Advertising Sales

Advertising Sales

Training Program For BCI Advertising Professionals “He who quits learning is old…whether he’s eight or eighty!” ……Henry Ford

Hello! Welcome to the Wonderful World of Advertising Sales! Just How Good Do You Want to Be?

How Important Are Teachers in Our Lives? Mentors? Coaches? Friends?

Let’s Take a Quick Test: 1. Name the last three Attorney Generals 2. Name the last two Miss Americas 3. Name the last two Heisman Trophy winners 4. Name the last two Super Bowl winners

Now Name the Following: 1. Three school teachers or coaches you’ll never forget 2. Three people whose friendship you truly enjoy 3. Several people who have made you feel appreciated 4. Several people who helped you through a tough time

What’s the Moral Here? The people who make a major difference in your life are not always the ones with the most credentials, awards or money… They are the people who truly care about you and want to help improve your life!

Your coaches/mentors will help you succeed!

The Real Keys to

Selling Success

1. People skills

2. Perseverance

3. Communication skills

4. Personality

5. Goal-oriented

6. Enthusiasm

7. Initiative

8. Attitude

9. Success-oriented

10. Knowledge

Anything Else?

Let’s Take a Closer Look!

Your Personality, “Good Morning!”

Your Appearance,

Your Attitude, “I’m a Superstar!”

And Your Work Ethic!

These Are All Important!

But. . .

Your Knowledge Is

King!

Knowledge of Your Various Products...

Your Market…

Your Competition...

Your Customers...

“Do you like my advertising proposal?”

And Good Knowledge of Ad Layout and Design

Knowledge of These Things

Will Make a Difference….

And Differentiate You From Your Competition...

Knowledge Helps You Make a Difference! Your Customers Could Care Less About Your Product or Service UNLESS It Makes a Difference in the Success of Their Business!

What Do Our Advertisers Want From Us These Days?

1. Enthusiasm Followed closely by:

2. Knowledge 3. Confidence in product 4. Tactful persistence Source: Various industry publications 2002-2006

Professional Training Is a Process, Not an Event!

Training Is Win!

Win!

Win!

The Customer Wins!

Your Company Wins!

And You Win! Sales Leader

#1

Time Management: You Can’t Manage Time…but You Can Manage Activities!

How Does a Typical Ad Professional Spend Time? 1. Planning and preparing for calls.* 2. Travel and waiting (33%) 3. In-person/phone selling time (33%) 4. All non-selling activities (34%)

*An important time-saving area for salespeople! Source: Selling Power Magazine, 2004

What Causes Wasted Time for Salespeople?

Poor (or No) Planning!

“I’ll just drop in on a few prospects today!” New Prospect Area

Immediate Crisis! “…@#$...%&*!!&!”

It’s Going to Happen…Deal With It!

Personal Disorganization!

“Help…I can’t find my ad copy!”

Poor Work Ethic!

Inability to Focus!

Fact: 80% of Your Best Work Is Done in About 25% of Each Day!

No Sales Call Objective!

“Ummm, do you wanna buy an ad today?”

Bad Filing System! 80% of What You File Is Never Used!

Poor Listening Skills!

“But I’m ready to buy your ad program!”

Waiting Time Can Just Ruin Your Day! “Well, it’s been 15 years…I guess I better move on!”

Wasted Time During Those Peak Selling Hours of the Day!

Selling to the Wrong Person! “Gee…I’m sorry, but the real owner is on vacation this week!”

No Daily Travel Plan! “Maybe I can catch some customers on the other side of town!”

Plan Your Day in Advance and You Will Save Time!

No Self-Training Process!

Are You Improving Each Day?

Poor Record Keeping! Bring some spec ads on Friday!

Make Some Notes After Every Call!

Poor Administration!

Don’t Be a Paper Shuffler!

Anatomy

of a Sales Call

Pre-Call Planning

A Good Formula for Success!

The Initial Contact “We don’t really want* anything today!”

(*But…maybe there’s a need!)

