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Ideas and news to help you sell
Please pass this newsletter on!
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November 2007
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According
to media buyers, only one third of media salespeople "get it."
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Now in bookstores:
Our ultimate guide to persuasive presentations
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Need
a speaker for your next sales meeting?
Give us a call
718 802 0488
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December
11, 2007
Save the date if you are in New York!
Josh will run a free live seminar on Persuasive
Presentations At the Brooklyn Business Library
6-8 PM.
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Read our article on "Rounding Up The Online
Laggards"
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free teleseminar on selling web products:
November
29 at
4pm
Sponsored by the National Association of Publishers
Representatives
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Rate
Temptation and Al Frankin
 It
is tempting to offer a "limited discount" to bring in new
clients. But if details of a discount become public, typically, the
discount is extended beyond the original target.
That's what happened in Minnesota with Al Franken and
the Minneapolis Star Tribune. As the senate race heated up Incumbent
Republican Senator Norm Coleman ran an a full-page ad in the newspaper criticizing
Democratic hopeful Franken. The ad was controversial and in the
publicity that followed the price paid for the ad was revealed. Coleman
paid a little over $23,000 for the ad...far less than the $37,000
Franken's campaign paid for the same size ad two months before. Oops!
The Star Tribune backpedaled, blamed their media rep,
and gave Frankin the lower rate. There will always be temptations to
discount but if word gets out, where ever it goes, so does the the
discount. Read the whole story on the Ad Sales Blog.
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 Is your sales staff missing opportunities on the web?
There is great
synergy in selling print and web products together. We have a system
where salespeople learn to expand online revenue while protecting the
print base.
"The inspirational ideas and real world
examples...made the staff look at challenges and opportunities with
'new eyes'."
NFPA Journal and NEC Digest
Visit us at the Smarter Media Sales website
or call us at 718 802 0488
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How Josh "got
sold" on buying his daughter a dog. A humorous video clip taken
at the New York Folio show.
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Are digital
magazines "fish with feet"?
In 2005
"search" guru, John Battelle, was credited with this
sound bite critique of digital magazines describing them as "fish
with feet", merely a transitional product for the digitally
challenged who need extra help migrating from paper to the Web.
If Battelle is right Digital Magazines will fade away and be gone along
with any potential ads you might sell on them. digital magazines have
detractors but they are now enjoying huge growth with suppliers like
NXTbook Media, Zinio, and Texterity scoring record sales.
On a sales call the way to counter this objection is to point out that
all viable media today could be viewed as "fish with feet,"
going through a tech evolution involving digital delivery. In two years
the current analogue TV standard will be replaced with a digital
one, in five years radio may morph into a medium with as many time
shifted listeners as live, there is technology fight in cable TV
where IPTV technology (like FiOS from Verizon) is competing against the
current generation of cable delivery, and the Internet you are
now reading will one day be replaced with Internet2 technology now in
beta at Universities.
To detractors who say that digital magazines are irrelevant
because they may yet evolve, remind them in today's media
world evolution is a sign of viability, not weakness. Read more on the Ad Sales Blog
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For
tools to overcome every objection that comes up in integrated
media selling visit
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