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June 21, 2012

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Many of the organizations you call on don't have on-staff expertise who keep up with the changing digital marketplace. If you keep up, you can be of real service to them.

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Hiring dedicated digital media salespeople is not a matter of question anymore. It is a must to all the companies rather than training a new member that will only eat company's time and money.

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If you have a staff dedicated to selling whirlygigs, guess what? They're going to sell a whole lot of whirlygigs, no surprise there.

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When he surveyed these organizations on the make up of their sales force and thier performance he discovered the following.

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For business minded people especially those who are new ones, it is better for them to train someone in online media than to hire dedicated media personnel because it would be another waste of money if they will do it.

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Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context.”

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There is no time to train any legacy reps. What we ought to do is to hire dedicated digital media salespeople.

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We should hire somebody who is dedicated in his job. No matter how knowledgeable we think we are, there are still things that only them can understand and synthesize.

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This should be easy, with strategic bundling and sales training.

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Hay algunas aplicaciones digitales que requieren los representantes especialmente capacitados. Representantes de periódicos pidiendo a los comerciantes locales deben tener paquetes bien diseñados que se venden a los abonados de impresión, no los suscriptores-y una audiencia digital.

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Focus. 100%. Valassis reps sell 100 times the shared mail revenues as newspaper reps. Why? It's what they focus on, it's all they have to sell. Most every newspaper rep could sell shared mail, most don't.

If you have a staff dedicated to selling whirlygigs, guess what? They're going to sell a whole lot of whirlygigs, no surprise there.

There are some digital applications that require specially trained reps. Newspaper reps calling on local merchants should have well designed bundles that sell the print subscribers, non-subscribers and a digital audience. This should be easy, with strategic bundling and sales training.

Too many media companies don't focus on how digital can really help local merchants, and they don't train reps in this either. They sell their inventory.

Dedicated reps are a crutch for being unable to train your reps or merchandise your products in a way that digital meaningfully leverages your other products. If you can't create leverage between your legacy products and digital, and you can't train all your reps to express it, then just do like the Yellow pages. Pretend you're still in the print directory business and sell digital only bundles, with a free print listing.

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