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					                         Celebrating
                         Value
                         Understanding Newspaper’s Strengths
                         Planning Advertising Campaigns
                         Overcoming Objections
                         Staying Motivated & Helping Others
                         Stay Motivated As Well

                                   AdCON 2010
                          Oregon Newspaper Publishers Assoc.

                                      September 23, 2010


                            Lindsey & Associates




Introductions and
Overview Of Sessions

                                                                 p p
                       1. Understand the tremendous value of newspaper
                            and our many products

                       2. Learn how to plan more creatively with advertisers

                       2. Learn how to overcome objections with confidence,
                            logic, and enthusiasm

                       3. Participate in skill-practice exercises


                       5. Stay motivated and learn how to motivate others

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                                                                               1
Four Requirements

1.    questions.       actively.     notes.
1 Ask questions Listen actively Take notes

2. Challenge yourself. Be open to learn new
    things. Share your knowledge. Participate.

3. Give honest and constructive feedback in the
                   exercises.   specific.
    skill practice exercises Be specific

4. Relax and have fun.


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Ten Qualifications of
The Perfect Salesperson
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

        “I don’t want a dispatch driver with a tie on. I need a
        marketing consultant who will bring me ideas on how
        to be more successful.”         Bob Martin, Martin’s Furniture

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                                                                             2
                                        The A.S.K.
                                        Principle
      Attitude:  ___                                         %: ____
      Skills:    ___                                         %: ____
      Knowledge: ___                                         %: ____
      Inland Sales Academy                   Lindsey & Associates                      6




Attitude—One of the greatest forces on earth.

                                Attitude is a reflection of our beliefs and
                                                                 others.
                             how we relate to ourselves and to others

                                  Attitude is our outlook on life, choosing
                             to either be an Owner or a Victim.

                                               choice.
                                 Attitude is a choice A Positive Attitude
                             is choosing to light a candle rather than to
                             curse the darkness.
                                    “Your attitude determines your altitude” Zig Zigler


Lindsey & Associates               Oregon Newspaper Pub. Assoc.                    6




                                                                                           3
  Three types of salespeople

1.
1 Meteorite (They eventually crash and burn )
                                           burn.)

2. Comet (They come and go. Made up of gas & small particles.)
3. Star (They show the right direction. Shine when things are darkest.)

                         Which one are you? What would others say you are?
                         A Meteorite, a Comet or a Star? Who do you associate yourself
                         with on a daily basis? Are they encouragers?




  Lindsey & Associates                Oregon Newspaper Pub. Assoc.                   7




  Session One: Understanding Newspaper’s
  Tremendous Value

      Where advertising dollars are being invested today

      Ten major factors that influence a media buy

      Why newspaper advertising is a very smart investment

       Weaknesses of competitive media

      Group assignment and presentation to the class

  Lindsey & Associates                Oregon Newspaper Pub. Assoc.                  10




                                                                                         4
Newspapers Are Undergoing A
“Dynamic Transformation Experience”
Let s
Let’s Examine Those Transformations




    “The reports of my death have
    been greatly exaggerated.” _______________        _________________




Lindsey & Associates        Oregon Newspaper Pub. Assoc.




Amount Of $$$ Spent On Advertising In 2009


 Approximately $456 billi were spent on advertising
 A     i t l         billion          t      d ti i
 worldwide in 2009--about $162 billion in the U.S.


 Advertising revenue has doubled since 1975; and,
 in the future, it is expected to double every ten years.
 However, there was a 2.6% decrease in 2009.



Lindsey & Associates        Oregon Newspaper Pub. Assoc.                  12




                                                                               5
Percent of Ad Spending in 2009 on Major Media in the U.S.

                            2009
    Television:            31%                   31% in 2007
    Newspaper:             14%                   18% in 2007
    Internet:              12%                    8% in 2007
    Radio:                 12%                      8% in 2007
    Magazine:               5%                     6% in 2007
    Other:                 26%                    25% in 2007

Base: U.S. Adults. Source: North American Technographics Benchmark Survey


Lindsey & Associates         Oregon Newspaper Pub. Assoc.                   13




Ten Major Factors That Influence
Media Buying Decisions


    D       hi    f h Medium’s Audience
    Demographics of the M di ’ A di

    Psychographics of the Medium’s Audience

    Believability of the Medium



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                                                                                 6
Ten Major Factors That Influence
Media Buying Decisions

