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Sales Strategy Training . Agenda. Sales Team Structure Set Goals Sales Training Additional Revenue Tactics Keys to Success. “Dedicated Rep helps keep our pipeline full”. Kelly Klein: Director of Sales – Today’s Deal The St. Louis Post-Dispatch - PowerPoint PPT Presentation
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Sales Strategy Training
• Sales Team Structure
• Set Goals
• Sales Training
• Additional Revenue Tactics
• Keys to Success
Agenda
Kelly Klein: Director of Sales – Today’s DealThe St. Louis Post-Dispatch“We’ve found one of the keys to this program is having a healthy pipeline.”
St. Louis, MOCirculation: 383,000 Sunday/208,000 average weekdayLaunched: June 2010Deals run per week: five-six featured and one side deal
“Dedicated Rep helps keep our pipeline full”
Who’s going to sell?
•••Revenue counts towards
online goals
•••Keep compensation simple
Traditional rep Deals rep
Goal and Bonus plan
Sales Team Structure
Designate a “Sales Expert” for Deals who can lead and train the rest of your reps
Revenue•••
Establish sales goalsMonthly Revenue Goal?
•••Develop email list goals and
strategyLaunch List Size?
Set Goals
What are your monthly goals for this program?
Set Goals
Plan to have at least 3 weeks of deals ready at all times.
Deal Inventory•••
At least three weeks of deals secured before launch
•••Does your deal inventory
have variety?
Re-run Deals•••
Plan to re-run your top 5-10 deals every 4-6 months.
• •••Constantly be looking to
“build your bench” with an all-star set of deals.
Set Goals
Deal Appeal•••
Make a target list of advertisers located near your subscribers in these
categories
•••Always ask yourself “is this
merchant deal worthy”? •••
Use “Best Of” winners, Yelp and other deal sites to
prospect
Sales Training
Restaurants RetailActivities
TravelHealth & Beauty
Fitness ServicesJewelry
Avoid Location Specific & Planned Purchases
Anatomy of the “Perfect Deal”Sales Training
• Brand Recognition – Is with a well-known, established
business. • Broad Target
– Is one that almost anyone would be interested in, regardless of demographic category.
• Deal Quality– Is a desired item or service.
• Pricing– Is priced at (at least) 50% off and higher
than $5.• Multiple Quantities
– Allows for multiple quantities to be purchased.
• Expiration Date– Has a minimum six month expiration
date.• Other Factors
– Has Seasonality and Adjacency to your market
The perfect deal will make money for you AND the merchant!
The Pitch• What we “sell” the
advertiser• Selling against Groupon &
Living Social• Why choose newspaper
deals program?• Common Objections
Sales Training
Guaranteed Revenue
Measureable Results
Great Word of Mouth
New Repeat Customers
Local MediaExposure
NO Upfront Cost
4-Legged Calls•••
Sales Training
Have your “Expert” accompany your other reps as you begin your program
• Prospect list (Pipeline)• What are daily deals?• Anatomy of the perfect deal• Common merchant objections• ROI calculator• Merchant agreement
(Sales contract)• W-9 form • Direct payment information
(ACH or check)• Merchant Redemption Guide• Loyalty program strategy
Sales TrainingCollateral
Approving Deals•••
Sales Training
Form a committee to vet whether or not a deal is
appealing enough to run on your site
•••Rejection of deals
Side Deals•••
Additional Revenue
Seasonal StoresTravel Deals
Network Deals
•••Instant DealsMom Deals
Out of area deals
• Dedicated “Deals Only” sales rep
• Revenue counting towards rep online goals
• Sales Training– The “perfect” deal– The “pitch”– Merchant objections
• Deals committee• Promotion in traditional
products• Re-running top performers
Keys to Success
• Aggressive sales force• Launched with high profile
merchants• Merchant Loyalty Programs• Focus on categories where
our readers can justify spending – Restaurants– Beauty– Entertainment
• Side Deals/Stores
Keys to Success
The Power of Your Email List
5,000 organic opt-ins
10,000organic opt-ins
20,000 Organic opt-ins
Deal Email 78%
Home Page Ads10%
Other 5%
Referra
ls 7%
Daily Deals: It’s all about the listUnderstanding the revenue value of your subscribers
Free Webinar. June 7th 1 p.m. EST
ROI Calculator
We’re Here for You
Director of Affiliate SuccessTrains your properties on best practices for selling deals
Account ManagerGuides you through every step of the process
Support TeamAlways here to answer any questions
Help GuideStep-by-step walk through of our admin tool
Resource CenterWhite-label materials for selling deals, and strategies for boosting revenue