Selling Yearbook Ads

Prep Work Start with last year’s list and add and delete Think of all the businesses you frequent. Don’t leave any business off the list as some will purchase a small ad to support the school. Ask the Chamber of Commerce for a members list Check online via Google Take a drive and note businesses, stores and restaurants

The Best Time For business ads, calling ahead to find out the best time for talking about your yearbook ads, so that you don’t end up walking in during the busiest hour of the day.

Explain the Benefit  Most people who advertise in the yearbook will do so for a certain reason. They’re supportive of the community and want to help your school, They see it as a good business opportunity (if they’re a business), and/or They’re super proud of their child (if they’re a parent). If you can explain how a yearbook ad can help them in each of those scenarios, you’ll stand a better chance at making the sale. For example, if you’re talking with someone who would advertise because they just want to support the school, be prepared to tell them where the money is going. You’re selling ads, so you likely have a plan for the fundraising dollars you’re raising. Share the details. Because, in this case, your advertiser is more like a charitable donor. They want to know how their money is going to be used.

Follow Up Relentlessly This doesn’t just apply to people who said, “Yes, I’d like an ad,” but didn’t pay. It also applies to people who said, “Let me think about it…” or “Ask me again in a few weeks…” or “Maybe…” or, even, “Probably not.” Follow up with all of them. Follow up with this who bought an ad and paid, but haven’t yet delivered. Gently remind those folks of their deadlines.

Guidelines for Asking to Purchase Ad Have a sponsorship form on hand. Ask for a manager or business owner Shake hands and introduce themselves by stating their name, their school and position on staff State the reason for their visit Share information about the sponsorship such as page choice, importance of sponsorship, the cost, ways to pay, who to send payment to and the deadline Follow up with a handshake and thank them for their time

Selling Ads Each script should have an Opening Sales pitch Responses to objections A close Transaction

Opening “Hi, we are Sally Smith and Walt Jones, and we are from the yearbook staff at Westover High School. We (are here/have an appointment) to discuss advertising in our yearbook. I hope you have a few minutes now to do that.”

Sales Pitch This is the way your students will explain advertising in the yearbook – who advertises in the book (other local merchants), show the market survey, explain the different sizes of ads, the costs, the process for creating ads including final approval by the store owner or manager.

Counter Objections In this part of the script, think of all the objections a business owner or manager may have and come up with reasons to overcome them. Even if an owner comes up with an objection you haven’t thought of, it is possible one of the reasons you already have may apply.

Close It’s time to close the deal. Ask a question to get a commitment from the customer. Do not ask them, “Do you want an ad?” Ask them in a way that gives them a purchase choice, such as, “Would you like a half-page ad, or would a full-page ad work better for you?”

Transaction You will need to know what information to get from the customer and what information needs to be left with the customer. Make sure you get the contact information for the customer All or partial payment depending on the requirements Copy of a sketch if doing a new ad or redoing an old ad. The customer needs a receipt and contact information for the sales people and the adviser.

Assignment Break into groups with a partner to develop a scenario to sell ads for the yearbook.  One person is the yearbook staff. The other person will be the business owner. Write down a script to help remember what to say. I will give the business person in the scenario, a slip of paper that either says to accept their offer or reject their offer, which means the direction of the scene may change.   The rest of the class must analyze the scenario by saying what he or she did well or needs to improve.  You will have another chance to replay the scene and can reverse roles.