    Numbers of the Target Audience reached

    Medium’s Cost Per Thousand or Cost Per Point

    Medium’s Recall Factor

    Medium’s Reputation


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   15




Ten Major Factors That Influence
Media Buying Decisions

    Medium s
    Medium’s Creativity Factor

    Medium’s Flexibility

    Salesperson’s Influence




Lindsey & Associates   Oregon Newspaper Pub. Assoc.   16




                                                           7
Newspaper Readers and
Newspaper Website Readers

    50% of adults read a newspaper or visit a
                  b it                    kd
    newspaper website on an average weekday.

    53% of adults read a printed newspaper on an
    average Sunday.

    75% of adults read a printed newspaper or
    visited a newspaper website in the past week
                       Source: Scarborough Research Multi-Market, 2008


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Newspaper Readers and
Newspaper Website Readers

    Newspaper readership grows among consumers
    in higher-valued h
    i hi h      l d homes.

    Consumers of upscale services tend to be heavy
    newspaper readers.

    Newspapers deliver a more affluent and
    educated customer.
                       Source: Scarborough Research Multi-Market, 2008


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                                                                         8
Newspaper Readers and
Newspaper Website Readers

                               p p
  Consumers value their newspaper as the p          y
                                              primary source for
  shopping. Forty-nine percent of adults said that they went
  to their newspaper specifically to look for ads.
                        Source: Scarborough Research Multi-Market, 2008


  When asked to rank each medium on a 10-point believability
  scale,
  scale 32% of adults said ads in the newspaper were more
  believable than those in brochures (27%), on network TV
  (26%), on Cable TV ( 25%), and on radio (22%).
                         Source: Cromer Research Group, Washington D.C.


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Newspaper Readers and
Newspaper Website Readers


    Newspaper websites’ audiences h
    N            b it ’ di                 higher income
                                   have a hi h i
    and more education than other website audiences.

    During the first quarter of 2009, newspaper websites
    attracted more than 73 million visitors each month on
    average, an increase of 10 percent over the same
    quarter in 2008.

                       Source: Scarborough Research Multi-Market, 2008



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                                                                          9
Newspaper Readers and
Newspaper Website Readers


    62% of adults say that the primary reason why they visit
    the newspaper’s website is for advertising information.

    Online users were increasing the time they spend on
    newspaper websites (44 minutes per month) in the first
    quarter of 2009, an increase from about 38 minutes
    q
    during the same period in 2004.

                       Source: Scarborough Research Multi-Market, 2008


Lindsey & Associates    Oregon Newspaper Pub. Assoc.                       21




Understanding CPM - Households


                           In order to sell effectively, it is vital
                       to understand Cost Per Thousand.

                             Cost of Ad                X 1,000 =
                             Circulation               Cost Per Thousand




Lindsey & Associates    Oregon Newspaper Pub. Assoc.                       22




                                                                                10
Understanding CPM - Readers


         In d t       ll ff ti l         is it l to
         I order to sell effectively, it i vital t
      understand how much it costs for an ad to
      reach a thousand readers.

              Cost of Ad X            1,000 =
              # of Readers            Cost Per Thousand
                                      Readers

  Newspapers reach 2.3 readers per household.

Lindsey & Associates   Oregon Newspaper Pub. Assoc.       23




Advertising In The Newspaper Is An
Investment Not An Expense

        If a business invests $500 for a series
    of ads in the newspaper and gains $9,000
    in business off those ads, it is a very wise
    investment of that $500.

      What bank will give that
    kind of return on $500?

Lindsey & Associates   Oregon Newspaper Pub. Assoc.       24




                                                               11
    Media Statistics
Results of U.S. Interactive Marketing Forecast
Survey Question: In a typical week, how many hours do you spend doing
  each of the following. 2007 to 2008 Comparison.


