Selling advertising has never been more difficult. Competition has never been greater or money tighter. The overwhelming challenges facing the publishing industry require specialized selling skills and methods. Accounts have become more discerning and demanding. Ads must produce-- no ifs', no buts...
Whether you need to train new sales reps or augment the skills of an experienced sales staff, The Peterson Group offers a variety of seminars that have been successful for many companies, or sessions can also be designed for specific company needs.
Peterson seminars have drawn high praise from trade associations and clients who attribute increased performance and revenue growth as a direct result of the sessions. Seminar participants have consistently rated content and presentation at the highest levels.
The flavor of the sessions is generally relaxed and light. The presentations center on colorful illustrated slide presentations and are supported by handouts and notebooks summarizing the content. Audience participation is encouraged and “volunteers” are sometimes rewarded with prizes or money. Seminars are adapted and even customized to fit local conditions and interests.When working with a new company or association key people are interviewed to develop a profile of the audience and its needs, a review of the publication(s) and competing publications may also be evaluated. Five to six hours is generally considered a full day of training, depending on breaks and group discussion. A company might also elect to offer separate segments to different staff groups.