The days when you could sell magazine ads by calling on a prospect, hand him a media kit and show him that your publication reaches thousands of potential customers at a low CPM are dead and gone. Today's decision makers are more sophisticated, they have a better understanding of their target market and they have more marketing options to consider.
Where at one time radio, direct mail, trade shows and magazines were the primary marketing tools, more and more decision makers are weighing the benefits of using low cost email campaigns and web marketing to increase sales, generate leads and improve branding.
Grow Rich Selling Magazine Ads will show you how the industry's most successful account executives are driving sales in today's competitive marketplace.
Dealing with Ad Agencies When calling on ad agencies, top income earners are 5 to 6 times more successful than the average account executive. They know what advertising agencies want to hear and how to ensure that their magazine becomes part of the agency's media plan.
RICC the secret to unlimited ad sales success Why agencies don't want to meet with ad salespeople How to pique the ad agency's interest and get the appointment Learn to avoid common mistakes when dealing with ad agencies Why you must stay away from media planners How to ensure your book becomes part of the agency's media plan Why you must call on the account executive first Going over the agency's head What you must do before sending a media kit to an ad agency
Power Presentations that sell Ever wondered why some account executives are so successful? It's because they take a different approach to ad sales. They realize that prospects are not interest in their magazine nor are they interested in advertising. Prospects want to deal with an industry expert that can help them reach their business goals.
How to sell a multi-tiered campaign instead of an ad How to position yourself as an industry expert Why you must stop sending media kits Get rid of your rate card, it's costing you sales Never hand out a media kit at the beginning of a meeting How to instantly build credibility and trust Using Universal Benefits to pique your prospect's interest Ted, Aim and Pam the only prospects you'll ever deal with How to present editorial content, demographics and circulation How to sell frequency How to overcome magazine advertising scepticism How to sell against a magazine with a higher circulation What you need to know about co-op advertisings Why you must focus on ROI instead of CPM How to sell against magazines with a higher paid subscription How to sell against web and direct mail marketing
Grow your client base Most of us have been led to believe that our income is directly related to the number of cold calls we make. In other words, if you want to double or triple your earnings, all you need to do is work that much harder and although this approach does work, it only works on the low end of the income scale. While anyone, with little or no prospecting skills, can knock on enough doors to earn 40 thousand dollars a year, the odds are against them surpassing this income level unless they add one additional ingredient - skill.
80% of all prospects can be sold Discover the prospecting Tipping Point Why you must always prospect at the top Double your appointments by avoiding this prospecting mistake How to reach hard to reach decision makers Sure-fire techniques that get you past any secretary Stop being blocked by voice mail Discover the magic words that every decision maker wants to hear How to instantly differentiate your publication The 2 words you must never use "Farming" the best kept secret of high income earners The only two decision makers you should call on How to close for the appointment Why you must never leave your phone number Door to door canvassing techniques that get results How to instantly find out anything you want to know about your prospect
Turn objections into sales How many accounts are you losing every month when your prospects say,
- I'm not interested
- I'm happy with my existing marketing campaign
- Let me think it over and I'll get back to you
- Not now. Call me in 6 months
- I'd like to discuss this with my ad agency/partner first
- Just send me a media kit
- Magazine advertising doesn't pay off
- Our dealers do all our advertising
- We've decided to hold off until the fall
Chance are you're losing plenty, but needlessly so. Although objections are part of the selling process they should not be costing you sales. You'll discover the time-tested responses that easily overcome all objections and turn them into orders. Plus you'll learn,
How to instantly tell if an objection is true or false What you must never do after handling an objection How to avoid answering the objection The first thing you must do when your prospect objects How to eliminate objections by addressing them before they occur What you must recognize about first objections A powerful technique that breaks down the prospect's resistance
Eliminate price competition The majority of salespeople are quick to hand out a media kit and rate card and most prospects have learned to take full advantage of this situation. No matter how competitive our rate we still hear ''Thanks, I'll get back to you" and off they go in search of an even lower CPM. You'll discover the field-tested techniques that top income earners use to eliminate price competition.
How to avoid common mistakes when dealing with price The only time to tell your prospect the price What you must never do after mentioning the price How to make any price seem affordable and easy to accept Why you must stop handing out rate cards Why you must be the last to submit a proposal Up-selling techniques that really work How to sell against a magazine with a lower CPM How to deal with discount requests What to do when the prospect shows you a lower rate card Why sharing new ideas can be a costly mistake How to use the Price Difference Close How to use the Ad Shuffle to eliminate price competition How to close the sale when your prospect says,
- I can place the same ad in your competitor's magazine for less
- This is too expensive
- We don’t have the budget
- This cost more than I thought
Secrets of the master closer Although the presentation is the greatest factor influencing the prospect's buying decision, even with the best presentation skills you'll still lose as many as 8 out of 10 sales. Just because you've sold the prospect on the benefits of advertising in your magazine does not mean that he will run a campaign - he'll buy from the salesperson that closes him.
How to make it easy for the prospect to commit to a campaign How to motivate your prospect to order today How to close the sale without asking the prospect to buy How to use objections to close the sale Increase your sales by avoiding this common closing mistake Discover why you must never ask for the order A powerful technique that tells you if your prospect is ready to order How to uncover hidden concerns before asking a closing question Discover the Closing Tipping Point What you must never do after closing Remote Closing, learn who to close by phone Over 20 powerful, yet easy-to-use closing techniques
Help your clients with expert advice Your prospect's don't want to deal with a magazine salesperson, they want to work with someone who can make suggestions and offer ideas; preferably an expert in the field and they'll gladly pay a premium to anyone who can increase their probability of success and reduce their risk of failure. You'll discover the field-tested techniques the top advertising agencies use to maximize magazine ad response.
Understanding how magazine ads are read Expert advice on photography and illustrations What your clients need to know about headlines Body copy that sells Expert advice on formatting Expert advice on positioning, color, frequency, circulation and size
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