Multi-Product Selling Kathy Geiger-Schwab Executive Vice President

1. Multi-Product Selling Kathy Geiger-Schwab Executive Vice President

2. Established 1910 – Dayton, Ohio • Founder L.M. Berry sold advertising on the back of train schedules • Grew from a modest experiment in advertising into the largest Yellow Pages Sales Agency in the world • 2038 Employees • Call Center, Telephone, Field, Major Account, Internet and National Sales Channels • $1.3 billion in revenues • 37 offices in 39 states • 827 directory editions • 35M Total directories distributed • Over 1 million advertisers

3. Internet Services • - IYP development • Web Site • Development • - Banner Sales • Local Search • Keyword Optimization • - Site Tracking and Measurement • Knowledge - • Transfer • Clients: • International • - NTT Directory Services • - World Directories • - Sutter Grüppe • - Findexa • Sensis • Domestic • Wood County Telephone Co. • AAA Cincinnati / Hartford • North State Communications • - Shentel YP National Sales Agency 180 Employees 550+ Clients (Direct/Agencies) ILOB Independent Line of Business SCA South Central Area BellSouth Region Sales Agent & Publisher 887 Employees (183 field reps, 136 TS reps, 16 call center TS reps, 8 on-line TS reps) 8 Divisions 527 Directories YP, WP, Niche IYP, Local Search Sales Agent 881 Employees (189 field reps, 163 TS reps, 33 call center TS reps, 13 on-line TS reps) 9 Divisions 300 Directories YP, WP, Niche IYP, Local Search, YellowPages.com • IntelliVentures Lab • Online R&D • Tracking & Measurement

4. Multi-Product Selling vs. Single Product Selling • To multi-product sell or not multi-product sell comes down to a few key issues: • Cost of sales • Skill level of the sales force • Advertiser demands • Support systems • Sustainable revenue growth • Products/Services involved “We have a wonderful sales channel to medium and small businesses- shouldn’t we leverage it?”

5. The Focus is on the Rep and the Advertiser • Culture • History Philosophy Processes • Multi-product Selling • Continuity of Contact • Product SME Tools Strategy • Segmentation • Teams • Canvass • Management Products Promotion Sales Rep & Advertiser Relationship • Print • IYP • Local Search • Sales Ally • Spartan • Access • Canvass Support • User Marketing • Customer Appreciation

6. Cost of Sales • The goal of any sales organization is to: maximize the revenue output vs. the manpower invested • Multi-product selling maximizes this formula • Places higher demand on sales training and sales management • Smaller more efficient sales force can be utilized • Less competition for revenue between sales channels • Complete directional media decision can be made • Higher advertiser satisfaction if products/services are related

7. Skill Level of the Sales Force • Understanding how the complete product set works together is key • Train, Train and re-train!!! • Discovery/Fact find stage is crucial to identify appropriate products to recommend • Matching product bundles to classification/industry needs and the appropriate sales channel • Higher revenue increase and advertiser retention with solution sale

8. The Right Productivity Important Overcoming Objections Fact Finding Time Spent with a Customer Fact Finding Overcoming Objections Steps of the Sale

9. Advertiser Demands • Advertisers have become weary of multiple sales calls by multiple sales reps to fulfill their advertising needs • Efficient sales call required • One-Stop buying opportunity valued • Solutions selling is the goal

10. Support Systems • Management and administrative support of multiple single product sales channels impacts revenue production • Marketing must be able to effectively support the sales effort via value selling messages, bundles, ROI tools, keyed ads, and pricing structures to stimulate growth • Multiple single product sales units complicates campaign management and where to place responsibility for underperformance

11. Sustainable Revenue Growth • When an advertiser is ready to buy, be sure to sell everything he needs • Maximizing customer interactions • Offering a total directional media solution • Dramatically increases incremental percentage increase • Can leverage follow-up contact to handle “administration” of sale.

12. Incremental Increase Driven by Multi-Product Selling Based on 3 major markets

13. Berry’s Approach • Local and regional accounts are multi-product sold by telephone, field sales, and major accounts • National accounts (multi-location, multi-book advertisers) are sold by a separate channel who can dedicate time to the longer sales cycle and sophisticated needs of this target. Year-long multi-product solutions are always sold to National accounts

14. Berry’s Approach (cont’d) • Call center telephone reps call on low potential headings or small markets primarily selling print, but seeking opportunities for on-line sales • Our Cyber Reps sell internet products only, generally in the final weeks of the sales campaign • Ramping up dedicated IYP/Search sales channel

15. Sustaining a Multi-Product Approach • Reps must be trained on proper discovery/fact finding • Product training and matching products to advertiser needs is vital • Clear definition between channels is important • Product bundling and combined price recommendations increase penetration

16. Sustaining a Multi-Product Approach (cont’d) • Sales visuals that sell the entire package and support the value of a complete directional media investment (ROI, keyed ad and online measurement figures, industry impact, etc.) increase sales rep proficiency, credibility and advertiser acceptance • Productivity levels and challenges must be constantly measured and monitored

17. Critical Success Factors • Traffic/Value Story • Distribution Relationships • Capture and Communicate the story • Understanding there’s more to Value than the “click” • Simplicity • Easily understood for Rep and Advertiser • Rep buy-in • Training • Compensation

18. Thank you