Advertising Workshops Sales techniques New Mexico Press Association September 27, 2013

Rita Garcia, Advertising Director Valencia County News-Bulletin Shellie McNabb, Advertising Manager Las Cruces Bulletin Maria Lopez Garcia, Advertising Director Rio Grande Sun A review of successful sales methods to help new salespeople and re-energize the experienced team...

Sales techniques Introductions Rita Garcia Training & preparing the new print media representative Shellie McNabb Staying refreshed and energized! Maria Lopez Garcia Understanding the line between News & Advertising

Experienced or a beginner ●crucial basics ○ Dedicated time ■ help the new employee short term ■ help the newspaper company in the long term in advertising revenue. Training & preparation

Internal Training a. Study all aspects of advertising Experienced reps may have sales experience, but not have knowledge of the newspaper industry. ●Read and review the pages of the newspaper, study page layout & design elements. ●Identify the regular sections and specialty features like those about food or entertainment. ●Practice the rate structure in different areas & products of the newspaper. ●Train how editorial, production, advertising and circulation all fit together. ●Practice the internal process of placing an ad, space reservation, layout, proofing etc. ●Review what the tool kit should contain.

The Perfect Toolkit ●Current issue of the newspaper, a regular feature such as entertainment section, Visitors Guide, Wellness Guide, Sunday publication,etc. ●Samples of the current section being sold. ●Media content (rate cards, marketing slip sheets) ●Calculator ●Business cards ●Ruler ●Notepad & pen

External sales training ●Getting prepared for the first sales call. ●Person to person selling ■ First impressions are very important. Studies show that when meeting a person for the first time, individuals make decisions about the person based on: ●55% judge a person by how he/she looks ●38% judge a person by how he/she speaks ●7% judge a person by what he/she says ■ Clothes, hair, posture, facial expressions, voice, body movements, and body language are factors that the client will use to make a decision.

External sales training ●Targeting prospects ○ Research account activity, ■ getting to know who the business owners & decision makers are. This includes reviewing websites, other places the prospect advertises ■ The sales call ○ make it count and be productive ■ the appointment needs to be about the client not about what is being sold. ■ Have basic questions ready...listen, write down comments, or inquiries that can be addressed when it is appropriate.

Questions/Research for your customer….. 1. Who is the target customer? 2. Does the client keep a database on their customers containing s, purchase information, etc? 3. What is the client’s best selling products/services? 4. Key vendors? 5. What is the advertising strategy? 6. What are the best days of the week for sales? 7. Do any of the products have co op funds? 8. Who is the client’s competition? 9. What current media mix is in place? 10. When is the marketing budget set?

Harness the Energy How to Reenergize o Do you love what you do? o Why? o Remember that feeling when a plan comes together!

Love the Process Process o Right business with the right product o Unobtainable Prospect o The ultimate Position: Trusted Consultant

Love Your Product Your Product o Voices a Powerful Message o TO and ABOUT the people and businesses of your community o Your product is simply superior

Is the Process Too Complicated Spreadsheets Paperwork Reports Not So Fun Part

Back To Basics Educate the Customer Find What Works for You o “Use what you have to get what you need.” Keep It Simple

What Is Your Real Purpose? Selling Space SCOPE OF PRACTICE! What you do is important!

The Cure Sales solves all Get out from under the rut Make a sale You’ve just made a sale, What are you going to do now…?

Go Back To The Beginning! Recall when times were simple Enthusiasm Focus on the Basics Math is the Key!

The Perfect Day Each day complete the rule of 25 5 customer calls by phone 5 in person appointments 5 presentations 5 closes 5 follow ups THEN…

Plan Tomorrow The Best Day Ever Repeat It! Each day Focus on the Activity Advice – Are you ready? The Magic Formula

Understanding the Line Between News and Advertising Lines o Physical o Mental Content Watchdogs for the Community Client Expectations

Good Advertising Representatives Handle with Grace What if Customers Want o News Coverage o Event Coverage What if the Customer is Upset

Bottom Line LOVE US HATE US READ US!

Now What? Talk about the Positive Stand Behind Your Newspaper Temper your message but Realize the Mission of Your Paper

Some simple things you can do to make your job easier Educate your Customer Educate Yourself Give a List of Contacts Use Common Sense!

I Might Lose the Customer Strengths of your Product Time Heals all Wounds Check In Be Prepared

When in Doubt Professional Respectful Knowledgeable Courteous

Success Stories and Questions Tell us your experiences Questions?