Sometimes selling ads isn’t the problem. The challenge you (and your team) may be working around is handling ad placement execution, especially on 11th hour orders. Yes, this is a good problem – more ads! But it’s also a situation ripe for errors, late placement, and team frustration. And odds are this lack of smooth execution is echoed in your prospect development, existing client management, and inter-department work.
We like this recent article from Richard E. Brown in Editor & Publisher that details three steps to engineer a better sales system with “CPR”. Quick highlights below, or read the full article here.
- C is for “Communication”
This is by far the most critical pillar to jump-start your sales system immediately. A solid sales communication plan establishes additional market share and brand awareness, which in turn yields higher quality incoming call activity and close ratios for your sales team.
– Evaluate how you consistently communicate with current advertisers and prospects.
– Leverage your marketing department for external comms to prospects and customers.
– Invest in an applicable email marketing software or CRM to manage sales team comms to customers.
- P is for “Process”
While process correlates to more traditional sales sequences, using CPR demands a sales system that makes proposal requests and creative development elementary, expeditious and effective.
– Take advantage of software or online forms to develop a proposal request workflow.
– Proposal form options should include all advertiser objectives, suggested product solutions, applicable discounts, perennial special sections, and ad creative.
- R is for “Retention”
Retention is the Achilles heel of any sales department’s growth and longevity. This is the place to identify and automate touchpoints and essential communication follow-up. (See C for “Communication”.)
Tons of details and examples in the E&P article – take 3 minutes to read through and then think about whether applying a CPR framework can improve your sales!
Photo from Editor & Publisher