For several weeks now, Josh Gordon's white paper written for the Customer Collective, "What Is Your Recession Sales Strategy?" has been one of the top ranked white papers on the web. This is great news for media sales people because it is a great media sales tool. The white paper is based on a research study that challenges assumptions of how selling should be done in a recession and can open conversations that lead to a media sale.
Number 1: In a recession, the most common sales direction is to go after new categories of customers. Instead, focus on selling more products to your current customers. This will be more profitable, less difficult, and when the recession ends you will be tighter with your client base.
Selling point: A client who embraces this strategy will be releasing new products, configurations, programs, and packages to their existing client base. Ads can help carry the message.
Number 2: As a result of the recession, 26 percent of sales organizations are working more closely with their marketing departments.
Selling point: The bad news is that three out of four are not. The panel of experts insists that in a recession sales and marketing must work together. Marketing needs to refocus to help the sales staff. Image advertising can be diminished, and more emphasis placed on the kind of promotion that attracts people looking for solutions. This is a golden opportunity for you to sell advertising and online programs that generate sales leads, or attract people looking for solutions. Webinars, e-blasts, and direct response advertising are appropriate here.
This white paper is not just a great media media sales tool it also happens to be the top downloaded white paper on this subject.
ZDNet.com boasts the "Web's largest library of free technical white papers." Unique to the German portal (ZDNet.de), is a system that rates the popularity of white papers posted by editorial category. For several weeks "What Is Your Recession Sales Strategy?" has been the #1 ranked white paper in the "Finanzmamagement" (Finance management) category, as it still is today. In addition, the white paper is #3 in the "Financial Planning" category.
If you read the Folio article and review the importance of the study you should be ready for a great sales call.