•    Time spent on the Internet has increased (Up to 34% from 29%)

•    Time watching television has decreased (Down to 35% from 37%)

•    Time listening to the radio has decreased (Down to 18% from 19%)

•    Time spent reading magazines has decreased (Down to 6% from 7%)

•    Time spent reading newspapers has decreased (Down to 7% from 8%)

    Lindsey & Associates       Oregon Newspaper Pub. Assoc.                  25




    Fragmentation Factor For Television
        A person can find as many as 150 channels on television. The
        average home receives 118.6 channels creating tremendous
             g                                      g
        fragmentation. Source: Nielsen, 2008

        Some 58% of homes receive 100+ channels; 26% receive 60-99
        channels; on average, television households in the U.S. receive 17
        broadcast TV stations.    Source, Nielsen, 2008


        A th number of channels available t th h
        As the       b     f h     l                        h ld increases, so
                                         il bl to the household i
        does the number of channels tuned into. In 2007, the average
        household tuned to 16 channels—or 13% of the 118.6 channels
        available for at least 10 minutes per week.     Source: Nielsen, 2008



    Lindsey & Associates       Oregon Newspaper Pub. Assoc.                  26




                                                                                  12
Fragmentation Factor For Radio

                    statistics           4,776              6,309
  According to FCC statistics, there are 4 776 AM stations; 6 309 FM
  stations; and 2,892 educational stations--which the FCC lists
  separatelycreating tremendous fragmentation.


  There has been a 14% increase in the number of radio stations in the
  past ten years which means even more fragmentation.

  A city, with a population of about 50,000 people, will have as many as
  20 radio stations. There are at least 19 Radio Stations in Bend, OR.




Lindsey & Associates      Oregon Newspaper Pub. Assoc.                 27




Understand The Difference Between
Rating and Share

    Share: The percentage of the metro area
    who are listening to radio or watching
    television.

      a g     e percentage of people s e g
    Rating: The pe ce age o peop e listening
    to a specific radio station or who are
    watching a specific television program.

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                                                                            13
Nielsen’s Commercial Rating System
 On May 31, 2007, Nielson began to measure “Commercial
 Viewing
 Viewing” and now provide Commercial Rating Points.

 Because of the high use of video recorders, a very large
 percentage of commercials on TV are never viewed.

 Consumers are using new technology to change the way
 they watch TV: Viewing some live programs: 80%
 Viewing DVR Playbacks: 41%;          Online: 17%
 Programming on Demand: 16%
                             Source: Leichtman Research Group, August, 2010

Lindsey & Associates         Oregon Newspaper Pub. Assoc.                         29




Digital Video Recorders

    More than one in 10 cable subscribers use a
    digital video recorder (DVR) service supplied by
    their cable provider.
          Twelve percent of cable subscribers use the video recorder
          service provided by their cable company.

          An additional 7% of cable subscribers own a TiVo-branded DVR.

          Of those cable subscribers who do not currently use a DVR,
          10% plan to subscribe to one during the next 12 months.

                        Source: The Arbitron Cable Television Study, Spring of 2006


Lindsey & Associates         Oregon Newspaper Pub. Assoc.                         30




                                                                                       14
The Internet, Interactive and Social Media
Challenge For Newspapers

    Internet revenue currently stands at 12%
    of overall advertising.

    This percentage will continue to grow as
    marketers s u e do a s a ay from low-
      a e e s shuffle dollars away o o
    performing traditional media into more
    relevant interactive opportunities.

Lindsey & Associates   Oregon Newspaper Pub. Assoc.                       31




The Internet, Interactive and Social Media
Challenge For Newspapers

                                 marketing,
The expectation is that search marketing
online display advertising, email marketing,
social media, and mobile marketing collectively
will grow to nearly $55 billion by 2014.
                                          Source: Forrester Research, Inc. 2009




Lindsey & Associates   Oregon Newspaper Pub. Assoc.                       32




                                                                                  15
What steps can newspapers take to address the
opportunities of interactive and social media?

Suggestions:
1.
2.
3.
4.
5.


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   33




What steps can newspapers take to be
more creative?

Suggestions:
1.
2.
3.
4.
5.


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   34




                                                           16
What steps can newspapers take to be
more flexible?

Suggestions:
1.
2.
3.
4.
5.


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   35




What steps can salespeople take to have more
influence in media buying decisions?

Suggestions:
1.
2.
3.
4.
5.


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   36




                                                           17
Observations and Personal Action Plan

               y          p p
    What does your newspaper need to work
    on most in order to be more competitive?

    What do you personally need to work on in
    order to be more competitive?

    What specific steps will you be taking?