The First Sales Call “I’m here to help you solve some problems!”

Ask Good Questions “So, John, what’s unique about your company?”

Hint: Know some of the answers in advance!

Actively Listen! “Blah, blah, blah, blah, blah, blah, blah, blah!

Objection Handling Skills “Are we havin’ fun yet?”

Lead to Sales Success!

Presentation of Product

It’s Time to Deliver the Goods!

Let’s Talk About Proposals!

Make That…Advertising Proposals!

Advertising Proposals 101: Don’t Sell Ads! Do Sell Programs!

What’s the Formula for Selling Ad Programs?

Let’s Go to Our Presentation Checklist: Note: Refer to supplemental material on presentations in the BCI Training Manual, including the presentation checklist.

How Do You Budget Advertising? Industry Selling Cycles? (Use NAA Planbook) Your Established Selling Cycles? Co-op Opportunities? Short/Long-Term Business Goals?

Things to Consider When Budgeting: Location of Your Business Current Awareness in the Market New or Existing Business Competition in the Market? What Are You Selling? (The Thin Market Concept)

Where and When to Advertise? Past Advertising Experiences? Where/When Is the Competition Advertising? Consumer Buying/Spending Habits?  When to Use a Media Mix?

Well-Designed, Dynamic, Colorful Sales Tools Will Help Your Sales Efforts!

Competitive Market Key



Citrus Heights

Copeland’s Sports

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C

tion

ruc onst



Competitive Market Key

Citrus Heights

Join our Dignified List of Advertisers!

Your Logo Goes Here!

Ask for the Order! (Closing Skills) “We want your business!”

“Okay, it’s a deal”

You’ve seen/heard a buying signal; now ask for the order like a professional! 1. “I think we should go to work for you, John! What do you think?” 2. “We’ve agreed on a lot of things, Mary. Where do you think we should go from here?” 3. “John, it looks like we meet your needs. What do we need to do to earn your business today?” 4. “Mary, how will the buying decision be made? By you alone, or by a group?”

Stubborn (Stalling) Advertisers: How would you handle these two classic stalls? 1. “I’ve got to think it over, can you get back to me in a week or two?” 2. “I need to discuss things with my partner, call me in a couple of weeks!”

The Written Word: (It’s a great sales tool!)

Use your written and e-mail communication skills to help solidify your partnership with your customers!

Constantly Sniff Out New Business

Are There More Accounts in Your Sales Area?

Follow-up Service Constantly Build Your Customers’

Confidence in You!

Is a Partnered Sales Call in Order Today?

Four-legged Calls are Good For Everyone!

Do You Really Look Forward to Client Objections?

Sales Professionals Always Anticipate Them!

“I Object!”

Just What Is the Number One Objection These Days?

“Your Paper Costs Too Much!”

“But Give Me a Deal and I Might Buy!”

Business Objections: Your ads cost too much! 

I never get any results!



I don’t have any money!



Too much business now!



Direct mail and radio work!



Your circulation’s not paid!



Word of mouth is all I need!

Got Competition?

Part One:

Direct Mail

Perceived Strengths: In the U.S. Mail Good for Target Marketing Cost-Effective Shared Delivery

Perceived Weaknesses: Reliable Delivery Junk Mail Syndrome Production Lead Times

Radio

Perceived Strengths: Can Target Market Segments Good for Younger Demographics Creates Excitement, Interest and Urgency

Perceived Weaknesses: Advertising Results Fragmented Audience Listening Competition

Television

Perceived Strengths: Penetration: Most People Have a TV Good for Building Image and Awareness Local Cable Stations Have Low Rates

Perceived Weaknesses: Fragmentation (Top Weakness) Ad Clutter DVD/VCR/TIVO/Satellite Discs

The Internet Stubhub.com EBay

Autosoup.com Yahoo Google

Monster.com

Craig’s List

Perceived Strengths: Good for Target Marketing Rapid Growth & 24/7 Accessibility Creates Excitement, Interest & Urgency

Perceived Weaknesses: Accurate Result Measurement Fragmented Audience Internet Clutter

The Yellow Pages The Yellow Pages

Perceived Strengths: Awareness Is High High Market Coverage Available 24/7

Perceived Weaknesses: Production Lead Time Yearly Ad Change Options Real Awareness (T.O.M.A.)

