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In This Issue
Internet Sales Guidebook
Upcoming Seminars and Presentations
Sales Tip: Trade Information for Access

Buy book, focus on what works, save thousands.

MIN ISG Book Cover
Internet Sales Guidebook; Selling, Managing and Marketing Web 3.0 Media Brands, by Daniel Ambrose 
 
   Print publishers, in particular, will find the point of view of the book to be refreshing and reassuring, because I help readers understand how the business model they are used to -- paid circulation or controlled circulation print publishing -- relates to successful Internet publishing.  And you'll learn how the two media -- Internet and print -- complement rather than compete with each other from the point of view of the publisher and of the advertiser. 
 
To learn more and buy the book click here.
Daniel Ambrose 2005Dear Colleague: 
What Do Clients (and agencies) Really Want?

     How many times do you suppose Helen Gurley Brown ran the cover line on Cosmopolitan: "What Men Really Want?"  I wonder if she ever feared her audience would get enough and stop buying the magazine?  Well Cosmo readers never got their fill.        

     Recently, I was reminded of the importance of being client-centric in sales by Jeremy Daly, Director of Digital Planning Euro RSCG at the OMMA Publish Conference in New York.  Jeremy was responding to a question from the audience about how to get appointments with digital agencies.  He said "We are most interested in talking to the publishers that most understand our client's business." 

     We can't coach sales people too much on what clients want.  (continue reading below)
Upcoming Public Events & Presentations:
Maximizing Online Advertising Revenue; A live Webinar from ambro.com & Mequoda Systems 
November 2nd; Want to sell Internet advertising more successfully?  This will be a best-practices packed hour and a half webinar online.  Time is built in for your questions!  Sign up here.
 
Meet Me at MIN Day -- Digital Summit
November 9th I will be moderating a panel on Mobile Apps at MIN Day in New York City at the Grand Hyatt.  Produced by Media Industry Newsletter, MIN Day is an information packed day of learning on successful digital strategies.  Learn more or register here.
Sales Tip:  
Trade Information for Access
 
      Let us agree that given current practices, sales people will get "x" number of sales appointments per week. Forget whether they are in person or on the phone...that just depends on your market and business model.  And let's agree that if your sales people could get half-again more appointments that would be a good thing.    

     Most sales people sell to only a fraction of the available market because many potential buyers don't want to see them, thinking they already know they don't want to buy.  And it's darn tough for a sales person to persuade an account that won't entertain a conversation.  But if you publish a city magazine and it's a smart thing for one restaurant to advertise, it is probably a smart thing for many restaurants to advertise.  This applies to every category in your magazine or internet property.  If one advertiser in a category is buying from you, why not more?  The answer of course is that many advertisers would if your sales people could get appointments and present your case. 

     The best way to get those new - additional - appointments is to trade information for access:  If your sales person can say "I have information about your market that I know you'll be interested in" when they are asking for an appointment, they will begin to have more success.  The information-for-access barter is the opening of the conversation that will result many times in new business.

     Back in the day, when Ziff Davis ruled first the special interest magazine world and later the personal computer publishing world, ZD trained its sales people in a 'structured sales process' that started defining the market and showing the client information about their own market position.  It is no wonder that ZD sales people could get high-level appointments and that their magazines seemed to get chosen first.  ZD special interest magazines were dominant then, and PC Magazine's dominance was historic; they sold more pages of advertising than any magazine until the Industry Standard bloomed (and then faded) in the 1990's.

     The simple way to get the information you need for this approach is to simply create your own by doing an industry-wide survey in your sector.  This research does not have to be perfect, just interesting.  Then your sales people can get to work growing your sale and market share.

     For more on using an structured selling and other sales skills click here, or contact us.  To read more sales tips, click here.  Or to learn about ambro.com Strategic Sales Tactics Training and other services click here.
DearColleagueContinuedDear Colleague (continued):  
What Do Clients (and agencies) Really Want?
   

     How many sales people call or email saying "I'd like to come in and talk to you about (my media property)?"  That is, in fact, the standard request for an appointment.  Sometimes the request is dressed up with "about new information" or with "a new offering."  But it's almost always a self-centric reason.  Sales people believe in their product and they (god bless them) want to tell their potential clients about it.  But this tactic only guarantees they will get appointments with clients and agencies who are already interested in their property.  And many clients and agencies think they already know what they need to know about your media property.  What about the others who don't understand why your property is appropriate for a brand?  How do you open those doors?

     Do your sales people know how and where to learn to "understand the client's business?"  As management, you should be asking yourself, am I investing in resources that will help my sales staff understand their clients' business needs and add value for their clients and prospects?  Do my sales people know something of value about our customer's markets?  How will your sales people come to "understand our client's business?" 

     We can train your sales team to connect with clients and to add value.  To learn about ambro.com Strategic Sales Tactics Training and other services click here.  Or contact us for a custom proposal.