Lindsey & Associates   Oregon Newspaper Pub. Assoc.   37




Session Two: Planning With Advertisers
To Gain More Advertising Revenue

    Examining Your Pareto Accounts
    Understanding “Operation Tri-Plan”
    Graphing Peaks & Valleys
    Determining Advertising Budgets
    Future Factor Planning Process



Lindsey & Associates   Oregon Newspaper Pub. Assoc.   38




                                                           18
Who are your Pareto Accounts?

                               Accounts
    Make a list of your Pareto Accounts.

    Eliminate any that you do not have any influence
    over the advertising buying decision.

    Put a star by the ones that will be advertising
    heavily during October, November & December.


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   39




Operation Tri-Plan
Definition: Planning with your large and mid-size
 accounts over a three month period of time
 taking into consideration N.B.C. factors:

            * Newspaper* Factors
            * Business Factors
            * Community Factors


Lindsey & Associates   Oregon Newspaper Pub. Assoc.   40




                                                           19
 Newspaper* Factors

Group Exercise: List all of the Newspaper
 Factors that generate revenue for your
 newspaper company.

For example:

           ROP          Inserts       Special Frequency Rates
           Color        Premium placed on Guaranteed Position



 Lindsey & Associates     Oregon Newspaper Pub. Assoc.                     41




 Business Factors

 Group Exercise: List all of the Business
  Factors that could be used by advertisers.

 For example:
       Sidewalk Sale        EOM Sale                     Scratch & Dent Sale




 Lindsey & Associates     Oregon Newspaper Pub. Assoc.                     42




                                                                                20
Community Factors

Group Exercise: List all of the Community
 Factors that happen throughout the year
 which could be used by advertisers.

        p
For example:
  Columbus Day         County Fair                    July 4th
  Arbor Day            Flag Day                       Back To School


Lindsey & Associates   Oregon Newspaper Pub. Assoc.                    43




Graphing Peaks And Valleys Of A Business

    On a scale of 1 to 10, determine the highest month in
                  account.                             10.
    sales for the account This month will be valued at 10

    Ask the advertiser to tell you the slowest month.
    It does not have to be a 1. It may be as high as a 7 or 8.

    Graph out the remaining 10 months.

    Show how his or her advertising should follow this graph.
    There are a few exceptions.

Lindsey & Associates   Oregon Newspaper Pub. Assoc.                    44




                                                                            21
Determining Advertising Budgets

    Draw an Advertising Budget Allocation Circle

    Ask the advertiser to inform you what percent of
    gross sales does he or she set aside for
    advertising.

    Divide the Advertising Budget Allocation Circle
    into the appropriate media segments.

Lindsey & Associates   Oregon Newspaper Pub. Assoc.   45




Future Factor Planning Process
    Determine what NBC Factors work best
    for the advertiser.

    Create a three-month advertising plan
    (Tri-Plan) for the Advertiser.

    Update the plan every month.

Lindsey & Associates   Oregon Newspaper Pub. Assoc.   46




                                                           22
Session Three: Addressing and Overcoming Sales
Objections With Logic and Confidence


   Defining Objections: Objections are
    opportunities to demonstrate our belief in
    and our knowledge of our products and
    services.

               Thank God for objections. Otherwise I would not
               have a job.       John Anderson, Salesperson



Lindsey & Associates        Oregon Newspaper Pub. Assoc.         47




How Do You Spell “NO”

                       K - Keep your emotions under control

                       N - Never argue with your advertiser
                            or prospect

                       O - Offer helpful suggestions

                       W – Win him/her over with Patience
                            and Persistence

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                                                                      23
  Seven Reminders About Overcoming Objections
1. There is no silver bullet or magic wand.

2. Persistence must be your greatest and constant ally.

3. People must trust you before they commit to advertising.

4. Sometimes prospects will test your commitment & belief.

5 The more facts you know the greater chance you will have
5.                                                    have.

6. Attitude will get you in the door but knowledge and skill will close the deal.

7. The more you practice the more objections you will overcome.

  Lindsey & Associates          Oregon Newspaper Pub. Assoc.                  49




  Follow The R.E.S.U.L.T.S. Formula
    R – Repeat or Rephrase the objection.

    E – Empathize (show you want to listen that you understand)
                                    listen—that     understand).


    S – Seek permission to ask questions.

    U – Understand the objection more clearly by asking a lot of questions.

    L – Listen to what is being said. Ask for clarification. Summarize.