The Yellow Pages

Got Competition?

Part Two:

Outdoor Media

Perceived Strengths: Dramatic Visual Impact Lots of Exposure (Frequency) Good Target Marketing Medium

Perceived Weaknesses: Low Recall Factor Low Message Reception Production Expense/Lead Times

Competing Print Publications Dailies Weeklies Shoppers

Perceived Strengths: Paid/Free Daily/ Weekly Newspapers

Upscale Demographics of Readers High Credibility Factor Cost Effective Market Reach

Perceived Weaknesses: Declining Paid Circulation Ad Clutter  Low Appeal to Younger Readers

Perceived Strengths: Shopper Publications

Built-in Shopping Appeal Cost-Effective Ad Results Good Market Coverage

Perceived Weaknesses: Credibility With Advertisers Ad Clutter Demographics of Readers

Niched Print Products Real Estate Magazines Lifestyle Magazines Auto Traders Other Stuff

Perceived Strengths: Dynamic Visual Impact Good Reproduction Quality Good Target Marketing Medium

Perceived Weaknesses: Effective Reach of Desired Audience Effective Reach of New Customers Production Expense/Lead Times

Special Advertising Sections Why Have Them? Who Benefits From Them?

Everyone Wins With Special Advertising Sections! • The Reader • The Advertiser • The Salesperson • The Publication

Sell Your Special Sections With Hot Promotional Pieces!

Ad Layout and Design Successful Ad Pros Know the Value of Understanding Ad Layout and Ad Design!

To Sell Advertising Programs… You MUST Understand the Basics of Ad Design! Do Your Customers Know Them?

Don’t Be Afraid of Ad Design!

We’ve Got to Teach Our Customers to Run More Effective Ads!

There Are Four Key Elements in Every Effective Display Ad:

1. The Graphics 2. The Headline 3. The Body Copy 4. The Sig/Logo

Great Graphic Print Ads

Instantly Tell You What They’re All About!

Instantly!

Does This Ad Instantly Tell You What It’s Basically About?

Instantly!

Use Effective Graphics for Desired Ad Response!

Great Ad Graphics Are Important and

NOTICED!

Graphics Like This

Graphics Like These

And These!

These

And These!

A Good Graphic

Will Ensure the Ad Is Noticed! And Good Use Of WHITE Space

Well-Designed Ads Will Be Noticed, Regardless of Size!

Put Benefits in Your Ads for Best Possible Response!

Talk About Benefits…

“You Say It’ll Keep Things Cold For Me?”

and Improve Ad Results!

Lots of Benefits!

Benefits in Ads Help Response!

People Buy Things Mainly Because of

BENEFITS!

Lots of Benefits!

Benefits…Benefits…Benefits

What Will This Product or Service Do for ME?

Great Ads Solve Problems for People!

Put Emotional Appeal in Ads!

Use Emotional Appeal And Benefits!

Branding Will Help to Differentiate a Business

From All Competitors

What Is Branding?

Brand: An Image That Exists in the Mind of the Consumer!

Does Branding Work? “An Orange is an Orange, is an Orange” Sunkist

…Unless it’s

Sunkist!

Brand Positioning:  What your product does  How it compares with competition  Who uses your product?  Why do they use it?

Branding at Its Finest!

Try and Hit the Target!

The TARGET Customer, That Is!

Appeal to the TARGET Customer!

Some People Fear Dentists, So Target the Ad to These People!

Use Graphics Directed to the TARGET Customer!

Who Is the

Target Customer in This Ad?

Who Is the

Target Customer in This Ad?

Busy…Busy…Busy…

What’s TOO Busy?

Where’s the Focal Point in This Ad?

WHITE Space Lets Ads Breathe!

