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In terms of set up for retail, most had moved to sellers with experts to be brought in on online, mobile, e mail, video, etc. The consensus was that this expert would not be paid on commission but instead salary plus a small bonus for hitting an overall sales goal.
For those reps or specialists on the digital side, it was felt that this area is changing so fast, that training was required for this group as well. And don forget others such as graphic artists that need to know how to design compelling online ads. one presenter indicated double, another stated four times higher) vs. print sales. This was done to demonstrate commitment to online and encourage sales. sales rep of the year). Many offered positive incentives for reaching goals and some suggested that there should be corollary things that happen for not meeting goals the presenters indicated that they have instituted more monitoring. 20 calls a week), metrics and weekly meetings. This included providing reps with a clear job description, leads (one presenter used Trust which monitors websites in the market and provides leads), reporting tools, limiting products offered (to provide focus), printed and email sales materials, and encouraging flight sales not products.
No matter how the reps were Omega Seamaster 007 Gold
The retail advertisers, particularly those in smaller communities, don want multiple reps calling on them. They want advertising solutions which may or may not include multi media. It was noted that many retailers have bought into the idea that online communication is going to save them. Whether this is true or not, it argues for online to be in their plan to satisfy their need for this element. Furthermore, to overcome the internal issue of stealing newspaper revenue and putting it into online, managers indicated that they were training their staff to recognize retail desire for this media, and embrace the fact that if the newspaper doesn offer it, competitive media will.
Peter Conti, Senior Vice President, Borrell, references their research which shows on av. 25% of sales come from online. Those performing above this, have 3 things in common: a dedicated, separate online sales force; the ability to work with non traditional customers; and a thirst for data. These reps. use a consultative sales strategy and get much higher rates for online than their peers. Blinder countered that the success of Omega Constellation Gold Face
this group was due to the fact that they were not that they were a dedicated sales force.
The International Newsmedia Marketing Association (INMA) offered a one day seminar on multi platform sales. Sixteen different speakers from newspapers in Canada and the United States shared their hard earned perspectives and experiences. What became obvious is that all organizations have tried different alignments of their sales forces and, interestingly, there does seem to be some general consensus on how to proceed. Here are the highlights.
It was felt that clients sometimes felt their understanding of online was too limited (particularly smaller ones) and one organization was offering 101 for clients (with their ad reps in the room).
First Mike Blinder, President, The Blinder Group, rallied for one sales force selling multiple products. He indicated that this was more efficient and allowed for more customer contact by one rep. He did acknowledge that this may lead to the ignoring of smaller accounts and that it requires an investment in training. He felt that the issue was less about multi media vs. print reps but more about types of sales reps hunters (or prospectors), farmers and closers. Hunters, he argued, fit with online sales (although they should be allowed to sell both) and Omega Speedmaster Moonphase 2016 should focus on new business. Farmers, he feels, make better traditional print reps (but again know enough to sell all and can draw on experts as needed). Closers, he posed, can have meetings with new potential advertisers which are set up for them via a call centre at which point, they are sent in.
The national advertisers and their agencies are more sophisticated when it comes to the online. The online buyer wants to talk to an online specialist someone who is as knowledgeable or more than themselves. In this case, many have specific online reps. for this purpose. In some cases solution groups were set up to cater to this and target competitive media.
It was agreed that this was an essential element. Although many reps. had received lots of training on online/multi media sales, most presenters indicated, there was still a limited understanding and further training was required. Depth of understanding required would of course depend on how the organization was set up but it was agreed all reps should know the basics of online and/or multimedia. One organization, felt reps. a brief, pre prepared overview) that they could share with clients and they were so committed to this that they practiced it in the Omega Seamaster Midsize
Pros and cons on separate sales forces vs. one
organized, it was clear that multi media sales required providing a solution to an advertiser. To do this, research was repeated mentioned as a key tool to make the case and become a partner with an advertiser. Most research mentioned was customer data combined with lifestyle segmentation data (PRISM mentioned) and database utilization (MAXX from Astech mentioned). The researcher could then make recommendations on how to advertise based on understanding the customer business. In many cases, the researcher would attend the meeting with the rep. and walk the advertiser through the recommendation. For a sophisticated advertiser this would be in depth and, for one less sophisticated, less detail and more big picture. Tribune had a 3 day pop up store for Target in their Chicago offices); and targeted emails for the advertiser including testing subject lines (3 subject lines headlines are tested for the first 15,000 that go out and then the rest use the subject line with the highest open rate).
Omega Speedmaster Moonphase 2016
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