    T – Transfer your belief & the value of what you sell.

    S – Summarize and Suggest an Action Plan or Ask For The Order.


  Lindsey & Associates          Oregon Newspaper Pub. Assoc.                  50




                                                                                    24
  Your Twelve Most Common Objections Voiced and
  Suggestions On How To Overcome Them.

 1. can’t            advertise. It’s         expensive.
 1 I can t afford to advertise It s just too expensive

Suggestions:

  * Remind them that advertising should be an investment not and expense.

                                                            well.
  * Small ads can generate a great deal of response if done well

  * Give examples of other businesses said this and then began to advertise
  and received great response.


  Lindsey & Associates        Oregon Newspaper Pub. Assoc.                51




  Your Twelve Most Common Objections Voiced and
  Suggestions On How To Overcome Them.

2. We didn’t get any response from the last ad we ran.

Suggestions:

       * Remind them of the seven factors that influence all advertising.
       (Copy, Creative, Frequency, Timing, Size, Position, Ease of Identity.)

                       Before          After
        * Show them a “Before” and an “After” example with the improved
       results because the ad was redesigned. We must be more creative.

       * Ask to see the ad they ran and give them feedback on the ad.
       Remind them that every ad must follow the AIDA Principle.

  Lindsey & Associates        Oregon Newspaper Pub. Assoc.                52




                                                                                25
 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

 3. I m                                          advertising.
 3 I’m not the one who makes the decisions about advertising

 Suggestions:

       * Find out who makes the decisions and then find out as much as you
       can about the decision maker.

        * Spend time with the employee to find out as much as you can about
       the business, where they are presently advertising, etc.




 Lindsey & Associates       Oregon Newspaper Pub. Assoc.               53




 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

4. Newspapers are dying. Nobody reads them anymore.

Suggestions:

    * Show them the facts about newspaper’s readership. Compare your
    numbers with that of other media. Talk about your newspaper’s website.

                                                         g      you
    * Tell them about other businesses who are advertising with y and
    getting very good response. Always have testimonial letters with you.

     * Stress the importance of newspapers to the community.



 Lindsey & Associates       Oregon Newspaper Pub. Assoc.               54




                                                                              26
 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.
5. Your rates are too high for your circulation numbers.

Suggestions:

    * Share your Cost Per Thousand Analysis.

     * Compare your Cost Per Thousand with other media.

    * If you CPM is higher than competing newspapers, stress that you
    have higher readership with the customers they are trying to get;
    and that they are wasting a lot of money advertising to people who
    are out of their area.


 Lindsey & Associates           Oregon Newspaper Pub. Assoc.                          55




 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

6.                don t                                   now.
6 I very busy and don’t have time to talk with your right now

Suggestions:

    * Find out when a good time would be to discuss an advertising program
    with them.

     * Tell them that it will only take 90 seconds to explain . . . . . . . . . . .

     * Leave some marketing information with them to read.



 Lindsey & Associates           Oregon Newspaper Pub. Assoc.                          56




                                                                                           27
 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

7.                                                  contract.
7 Your competition just signed me on an advertising contract

Suggestions:

      * Ask, “If you do not get the response you are looking for, will you be
    able to get out of that contract?”

      * Stay in touch with them and, over time, you will increase your
    chances to get them to advertise. Provide them with marketing data,
    news articles, testimonials, spec layouts, etc. on a regular basis.



 Lindsey & Associates        Oregon Newspaper Pub. Assoc.                  57




 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

8. I m
8 I’m advertising in the (larger newspaper) and it covers my
     area so I don’t need to advertise in your community paper.

Suggestions:

    * Stress The Power of Synergistic Advertising

     * Suggest that they decrease their ad in the larger paper just a little so
    they can run a decent size ad in your newspaper.




 Lindsey & Associates        Oregon Newspaper Pub. Assoc.                  58




                                                                                  28
 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

9. I can’t stand your editorial policy.

Suggestions:

    * Listen with empathy and do not argue!!!!!!!!!!!!!!!!!

    * Inform the person that you are there to help build his business not to
                      policy.
    discuss editorial policy

    * Give examples of others that have felt that way but put their feelings
    aside so that they could build their customer base.


 Lindsey & Associates         Oregon Newspaper Pub. Assoc.               59




Your Twelve Most Common Objections Voiced and
Suggestions On How To Overcome Them.