Effective Before and After Ads

Really Work!

Creative Before and After Ads Are Great…But…

Huh?

Creative Borders Can Be Effective

Well-Designed Logos Help the Branding Process!

Does Your Company Have an Effective Logo?

http://www.thelogocompany.net

Don’t let your customers run ads like these!

Would You Respond to This Advertisement?

Creative Ads Are

HOT!

Creative Ads Are Noticed!

Really Noticed!

Does Color Really Make That Much of a Difference?

Color 1. Increases ad noting by at least 20% 2. Readers will spend up to 80% more time reading a color ad! Source: Various advertising/marketing publications 2000-2006

Color Clearly Makes a Difference!

Here’s an AwardWinning

Color Ad!

Color Background Screens Can Be Effective at Times (But Be Careful!)

Color Helps the Branding Process!

Got Any Online Advertising? It’s What You Do and Not What You Say If You’re Not Part of the Future, Get Out of the Way!

The Internet: It’s Here and It’s Growing! Stubhub.com MySpace

Yahoo

EBay Monster.com YouTube

Autosoup.com

Google Craig’s List

Online Advertising Sales:  Sell, i.e., position your online ads as value-added reach!  Don’t just trade dollars, i.e., “rob Peter to pay Paul!”  Do you have good online sites?  Promote your online sites  Separate, or same sales team?  Major retailers are now buying online reach!

Online Advertising Sales: Educate Your Customers About:  Skyscraper Ads  Animated Ads  Banner Ads  In-Story Ads  Top Ads  Pixels  Impressions, Views and T.O.P.

Online Advertising Sales :

Design & present quality online ad sales and marketing pieces!

Design and Run Effective TESTIMONIAL ADS!

Eye-Catching Testimonials Will Help Your Sales Efforts!

Proven Ad Design Tips:  LARGE space will attract more NEW customers  Smaller, more FREQUENT ads maintain customers  51% of display ads should be ILLUSTRATION  REAL PRICES are usually better than percentages  HEADLINES should be set in upper/lower case

More Proven Ad Design Tips:  Use REVERSES sparingly  Write SHORT sentences and SHORT paragraphs  Answer “What’s in it for me?” in the headline  BENEFIT headlines are BEST  Competing ads on a page? NO problem!

How Are You Doing, Gang?

Let’s Check Out Your Knowledge:

It’s very important for your advertising clients to do the following:

1. Slander you and/or your publisher once in a while to “keep you on your toes”

2. Invite you out for a beer when they’ve had a good response from the advertising

3. Give you at least an hour during the initial sales call

4. Personally like you

Virtually every display ad should have: 1. A strong border

3. A picture of a person using the product

2. A graphic focal point

4. Some real pictures and some line art

To be a highly-successful salesperson, it’s very important to:

1. Constantly present new ideas

2. Be a total authority on the market served by your publications

3. Try and become an expert on your advertiser’s products and services

4. All of the above

After asking the advertiser for the order you should always:

1. Stare at the advertiser until he is uncomfortable

2. Begin praying

3. Shut up

4. Ask if you can use the bathroom

In the language of television advertising, what does G.R.P. stand for?

1. Grid Resolution Pixel

2. Gross Revenue Possibility

3. Gross Rating Points

4. None of the above

When leaving an initial phone message on a new advertiser’s voice mail, it’s perfectly okay to: 1. Whine a little about your personal life

2. Use some tasteful humor if deemed appropriate

3. Use the client’s first name

4. Politely belch

In theory, the size of the type in display advertisements should be:

1. At least 8-point type

3. At least the size of the editorial body copy type in your paper

2. The same as the majority of other ads on the same page 4. In a sans serif face

When a contented advertiser tells you he doesn’t want to do a testimonial: 1. You should immediately call him an idiot!

