AD SALES MASTER CLASS:
Thursday, January 12 & 26 and February 9th
Ensure your staff has all the tools and techniques
for your best year ever. Includes:
Three initial 2-hour ad sales webinars • Two one-on-one target account sessions
Once-a-week ready-made presentations and how-to videos for a year
150-page new hires course
Our Ad Sales Master Class Winter 2017 is a three-webinar ad sales course combined with one-on-one target account sessions and 46 once-a-week Presentation Packs that'll help ensure your ad reps maximize their territory's revenue throughout the new year.
Based on our flagship, award-winning Response Oriented Selling program we've conducted on-site for over 1,000 newspapers, the Winter 2017 Master Class starts with a not-too-demanding set of three 2-hour webinars spread over January and February that packs in the tools and techniques that make our course so popular and effective at driving revenue.
Pricing varies depending on publication size, but all receive the same components of our award-winning course:
Three 2-hour ad sales webinars
Spread over three sessions in January and February, ad reps will learn new and improved ways to handle every part of the sales process from identifying leads to cold calling to making winning presentations, closing, and follow up. Topics include:
Cold Calls Made Easy
• Identify high potential advertisers
• Overcome initial objections
• Prove you’ll deliver a response
• Retrieve key pieces of information
Becoming A Response Partner
• Master a new system of ad strategy creation
• Analyze a prospective advertiser’s business, products, competition
• Transform information into an effective ad strategy
Making Flawless Presentations
• Get agreement that your publication is a good fit
• Get buy-in on account analysis
• Get buy-in on the effective advertising techniques used
• Prove the proposed recommendation will work
• Foolproof closing
Selling Ad Size And Frequency
• Determine the precise ad size for each advertiser
• Sell the ad size the account needs for response
• Determine the best frequency/impressions for each advertiser
Selling Digital Products
• Create effective digital advertising
• Conversion architecture: converting online visitors into customers
• Maximize the client’s digital presence
• Your rates are too high
• Reduce the ad size
• The other publication is cheaper
• The other publication works better
• Your print and online display ads don’t work
• I can’t run that frequently/that many impressions
• I have no money
• I have no time
• You don’t have enough circulation
• You have too much circulation
• I only run with the big daily
• I only run with the weekly
• I just do pay-per-click
• My budget is already allocated
• Change the ad (for the worse)
• Participants can bring their own to discuss
Special Considerations: Automotive Dealers and Realtors
• Selling these difficult categories
• Significantly improving response rate
One-on-one target account sessions
Once the formal training ends, we begin to work one-on-one with ad reps helping to go after an actual high-potential target account. We "hold the ad rep's hand" through the first run using the approach to help our clients experience an immediate ROI and, more importantly, because our experience tells us the ad rep's most critical questions arise once they start using the techniques. If we're there for them at that point, odds are their first time will be met with success and they'll be hooked on the approach.
I wanted you to know I just made a $3,900 sale to an RV dealer using the RV Presentation Pack and your one-on-one coaching. Thanks for all your help.
– Danny Patrick, Coastal Angler Magazine
A year's worth of once-a-week Presentation Packs (ready-made presentations and coaching videos)
Let your ad reps look over my shoulder while I research, create, and execute a different presentation each week, walking them through each step and explaining exactly how to make the sale. Each week, your staff gets an email giving them access to coaching videos explaining each stage of the sales call (informational, creating the presentation, and a role play of the final presentation). Plus how to sell the digital version, selling long copy ads, ads with lots of selection and price, and all sorts of other specialized videos on various parts of the sale.
The key things the ad rep needs to do at each stage are spelled out in detail, based on my personal successes presenting very similar ads directly to my clients' prospects.
"We sold our very first Presentation Pack to a kitchen remodeler. A 4 col x 16" ad for 13 weeks! This advertiser hadn't been interested in running but we followed the Bob's process, getting the prospect to visualize the ad before showing it to him and he signed without a single objection."
– Michelle Robinson, The Post Register, Idaho Falls, ID
Your ad reps get to look over my shoulder and see exactly how I did my homework, analysis and conducted every step of the sales call with each presentation.
Our first Presentation Pack we presented was the chiropractor one. We sold a $25,000 contract. The advertiser loved it! Keep setting us up and we'll keep knocking them down!
– Bee Publications, Amherst, NY
So, now you can have access to a suite of live and video-based training and sales tools that previously were only accessible to our larger daily newspaper clients (like the Hartford Courant, Cincinnati Enquirer, Oregonian, and Honolulu Advertiser).
150-page new hires course
Your membership also gains you access to an approximately 150-page course that gives your team everything they need to start selling advertising tomorrow, saving you hours (if not days) sitting with an ad rep going over all the intricate details of their new profession.
The 10 chapters include familiarizing the new ad rep with their publication and various departments, approaching a new territory, ad layout, reading a rate card, reserving space, creating spec ads, calling on new accounts, selling their various products, territory management, conducting the first and second sales calls and overcoming objections.
To be clear, this new hires course will get ad reps near the level of their competitors, it won't provide the same approach as our Response Oriented Selling course, which takes their selling abilities to a much higher level. Still, the new hires course is an excellent way to help an ad rep at least stabilize a new territory fast.
We sold three different chiropractors a full-page contract as well as three realtors on a full-page yearly contract using the Presentation Packs
– Coeur d'Alene Press, Coeur d'Alene, ID
We sold a furniture store a huge ad on contract right away. The ad reps find the live Webinars so helpful, they actually ask to attend multiple times, something that's unusual for any ad staff.
– Medicine Hat News, Medicine Hat, AB
I just sold a local brewing company on a 6 col x 8" ad every week. This was a pure McInnis sale!
– Shannon Oseen, Post Register
Option for live presentations to a specific account and prospective advertiser seminars
Need more help? For a small additional fee, we can work with your prospects one-on-one to help sell contracts for you via a Web meeting. We can even conduct general prospective advertiser webinars where we show them how to succeed with your publication, both in print and digital, sponsored by your newspaper.
Today I sold a $13,000 contract to a restaurant with your training and the restaurant Presentation Pack. Thanks Bob!
– Dustin Patte, Ithaca Times
We price our services based on the value that various-sized publications will receive. Private sessions are also available.
15,000+ circulation daily or 50,000+ weekly: $11,995
10,000 - 15,000 circulation daily or 30,000 - 50,000 weekly $7,995
5,000 - 10,000 circulation daily or 15,000 - 30,000 weekly $2,995
2,500 - 5,000 circulation daily or 10,000 - 15,000 weekly: $1,195
Under 2,500 circulation daily or 4,000 - 10,000 weekly: $895
Under 4,000 weekly circulation: $695
Everything your ad reps need to take their
ad sales to the next level
ABOUT THIS SITE | This site is the home of Bob McInnis' Response Oriented Selling newspaper ad sales training program. It also shares a number of insights as well as offers a basic new hires program for brand new ad reps just looking to stabilize their territory.
Feel free to contact us with any questions.
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