the goals posted on the wall; ring the
bell when sales are made, etc.) From
Can West – zeros to heroes and wall
of fame/wall of shame. Also – sales
call sheet from The Tampa Tribune is
a good example of how to keep reps
accountable. Mike wants to know
what happens on a sales call – was
it service, ascertainment or pitch.
n Coach your staff. Have weekly coach-
ing meetings. Review the week.
Establish a measurable goal for the
next week. Start at noon on Friday
– rep that is closest to goal goes first
and gets to leave for the day; the one
furthest from goal has the 5 PM meet-
ing. Establish one goal each week.
n Mentor the sales process. Coach by
riding along, at least 50% of managers
time should be in the field with reps.
Teach and get out of the way – let reps
close the sale.
n Minimize group meetings. Always
make the group meetings positive
and watch for the anti-boss. Mike
suggests a daily “roll call” – 15 minutes
standing meeting. Cash is king if you
can pay out real dollars – that is very
motivating. Meeting starts at 8 AM
and if someone shows up at 8:01 they
are not allowed in. Top closing time
of day is between 8:30 AM – 2:00 PM.
After 2 PM is not the most productive
time to close advertisers.
n Building rapport on sales calls is
vitally important– know their name
and repeat it (at least 3 x times). Learn
to listen. Get them to talk about them-
selves. Maintain eye contact. Observe
n Focus on the prospects – of 20 – you
will only get to 8 and of those 8 only
one will be closed. Testimonials are
key – he would pay reps $10 for every
testimonial that they secure.
n Ask “how did your offer work with
my audience” instead of “how did
your ad work”?
n If an advertiser makes him wait for
25 minutes – he leaves (leaves a note
apologizing saying that he had to
leave for another appointment).
Otherwise, you are not on a level
n He teaches rep to have an elevator
speech. Something that they can
quickly say and something that the
advertisers don’t already know. Like
I am a small business expert.
n Folder sales are extremely impor-
tant – have a folder with prospect’s
yellow page ad (and anything else like
Valpak, etc.) Don’t ask them if they
have a yellow page ad. Mike says that
newspaper reps should be heavily
targeting yellow page advertisers right
n Field the objections. Agree with them
and move on – they are smokescreens.
Puppy dog close – give them some-
thing like a banner ad that you post
on your web site (something that they
will not want you to take it down).
Push spec selling – spec/spec/spec
– they work.
n Mike recommends swapping
accounts. He would do this with
all inactive accounts – regardless of
geographic territories. New face, new
ideas. He would be vicious about
swapping accounts. He doesn’t think
sales managers and publishers should
get too close to advertisers or sales
n Mike would lead with digital for new
n Centro focuses on online media buying
and selling, has 12 offices and currently
works with 250 agencies and 500 adver-
tisers. R&R specializes in multi-media
(traditional and new media) branding
strategies and handles a lot of travel
accounts including the Las Vegas
Convention & Visitors’ Bureau & some
n Both talked about high impact ads (such
as takeovers and re-skins) – these are
popular right now but some newspaper
websites don’t accept them.
n Centro said auto is coming back big
for them. Big box grocers are doing
a lot of high impact advertising and
mobile is also working for them. Centro
said ad networks are a necessary evil.
They encouraged the audience to sign
up with both premium and remnant
networks. R&R just started working
with networks (mainly because of the
great targeting and low CPM in the
n LVCVB targets drive markets first then
Seattle, Dallas, Houston, San Diego and
Salt Lake City (short flights).
n Centro hasn’t had a lot of requests yet
for apps/ipad solutions yet – still heavy
on banner/SMS. R&R is working with
mobile ad networks that offer animated
n Centro uses comscore media metrics for
analytics. They offer a free beacon that
newspaper websites can put on their
sites to track. They also use media audit.
R&R uses @Plan but also recommends
n The key take-
away from this
was the aggres-
sive tactics used
by yellow page
sales reps. Most
were extreme, but it was eye-opening
and proved that we might not be aggres-
sive enough as an industry.
n Sales training process – they put them
through a six part process. At some
point during the day, the rep in training
is directed to go talk to a stranger in a
parking lot with a sign on their truck.
If they are ineffective with this form of
a cold call, they don’t get hired. Twice a
week the reps work until 7:30 to call on
home-based businesses. They “troll” the
drive through at McDonald’s to meet up
with the service contractors.
n He is now conducting 4 hour meetings on
Saturdays for leadership – all voluntary,
no pay or mileage involved. Profile of a
hunter – for them it is all about hunting
no farming. They find sales people
through job boards, job fairs, etc. They
do have high turnover. They require a
full page script to be memorized and
delivered before they get in the sales
n They require 40 in person visits a day/ 20
of whom you have not seen before. These
are stop ins/ not set appointments.
n Drivingrouteplanner.com – good tool to
use and identify businesses.
n Compensation – pay a $25 K base + com-
mission. Average first year is $50K - $55K;
second year average is $75K. PLUS car &
phone allowance; medical, dental, vision,
innovative/creative. Ask yourself if this
describes your sales team. And yourself.
n Ask yourself‘what are the three
things I am doing currently to be
a high powered organization?.
What are you doing and can/
should you be doing it differently?
n You should have a mission state-
ment that is hung on all of the
walls in your company. This is vital.
n Make potential sales reps give you a
presentation before you hire them.
n Catch people doing the right things and
make them heroes. Spend more time
catching right things than wrong things.
Fix your sales organization; Lead with digital
SNA President & zip2save.com President Nancy Lane recaps some
of her top take-aways from the recent SNA/Blinder Revenue Boot
Camp and E&P Interactive Conference held in June in Vegas.
FRom CENtRo/R&R PARtNERS,
WhAt NAtIoNAL oNLINE AdVERtISERS WANt/NEEd FRom you
FRom dICk LARkIN,
FRom mIkE BLINdER,
oPENINg SESSIoN oN “hoW to FIx youR SALES oRgANIzAtIoN”
FRom kEVIN mCCRuddEN,
PARt tWo oF “hoW to FIx youR SALES oRgANIzAtIoN”
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