1. Designing an Ad Sales Script and a Plan to Sell
Ad Sales, Not Bad Sales!
Designing an Ad Sales Script and a Plan to Sell
Entrepreneurship

2. Make It Your Own
If you design your own ad sales script, you’ll have more ownership of it and will feel more confident.
Remember to use your own voice and wording with a professional tone and approach.

3. Learn… When designing an ad sales script, strive for three
basic goals:
Be positive and confident in your wording.
Lead the customer to “yes” responses rather than “no” responses.
Present the benefits of advertising with your publication clearly.

4. Prepare with Research Who are you selling to?
Know something about your client:
Call ahead, visit the company’s website or schedule a meeting to gather some of this information:
Manager’s name (or representative in charge of advertising)
The company’s business – knowing what they do is important to establish your credibility.

5. Prepare Yourself
First impressions go a long way, so you will want to make sure you seem positive and confident.
Look professional.
Bring a fellow staffer or a mentor with you.
Know your nervous habits and practice controlling them:
Fidgeting, rocking from side to side
Repetitive ‘umms’ or ‘likes’
Inability to make eye contact
Slouching or hunching over

6. Writing Your Script
The following slides will walk you through the steps to write your own script:
Preparing ahead of time will give you the confidence in most cases.
The script is intended to guide you rather than be something you memorize or read from when making a sales call.

7. Your Product Is Worth Supporting:
Benefits of Advertising with Your Publication
Make a list of all of the benefits of sponsoring or advertising with your publication:
Unlike commercials or newspapers, yearbook ads are permanent.
X number of students and their families purchase a yearbook every year and read it often and repeatedly.
Do you use social media and/or a publication or school website to recognize your supporters more often during the year?
Does your yearbook wins awards or are staffers recognized for their work?

8. Benefits of Advertising with Your Publication
Remind the business that teenagers use their services or shop at their store.
Or remind students that parents are patrons of this business.
Mention popular services or products.
Will you be featuring any of their products or services in the yearbook in stories, polls, or on-site photo shoots?

9. Introductions
Below are just a few ways of introducing yourself, but make sure that you are original and honest, true to your voice.
Hi, my name is [your name] and I am a [class year] at [school].
Good [time of day] [name of business representative]. My name is [your name] and I am the [position on publications team] for the [publication team] at [school name].
Include a confident handshake in the introduction.

10. What are you selling? Know what you are trying to sell to your client.
Bring a copy of your yearbook to show how the ad or sponsorship will appear in the yearbook.
Know the sizes/packages and prices for each ad or sponsorship.
Sponsor a book for a student who can’t afford one – this is a great alternative to a sponsorship and may be more appealing for the personal spin you can put on it.
How many students are on reduced or free lunch?
How many scholarship books is you staff hoping to give away this year?

11. Important Info They Need to Know
With a partner, create a script that outlines what you are selling and for how much.
Information you should present and leave with your business if they would like time to consider before committing:
Your sales deadline
Whom to contact with questions (you, business manager, adviser)
Your plan to follow up (arrange and plan the next time the manager is in that fits your schedule).

12. Be Prepared for Every Response
In sales, there are three different responses you will hear:
Yes
Maybe No
Being prepared for each is important.

13. Be Persistent… Make it easy for them -- work with their schedule.
Make sure to follow up for any “yes” or “maybe” responses.
Make it easy for them -- work with their schedule.
Thank them for considering supporting you.
Don’t let them forget about you -- smile and make eye contact.

14. Your Response to Their Response
With a partner, practice writing scripts that answer yes, maybe and no responses. How will you react to each?
Don’t give them a “yes” or “no” option.
Instead of asking if they are interested, ask them which one they are interested in.
If they say maybe, do they need more information or more time to think about it.
When will you follow up with them?
If they say no, how will you respond respectfully?

15. Bringing a Close to Your Sales Call
If you have presented all of your options, put all of your effort in, and you’re still getting a “no”:
Kindly thank them for their time.
Smile.
Give them a firm handshake.
Ask for their signature. (if your adviser requires that for a grade)

16. Check Your Work
Check your script to be sure that it accomplishes all of the following:
The script is positive and confident in wording.
The script leads the customer to “yes” responses rather than “no” responses.
The script clearly presents at least 3 benefits of advertising with your publication.
Look up other professional sales calls scripts to get ideas from experts about how to personalize your script.

17. Practice Makes...Ease
After you have written your script, practice with a partner.
Consider practicing in front of an audience and asking for feedback.
Ask your adviser for advice to improve your sales script and presentation demeanor/habits.

18. ALERT: Your Deadline Is Not Anyone Else’s Emergency!
Plan you first sales visit far in advance of your deadline
Arrange carefully for how the following materials will be obtained for your publication:
Any artwork they wish to submit
The quality, dimensions and size of the artwork
Any designs your staff may be asked to create to submit for approval
How payment will be made to your publication
How you will follow up with proof of the ad or sponsorship once it is published

19. Whom to Sell to:
With your staff, develop a list of businesses that are likely to support your publication:
Local businesses rather than corporate
Businesses with connections to the school
Alumni of the school
Parents of students or former students
Businesses who benefit from the school’s support, from parents’ and students’ patronage