Read more about marketing plans. - Walsworth Yearbooks

Business adsIf you sell business ads, remember your Selling Kit and sales training, andorganize for efficiency. Before sales calls:• Pair up experienced and new staff members, go-getters and less aggressivepersonalities.• In dealing with a limited area, consider geographical territories for your salesteams.•Set goals and incentives for your sales teams.•Take one or two days for this type of sale, maybe a day in June and a dayin August or September.•Carry two or three pens with the Selling Kit.•Call first to learn the name of the manager or the decision-maker, and thebest times to show up in person. Make an appointment.•If cold-calling, determine the least busy time to visit, so as to discussadvertising or set up an appointment.• Remind staff to make a good first impression by dressing appropriately andoffering a firm handshake. Always be courteous. Always look your prospectin the eyes and listen, then ask pertinent questions.During sales calls:• Know the facts about your yearbook, your school and your market, such ashow many students buy the book, the distribution date, other businessesthat advertise, what options are available for the ad (color, artwork, pageposition). Have a business-size card in the sales kit with school informationon one side and rates and other statistics on the other.• Plan on your prospect saying “no” at least a few times. Counter theirobjections by using a pre-planned “Reasons to Advertise” list. Beyond that,don’t badger them.• Think about anything extra you can do for your prospect’s ad. What aboutcopy, art and design?• Ask for the order. Have the contract and pen ready for the prospect to sign.Say “thank you” when they sign.• Ask for a business card, attach it to the contract, and inform the merchantyou will contact him or her soon for art, copy, pictures, or whatever applies,unless they have those items ready now.26