10 Your newspaper does not reach my market
10.                                 market.

Suggestions:

    * Ask them this question: “Who is your market?”

                         y           y         p
    * Inform them that you have many different products that reach a
    variety of different demographics.

    * Show them the research on your newspaper’s readership.



 Lindsey & Associates         Oregon Newspaper Pub. Assoc.               60




                                                                               29
 Your Twelve Most Common Objections Voiced and
 Suggestions On How To Overcome Them.

11.     don t
11 We don’t need to advertise because we have enough
    business already.

Suggestions:

    * Every business has peaks and valleys. Find out when they foresee
    another dip in their business and start preparing ads for this downturn
    in their business.

    Discover what day(s) of the week or time(s) of the day is slowest and
    create an advertising campaign for this downtime.


 Lindsey & Associates       Oregon Newspaper Pub. Assoc.                  61




 Your Top Twelve Common Objections Voiced and
 Suggestions On How To Overcome Them.

12.                                    mouth.
12 We get our advertising from word of mouth
Suggestions:

    * Suggest that with a small advertising campaign you will gain even
    more customers who will be extolling their great business.

    * People are always moving in and out of the area and you need to get
    the word out to those who are new to the area.

    * Stress the importance and the value of TOMA ads.



 Lindsey & Associates       Oregon Newspaper Pub. Assoc.                  62




                                                                               30
 Session Four: Motivation

     The KEEP HAPPY Philosophy

     21 Key Motivational Factors

     What Is Happening At Your Newspaper?

     Action Plan You Will Take


 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   63




Keeping Motivated In Sales & Motivating Others

 1. Knowledge
 2. Enthusiasm
 3. Empathy
 4. Prepared
 5. Honesty
 6. Alacrity
 7. Persistence
 8. Patience
 9. Youthful Spirit

 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   64




                                                            31
Keeping Motivated In Sales & Motivating Others

Key Factors For Consideration:

  1. You cannot motivate another person.
      Motivation is a very personal thing.

  2. You can and should establish a motivating
       environment
       environment.

  3. Establishing the motivating environment must
      be a constant activity.

 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   65




Keeping Motivated In Sales & Motivating Others

4. Different people are motivated by different things.

5. You need to find out what motivates the individual
     person and make the necessary adjustments.

6. What gets measured gets done. What gets
     rewarded gets done with enthusiasm and it
     also gets repeated.



 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   66




                                                            32
Keeping Motivated In Sales & Motivating Others

         chance
7. Take “chance” out of the reward process

8. Consider the Team Environment

9. Look into the 360 Degree Review process

10. Have salespeople help run sales meetings

11. Have daily motivational huddles

 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   67




Keeping Motivated In Sales & Motivating Others
12. Encourage Learning. Have a Learning Library.

13. Look for ways to compliment others.

14. Encourage and reward creativity.

15.
15 Give annual reviews with specific action plans
     for improvement.

16. Manage by walking around. Maintain a balance of
     involvement.
 Lindsey & Associates   Oregon Newspaper Pub. Assoc.   68




                                                            33
Keeping Motivated In Sales & Motivating Others
17. Look for ways to give additional responsibility

18. Have a quarterly and annual sales award and
     recognition program

19. Have the salespeople, graphic artists, support
     staff help create this awards and recognition
     program
     program.

20. Invest the time to make your awards and
      recognition program challenging, fair, and fun.

 Lindsey & Associates   Oregon Newspaper Pub. Assoc.                   69




Keeping Motivated In Sales & Motivating Others


21. Hire for ttit d d train for kill
21 Hi f attitude and t i f skill.

      “The greatest discovery of my generation
  is that a person can alter his life by altering
  his attitude. The greatest weapon against
  stress is choosing a positive thought over a
  negative one.”
                                                       William James


 Lindsey & Associates   Oregon Newspaper Pub. Assoc.                   70




                                                                            34
Words To Remember

       You are most often outsold by the
    other salesperson rather than by the
    other media.

                                                             JKL




Lindsey & Associates          Oregon Newspaper Pub. Assoc.         71




Please Contact Us


                        Lindsey & Associates
                              P. O. Box 30614
                            Phoenix, AZ 85046
                         JohnKLindsey@aol.com
                       www.LindseyandAssociatres.net




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