Changing from Telemarketing to Inside Sales

Driving Business
Through Inside Sales Teams
Updated 5.15.2013
Video
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Changing from Telemarketing to Inside Sales
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Changing…
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Changing from Telemarketing to Inside Sales
 Telemarketing tends to be selling a single product, small ad size and
scripted.
 Inside Sales basically mirrors Outside Sales, but the selling is done via
phone, email and sometimes we still use faxing.
 Mind set is very important-Inside Staff must see themselves equal in
status to outside reps.
 Must have same responsibilities
 Must have same products to sell
 Must be included in all sales meetings
 Mind set is very important-Outside Staff, other managers and
departments must view the inside staff as equal to outside staff.
 Sales Guidelines-conflict resolution between Inside and Outside Sales.
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What Doesn’t Work
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What Doesn’t Work
 Too many budgets,
referring to a budget per
product
 Changing a product
(Pennysaver to Tabs)
Top Secret
 Limiting what can be
sold based on account
size or revenue
 Moving accounts based
on above
 “Counting” phone calls/
Mandatory call minimums
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What Doesn’t Work
 Not getting rep input
 Category Selling
o
o
o
o
Sports/Automotive
Entertainment worked 4-8pm
Home & Garden
Corporate/Institutional
 Prospect Teams-sell & turn over to
“Senior” Reps
 Varying Commission Structures based
on categories, etc.
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Trib Total Media’s
Inside Sales Department
Responsibilities and Set Up
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America’s Fastest Growing Newspaper
In the 5 year period from 2007 to 2012,
#1
Tribune-Review
readership has grown
by 17.8%
International Demographics conducted a comparison study of newspaper
readership in the nation’s 48 largest metropolitan areas and found that
the Tribune-Review is the fastest growing newspaper in the United State!
Source: International Demographics Inc., Media Audit 2007-2012
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Inside Sales Department Responsibilities and Set Up
 7 Full-time reps and 1 SSR
 No geographic limitations
 Sell all Trib Total Media products
 7 Daily Newspapers
 22 Weekly Community Papers
 47 Pennysavers [Shoppers]
 Digital Products
 Online Advertising
 Sports Talk Radio
 Email Marketing
 SEO/Google Maps
 Website Design
 Mobile
 Post-It Notes
 Direct Mail & Commercial Print
 Promotional Products
 Special Sections includes 5 editions of Trib Total Savings Coupon Book with 15 zones
 Must have solid product knowledge and know how to schedule, create, proof and bill
 Work as a Team, set each other up for success
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Meet Bob Errett
Bob on Monday Morning
Bob after a successful week!
28 years, 12 of which were part time. Bob loves Inside Sales because there isn’t really a
difference between Inside and Outside. Our company views them both the same and of equal
value. Bob’s has his own Golden Rule of sales- “treat others as you would like to be treated.”
$312,000 ytd
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What Works!
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What Works
 Allowing reps to be individuals using their strengths
 Rep Input
 Manage your account base weekly
 Tracking for rep revenue, department revenue and
projected revenue
 Regular meetings, guest speakers, topic, successes and
round table discussions
 Know why you are as a sales rep and why you are selling!
[Stay Focused Sign]
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Meet Michelle Upton
This is Michelle on Monday Morning
Friday at 5pm!
16 Fun filled years! I love that my job has so many different aspects. It allows me to use both my creative
side and my logical side. I attribute my success to really enjoying what I do! Enthusiasm is contagious, and I
can really be myself on the phone. I feel like I am providing a valuable service for my clients and they know
that I care. $276,000 ytd
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Inside Rep Skills
“Hear” what outside reps see
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Inside Rep Skills
Inside Sales Reps develop
relationships via phone and email
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Inside Rep Skills
Don’t
prejudge
based on
business
location or
appearance
Neighbor’s Tavern Jeannette, Pa
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Meet Traci Naugle
12 years, the 1st year was part time and the
past 4 have been a dual role of SSR and
inside sales rep.
I love my position because of the diversity
and never-ending excitement every day. It
gives me great pleasure and feeling of
success when a rep from inside sales has a
success from assistance I have given
them.
The staff in inside sales motivate each
other by sharing ideas, community status
and failures.
$133,000 ytd
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What Works: Efficiencies
 Extremely Important
 Numerous Products
 Numerous Deadlines
 Numerous Processes
 Efficiencies Created by putting systems in place.
