Keeping up with Changing Times

In the face of economic uncertainty, advertising reps must be more aggressive to beat competition in the marketplace. Like the old saying goes "when the going gets tough the tough get going," and sometimes that means going back to basic sales techniques.

Some of these techniques include updating your newspaper’s features and benefits, making sure they address current events and economic conditions.

Whether you are a seasoned veteran of advertising sales or have just began your newspaper advertising career, here are some tips to follow.

Learn about the features and benefits of other media outlets like radio, network TV, cable TV and direct mail. Go on their Web site and learn what they feel are their qualities and strengths. This will allow you to be more knowledgeable on how they may be selling against you.

Take a look at your presentations and selling style. Make sure your style and materials haven’t become outdated.

Tag along with other sales consultants from your newspapers to see what you may be able to learn from them.

Go shopping! Go to a high-end furniture store, car dealer or carpet store, any business where sales consultants earn commission. Take mental notes on how they introduce themselves and interact with you, the customer.

Do they come right out and ask what your budget is? Or do they ask a series of questions to find what your needs are and how much you want to spend? Were they able to answer your questions with confidence? Are you impressed with their product knowledge? Did you feel they were trying too hard to sell you something? One of the best ways to get new ideas, lessons or see other’s mistakes is to watch other sales consultants.