Maximizing classified ad sales

Five winning steps net sales from current non-advertisers

Given that newspapers earn between $25 and $85 per contact on outbound calls to classified advertising prospects, it makes perfect sense that we should be making as many outbound calls as possible. But once we get those prospects on the phone—particularly those who are non-advertisers versus expired listings—how do we maximize our sales earnings per contact?

When selling advertising on the telephone versus face-to-face, it is all the more important have an incisive, quality conversation with the prospect to quickly gain rapport and communicate value.

In my experience training and coaching classified ad sales reps and their supervisors in newspaper call centers—and in my own outbound classified call center—we have followed five winning steps to selling classifieds to prospects who are currently non-advertisers.

Step 1 - Greeting. From the very beginning we must be enthusiastic and engage the prospect with clarity of purpose. It is critical to build rapport within the first few seconds of the call by letting prospects know they are speaking with someone who can help solve their problem.

Step 2 – Modified Needs Analysis. An outside sales representative must conduct a needs analysis—an assessment of the prospect’s wants, interests and needs. By the same token, a similar process must take place when selling classified ads over the telephone, but much more quickly because prospects generally have less patience by phone than in person. We call it a modified needs analysis, and it must zero in on the prospect’s advertising motivation.

For example, the rep might ask, “What would it mean to you to have an effective ad that resulted in calls from the most qualified prospects for your job opening?” or, “What if we could help you reach more prospective buyers so you could sell your boat more quickly?”

Step 3 – Solution. Based on what we learn in the modified needs analysis, we’re in a position to address the advertising motivation directly and effectively. By listening to the prospect, we know how to frame the solution: that the newspapers print and online classifieds will get the job done well.

Step 4 – Overcoming objections. Most often, prospects will voice price objections. It is critical to answer the objections not by dropping the price, but by returning to the advertising motivation we learn via the modified needs analysis. For example, the rep might say, “By going with our print and online ads, you’ll get not only active job seekers, but also highly qualified passive job seekers who you would otherwise miss—great candidates that you’d love to have on your team.”

Step 5 – Close. If and only if we’ve done all the other steps correctly, the close will happen almost automatically. It is our job to enter this step having done everything we can to make our ad sale the only logical conclusion for the prospect.

For additional reading

Like any process, following these steps effectively takes considerable training, coaching and practice before the rep masters it. I have provided more information on in-house training and coaching solutions at http://robertcdavis.net.

However, many newspaper call centers have their hands full with inbound classified calls, as well as customer service and retention on the circulation side, and don’t have the resources available in-house to maximize the benefits of making more outbound classified ad sales calls. For details on SURPASS, a newspaper-specialized call center offering services on an outsource basis, visit http://robertcdavis.net/outsource.html.