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What
Is Response Oriented Selling Newspaper Training?
Response Oriented Selling is an award-winning ad sales training course and selling
system in use at hundreds of newspapers across the U.S., Canada, and the U.K.,
from many of the largest daily metro newspapers to smaller weekly and monthly
publications. More than 400 newspapers currently use the techniques.
It enables your advertising salespeople
to eliminate the roadblocks that get
in the way of advertisers running,
and at the size and frequency your salespeople recommend.
The full course involves separate sessions for your salespeople,
managers, artists, and prospective advertisers.
The course can be conducted live at your newspaper or live
over the Internet using web conferencing technology.
If your prospective advertisers complain
that your rates are too high, if you're in a competitive
market, experience too much account churn, your advertisers
are running too small or infrequently, dissatisfied with
their response or guidance from their ad reps,
then this course is for you.
Hear what's
being said about our course from the publisher of one of the
largest U.S. dailies.
What Will Response
Oriented Selling Teach My Staff?
Your advertising sales staff will learn simple but powerful
ways to eliminate up front stalls and objections, get the
information they need from their prospects, create consistently
effective ad strategies, make flawless presentations, and
effectively overcome objections. Here's a full outline.
With our unique skills, your ad staff will
be able to eliminate these objections within the first
two minutes of a sales call, including objections associated
with
rate, ad size, frequency, and response without doing anything
that feels like selling.
Each salesperson will learn how to move
forward to develop an exceptional strategy and make a case,
beyond a shadow of
a doubt, why their recommendation will get a strong response
the very first time the ad runs.
Your salespeople and artists will also
gain the analytical and strategic skills to deliver these
exceptional results consistently over time, no matter what
type of account they're working with.
Who Should Attend?
Inside and outside retail display, classified automotive,
real estate, and recruitment display salespeople are the best
candidates. Advertising salespeople of all levels will benefit
from this course. That's because while we teach our approach
within the consultative selling framework, the specific techniques
are very different from what an advertising representative
would have been exposed to previously.
What Publications Have Participated
In This Course?
Publications of all sizes have participated in the Response
Oriented Selling course. Major metro newspapers such as the
Providence Journal, Hartford Courant, Cincinnati Enquirer,
Honolulu Advertiser, and Tulsa World use the Response Oriented
Selling techniques, as do countless dailies in smaller markets.
Many weekly newspaper groups use our techniques as well, including
Community Newspaper Company, with 106 weeklies, dailies, and
shoppers. Having conducted this course at over 400 publications,
you probably know some of our clients personally.
How Does
Response Oriented Selling Differ From Other Ad Sales Approaches?
Other programs tend to get bogged down with the mechanics
of consultative selling, analyzing customer personalities,
and other general sales theories, failing to provide ad reps
with the specific, practical tools needed to change the critical
belief behind nearly every prospect's decision not to run:
"I don't think the money I'll need to spend with your
publication will provide enough of a return to be worth it."
In a time when both advertisers and salespeople
alike find advertising unpredictable and unreliable, proving
that an advertiser will get a strong response isn't as easy
as it sounds. This problem is compounded by the fact that
advertisers hold tightly to their own, often faulty, advertising
approaches and take any advice to the contrary as a personal
criticism. Their misconception that advertising is an art
form--and therefore a subjective process--leads them to believe
that their approach is as valid as any other, incorrectly
concluding the fault is with your newspaper's high cost/low
response rate.
Response Oriented Selling teaches advertising
salespeople how to easily eliminate these problems head-on,
making every sales call more effective and making the idea
of cold calling much more attractive. You
can watch a movie about
our course and download a brochure in
PDF form as well.
What's Your
Training Style?
Your ad sales staff will quickly see that program creator and instructor, Bob
McInnis, is one of them,
understanding their unique challenges, and offering new, practical techniques
that
will
help them
with
their toughest challenges. He presents his material in a warm, down-to-earth,
entertaining manner that salespeople of all levels can identify with.
If you
talk to our clients, they'll tell you Bob creates a nurturing
environment where salespeople
can ask
questions,
challenge
the concepts,
and practice the new techniques without fear of
looking bad in front of their peers or managers.
They'll also tell you how relieved they
and their staff were to find no condescending tones and intimidating
tactics that other trainers sometimes use to discourage dissension
and mask weaknesses in content.
Hear
what one newspaper thinks of our course and style.
How Long Is
The Course?
Our full course, which the majority of daily newspapers over
30,000 circulation choose to implement, involves two morning
sessions for the sales staff as well as remote online one-on-one
sessions in Web meetings later in the month where the techniques
are applied to each ad rep's accounts. Other sessions for
managers, artists, and prospective advertisers round out the
course. We also have other configurations for smaller publications
that involve anywhere from a half-day online to two or three
days on site. We're flexible.
We're a small
publication. Can I share training and fees with another
publication nearby?
Absolutely. We can work with two or more publications in a centralized meeting
place to reduce costs, and the split doesn't have to be necessarily even. For
example, one newspaper may elect to just participate in the two-morning "core" sales
training and the management session, while the other publication may elect
to also conduct an advertiser seminar. If you have a limited budget, our training
over the Internet option with online conferencing is a great alternative
and exceptional value.
Booking and Registration
We are a small training and consulting firm and our availability is relatively
limited. Although we may have openings one or two months out from your
booking inquiry, we recommend reserving dates as far in advance as possible.
Call (631) 477-2505 for more information or email mcinnis@ads-on-line.com.
Fees
While we're not inexpensive, we can create a configuration
that's affordable for your publication, even if it's a very
small weekly, daily, or monthly newspaper or magazine. Our
live online version is even less
expensive and an excellent alternative for those with little
or no budget. With either version,
we'll come up with a configuration that provides more value
than any other training option and an instant return to offset
the costs. Contact
us for more information.
Where Can I
Get More Information?
Call Bob McInnis at (631) 477-2505 or email mcinnis@ads-on-line.com.
Our 6-minute walkthrough
is a movie that explains the problems we solve. You can
also
download
an 8-page
color brochure in PDF format. It describes each part
of the program in detail, tells you more about us, and
shares feedback our clients have provided. You can also
listen to Dave Hunke's (Publisher, Rochester Democrat
and Chronicle and former VP, Marketing at the Cincinnati
Enquirer) impression of our course and
read other comments from clients.
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