multi-platform sales - local advertising and marketing ...consumer media usage drives today’s...
TRANSCRIPT
1Proprietary and Confidential.
Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Multi-Platform SalesLeveraging Your Sales Team’s Talents to Build a Multi-Product Approach
2Proprietary and Confidential.
Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Our Speakers
�Steve Passwaiter, Vice President, Business Development, BIA/Kelsey
�Michael Taylor, Director of Business Development, BIA/Kelsey
�Gayle Jones, Director, Strategy and Business Intelligence, Berry
�Rob Weisbord, Regional Group Manager/Director of Digital Initiatives, Sinclair Broadcasting
3Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Challenge for Local Media
�Maximizing investment in the core sales force
�Getting veteran sales people to adapt their approach
�Determining if current sales force has the right skills
�Evolving the current sales process and strategy
�Increase the size of the order
�Managing the digital shift
4Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Good Old Days
�One product to sell with a few variations on the theme
�Focus was more on productivity rather than quality
�Few alternatives existed making traditional media a “must have”
�Customer buying habits were far less sophisticated and measurement was less of an imperative
�Power in the sales process rested with the sales rep
5Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Transactional Reps as Managers
�Little concept or reinforcement of consultative selling skills
�Attention given to product objectives and quotas
�Perpetuate transactional methods over an entire sales team
�Marginal focus on developing new managers or providing tools to aid in transition
6Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Pace of New Products Has Changed The Sales Process
�Feature and benefit selling took over
�The sales message became the marketing message
�Sales reps felt the pressure to present products
�As the sales bag filled-up, reps felt overwhelmed and less confident
�Presenting multiple option “menu” created more of a transactional sales process
�Digital products often were ahead of sales force skill and ability
�Advertisers began to gain control over the sales process
7Copyright © 2009 BIA /Kelsey. All Rights Reserved.
What Advertisers are Seeking
8Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Single Product Selling
Product Questions
Single Product Sale
Outcomes:
�Money is left on the table
�Products and services are
developed and not sold
�Salespeople are seen as
transactional
�If customer opts out of “the
one product” the customer is
lost
�Customer loyalty shrinks
�Competition eventually takes
the business
9Copyright © 2009 BIA /Kelsey. All Rights Reserved.
SMBs are Already Multi-Media Advertisers
Kelsey Group Local Commerce Monitor
10Copyright © 2009 BIA /Kelsey. All Rights Reserved.
What Do I Lead With?????
OR
11Copyright © 2009 BIA /Kelsey. All Rights Reserved.
I Lead With……………..
LEADS
12Copyright © 2009 BIA /Kelsey. All Rights Reserved.
It’s All About Leads
�The focus on clicks and calls has migrated to leads
�Allows business to determine cost per lead and ROI
�Ability to identify number of leads needed to maintain and grow business (based on conversion history)
�Offers opportunity to use multiple media to attain lead goals
�Highly targeted sources of leads are valued for the quality of leads generated
�82 percent of companies think lead generation will become more vital to their organization in 2008 – E-Consultancy/ Clash Media
13Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Future Multi-Platform Sale:
Discovery Meeting
How many calls per month
do we need to generate?
Integrated Solutions
What is the most effective
media mix to drive leads?
• Business challenges
• Media Strategy
• Current Initiatives
• Obstacles
• ROI Potential
Directories
E-mail &
Direct Mail
14Copyright © 2009 BIA /Kelsey. All Rights Reserved.
How To Be Successful in a Multi-product World
�More detailed discovery process to uncover needs
�Let discovery process guide the solution set and the presentation
�Part of the consultative process includes how to educate the customer
�General understanding of all local media options
�Greater sense of how media work together for the benefit of advertisers
�Fundamentals of online advertising
�A focus on media solutions rather than individual products
�Core value proposition focused on leads
15Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Local Media Case Study
Berry Multi-Product Approach
Consumer Media Usage Drives Today’s Business Model
Source: 1Berry web-based consumer survey, January 2009 (n=2,635) 2The Y Advantage Landscape, Knowledge Networks, 2008. 3eMarketer, Digital Intelligence, June 2009
Search Engines 47%2
Yellow Pages 64%2
Video84% view an online video each month3
Web sites 54%1
Internet Yellow Pages 24%2
Media Usage in the last 30 days2
Today’s Environment: Defined by Multiplatform Consumer Usage
Legacy Environment: Defined by Print Yellow Pages
ClientCustomized Interaction
Competitive Proof of Value
End to End Customer View
Engaged Employees
Metrics/Rewards Support Customer Focus
Living the Vision
Sales
Product
Service and
Operations
Financial
Culture
Growth business driven
by competitive value
proposition and quality
client experience; our
culture is an asset.
