Listening to the Mike Blinder webinar on how they created $600,000 in 60 days with GateHouse Media you realize that in a nano-second world that spending time researching and preparing for client meetings is more important than ever.
It does take a village when you put together a sales plan for a company as large as GateHouse: 79 dailies; more than 250 weeklies and 95 shoppers plus more than 400 websites. Blinder had a host of GateHouse executives from around the company (and the country) on the webinar to discuss how they’ve been successful with a focused sales approach.
According to Brad Harmon, Corporate VP of Sales & Marketing digital goals for 2012 will be double this year’s percentages of 25-25%. Harmon says “that is very achievable.”
In order to reach these goals it’s important that three things happen according to Harmon: we simplify, standardize and automate. Infrastructure is key. Currently they have 10 digital specialists in the New England area and plan to add many more where there are regional opportunities.
Sample GateHouse Presentation SlideRebecca Capparelli, their recent hire as Corporate Director of Sales & Development wanted the reps to be able to increase their sales on longer/stronger schedules and to be “client centric.” According to Capparelli, clients have a “very nuclear trading area.”
It’s very important that the reps be meeting specifically with the business owners or decision makers. GateHouse also provided the “sales story” to reps in the form of a presentation that the rep presents the client after they’ve done extensive analytics and needs analysis.
The $600,000 in revenue breaks out to 60% digital/40% print; 60% was new or dormant; average contract was $4,289 with a 61% closing rate which is extremely high according to Blinder.
Success comes with an approach that isn’t rocket science, but one that tends to be overlooked in busy times. Blinder uses the “DELMAR” acronym when preparing for sales presentations:
- Decision Maker
- Established
- Locally Focused
- Marketing Budget
- Afford the Offering
- Rapport is Established
For more information on each of the markets that presented visit Blindergroup.com/takeaways.