Advertising sales in 2013 can be tough

February 1, 2013

Newspaper ad sales is a tough profession. These salespeople do everything possible to have a positive attitude, be creative, help their customers in every way possible and really care about the business community they serve. Because of the troubling economy, it’s important to focus on improving the performance of the sales team in 2013. Although many sales managers will lament about their sales force and their inability to dramatically build advertising sales, the critical problem in most cases is that the salespeople are simply not motivated.

Motivating The Sales Force In 2013
In my experience as a newspaper sales manager and newspaper marketing consultant, I find the following points to be valid in the growth of the newspaper sales team in 2013:

Excitement Breeds Excitement
We always like to be around people who truly enjoy what they do. Your prospects and customers enjoy working with salespeople when they are enthusiastic. Enthusiasm is a sign of belief that people can sense. Many times a salesperson is down and the axiom “To be enthusiastic, you have to act enthusiastic” can be applied with great results. The enthusiasm of the sales manager is important. If the manager is low-key, aloof and too reserved, this can affect the enthusiasm of the sales team.

Self Esteem Creates
Greater Self Worth
This is probably the greatest asset of a successful publication sales team. They believe in themselves and don’t worry excessively about what others think of them. Management has to always keep the self-esteem of the sales team at the highest level. This can only be done by respecting the sales force as professionals and constantly working with them to help achieve their goals. The sales manager has to also instill a good team attitude every day. If the salesperson is constantly perceived as someone who is preoccupied with worry and negative beliefs, this could have a negative affect.

Investing in the Sales Team
Positive thoughts need to be projected to the sales team every day and this can be reinforced with the development of a reference library of self-help books, audio CDs, and video DVDs. Although a lot of instruction can be gathered on the Internet, it is more apparent to management when they see their salespeople handling the reference materials in person. Listening to audio CDs while driving and between sales calls is an excellent way to develop “spaced repetition.”

Having More Fun
The use of humor in advertising is powerful and the sales team needs to brainstorm how to effectively create more humor in their customer’s ad campaigns. The readership of a publication can be greatly enhanced by the overall strategy of more provocative and clever headlines in the ads. Readers gravitate to that type of advertising, because they are intrigued by that approach and want to see what will happen in continuing campaigns every week. © Bob Berting 2013

Bob Berting is a professional speaker, newspaper seminar leader, and publisher marketing consultant who has conducted more than 1,500 seminars for the newspaper industry. Bob has a new webinar program “Getting New Business and Keeping It.” for print media associations. The four consecutive week course covers four, one-hour topics: three-call selling system—understanding media competition—creating eye-catching ads—working with hard to please customers. Every association member purchasing the course receives a free Bob Berting e-book for the newspaper industry “Dynamic Advertising Sales and Image Power.” State, Regional, or National Association leadership can contact Bob at 800-536-5408 or bob@bobberting.com to see when his course will be conducted. Berting Communications is located at 6330 Woburn Drive, Indianapolis, IN 46250.

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