Brochure: page three

Simply an easier way to sell ads
The Response Oriented Selling course will make your salespeople dramatically more effective at each stage of every sales call, with even the most difficult prospects. Since we believe that what your staff will be able to do after the training is a good indication of its value, here's a typical example:

Think of your ad rep's worst nightmare. That account who ran a number of ads, spent a lot of money, and failed to get a response. He's angry with your newspapers and now runs exclusively in the cheaper product with some success, and only gives your ad rep abuse.

The first sales call
Once versed in the Response Oriented Selling techniques, however, your ad rep quickly eliminates any up-front stalls and objections, effectively stopping the account from thinking about how to get rid of him. He then takes the account through a logical process that quickly eliminates any potential objections that normally would arise during the sales process, including those related to the effectiveness of your newspapers, your rates, your coverage--even ad size and frequency objections--long before a spec ad is created. The account quickly forgets about his past problems with your newspaper, now viewing your salesperson as a valuable advisor and your newspaper as a serious opportunity to make money. He then begins offering your rep more information about his business, competitors, and target customers than he ever has before.

Developing the strategy
Upon returning to the office, your ad rep quickly determines ad size and frequency, not based on how much money the advertiser has or wants to spend, but what will ultimately make the potential advertiser successful. He then creates an ad strategy that will get a dramatic response the very first time and hands it off to an artist who is also versed in our techniques.

Second sales call
Later that week, the ad rep returns with a proposal including a larger spec ad with higher frequency. Because of the ad rep's upfront efforts, the advertiser buys into all of it as if it were his own idea, without the salesperson ever applying pressure or saying things that make either of them feel uncomfortable.

After the sale
Even after the very first run, the advertiser gets a great response and stays with your paper for years. All of this being accomplished without the salesperson ever feeling like they're selling. We know it's hard to believe that we can have such a dramatic influence on so many areas of the ad sales process. That's why you should talk to our clients.

Next...

The Boston Herald

The Cincinnati Enquirer

The Providence Journal

Tucson Newspapers

The Hartford Courant

The Virginian Pilot

The Middlesex News

The Montgomery Advertiser

Fort Wayne Newspapers

Syracuse Newspapers

Springfield News-Leader