Who sells print advertising, what does it involve, when do you do it, where do you go, how do you do it?
Come this Monday I will officially be a ad sales consultant for a paper offering free personal classifieds. I am the only sales person for my area and it is my job to get local businesses to advertise. I have to get people to sign on and pay for an ad before the official launch date, sometime next month. I was wondering if anyone had any advice for me on how to do this.
P.S. It was reccomended to me by my boss that I visit local businesses personaly. I am not really sure how to do this. I don’t know what the best times would be and even if the person I am talking to can pay for the ad.
I went into a few businesses yesterday just to get used to things and get my feet wet. Some people were receptive and took my flyer, some werent. I don’t have any sales yet.
I figure that these businesses will want to advertise if they just had the time to sit down and see what I was offering, so I really need to have the decision maker of the business sit down and make an appointment with me besides the other way around, I don’t want to disturbe anyone unannounce, which is why I think my bosses idea is bad. Any ideas for me? Have you ever sold print advertising?
The first person is spot on: you have to view your product from your customer’s point of view. What’s in it for them? Why should they advertise with you?
This requires knowing who their customers are, who their competition is, and a LOT about who buys, reads and uses your publication. Your customers will want to know how many copies of your publication are distributed and basic demographic information about your readers: where they live, how much money they earn, how well educated they are.
While print advertising will never entirely disappear, print as a whole is slowly going away and is being replaced by electronic media, interactive media, etc. Not to discourage you, but you are facing an uphill climb (which may be why you are the only salesperson in your territory).
As someone who once sold ad space for a local newspaper, I have to disagree with your boss. Cold calling was not the most effective means of selling for me. I did much better when I was able to make an appointment, took time to learn about the business I was calling upon before hand, and prepared sales presentations for interested parties.
If you walk into my business to sell me something, you better have done your homework, because I will not be in the mood to educate you at the expense of my own time.
Good luck!
I’m not into sales and marketing but I just watched a video and I feel receptive to answer some questions.
What value will you bring to these companies? Are they affiliates in a grand money making scheme? People want to be sure your offering value to them. If your business your work for is truly legit, then you should show your company growth along with a few superstars who have used your bosses advertising company.
If you want to get into sales, read "Spin Selling" and make friends with great sales people.
It’s not about the Benjamin, its about the value. You bring the value and the money will follow suit.
References :
The first person is spot on: you have to view your product from your customer’s point of view. What’s in it for them? Why should they advertise with you?
This requires knowing who their customers are, who their competition is, and a LOT about who buys, reads and uses your publication. Your customers will want to know how many copies of your publication are distributed and basic demographic information about your readers: where they live, how much money they earn, how well educated they are.
While print advertising will never entirely disappear, print as a whole is slowly going away and is being replaced by electronic media, interactive media, etc. Not to discourage you, but you are facing an uphill climb (which may be why you are the only salesperson in your territory).
As someone who once sold ad space for a local newspaper, I have to disagree with your boss. Cold calling was not the most effective means of selling for me. I did much better when I was able to make an appointment, took time to learn about the business I was calling upon before hand, and prepared sales presentations for interested parties.
If you walk into my business to sell me something, you better have done your homework, because I will not be in the mood to educate you at the expense of my own time.
Good luck!
References :