 Annual Business Plan
 Special Sections Calendar
 Special Sections Tracking
 Special Section Timelines
 Monthly Focus with “cheat sheet” stats
 Account Lists
 Revenue Comparisons
o Week over Week
o Advertisers Comparison 2012 rev to sold 2013 ytd rev
 Shared Folders
o All Sales Collaterals
o Presentations & Proposals
o Shared Ads
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What Works: Annual Business Plan
Slide 1
Rep Name:
Job Title:
Department:
Manager:
Date:
Due Date: 1/11/13
BUSINESS PLAN
Wow, what a year! Tammy continued to see big increases through persistence, exceeding customer expectations,
and staying connected. For 2012, Tammy was 10.55% over her 2011 budget of $284,860. Her final number was
$314,909. This is another career high for Tammy. After absorbing several accounts from various representatives that
have left the company since 2008, her seat is truly her own and a reflection of her hard work and dedication. She is
very excited about the new promotions for 2013 and looks forward to adding 3% to her yearly number ($9,447),
possible 7% ($22,043) and her true goal of 10% to her end number ($31,490.90) or $346,399.
Professional Goals:
Personal Goals:
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What Works: Annual Business Plan
Slide 2
Top 10 Accounts of 2013
”Pool Company”
2009 - $21,387
2010 - $7,392
2011 - $38,087
2012 - $89,826.78
Pool Company is a true success story for Tammy. Last year, Tom cut his advertising budget by $12,288. He made commitments to TV, radio & other direct mail
services in early January 2010. When Tammy contacted him in March 2010, he only allocated $5,000 to the Trib. That was a huge cut, considering he spent $20,000
in 2009. Tammy prepared a full media audit report comparing TTM products against the Medias he already committed too. While it was too late for him to back out of
the other arrangements, something must have clicked…he came back strong for 2011, signing a $20,000 contract and investing $38,087 with TTM in 2011. For 2012,
he signed a $50,000 contract and went way over, about $52,000 from 2011! He ran a lot of 60% off half and full pages, Pick 5s, and Trib Notes. He will be resigning a
$50,000 contract in 2013. Right now, he has $30,000 booked in covers, marquees and Trib Notes for late April through June. Tammy is working with him on the rest of
his schedule for that time period and to get his direct mail business which could be a $60,000 increase.
Top 10 Prospects for 2013
Training Requirements
Solo Mail – Tammy understands how solo mail works, she wants to learn how to close the deal. She has presented direct mail to several of her clients, but has not been able
to make the sale. She really wants to sell a solo mail program this year;
Behavioral Marketing – how does TTM use behavioral marketing through our online sites and how can it enhance our clients current marketing plans
Digital Media – how can Tammy use this to educated clients and enhance their marketing plans
Utilization of SSR & Spec Artist
Spec Artist
Tammy will use her local artist to design eye-catching ads for prospective and current customers. Spec artists are one of the best resources she has to make selling TTM’s
products a little easier and much more fun.
For Tammy, 2012 was another banner year. Her ability to grow the relationships she has with her current clients has led to big increase in revenue. Her clients trust and value
her opinion. Her greatest joy is knowing her customers are happy and getting results. She looks forward to 2013 and working with her clients, getting to know them
better and assisting new prospects meet their marketing goals. With the new promotions and research tools available, she knows that TTM has something for
everyone.
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What Works: Special Sections Calendar
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What Works: Special Section Tracking
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Revenue Comparisons
 2012 compared to 2013
 YOY by Period
 YOY by Week
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Period 8 Comparison Report
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Meet Sarah Cullen
Actually-she’s normal…most of the time!
With only 3 years in at the Trib, my
appreciation for the Inside Sales team
grows every day. Being part of this
“family” is very special, we are all
there for each other all the time. It is
nice when you are working with a
client if you are stumped on a
proposal or have any questions about
the products your team is there to
answer your question right
away. There is no having to call a
coworker or email them and wait for a
response. You get up, walk to the
next cubicle and get your
answer! Inside Sales is the best
department in my opinion and I
wouldn’t change anything!
3 Years in November and my department has never been the same since then! $317,000 ytd
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Sarah Cullen Page 2
Dressing for
Success
The Big 30!
“I’m making a
quick exit!
It’s Friday”
Catching New Clients
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Shared Folder
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Efficiencies continued
 Develop combination buys [reps input] that make
sense and help reps cross sell. Also, offer specials
on products reps are less familiar and less
comfortable selling.