2. You should tell him you’re going to keep bugging him until he says okay

3. You should advise him of the benefits of a testimonial and offer to prepare it for him

4. You should wait a few weeks before again asking for a testimonial

A price objection generally means that the advertiser: 1. Is seriously looking for some type of “off the card” special price

2. Is concerned about value and needs a little more information

3. Is probably having bottom-line problems

4. Is getting cut-rate deals from some of your competitors

For every in-person or telephonic sales call you make, you need:

1. Rate comparisons with other types of media in the market

2. A call objective

3. A specific ad campaign proposal

4. Pictures of your family and your talking parrot

The Internet:

1. Resembles a traditional library, because it has tools that aid in the search for information

2. Uses routers to interconnect networks

3. Is a network of networks

4. All the above

You hear about one of your competitors telling an advertiser that your paper’s circulation is much less than what it actually is. What do you do? 1. You tell the advertiser to just “consider the source!”

2. You blow your top and scare everyone around you!

3. You tactfully, but assertively deny this claim and point out the truth!

4. You immediately call the competitive salesperson’s boss!

When calling on a new prospect, using testimonials from one or more current advertisers in your publication will:

1. Probably ensure that you go to heaven when you die

2. Is second only to your overall knowledge as a sales tool

3. Is worthless if the new prospect thinks your ad rates are too high

4. Works only if it’s a testimonial from a related-field business of the prospect

This Web site address: http://www.salessecrets.com is:

1. A URL

2. A Web browser

3. A file server

4. A search engine

People will generally listen to you if:

1. They are curious about what you have to say

3. They really like you

2. They are simply trying to be courteous

4. All of the above

During your first contact with a prospective advertiser, you should:

1. Tell them you have a hot tip on a horse at Santa Anita

2. Remove any fear the advertiser has about you or your products

3. Show some sympathy when 4. Ask for the order and try to the customer tells you that get an advertising contract print ads have never worked for them

You create value in your customer’s estimation by: 1. Presenting new ideas and information on a regular basis

3. Showing how your products can lower a customer’s expenses

2. Showing how your products can increase a customer’s revenues

4. All of the above

The first thing to do when you hear an objection from a customer is to:

1. Barf!

2. Echo the objection in some way

3. Whip out some testimonials

4. Definitely show a little sympathy

When should you attempt a trial close during a sales call?

1. When you have successfully handled a customer objection

2. Within one hour of the start of your presentation

3. When the customer asks about the cost of a half-page ad

4. When the customer glances at his or her wrist watch more than once

During the first sales call on a new advertising prospect, you should:

1. Show the prospect your best possible ad rate programs

2. Talk about all of the weaknesses of competing media

3. Be sure and “ask for the order”

4. Ask open-ended questions about the prospect’s business and personal life

Studies prove that the number-one advertiser objection (i.e., concern) is usually about: 1. Your publication’s circulation

2. Your ad rates (cost)

3. Your publications editorial content

4. Your breath

During the first sales call, you build customer rapport:

1. Primarily during the first 15 minutes of the call

2. Throughout the sales call, then on an ongoing basis

3. Primarily during the last half of each sales call

4. Only if the customer offers you something to eat

In theory, a perfectly-worded classified ad, offering a “refrigerator for sale” should generate how many calls? 1. A minimum of five calls per day

2. Just one, from the exact person needing the exact refrigerator being advertised

3. About one call per hour

4. 25-50 calls

An advertiser asks you, “What’s your circulation in this market?” Your response should be: 1. Your publication’s circulation average for the previous three months

2. Your exact press run for that particular week

3. Your most current circulation, times 2.4, which is an average number of adult readers per household

4. “Why do you ask?”

Wise business people buy advertising because:

1. It’s a great way to communicate with existing and potential new customers

3. It’s good for internal morale at their place of business

2. It helps them solve business problems

4. All of the above

Internet Explorer and Netscape Navigator are: 1. URL’s

2. Space vehicles, designed to explore Mars

3. Internet chat rooms for executives

4. Browsers that help you navigate Web pages

Yahoo, Google and Ask are...

