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Sales Strategy Training

Sales Strategy Training . Agenda. Sales Team Structure Set Goals Sales Training Additional Revenue Tactics Keys to Success. “Dedicated Rep helps keep our pipeline full”. Kelly Klein: Director of Sales – Today’s Deal The St. Louis Post-Dispatch

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Sales Strategy Training

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  1. Sales Strategy Training

  2. Agenda • Sales Team Structure • Set Goals • Sales Training • Additional Revenue Tactics • Keys to Success

  3. “Dedicated Rep helps keep our pipeline full” Kelly Klein: Director of Sales – Today’s Deal The St. Louis Post-Dispatch “We’ve found one of the keys to this program is having a healthy pipeline.” St. Louis, MO Circulation: 383,000 Sunday/208,000 average weekday Launched: June 2010 Deals run per week: five-six featured and one side deal

  4. Sales Team Structure Who’s going to sell? ••• Revenue counts towards online goals ••• Keep compensation simple Traditional rep Deals rep Goal and Bonus plan Designate a “Sales Expert” for Deals who can lead and train the rest of your reps

  5. Set Goals Revenue ••• Establish sales goals Monthly Revenue Goal? ••• Develop email list goals and strategy Launch List Size? What are your monthly goals for this program?

  6. Set Goals Deal Inventory ••• At least three weeks of deals secured before launch ••• Does your deal inventory have variety? Plan to have at least 3 weeks of deals ready at all times.

  7. Set Goals Re-run Deals ••• Plan to re-run your top 5-10 deals every 4-6 months. • ••• Constantly be looking to “build your bench” with an all-star set of deals.

  8. Sales Training Deal Appeal ••• Make a target list of advertisers located near your subscribers in these categories ••• Always ask yourself “is this merchant deal worthy”? ••• Use “Best Of” winners, Yelp and other deal sites to prospect Restaurants Retail Activities Travel Health & Beauty Avoid Location Specific & Planned Purchases Jewelry Fitness Services

  9. Sales Training • Brand Recognition • Is with a well-known, established business. • Broad Target • Is one that almost anyone would be interested in, regardless of demographic category. • Deal Quality • Is a desired item or service. • Pricing • Is priced at (at least) 50% off and higher than $5. • Multiple Quantities • Allows for multiple quantities to be purchased. • Expiration Date • Has a minimum six month expiration date. • Other Factors • Has Seasonality and Adjacency to your market Anatomy of the “Perfect Deal” The perfect deal will make money for you AND the merchant!

  10. Sales Training The Pitch • What we “sell” the advertiser • Selling against Groupon& Living Social • Why choose newspaper deals program? • Common Objections NO Upfront Cost Guaranteed Revenue Measureable Results Great Word of Mouth New Repeat Customers Local Media Exposure

  11. Sales Training 4-Legged Calls ••• Have your “Expert” accompany your other reps as you begin your program

  12. Sales Training Collateral • Prospect list (Pipeline) • What are daily deals? • Anatomy of the perfect deal • Common merchant objections • ROI calculator • Merchant agreement (Sales contract) • W-9 form • Direct payment information (ACH or check) • Merchant Redemption Guide • Loyalty program strategy

  13. Sales Training Approving Deals ••• Form a committee to vet whether or not a deal is appealing enough to run on your site ••• Rejection of deals

  14. Additional Revenue Side Deals ••• Seasonal Stores Travel Deals Network Deals ••• Instant Deals Mom Deals Out of area deals

  15. Keys to Success • Dedicated “Deals Only” sales rep • Revenue counting towards rep online goals • Sales Training • The “perfect” deal • The “pitch” • Merchant objections • Deals committee • Promotion in traditional products • Re-running top performers

  16. Keys to Success • Aggressive sales force • Launched with high profile merchants • Merchant Loyalty Programs • Focus on categories where our readers can justify spending • Restaurants • Beauty • Entertainment • Side Deals/Stores

  17. The Power of Your Email List Home Page Ads 10% Referrals 7% Other 5% Deal Email 78% Daily Deals: It’s all about the list Understanding the revenue value of your subscribers Free Webinar. June 7th 1 p.m. EST

  18. ROI Calculator

  19. We’re Here for You • Director of Affiliate Success • Trains your properties on best practices for selling deals • Account Manager • Guides you through every step of the process • Support Team • Always here to answer any questions • Help Guide • Step-by-step walk through of our admin tool • Resource Center • White-label materials for selling deals, and strategies for boosting revenue

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