 Multimedia Bundle
 Special Sections plus Geo Zone for Digital Ads
 Offer Monthly Specials
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Sample Combination Buy
Daily Newspaper Multimedia Bundle
Package Includes:
(4) Unique 1/16 Page Ads*
•
•
•
3 column x 3” ad 4 times per month
1 ad per week
Artwork can be different each week (daily ads only, no Sunday)
Online Banner Ads
•
•
Medium rectangle and leaderboard ad
21,000 zoned/channel placement
(3) Social Media Posts
•
•
1 Facebook post/month on Facebook.com/TribLIVE
2 Twitter posts/month on Twitter.com/TribLIVE
Available In:
Pittsburgh Tribune-Review or Tribune-Review
$699/month ($175/week)
Valley News Dispatch, Leader Times, Daily Courier,
The Daily News, or The Valley Independent
$499/month ($125/week)
* Black and white only, ads must run consecutive weeks
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Meet Carolyn Pardi
20 Years, 7 of which were part time.
“I like being able to sell the whole
package that covers my advertisers
needs from digital to t-shirts! And
everything in between”
“Often you start with small steps
and go from there.”
Loves working on Enterprise,
Discover Westmoreland and Mega
Football!
Sold $340,000 in 2012
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Efficiencies continued




Full Page Promotion
Trib Notes
Inserts
Race to the Top-rep contest
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TTM’s Spring 2013 Race to the Top
Seeing NEW prospects
Showing NEW products
Earning NEW revenue!
Revised 4.23.13
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The Contest
Objectives: Sell as many NEW* CONTRACTS, ONLINE IMPRESSIONS, EMAIL MARKETING
CAMPAIGNS, and Weekly Product FRONT / BACK COVERS as possible between April 22nd and June
21st to accumulate points as spelled out below to win the “Race to the Top”.
Expectations: Every TTM Sales Professional will meet the minimum requirement of 50 points during the
eight (8) week contest period.
Rewards: 1st Rep to reach 100 – 2 Pirate Tickets; 1st to reach 200 – 4 Pirate Tickets; Overall Winner at the
end of the contest period – 8 Pirate Tickets!
AND……
You will all earn NEW, CONSISTENT, CONTRACTED BUSINESS and set the stage for a more
successful 2nd half of 2013 and beyond!
Points: Online Impressions: 1pt. per 1,000 Impressions Email Marketing: 1pt. per 1,000 emails
Front / Back Cover: 5 pts. per cover
Revenue Contracts: 1 point per $1,000 of revenue ($50k contract = 50 points)
Frequency Contracts: will use the courtesy rates from our Retail Rate Card as follows:
6x=1pt.
13x=5pts. 26x=10pts. 52x=20pts.
*NEW = haven’t been on a contract, ran online ads, or done
an email marketing campaign since 4/1/12, no exceptions.
Revised 4.23.13
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The Fine Print
Contracts – customer is only eligible if they have not had a contract since 4/1/2012. Contract must start
somewhere between 4/22/2013 and 6/21/2013.
Online Impressions – customer is only eligible if they have not done online advertising since 4/1/2012.
Online impressions must start somewhere between 4/22/2013 and 6/21/2013. If you sold them on a multimonth or multi-zone campaign, it will count towards the contest but your manager must sign off on it prior
to reporting to Bonnie Dawson.
Email Marketing - customer is only eligible if they have not done an email marketing campaign since
4/1/2012. Email marketing campaign must start somewhere between 4/22/2013 and 6/21/2013. If you sold
them on several campaigns, it will count towards the contest but your manager must sign off on it prior to
reporting to Bonnie Dawson.
Weekly Product Front / Back Covers - customer is only eligible if they have not done a weekly
product front and/or back cover since 4/1/2012. Covers must run somewhere between 4/22/2013 and
6/28/2013. (MQ and MQB’s are not eligible for the contest)
All sales must be reported to Bonnie Dawson,
along with a copy of the contract and/or insertion order, prior to June 21st at 5pm.
Anything submitted after that will not count towards the contest.
Revised 4.23.13
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Organizational Tools to Keep Reps Focused on Selling
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Meet Kasie Schaar
6 Years in the department.
Working in Inside Sales has been a great
experience. Over the past six years I have
learned very much from my coworkers. We all
have different personalities that make us who we
are as salespeople. I learn something new every
day. The advantage we have in inside sales is
we are able to make many phone calls a day to
keep in contact with our current advertisers and
to prospect for new. When I started, one of my
coworkers made the statement to an outside rep,
she said, "I can dial faster than you can drive",
this is very true. In Inside Sales we work
together as a team. Due to our positive attitudes
and knowledge of products our department
stands out from the rest. We aren't just sales
team, we are family.
$308,000 ytd.
