Thursday, April 10, 2014
A skeptical ad rep who learned a new way to sell
Do you find it challenging to get your ad reps to put the time and effort into learning the techniques taught to them in ad sales training programs? The problem is, of course, if they don't put the effort in to learning them, they're never going to see how well they work, and your money will be wasted.
That's why the video accompanying this post is like gold to my clients. It was recorded by Lauren McLaughlin, a new ad rep in Michigan in a very difficult territory (actually she didn't have an actual territory, she was a floater who had to go into other ad reps territories after prospects they couldn't budge).
She had emailed me telling me about some early and dramatic successes and when I called to thank her she went on to explain how highly skeptical a person she is and how she wasn't completely convinced my approach would work until after she learned it and started using it. I thought that would be something that my other client newspapers should hear so I asked her to record her saying it. It turned out she also added in a couple of case studies.
I have over 1,000 newspaper clients at this point so I'm posting it on my blog to make it easy for the managers and their staff to access. I think others in the industry might find it interesting, too.