1. Formats used to display graphics on Web pages

2. The three moons that circle the planet Krypton

3. Internet search engines

4. Universal Resource Locators

Modular page makeup is a production term that means:

1. Computerized page pagination

2. Building pages with ultra-modern type faces

3. Building all the ads on a page in specific-sized units

4. None of the above

When an advertiser tells you that his last ad program with you got great results, your first action should be to: 1. Immediately solicit some more ads

2. Enthusiastically brand him on the value of your publication

3. Immediately ask for a testimonial

4. Ask your boss for a big raise

What two famous people met through a classified advertisement?

1. Abbot and Costello

2. Sears and Roebuck

3. Montgomery and Ward

4. Ben and Jerry

The biggest time waster for most salespeople is: 1. Waiting in the lobby for the client to finally see you

2. Handling objections during sales calls

3. Not properly preparing for the call in advance

4. Filling out call reports

Great leaders are: 1. Logically argumentative

2. Tactfully assertive

3. Highly charismatic

4. All of the above

An advertiser objection is, in reality: 1. A basic stalling tactic

2. A request for more information

3. A strong message to you that the advertiser doesn’t like you or your publications

4. A simple ploy, to get you to lower your advertising rates

What’s the most powerful section of a sales letter? 1. Your company logo at the top of the letter

2. The P.S. (postscript) portion at the end of the letter

3. The first paragraph of the letter

4. The last paragraph of the letter

In theory, the least expensive ads in a publication should be: 1. Those little mom and pop retailer ads

2. Classified private individual ads

3. Major retail account preprint ad inserts

4. Big automotive or real estate ads

Which one of these famous people actually published a newspaper?

1. George Washington

2. Benjamin Franklin

3. Teddy Roosevelt

4. Thomas Edison

In the “three V’s” of telephone selling, which “V” is the most important in building believability? 1. The Verbal, i.e., the actual words spoken

2. The Vocal, i.e., the way you say the words

3. The Visual, i.e., what people see (visualize) when you’re talking with them

4. The Vicious; angry words yelled at a phone customer

In advertising, The term F.S.I. means: 1. Film Speed Indicator

2. Free Standing Insert

3. Figurative Sales Information

4. Folio Standard Indicia

When answering objections of any type, it is actually okay to: 1. Show sympathy but not empathy

2. Raise your voice when responding

3. Use the word why a lot

4. Show empathy but not sympathy

Studies show that the golden (best) selling time is considered to be: 1. Between 4 and 5 p.m.

2. Between 9 and 11 a.m.

3. Right after lunch

4. None of the above

In the early days of newspapers, Linotype machines were used to:

1. Set lines of body copy type in hot lead for the printing process

2. Set headlines only in hot lead for the printing process

3. Make zinc photo engravings off of actual pictures

4. Melt the lead for stereotyping (the photo matting process)

In a display ad, white space should: 1. Be used more when color is in the ad

2. Only be considered in 20” ads or larger

3. Be used to strategically draw attention to the various ad elements

4. Represent twenty-five percent of the total ad

The term S.A.U. refers to: 1. Stupid Advertising underachievers 2. Statistical Advertiser Usage 3. Standardized Advertising Units 4. Spreadsheet Audit Utilization

Which of the following words or terms have absolutely nothing to do with newspaper type faces: 1. Times New Roman 2. Spatula Bold 3. Wingdings 4. Century Gothic

Every display advertisement should:

1. Use boldface type somewhere in the ad

2. Instantly tell you what the ad is basically about

3. Contain some reverse type, especially in an important copy block

4. Have some real photos and some line art graphics

In display advertisements, what attracts readers the most? 1. Cartoon characters 2. Showing the product in use 3. Stars and Bursts 4. Reverse blocks of type

The most important part of a display advertisement is: 1. The running copy blocks explaining the offers in the ad

2. The focal point graphic in the ad

3. The sig and/or logo portion, containing the business name, phone number and address

4. Reverse type, drawing attention to a particular ad element

In display advertisements, what type of graphic will generate the highest reader levels? 1. High definition line art

2. Combinations of line art and real pictures

3. Pictures of real people

4. Reverse type blocks

An automobile’s air conditioner...

