Spy On Newspaper Ad Reps Making Sales...Lessons Easilly Transferable

by 8 replies
13
There is a guy selling training to newspapers on how to sell newspaper advertising.

The BIG idea isn't selling advertising,
it's helping them lift response rates through better ads.

They explain the medium isn't wrong, it's the bad ad.

The prospect has a light-bulb moment then the ad rep goes away and produces a new one and shows it.

Ad rep explains why each element is in place
and then the prospect warms even more to it.

Prospects is motivated to run the ad and rep takes the order,
but never the first.

Ad rep gives reason why a bigger ad and more frequent will work better.

Prospect agrees and deal is done.

Nice!

Here's what this trainer does...

Driving Serious Newspaper Ad Sales In A Recession

Newspaper Advertising Sales Training and Newspaper Association Speaker Bob McInnis and Associates Response Oriented Selling

DesignYourAd Newspaper Ad Production

Outsourcing Ad Production Services For Newspapers

Best,
Ewen
#offline marketing #lessons #making #newspaper #reps #sales #spy #transfer
  • Ewen, thanks for posting this ... it has given me a new perspective on newspaper advertising.

    For whatever reason, I had never thought about newspapers being another form of direct response. The links you provided sure opened my eyes!

    Marvin
  • That first link is a fantastic example of consultative selling.

    "I know you're interested, but I'm not sure this is best for you. Let me go back, be a doctor, and figure out if we can do better." Many would freak out, I'm sure, at the fear of handing the order away to the next ad salesperson to come along...but the customer is being done a great service here by not being rushed into the first deal visible.
    • [1] reply
    • [DELETED]
    • ewenmack; Yup, that's high level selling. The one thing most ad reps are not trained on...is how to advertise for results. That fact absolutely amazes me.

      Imagine if you knew how to make an ad pay. After you sell one ad...and the customer got results that were measurable and profitable.....how hard would it be to sell them the next ad? Not hard at all. There would be zero resistance.

      Helping the retailer (or business owner) make sure the ad pays, is the smartest way to sell advertising.

      Here's a book I wrote, on the subject of selling local advertising. Anyone who wants to, can read it for free. This is the last version before it goes to print. I've been dragging my feet on this, but you can easily translate all the principles, techniques, and language to selling local online services.

      Attachment 15203

      a few of the links do not work, but it's a complete book. I think you may enjoy it.
      • [ 6 ] Thanks
      • [1] reply
  • Ewen, thanks for starting a great thread with some excellent resources and thanks Claude for sharing your book!
    • [1] reply
    • I think we should have a special sub-forum called Ewen Does It Again! where no one else is allowed to post. It will be in read only format so our comments don't gum up the brilliance.

      Good job young fellow...

      Tom
      • [ 1 ] Thanks
      • [1] reply
  • Bookmarked. Bumping the thread for anyone else who sees the value in it.
Join the discussion

Next Topics on Trending Feed