Sales Training 2.22.12

This week we began the sales rotation. On Monday we met with Paul, the sales director of the classified ads, for a presentation on their overall sales strategy. We learned the basics of their sales team strategy for selling advertising through the Union Tribune, both print and online. Here are a few basic concepts I took away from the presentation:

3 Elements to Successful Advertising:
1. Message
2. Channel of delivery/Audience
3. Frequency

The Bottom Up Approach:
1. Questions/needs
2. Benefits
3. Objections
4. Agreement

Needs Analysis:
1. Their Business
2. Their Customers
3. Their Experience

Buying Styes:
1. Doer/Driver
2. Thinker/Analytical
3. Actor/Expressive
4. Friend/Amiable

Today, I had the opportunity to shadow an account manager in the sales department at UT San Diego. I expected that I would be listening to cold calls and taking notes. To my surprise, we wound up in Little Italy discovering new restaurants, and even riding electric bikes. We began the trip downtown by learning about how the UT uses something like the upcoming Art Walk to generate advertising revenue. This is just one of about 60 events that they use for something like this. I shadowed Jeff Rankin who's territory is Little Italy and Hill Crest (not too shabby!) We delivered flyers to businesses in the area that may want to advertise with UT while they promote the art walk. The visits were intended to be friendly and informative, not pushy.

Next we visited current customers that Jeff works with on a regular basis. I was a little bit surprised to see how well he knew some of the clients. He was greeting with hugs by some, and simply a smile and a hand shake from others. We visited these clients in order to just say hello, check in, and maintain the current relationship.

The last stop we made was to an electric bike shop. Jeff wanted to stop by because they were too late to be a part of the Successful Aging event, but were very excited about it. I listened as Jeff applied many of the sales concepts that we learned about on Wednesday. What is the demographic of their customers? What are their goals and targets? How could the UT help those goals? What does the product do? How much does it cost? The owners main goal was to get a article in the paper. Unfortunately this is not something that Jeff can do. He did however, offer to edit his press release and point him in the right direction. He later explained to me the reason for asking about the price points as well. Since the product has such a high price point, the ROI for one advertisement is huge, even if it only generates one or two sales.

Before we headed back to the UT office, we had coffee with Kevin (I cannot remember his last name). He specializes in the online and digital media and advertising for UT. He gave us a crash course in sales and helpful tips for job search and interviews. Here is the basic out line of the our Sales 101 from Kevin:

1. Earn Your Right: establish credibility
2. Find the Need: Find a weakness and a need
3. Selling your Solution: Match your presentation to their need. Questions give you control
4. Recap 

This week was exciting! Beginning the rotation has been a lot of fun, and  I am excited to continue.