1. Is a product feature

2. Is a product benefit

3. Is both a feature and a benefit

4. Is a standard feature in all vehicles

The term branding means: 1. That the advertiser does a good job of running testimonials

2. That the advertiser is creating continuous loyalty for existing products and services

3. That the advertiser does a great job of running personalized ads

4. Newspaper publishers branding their sales reps with a hot branding iron….ouch! 

During a new customer’s first two or three weeks of running advertisements, they should definitely:

1. Run several coupons in the ads

2. Use color as much as possible

3. Remove fear and plant buyer rewards with the advertisements

4. Change the headline and/or primary illustration in the ad each week

In display advertisements, the price of the item/s should be: 1. In most ads, to ensure best possible ad response

2. In the ad only if there is a picture or line art of the advertised item/s

3. In every holiday or special event ad and sections, like July 4th, Christmas, etc.

4. In the ad only if the advertised price is a sale price for the item

The amount of response a coupon ad generates depends primarily on:

1. The type of item/s being offered and the timing of the offer

2. The type of border on the coupon, e.g., dashes, versus a straight line

3. The day of the week the coupon runs in the publication

4. The page number and/or page layout position of the coupon in a publication

Which of the following reasons to advertise is the weakest response?:

1. Advertising is good for internal morale!

2. Advertising is an excellent tax write off!

3. Advertising helps pre-qualify customers responding to the advertisement!

4. Advertising helps businesses communicate with existing customers!

The word advertising is derived from the French word advertere, meaning: 1. Give me all your money 2. Building revenue 3. To turn the mind towards 4. Business development

The term spadea means:

1. A measurement of direct mail effectiveness

2. Something they do to dogs and cats

3. A unique type of in-paper advertisement

4. A type of printing press problem

Every well-written classified ad for an auto, home or major appliance should contain: 1. The phone number and when would be best time to call

2. A benefit statement about the primary item in the ad

3.The price of the item

4. All the above

It’s probably most appropriate to use reverse type: 1. In the address and phone number portion of the ad

2. In a block of 10-point personalized body copy

3. To emphasize some key words or numbers in a small portion of the advertisement

4. To emphasize all of the major prices in a ad

The newspaper term “R O P” means: 1. Ridiculous old publisher

2. Receipt on pressrun

3. Run of paper

4. Response on pricing

Selling: 1. Is about partnering

2. Is about communicating

3. Involves empathy at times

4. All of the above

People buy things: 1. Because of pride

2. To profit in some way

3. For protection

4. All of the above

Highly Successful Salespeople: 1. Make a minimum of six good calls per day

2. Know when to buy lunch for their customers

3. Look for—and respond to customer buying signals

4. Know that a sucker is born every minute!

Successful sales professionals: 1. Sell to needs only

2. Are really not team players

3. Sell to needs and wants

4. Know how to make a great Martini!

What percentage of information will people retain if being shown things while a salesperson is talking? 1. 25 percent 2. 50 percent 3. 90 percent 4. 33 percent

True sales professionals strive to: 1. Be at their desk no later than eight a.m. every day

2. Try and spend at least 50% of their working hours directly communicating with customers

3. Spend a lot of time talking with their immediate supervisor

4. Wear flashy clothes and jewelry to impress customers

Open-ended questions: 1. Contain words like how, why, tell and describe

2. Usually make a customer a little nervous

3. Shouldn’t be asked during the initial sales call

4. All the above

Which of the following listening skills is very important during a sales call: 1. Closing your eyes while intently listening to the customer

2. Clasping your hands while the customer is talking

3. Openly acknowledging, i.e., echoing the customers comments or objections

4. Reaming your ears with a Q-tip during the conversation

Successful sales professionals really don’t sell at all; they: 1. Tactfully push the customer into a quick buying decision

2. Basically beg for the order

3. Simply facilitate the buy with great selling techniques

4. Ask their boss to close the deal for them

During a sales presentation, it’s okay to knock a competitor if: 1. They are a huge, marketdominant metropolitan newspaper

