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

8 replies
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
#lessons #making #newspaper #reps #sales #spy #transfer
  • Profile picture of the author Marvin Johnston
    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
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  • Profile picture of the author Jason Kanigan
    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.
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    • Profile picture of the author Claude Whitacre
      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.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
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      • Profile picture of the author sandalwood
        Originally Posted by Claude Whitacre View Post

        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.
        Claude,

        I am truly a clod. I forgot to mention you and your book. I downloaded it so I could digest the material. I am very appreciative of your sharing attitude.

        I will visit each one of Ewen's links then read your book. How the hell can't I learn something that way?

        Tom
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        Get 30% or More Retirement Income If you are serious about your retirement, you'll love this product.

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    • Profile picture of the author sandalwood
      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
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      Get 30% or More Retirement Income If you are serious about your retirement, you'll love this product.

      The Money Ferret Finance Article Directory
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      • Profile picture of the author ewenmack
        Originally Posted by sandalwood View Post

        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
        You gave me a chuckle Tom...thank you sir.

        Best,
        Ewen
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  • Profile picture of the author RedShifted
    Bookmarked. Bumping the thread for anyone else who sees the value in it.
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