Newspaper Training

As part of the Response Oriented Selling program, we offer separate seminars for ad salespeople, artists, managers, prospective advertisers, as well as one-on-one work with each salesperson on target accounts. Taught within the consultative selling framework, our newspaper-specific ad sales seminar module solves every significant real-world issue that ad salespeople face, including:

Cold Calls Made Easy
Becoming A Response Enabler
Making Flawless Presentations
Selling Ad Size And Frequency
Overcoming Objections
Automotive Dealers: Special Considerations
Real Estate Agents: Special Considerations

Cold Calls Made Easy
- Identifying advertisers that'll provide the biggest payoff
- Getting prospects to stop thinking about how to get rid of you
- Proving you're qualified to get them a dramatic response
- Retrieving key pieces of information
- Securing another appointment

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Becoming A Response Enabler
- Mastering a new system for creating ad strategies that work now
- Analyzing a prospective advertiser's business, products, and competition
- Turning this information into an effective ad strategy easily and quickly

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Making Flawless Presentations
- Getting agreement that your publication is a good fit
- Getting buy-in on how the account's information was analyzed
- Getting buy-in on the effective advertising techniques you used
- Proving the proposed spec ad will work

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Selling Ad Size And Frequency
- A new approach to determine the precise ad size for each advertiser
- Selling the ad size you want without any argument
- A new approach to determine the best frequency for each advertiser
- Selling the frequency you want without any arguments

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Overcoming Objections
- Eliminating most objections before they arise
- Overcoming easily any remaining objections including:
• Your rates are too high
  • Reduce the ad size
  • The other publication is cheaper and works better
  • I don't want to run that frequently
  • I have no money
  • I have no time
  • You don't have enough circulation
  • You have too much circulation
  • I only run with the big daily
  • I only run with the weekly
  • My budget is already allocated
  • Change the ad (for the worse)

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Automotive Dealers: Special Considerations
- How to improve the response rate of automotive ads
- Selling this difficult category

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Real Estate: Special Considerations
- How to improve a realtor's response rate
- Making a 2nd or 3rd ranked advertiser number one
- Breaking realtors out of the traditional home/head shot advertising
- Strategies for the smaller, independent realtors

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Newspaper Advertising Sales Training

Two courses that will get your newspaper advertising sales staff increase sales quickly and dramatically

Course 1: Response Oriented Selling ad sales course

A complete sales course for newspaper retail and classified display advertising salespeople, also involves artists, managers, and area businesses

Conducted live on-site at your newspaper or now live over the Internet

Over 400 newspaper-clients worldwide

Separate sessions for creative services department on how to support sales effort

Separate sessions for managers with attention to maximizing revenues and coaching

Separate sessions for the advertising community to roll out new strategic skills

Teaches advertising consultants a number of skills including:

Overcoming initial stalls and objections

Increasing the amount of time a prospective advertiser will give

Securing more and better information from the prospective advertiser

Creating ad strategies that result in a dramatic response the first time they're run

Closing without compromising ad size, frequency, or content.

Quickly eliminating other typical objections before they arise including:

Your newspaper doesn't work

Your newspaper's rates are too high

I have no money to run an ad in your newspaper

I have no time to run an ad in your newspaper

Your newspaper has too much/too little circulation

I'm happy with the other daily/weekly newspaper or other publication

I can't afford that spec ad's size

I can't run the spec ad at that frequency

I have no money

I don't believe the ad will work

Course 2: "Everything You Need to Know to Start Selling Newspaper Advertising Tomorrow"

Nearly 100 pages of training in all areas of newspaper advertising sales

Designed to help a brand new hire to take over a territory without revenue loss

Available in three formats:

Online course

Downloadable, customizable document

6-audiotape series

Used by leading newspaper groups in the US and abroad including:

Knight-Ridder

Community Newspaper Holding Inc. (CNHI)

Landmark Communications

Newspaper Training firm specializing in basic and advanced training for retail and classified display advertising departments, conducted both on-site and now live over the Internet