2. You shouldn’t knock a competitor…It’s better to sell the merits of your publication

3. The customer asks you if the competitor is a good advertising-mix option

4. When you’re aware that the competitor has knocked your publication in some way

Great sales closers know: 1. When to close 2. Where to close 3. How to close 4. All the above

For an effective sales presentation, it’s important to get the customer to: 1. Give you at least an hour of his or her time

2. Have lunch with you before or after the presentation

3. Meet with you in a comfortable place that will be free of interruptions

4. Give you a complete tour of his or her facilities

If you’re sending sales or marketing information to a customer, be sure and: 1. Include some type of freebie in the package

2. Personalize the package in some way

3. Include color pictures of your family and pets

4. Include a contract, with a stamped, return envelope

Which of these words/phrases should you avoid using during a sales call: 1. To be perfectly honest with you…

2. I don’t know if you’d like this, but…

3. I really hope you’ll understand this…

4. All of the above

To determine which of your publication buy options the customer should buy, be sure that you: 1. Ask the customer if he really wants to be successful

2. Ask some discovery questions, to determine needs and wants

3. Apply some sales pressure 4. Tell the customer he must buy to get him to buy all of everything, because his main your products competitor does

To sell more ad space to your current customers, you need to: 1. Present lots of ideas

2. Sell the real value of an increased buy, not just the increased cost of the buy

3. Continually educate your customer on happenings in the market

4. All of the above

A really good thing to say during an important sales call is: 1. Were you very popular in High School?

2. What are you expecting your advertising to do for you?

3. Why have you never advertised with us before?

4. Why do you advertise with the local radio stations?

Accepting/running one-time advertisements is not a good practice, because: 1. You won’t make much commission

2. Consumers may need up to nine ad exposures before they actually react/respond

3. The ad director, i.e., your boss, will yell at you.

4. It’s hard to get a good spot on page three for a one-time ad

The first thing you should do after getting an ad agreement (contract) signed is: 1. Whip out your calculator and figure your commission

2. Hug the advertiser

3. Congratulate the advertiser on making a good business decision

4. Try and upsell the advertiser into a bigger agreement

Closing the sale, is, in reality: 1. A tough, undesirable part of the sales process

2. An opportunity for everyone involved to be successful; it’s a win-win-win scenario

3. The only way to judge success for an ad rep

4. A good reason for you to drive a new car every year

A key factor in helping the client make a buying decision is a salesperson’s: 1. Positive attitude

2. Relaxed nature

3. Supreme confidence

4. All the above

If a salesperson asks for the order too early in the selling process: 1. It really doesn’t hurt anything; it actually saves time

2. The selling definitely gets tougher

3. Percentages say that the customer will usually say yes, and buy

4. None of the above

As soon as a salesperson tries to close the deal, i.e., ask for the order: 1. He should start smiling from ear to ear

2. He should start thinking of the big commissions coming

3. Shut up and let the customer make a decision without interruption

4. Immediately offer an off the rate card deal to ensure a contract gets signed

When preparing business correspondence for one of your prospective or existing customers, you should: 1. Make sure you put a “happy face” somewhere in the correspondence

2. Have someone you trust check it for accuracy

3. Use different colors in the correspondence to draw attention to various paragraphs

4. Use a lot of bold face and italic type faces for emphasis

What color has proven to be highly effective in reducing anxiety?

1. Red

2. Purple

3. Blue

4. Green

What color has proven to increase a person’s blood pressure a tad?

1. Red

2. Purple

3. Blue

4. Green

What color puts people in a bad mood if looked at too long?

1. Red

2. Blue

3. Yellow

4. Green

Good, better, best Never, ever rest... Until your good gets better And your better gets best!

If We Work Together…and Educate Our Advertisers in the Process…

Everyone Wins!

Let’s Do It, Gang!

Remember What Zig Ziglar Says: If you do what you’ve always done, you’ll get what you’ve always got!