Overcoming 'marketing myopia'

Folio: The Magazine for Magazine Management, Jan, 2001 by Hershell Sarbin

Hershel Sarbin is a publishing consultant and senior director at Stamford, Connecticut-based Marketing 1 to 1/ Peppers and Rogers Group.

Basic disciplines

Today, the tried-and-true principles of ad sales are often overlooked. Here are five examples of the types of disciplines every sales rep should remember:

1. The sales call doesn't begin until the prospect says no.

2. Have a firm grasp of what your market is and what your prospect is trying to achieve in that marketplace.

3. Always approach a sales call from the standpoint of the total marketing needs of your prospect. It's not just about selling pages.

4. Know in advance all the objections you may hear and have crisp, automatic responses.

5. Ask for the order.