Home' Local Media Today : October 2008 Contents 16
By Beverly Crandon
Is there even such a thing as inbound ad
sales anymore? That said, outbound
sales must be done with some sort of
science applied, to ensure maximum
potential is met. Outbound is never as
simple as just picking up the phone. A
strategic process should be followed to
ensure you are getting the most out of
Whom you should be calling?
With state and federal Do Not Call laws
providing a solid barrier to new private-
party ad acquisitions, it makes sense to
focus on your renewal program first. A
renewal is any customer that ran an ad
with you in past, but has since not initi-
ated an independent renewal with you
on their own. We define a renewal as
anyone who ran an ad with you within a
four-week period. Moreover, if your
renewal call does not result in a
sale/renewal, you will at least be able to
get good “product-relations” informa-
tion: Why did the customer not renew?
Did they sell the item already? If so,
how long did it take? Were they unhap-
py with an element of your service? Did
they opt to go with the competitor? A
well-positioned renewal call will tell
you all of this.
“We have a list of customers who ran
ads with us during the past four weeks –
now what?” If this is the type of ques-
tion you’re are asking prior to dialing,
pat yourself on the back. Dialing leads
without a strategy is one guaranteed
way to burn through your invaluable
Separate your lists into weekly leads,
guided by the renewal period. In the end
you will end up with four lists, each
based on renewals on ads placed with
you one to four weeks ago.
Have your team dial the leads starting
with the one-week renewals and work
their way to the four-week sheet.
If you do all of the above, you will find
yourself with a dialing strategy that will
make it easier for you to decipher pain-
points in performance.
KPIs you must measure
Below is a list of KPIs (Key
Performance Indicators) you must meas-
ure. There are others that could be
added to the list, but they are secondary
to the foundation stats.
Dials per hour/by team and by agent: it
is important to measure both. Team
results will give you aid in forecasting
performance, but agent performance
tracking will allow you to see who is
performing to efficiency expectations
and of course who as a result will
require a deeper level of coaching.
Right Party Contacts: This tells you
how many true customers your agents
are speaking to and will help you fore-
cast how quickly you will be able to
penetrate a list.
Conversion Rate: This metric tells you
how many of your true contacts you
have been able to convert into a sale.
Sales per hour: This metric gives you
additional insight on how the team per-
forms by hour and if this is tracked
daily and hourly, you will be able to
determine what your high producing
hours are and then try to replicate the
dynamics throughout other hours, which
are not doing as well.
Average sale per customer: This gives
you the true value on what a customer is
worth in a dollars perspective.
Quality monitoring and coaching
If you don’t already have a call moni-
toring and coaching program in place,
you are strongly encouraged to do so.
Monitoring calls will allow you to
Who on your team is executing well.
Common areas of concern that could
result in a refresher training session for
Get a grasp on what customers are saying.
Determine if you are hearing common
objections and as a result, your rebuttals
should be updated.
When monitoring, try to use a spread-
sheet (Excel or similar) that has the call
dynamics listed with a weighting
attached to each. At the end of a moni-
toring session and through using your
spreadsheet, you will end up with an
objective score and a tool to use to
coach your representatives.
Beverly Crandon, of
Toronto, is a new
media and call-center
expert. Her experience
includes leadership of a
250-employee team for
Trader Corporation, a
in Canada. She leads call-center consult-
ing for the Aim Group (formerly
Outbound calling takes sales
finesse – and a bit of science
GENERATION GAP BRIDGED
Hurricane-force wind blew in Ohio and Kentucky and a tornado in Arkansas dam-
aged several buildings as Ike blew through last month. This shot shows Marvin
Riegler and his grandson Nick Noga cleaning up debris from a 60-foot tall white
pine tree outside Marvin's home in Millville, Ohio.
Class A, Non-Dailies,
Up to 10,000 Circulation
First Place Winner
The Riverdale Press,
New York City, N.Y.
Publisher: Stuart Richner; Cliff Richner
The 10,000-circulation Riverdale Press has
a long history of journalistic excellence:
Witness its 1998 Pulitzer Prize for editorial
writing and its refusal to be intimidated
after being fire-bombed in 1989. Now
under new ownership, the newspaper-of-
record in the northeast corner of the Bronx
borough of New York City is continuing its tradition of quality.
"Our philosophy is to chronicle the daily lives of ordinary people," says publisher
emeritus Richard Stein. "Our paper is really the voice of the community, more than
our voice alone."
Within the last few months, The Riverdale Press has tackled everything from local
challenges facing the high-tech Obama campaign to the performance of area
schools dealing with autistic children. The Riverdale Press also finds room for
"chicken-dinner" news like Little League scores and calendar items.