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What Works: Special Sections Timeline
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Monthly Focus Calendar and Whiteboard
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What Works- Open House, Advertiser Seminar,
Holiday Thank You
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What Works: Account Lists
Contact Each Account Every Single Month
 Anything New with the Account
o
o
o
Product Line
Location
Website
 Do they need recruitment advertising?
 Sometimes, it’s just staying in touch!
Method
 Phone
 Email
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Monthly Contact
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Monthly Contact
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Meet Melissa Colosimo
18 years at the Trib, 7 years in Outside
Sales, 11 Years as Inside Sales.
As years go by, I feel with Inside Sales
you can reach people faster. Sometimes
you can get to the decision maker
quicker. Reaching them at their
convenience and on their time.
It’s amazing what you can do with the
written word through email. Love
that I don’t have a territory. We don’t
think small! We think Trib and beyond!
I’m not locked into any one area!
If you don’t have an Inside Sales
team, YOU NEED ONE!
$331,000 in 2012
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Enhancing the Phone Call and Selling Via Email
 Preparation
 On Line
 Ad Mall
 Media Audit
 Sales History
 Proposal
 Needs Analysis-Ten Questions
 Combination of email and phone work
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Case Study #1
Customer called in due to a change
in the market, competitor closed
suddenly. The advertiser took the
opportunity to capture a large share
of the specialty pet food market.
Purchased a ½ page with the Go
For 4 program, revenue $675.
This is the
second ad
$675.
Above is the first ad
with revenue of $98.
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Pampered Paws N Claws
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Case Study #1 Michelle Upton-Monthly Advertiser
Contact
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Case Study #2 Bob Errett-Year Long Proposals
Video
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Case Study 2-Bob Errett-Year Long Plans
10 questions Bob Asks
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Case Study 2-Bob Errett-Year Long Plans
10 questions Bob Asks with answers
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Meet Tammy Painter
I started with the Trib eight years ago as
an outside sales rep and transitioned to an
inside sales rep five years ago. There
really is no difference between the two
positions. We are all advertising
consultants and use the Trib’s product
portfolio to create comprehensive
campaigns that generate maximum results
for our clients.
I love working at the Trib. My co workers
have great personalities, my customer
base is diverse and I get to sell more than
one product. I have a manager that
encourages me to learn new things and
appreciates my research abilities.
$314,000 ytd
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Case Study # 3 Tammy Painter-Research
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Female Adults
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Female Adults
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Motivating and Leading
an Inside Sales Team
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Motivating and Leading an Inside Sales Team
 The department has a “personality” and “tone”-as a
manager, you set the tone!
 Flexibility
 Relational
 Shared thought processes
 Share sales stories, overcoming objections, great wins
and upsells
 Manage each rep according to their personality and
selling style
 Allow reps to sell to their strengths
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Producing Consistent
Revenue Gains YOY in Poor Economy
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Producing Consistent Revenue Gains YOY in Poor Economy
 Know about your competitors and your advantage over
them.
 Excellent customer service, rapid responses.
 Contact every customer at lease once every 30 days.
 Weekly one to one meetings with reps to manage their
account base-comparative reports.
 Visit customers in person as needed and send thank
you notes.
 Faith and confidence in the quality and value of the
products you sell. Testimonial Ads. Fastest Growing
Newspaper.
 Internal Testimonials
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Producing Consistent Revenue Gains YOY in Poor Economy
 Set up comfortable environment where reps feel safe sharing success, sharing
knowledge, failure, and disappointment.
 Round Table discussions of successes, saves, challenges.
 Being a consultant and source of information to advertiser.
 “Golden Rule of Sales”- treat your customers the way you would like to be treated.
 Identify gaps in the market that your customer can fill and gear advertising proposal
to fill the gap.
 Sell what makes sense and will result in a win for them and for the newspaper.
 Listen, discuss, respond.
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Example of Sharing Information
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Feedback from Sharing
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Testimonial Value





Builds faith in the product
Potential and current advertisers
Advertiser with testimonial
Sales Staff
Employees in general
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Facebook Post Testimonial
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Testimonial Samples
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Testimonial Samples
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Templates and Signs
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Quest for the Best Email Sample
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Fall Sports Email Template
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SportsTalk Email Template
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College Fair Email Sample
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Year Long Email Proposal
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Sales Meeting Agenda
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Sales Meeting Agenda
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Sales Meeting Agenda
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Signs
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Signs
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Signs
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Signs
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Signs-Awards
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Signs
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Signs
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Thanks!
Hope you have gained some valuable
information that will grow revenue for
your newspapers!
Patty Klingensmith
[email protected]
724-850-2120
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