Transcript File ad sales-by john cox

Yearbook Advertising Sales
John Cox-Jostens Yearbooks
Advertising Sales
• Why is Yearbook Advertising important?
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Helps pay for the Yearbook
Keeps cost of book low for students
Gives Staff Real-Life experiences
Provides for Recognition and Reward
Preserves school and community history
Sales Kits that Sell
• Your yearbook
• Business Cards
– Give you a professional appearance
• Informational Sheet
– Number of pages, books, enrollment
• Rate Card
– The prices and sizes of the ads
• Ad Mock-Up
Sales Kits (continued)
• Sales Contact List
– Don’t go to the same place twice!
• Advertising Flyer
– Rates, sizes and contact information
• Survey Results
– Where do your schoolmates shop?
• Thank you notes, posters, etc.
– We want to know we are loved
Tips for Advertising Sales
• ALWAYS……
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check you sales kit for all materials (ink pen).
Be on time.
Look neat and professional.
Be confident; you CAN do this.
Explain the benefits of yearbook advertising.
Get complete info and signed contract.
Sales Tips (continued)
– Don’t ask YES or NO questions.
– Say thank you, no matter the outcome.
• NEVER….
– Go during the busiest times (restaurants).
– Don’t ask for a donation.
• You sell a valuable product.
– Wait until the last minute.
How do you sell Advertising?
ASK!!
• Which size ad you
want this year?
• Would you prefer an
eighth-page ad or a
larger ad to include a
photo?
• Do you want the same
size or something
different this year?
Handling Sales Objections
• It’s not worth my money to buy an ad.
– The ad you buy is permanent, lasting forever.
The yearbook is read by many people.
• You messed up last year’s ad, so NO.
– We are sorry for the mistake. We can bring
you a proof of your ad before it is printed.
• I don’t have the budget to buy an ad.
– Your ad costs pennies per person that would
see the ad forever and we can also bill you .
Objections (continued)
• I can’t make a decision, and the boss is out.
– May I make an appointment with the person
responsible for advertising?
• You only look at the book once a year.
– Yearbooks are forever, and will be seen several
times this year and in the future.
• Students have no money, so why bother?
– But we do. Students spend or control the
spending of more than $100 per week!
Objections (continued)
• Nobody sees ads in the back of the book.
– We do several things like adding candids and
stories to brighten up the ad section. Our ads
are also spread throughout the book.
• This is basically a donation, right?
– No, you are buying permanent advertising that
will benefit your business for years.
10 Steps to Selling an Ad
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Maintain a business like appearance
See the right person, the decision-maker
Make a good first impression
Talk benefits
Sell the ad sizes and prices
Show an idea
Handle objections
Steps (continued)
• Ask the business to purchase
• Get complete information
• Say Thank you
• BE: Prompt, Polite, Prepared, Persuasive,
Persistent