"We happen to have a fascinating community," Stein says. "They're interested, and
they're involved." And, to judge by the newspaper's continuing success, they have
no intention of abandoning The Riverdale Press.
What’s the buzz?
By Kate McNeil
The departure of three local public
school principals has some parents fear-
ing an unstable September. But the city
Department of Education says the inter-
view process to fill the vacancies has
already begun and parents
can get involved to deter-
mine who will lead their
child’s school next year.
Mark Levine, principal at
PS 24 for nine years, and
Sonia Fuentes Resto, PS/
MS 37 principal for eight
years, will both retire come
June. Daniella Phillips, prin-
cipal of the David A. Stein
Academy, MS/HS 141, is
leaving her post to become
superintendent of District 1
in lower Manhattan.
“Parents are concerned,” said Marvin
Shelton, a PS 24 parent and president
of the Community Education Council of
District 10. “With all the changes going on
in the department already with empower-
ment schools, adding the fact that the
principal you’ve known for years won’t be
there is difficult.”
Ms. Phillips tried to be reassu
“This is not a domino effect,” she
“The vacancies are in no way conne
This is a school and community th
very stable and will continue to be.”
DOE guidelines governing the s
tio n, assignm ent
known as the C-30 pro
are very orchestr
The entire process,
interviews to appointm
takes a maximum o
days, but regional sup
tendent Yvonne Torres
dicts positions will be
no later than June 30.
Vacancies are poste
the DOE’s Web site fo
days. In that time, app
tions are received a
Level I committee is formed, consi
of parents and teachers from the sc
leadership team. After the postin
removed, at least three candidates
interviewed and rated by the Level I
“I remember interviewing for
By Tommy Hallissey
James McPeak was fast asleep at 6:30
a.m. May 8 when five or six officers from
the Bronx Narcotics Division raided his
room — 508 Jasper Hall on the campus
of Manhattan College. He was placed in
handcuffs and interrogated while his pad
was tossed about until it looked as though
it had been hit by a low-grade tornado.
He said he had no idea what was hap-
pening and was not aware his roommate,
Jose Sousa, was dealing cocaine out of his
room. The officers played good cop, bad
cop on him for an hourand a half while he
was in handcuffs, he said.
Though Mr. McPeak was not arrested
with the six other Manhattan College stu-
dents who were rounded up that day, no
one from the Manhattan College adminis-
tration was there to reassure him, he said.
“I had no peace of mind,” he protested as
he sat in the disarray of his dorm room
on May 10.
“It was just a slip-shod job as if the
school couldn’t handle it,” Mr. McPeak
All six students arrested on drug
charges after a five-week undercover
investigation were residents of Jasper
Hall. Agents had made22 buys ofcocaine,
marijuana and acid, according toLt. Chris-
topher McCormack, of Bronx Narcotics.
Lt. McCormack said they confiscated
a pound of marijuana and an ounce of
cocaine. He said the investigation was
accelerated because the school year was
Mr. Sousa, 19, of Manhattan; Joseph
Regan, 21, of Point Pleasant, N.J.; Adam
Troeder, 21, of Vernon, N.J.; John Amera-
lis, 20, of New Milford, N.J.; Bryan Coco,
19, of Melville, N.Y.; and Patrick Smith, 19,
of Howell, N.J., were nabbed in the sting.
Mr. Regan, Mr. Coco and Mr. Sousa
face felony charges, according to
Bronx district attorney’s office.
While students in Jasper Hall tho
Manhattan Collegetipped off police, i
actually Capt. Dermot Shea, comman
officer of the 50th Precinct, who sta
the investigation, according to Lt. Mc
mack. More than a month ago, Capt.
interrogated a prisoner detained by
Five-0. The prisoner coughed up info
tion on an alleged drug ring oper
in Jasper Hall. “Capt. Shea started
ball rolling and gave it to us,” sai
McCormack. Capt. Shea, who wo
By Tommy Hallissey
In Spuyten Duyvil Shorefront Park,
winding paths lead down to the Harlem
River but the paths are overgrown with
weeds and blocked by
rottingfallen trees. While
the park is in a dramatic
location — adjacent to
the Spuyten Duyvil train
station under the soar-
ing arch of the Henry
Hudson Bridge — it
is defined by neglect,
according to New York-
ers For Parks.
In fact, the advocacy
group gave it an F and
rated it the worst among
111 small parks in the
city in its annual park
report card released last
week, though the Parks
Department disputes many of the report
NY4Pfound debris, litterand a dead rat
buttheycouldn’t find a large section of the
pathway — it had worn away. Excessive
algae along the nearby shore also contrib-
uted to the park’s dismal score of 32 out of
a possible 100 points.
Sadly, according to NY4P, the Spuyten
Duyvil park is not an aberration in the
northwest Bronx: half of the parks sur-
veyed in the area received failing grades.
