By Dwight McKenzie
TPA Advertising Director
Selling newspaper advertising has been my job for almost 40 years. And believe me the task is more difficult today given the shift in buying habits among our readers and advertisers, not to mention the ever changing print industry environment.
Selling has become harder because of “new” choices for advertisers: the Internet, social media, niche publications and the economy … more competition less advertising dollars to spread around.
Sure, we all have to learn new terminology along with new products, however, has the selling process really changed that much? I don’t believe the “process” has changed; I believe our habits of selling have changed.
Every salesperson making two-legged calls today complains they don’t have enough time to sell. And it’s a known fact that a salesperson's worst enemy is TIME. Therefore, how do we fix the problem? I bet you’re thinking he’s going to list time management, but actually … it's attitude. Time is just an excuse.
Attitude, the right one, will cure most of your selling problems. John Maxwell, author of “The 21 Indispensable Qualities of a Leader,” states this about attitude: “If you believe you can, you can.”
Thus, below are my best personal sales traits to help you become more successful during and after the sales process.
1. Attitude – Do you believe you can? How good do you think you are?
2. Confidence – Self, knowledge of your product, community?
3. Personable – Inviting, engaging, friendly?
4. Motivator – Do you act, or do you wait to be told?
5. Listener – Do you hear and understand your clients' needs?
6. Challenger – Do you give it your very best?
7. Developer – Will your creativity beat the competition?
8. Closer – Do you build relationships for life?
I was very fortunate to participate in a sales training session a few years ago conducted by Jim Doyle, JD & Associates, Sarasota, Fla., and I recall a statement that has stood out in my mind about increasing sales income almost overnight. Jim said, “The fastest way to grow your billings is to increase the business you get from your best customers."
With that said, I ask this question: How well do you know your best customers? Do you ask, "What do you have for me today?" If so, you lose! Build the relationship.
Next month we’ll talk more about relationship development.
Noteworthy
Online Network -- TPA has partnered with DotConnect Media to provide a statewide online advertising network designed to place ads on newspaper websites. Participation forms are being faxed to all members. Sign up today and begin receiving ads on your website. Call Dwight McKenzie for more details, 512-477-6755 or e-mail:
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.
 2 x 4 Statewide Network – This new statewide network, in conjunction with the current 2 x 2 network, began June 1. The cost is $2,400 per insertion. Every newspaper that participates in 2 x 2 benefits at year's-end by receiving “larger” rebate checks. And to the newspaper that sells a 2 x 4, remember you keep half of the revenue. That’s $1,200 for an eight-inch ad. You do the math. Happy selling! Call Shawn Jones, 512-477-6755 or e-mail:
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for more details.
Congratulations to the Seguin Gazette-Enterprise for selling the first 2 x 4 ad.
TexSCAN – Currently 57 newspapers have enrolled to place the TexSCAN button ad on their website. TPA began placing all TexSCAN ads on its website in April. The increased exposure from newspaper participation helps the advertiser move services faster and expands readership for the newspaper. Call Shawn Jones, 512-477-6755, to have the TexSCAN button ad placed on your website.
Congratulations to the Wilson County News, Seagoville Suburbia News, Marble Falls River Cities Daily Tribune and the Big Spring Herald for selling TexSCAN ads.
TexSCAN Sales Tips
 The Wilson County News has been very successful selling the TexSCAN network, so TPA asked the staff the secret to their success. Below are their responses:
Kristen Weaver, director of operations – “It’s all about listening to your customers to find out what their needs are. When we are talking to a customer who has something to sell and we think statewide advertising would greatly enhance their visibility, we offer it. We know that statewide advertising works because the customers who have run statewide ads tell us. They love it.”
Erica Quintanilla, classified advertising manager – “It’s all about great customer service. I make sure they get everything they request.”
Pam Smith, customer service specialist – “I guess if I had to give one word it is persistence. I sometimes call back five or six times to get everything in place and I start calling several months in advance. I use Ag magazines and Texas magazines to get ideas.”
Elaine Kolodziej, publisher – “It’s all part of our customer service. We try to instill this into our staff by making them aware of how we can help our clients.” We know it works or we would not have repeat customers.”
Wilson County has generated $27, 890 in TexSCAN sales through July 2009. The newspaper has earned $13,945. Great job!
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