Client-Centric Business Model
Product HierarchyPRINTPRINT DIGITALDIGITAL
Cover ads
Specialty products
Color
Display Ad
Business Listing
Video
SEM
SEO (Clicks)
IYP
Web site
$5.8B Opportunity in 2013
Ad Network Approach
Heading: PlumbersMarket: Cincinnati22,866 references
IYP Network Example Heading: Plumbers Market: CincinnatiOver 90,000 searches in the Cincinnati market in 1 year from our network
Website Design and Hosting: Search Engine Optimized for organic relevance
SEM: Search Engine Marketing Services placements reaching over 90% of the Search usage
Video: Distribution of online Video across vast network; video is proving to drive 20%-60% greater conversions
Client-Centric Approach Based on Consumer Media Preferences
PRODUCT DIFFERENTIATION
Proving Value
22 | Confidential and Proprietary
Optimizing Core Growth
• Pay4Performance is a leads-based pricing program that enables advertisers to pay for calls received from print and digital advertising with LIM
� “Save” and “non-advertiser”approach
� Currently 150% to pace
• Segmentation � 3 to 4x sales performance versus control group
•Digital Focus� AVO/ARPU: 155% to pace�Digital specialists: 4 to 6x increase on premise calls
• Print and Digital Bundle� 6x sales increase in telephone channel trial
LIM Revenue Generated
• Saves
• New Money
• Under-monetized
Revenue / ROI to Advertiser
Media Buying Funnel
Consultative Selling
P4P
Local Search
Other platforms: Mobile Verticals
Print Yellow Pages
Internet Yellow Pages
Calls to Advertisers
23
24Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Local Media Case Study
Setting Up The Traditional
Media Sales Force For Success
Leveraging Your Sales Team’s Talents to Build a Multi-Product Approach
Benefits Of Selling 3 Screen Solutions vs. :30 Ads
Sales Force Transformation
Initiate Vetting Programs And Initiatives
Top Down
Train managers prior to rolling out programs to sales staff
Corporate Digital Staff
Incorporate digital questions into CNA’s
Sales Force Transformation
Face-To-Face visits at station level for individual sales training
Corporate Digital Staff
Build Out 101 Training Documents For Internet And Mobile
Corporate Digital Staff
Mobile
Marketing 101
Internet
101
•Brainstorming
•Review of individual stations presentations
Ensure what is being presented
can be delivered
•Creating the best solution
Digital Group Support
•Create FAQ’s
•Share case studies
Digital Intranet Site
34Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Passing Lane Program
� Designed as a multi-product sales process integrating traditional media with online media
� Sales process focuses on intermediate consultative sales skill development
� The core component is a deeper needs analysis to better position multiple media products
� Recognizes the 2 call close as the ideal model for increased success and revenue development
� Key modules include:
� Understanding the value of online platforms
� Creating and positioning the multi-product presentation
� Qualifying the buyer and selling against the competition
35Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The BIA/Kelsey Difference
� Supporting the training process is a field
reinforcement process for managers
� Sales support tools and Kelsey research
inserted to support the sales process
� The program can be implemented as a
pilot program, train-the-trainer or
complete training program
� Sales training is backed by an ROI process to
clearly demonstrate the value of the
training process
36Copyright © 2009 BIA /Kelsey. All Rights Reserved.
�Sales Readiness Review�Audit of sales team, sales management, training and
support services/ systems
�Objective view on how best to prepare sales team to make shift to a consultative multi-media approach
�Identification of key assets and liabilities
• All webinar participants are eligible for a special offer of a complete three
day Sales Readiness review for US$19,500. As an added bonus US$10,000 can be applied to the purchase of a Passing Lane sales training program.
37Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Questions and Answers
Thank you for attending todayThank you for attending today’’s event. s event. Now itNow it’’s time for your questionss time for your questions
For more information about our sales training program, Passing Lane, contact Michael Taylor at:
Networking Conferences:DMS’09 | ILM 2009 | Marketplaces | WMS
Passing Lane:
http://www.kelseygroup.com/salestraining.asp
Please use the GoToWebinar control panel to submit questions.
For all other inquiries, please email us at: [email protected]