Here is a sample of sales and management seminars that have been presented to trade associations and large and small companies across the United States. We also work with companies and groups to create customized sessions, usually at no extra cost. Call John Peterson to discuss your needs today.
Smarter Selling You don’t have to have the greatest circulation or lowest rates to be the better buy. The ad only has to work.
There’s something for everyone in this session. It’s essential for beginning and developing sales people and a great tune-up for the experienced sales veteran. The role of the newspaper or shopper in the community and its strength as the most effective local advertising medium are emphasized. The components of successful advertising and what’s best for which accounts, and how to use the publication’s marketing variables is stressed. Participants will hear how to prospect for new accounts, and explore methods of increasing sales to existing accounts.
Getting results(Ninety minutes-two hours)
“In advertising you must choose between
boredom, shouting and seduction.”
“The Wizards of Ads”
Roy H. Williams
Selling space and order taking is not enough in today’s competitive market. You must produce response. Once a publication works for an advertiser, it becomes an essential part of the marketing mix. Cost and commitment become smaller issues.
This session looks at why advertising fails and offers some strategies and practices to create results and advertiser loyalty. Emphasis on account planning and budgeting, campaigns, positioning the account, when and what accounts should advertise.
This session will show you how to sell at the highest levels and how you and your publication can become essential to the account and advertising decisions. For the experienced sales professional.
Other topics include:
qManaging account expectations.
qPresentations that sell.
qUp-selling.
qSelling multiple publications, special sections, and contracts.
Advertising Mechanics Creating great ads that produce response
This session covers the essential elements of ad layout and good ad make-up, stressing design elements, copy writing and content and how to maximize them for accounts. Includes a slide show of both great and awful ads. Topics include:
§The do’s and don’t of make-up and typography. §Copy and layouts that get response. §Information consumers want in advertising? §Ideas for working with small ads and a limited budget. §Coping with right-hand pages and other myths.
Introduction to Print sales If you never sold an ad before, you’ll be ready for bear after this.
This session is organized for the newly hired or junior sales rep. It covers the basics from cold calls to closing and a touch of everything that could happen along the way. Highlights: ■How advertising works. ■How to find accounts. ■Understanding accounts, their concerns, what they want from a rep. ■Overcoming objections. ■Basic territory and account management
Answering Concerns Turn questions into orders
What’s the right thing to say when an account tells you no one reads your paper, they can’t afford to advertise, ordon’t need to advertise? This session provides an in-depth discussion about the right and wrong things to say when prospects aren’t ready to say “Yes.” The session offers tactful responses and coping skills for a variety of situations.