Last year, Bob McInnis showed you in his webinar, Selling Response, a new approach to selling advertising that enables your staff to sell the only thing your prospective advertisers actually care about — response. These days, it’s no longer just a nice way to approach the sale but a matter of survival.
This year in Diving Into The Sales Techniques Behind Selling Response, he’s back to dive into some real specifics including what to say at various stages of the sales call, including eliminating upfront stalls, selling ad size, frequency, and impressions, and overcoming objections.
This 60-minute webinar is equally appropriate for publishers, ad directors and ad reps.
Bob McInnis is a 30-year veteran of the business side of the newspaper industry. After graduating from Dartmouth College in 1984, he got a job as a newspaper ad rep at his hometown’s weekly newspaper group.
He eventually served as ad director there and at a larger group of 10 community newspapers before being hired by 750,000 circulation Newsday/New York Newsday as major accounts supervisor and training manager.
In 1993, he launched a consulting practice and has spent the years since working with community newspapers and newspaper associations throughout the world. While the variety of products have evolved over the years to include digital, the motivations behind why local businesses buy advertising has not, making the integration of paid digital—and even selling against social media—seamless.
