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Ideas and news to help you sell
Please pass this newsletter on!
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March 13,
2008
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"Using
Interactive Media to Sell Through a Recession"
The
National Association of Publishers Represetatives
Date:
Friday, March 28, 2008. 4:00 EST
Call in at
712-421-8465; follow prompts, password is '4321'
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Selling in a recession takes a different attitude.
I like to share this test with salespeople to see if they are up for
the challenge. The trick is that this test is
from 1932 and written for salespeople during the Great American
Depression. If you can pass a sales test written for the Depression,
I figure, you are up to sell in a mere recession anytime!
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Having trouble
with difficult customers?
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Now in bookstores:
Josh Gordon's ultimate guide to persuasive presentations
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Josh's February Folio column
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Recession Fighting Chart
One way
to sell against the recession is to make the idea that the
recession WILL END very tangible. This chart helps you do that by by
showing how previous recessions timed out and ended. Over the past
half-century, there have been nine US recessions, with an average
length of 11 months each. If we head into a recession...eventually it
will end as well. Sell this point, then ask, "Who will customers
think of first when the recession ends as pent up buying returns? What
if a competitor kept advertising during the recession?"
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On a sales call, how do you answer
this question? Many media reps jump into a canned pitch about the power
of their print originated brand franchise and how their website extends
the franchise online.
Media buyers, are driven by
"What's in if it for me," and the best print brand does not
guarantee online results.
The online word is results and
measurement driven. You have to explain the functional benefit behind
your online media first. Then go one to explain how this function can
generate measurable results. Start with an explanation of what your
website or online media DOES for it's visitors.
A great post on "Online
Metrics Insider" lays out a guide for categorizing the functional
benefit of a website for people who measure web performance. If you
can't functionally define a web visitor benefit how can you
explain the advertising benefit of that site to a media buyer.
Link to the full article
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For fun:
When it comes to sellng intactive media ...
...
without meaningful interaction... the customer will want to break up!
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