"AD SALES: WINNING SECRETS
OF THE MAGAZINE PROS"
Helen Berman's comprehensive guide to stronger sales,
bigger profits, better clients
"Ad Sales: Winning Secrets of the Magazine Pros" by Helen Berman is the industry's only comprehensive advertising sales training guide. It's written expressly to enable your sales team to master every aspect of the sales call, from opening to close, from probing to self-motivation. Top publishers in dozens of fields contributed ideas, suggestions, sales presentations, charts and media kits to this two-volume hardbound set.
Volume 1 and Volume 2: 960 pages
Available in Hardback, PDF Downloadable and PDF on CD
This Two Volume Hard Cover Edition includes:
- More than 50 chapters... more than 900 pages!
- The secrets of long-term sales
- Mastering media kits, rate cards and publishers' statements
- Tips for getting agencies on your side
- The eight steps to dynamic sales calls
- Guidance on getting clients to listen, call back and buy
- Methods of effective pre-call planning
- Powerful probing techniques
- Secrets of power presentations
- Techniques for positioning your titles as a must-buy
- Answers to the 26 toughest sales objections
- Five full chapters on mastering the close
"I have to say, your books have been an unbelievable help to me! I've met my goals every issue so far! Thank you so much for your plain-spoken, clear, concise, and inspiring book!"
"I love the books and CD. I have known of you for years and think of you as the "guru" of advertising sales. I have shared these books with my staff, and know they will benefit greatly"
Your salespeople get exclusive guidance from the best minds in the business. They'll not only home in on the sale that's always eluded them, they'll start blazing new selling trails of their own.
TABLE OF CONTENTS: AD SALES: WINNING SECRETS - VOLUME I
TABLE OF CONTENTS: AD SALES: WINNING SECRETS - VOLUME II
Helen Berman's Sales Training Book is an approved requirement for
The Berman Media Master Certification Program.
TABLE OF CONTENTS: AD SALES: WINNING SECRETS - VOLUME I
- Is advertising sales for you?
- Starting out in the multi-billion dollar magazine world
- What you should know about the Internet
- Sales basics: Mastering the Advertising Syllogism
SECTION 2: The Marketing Consultant
- Explore the essentials of marketing
- Selling for the long term
- Where advertising fits in the marketing mix
- Expositions and Advertising: A powerful one-two punch
- The power of advertising
- Ad budgets: Where your client's money goes, and why
SECTION 3: Publication Sales Tools
- The selling dynamics of media kit
- Mastering your rate card
- Using publishers' statements to sell
- Reader calls open doors
- Selling to agencies: Friend or foe?
SECTION 4: The Selling Process
- The eight essential steps to winning a sale
- Dial in to dynamic phone selling
- The big plus: Selling ancillary products
- Discover the payoff of pre-call planning
- Tearsheet analysis: What you know, you can sell
- Mastering the art of strategic questioning
SECTION 5: Power Presentations
- The power presentation: The nuts and bolts
- Delivering the power presentation
- Using visuals with the power presentation
SECTION 5: Power Presentations
- You can overcome fear
- Your key to staying motivated
- You're halfway home to sales success
SECTION 1: Introduction to Advertising Sales
TABLE OF CONTENTS: AD SALES: WINNING SECRETS - VOLUME II
- What you must know to position your magazine
- Selling the value of your market
- Selling the value of your circulation
- Selling the value of your editorial
- Selling the value of advertising
- Putting it together: Selling the value message
- Using the rate card as a selling tool
- Adding value to your sale: Innovative merchandising
SECTION 2: The Dynamics of Research
- The role of research
- Understanding and using research
SECTION 3: The Challenge of Objections
- The psychology of objections
- Overcoming objections: The nitty-gritty
SECTION 4: Closing the Sale
- Developing the right closing attitude
- Timing the close
- Basic closing techniques
- Advanced closing techniques
- If you're asked to cut rates
SECTION 5: Sales Letters that Get Action
- The pen can be a mighty tool
- Do's and don'ts for effective sales letters
- Structuring your letter
SECTION 6: Time and Territory Management
- Don't get swamped; get organized
- Getting the most from your time
- The care and feeding of target accounts
- Click! Using computers to get organized
SECTION 7: On the Road Again: Show and Travel
- Walking the halls to sales success at shows
- Travel tips for road warriors
SECTION 8: Secret Skills of the Top Sales Pros
- Using your intuition to become a sales virtuoso
- The sales chameleon
- Taking your cues from comedy
SECTION 1: Selling the Value of your Magazine
Helen Berman
Ad & Media Sales Training
Helen Berman
Media Sales Institute
