This workshop will focus initially on the techniques and methods, necessary in today’s competitive, challenging media environment to make sure that your sales team is positioned to garner significant revenue from new advertiser categories.
Then the workshop will cover the latest methods of effective multimedia sales, so your company is well positioned to concur all forms of interactive media opportunities.
20 & 21 July 2009
Hong Kong, Hong Kong
Language(s): English
Download (IFRA-AdSelling-TrainingBlinder.pdf kb)
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-Better methods of finding new customers
-Training your sales team to be more productive
-New methods for “coaching” and mentoring
-Learning the proper steps of the “consultive sales process”
-Better closing skills
-How to sell online advertising solutions, even in emerging markets
-The latest ways to offer “local search” products
-What selling online video is all about
-Email marketing, online promotion revenue and more!
Day #1: Basic Sales Survival Tactics
Effective Sales Team Infrastructure
Sales organization flow and suggested reporting structures
Training and coaching methods
Effective systems of accountability
Prospecting New Business
Ways to find new customers.
Techniques to stay organized.
Methods that will cut prospecting time in half!
Getting in the Door
How to make sure your sales people are in front the right people.
Getting by the infamous “gate keeper.”
Establishing Business to Business Rapport
Ten proven ways to develop a better relationship with your advertisers.
Making an Effective Ascertainment
How to “surgically” extract the information you need.
Closing business in one call? It can be done!
Closing More Business
“Objections vs. conditions.” (How to tell the difference in a heart-beat.)
Effectively fielding objections to get to a “Yes.”
Ten tried and true “closes” that work! (Oldies but goodies.)
“Hypnotic Selling.” Making your customer want to buy.
Managing Your Time to Make More Money!
Breaking some old habits that will make your numbers grow!
Having the Qualities of the Best Salespeople
What does it take to be the best at the art of sales.
How these traits can be adopted in your day-to-day practices.
Day #2:Multimedia Sales Survival Tactics
Hard Numbers
The latest research and trending available on:
The local newspaper Web audience
Web usage in general
Predicted trending in both audience and advertising revenue
New technology advancements and how this will impact local newspaper Web offerings
Multimedia Trending and Terminology
How the medium works
The terminology to use and what it means
Handout to study and keep
How we track readership. How we serve and track online ad performance
Our rates. Our products. Or Inventory and how we price it (IAB Ad units, CPMs, click-throughs, etc.)
Finding The Business
Who to target with our existing advertisers
Who to target for NEW business development. And Why!
Ads that Work
“Real world” examples of “closed” sales from various sized global markets
The elements of a good campaign
Good ads vs. bad ads
Basic Banner Sales
Three different various sized markets will be featured. Each utilizing their traditional newspaper, retail sales force to successfully sell their online banner inventory, for extremely high CPM’s, with long-term advertiser commitments, to local retail based advertisers
Online Video Sales
Various global client newspaper markets will be featured. Each using their traditional sales force to gain new online revenue from regular, local broadcast advertisers using online video programs.
Local Search
Five newspapers will be featured. Each garnering new, online revenue, from new advertiser categories, captured from local Yellow Page advertisers. In some cases not only new Web revenue was created. But, sizable new print dollars were achieved as well!
Workshop schedule will be from 09:00 to 17:00 on both days
About the trainer
Mike Blinder started fresh out of college as a disc jockey who eventually became a sales manager for a group of radio stations. Afterwards, he went on to manage television and radio groups until Guy Gannett Communications asked him to help launch their online division for their Newspaper and TV holdings. From there Mike's career blossomed moving on to consult companies of all sizes, all over the world on multimedia sales strategies.
Today over 150 media companies are clients of Mike's company: The Blinder Group, a Florida based firm that assists in maximizing revenues for their clients, through effective on-site sales training programs. Hearst, Media General, Morris Communications, CanWest, Quebecor, Media News Group, Scripps and the New York Times Regional News Group are just a few of the companies that avail themselves of Mike and his team of "Master Class" multimedia specialists, who are experts at training traditional sales people on how to embrace new media sales.
Fees / Prix / Preise
For members:
500
For non-members:
750
Early bird price: €450 and €650 till June 1st
Hotel
Workshop venue
Renaissance Kowloon Hotel, Hong Kong
22 Salisbury Road, Tsimshatsui, Kowloon, Hong Kong
Tel: (852) 2369 4111 / Fax: (852) 2734 6071
Workshop schedule will be from 09:00 to 17:00 on both days
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