While the non-profit is critical of the
Parks Department —
and vice versa — NY4P
doesn’t allege intentional
neglect by the city agency.
“I think Bronx parks are
heavily used,” said Chris-
tian Dipalermo, executive
director of New Yorkers
For Parks. “These are
really the front and back-
yard for a lot of people.”
The yearly report
card comes with a quick
rebuttal from the Parks
Hector Aponte is baffled
by the report. “It almost
seems ludicrous from my opinion.” He
said the department has asked for criteria
and details of individual parks and they
haven’t been received. “In my opinion
they are in a different dimension,” he said.
“The parks are in much better condition
than they ever were.”
By Joshua Payne
When the scaffolding comes down and
Riverdale’s construction boom subsides,
its most visible remnant — aside from the
buildings themselves — will likely beseen
in local schools and on local streets.
Based on 2000 Census data, 30 percent
of Community Board 8 households have a
child under the age of 18.
Assuming that percentage stays the
same and each one of the approximately
770 new apartment units spread across
Riverdale, Kingsbridge and Kingsbridge
Heights is occupied, approximately 231
children and teenagers will be added to
local homerooms, an analysis ofdata from
the Census and city Department of Build-
Some of the new students will inevi-
tably attend parochial or private schools,
but the bulk will probably wind up at PS 24
and the David A. Stein Riverdale/Kings-
bridge Academy, MS/HS 141.
That’s because those schools are zoned
to take students who live south of West
246thStreetnear the Henry Hudson Park-
way, thearea marked bythe concentration
of new multi-unit apartment buildings such
as Solaria, The Arbor, Cambridge Mews,
the 14-story building at 3620 Oxford Ave.,
Westwood Terrace, which is still nothing
more than a foundation, and others.
Though 231 additional students may
sound likea glut, the number would likely
be spread over all school grades.
“According to the Department of Edu-
cation we’re at 82 percent school capac-
ity, meaning they’ve deemed our school
structure as one that can absorb some
additional students,” said Daniella Phil-
lips, MS/HS 141’s principal.
“So we can accommodate and would
look forward to having new local children
in our school,” she said.
The Press’ projected increase in
dents and students as a result of the
struction boom mirrors estimates pu
by the city.
According to a neighborhood po
tion projection available from the De
ment of City Planning, between 2000
2010 Riverdale is estimated to se
increase of up to 1,000 people.
An increase in students may turn
to be less of a problem than the
Riverdale’s new residents will brin
Citywide, fewer than half of all
(Continued on page
(Continued on page
(Continued on page
(Continued on page A2)
Photo by Stefan Cohen
THE CLIMB to a position of responsibility in the Fire Department
hasn’t been easy for Lt. Anna Schermerhorn-Collins, but she loves
her job and she’s created a camp where teenage girls can get a
taste of the firefighter’s life.aption
By Tommy Hallissey
Lt. Anna Schermerhorn-Collins is a
trailblazer. The sturdily built 41-year-old
Riverdalian is only the fifth woman to
rise to the rank of lieutenant in the New
York City Fire Department, but she’s not
satisfied with her own accomplishments.
She wants more women to join the ranks.
That’s why she’s spearheading an effort
to establish a unique camp where teen-
age girls can get a taste of the life of a
fir efi ght er.
The spark for the camp came two
years ago when Lt. Schermerhorn-Collins
who’s stationed with Engine Co. 93
in Washington Heights — attended the
Women in Fire Service annual conference
Dept. of Ed promises
New principals wil
be chosen quickly
Building boom puts pressure on schools, streets
(Continued on page A2)
The NY4P report
card comes with
a quick rebuttal
from B ronx Par ks
‘The par ks are
in much better
condition than they
ever were,’ he said.
An increase in students
may turn out to be less
of a problem than the
glut of cars Riverdale’s
new residents will bring
to local streets and
Cops built drug case one buy at a time
can help select
of District 1
Watchdogs give local
parks failing grades
Vol. 58, No. 14
Thursday, May 17, 2007
campus bust say
Photo byStefan Cohen
WAVE HILL beekeeper Roger Repohl carries a bustling hive tray on Saturday during a workshop at the
public garden. Participants were able to get a rare glimpse of the queen bee. Better Living, B1.
Last in a series
Shopping = traffic
Residents relayed their concerns about traffic to the
project manager of the new retail and entertainment
complex at West 230th Street and Broadway. Page A3.
Marble Hill charter school principal steps down. See page A3
Who says you’re old?
A special 50 Plus section explores the joys of grand-
parenting, being a successful caregiver and how to get
along with your spouse after retirement. Section D.
More Winner Profiles To Come In Future Issues
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