Borrell Associates, Inc

Borrell Associates’ online ad sales consultants continue to raise sales team performance at newspaper, TV and radio outlets. We consult both with traditional and dedicated online sales teams and their managers on how to maximize local online sales revenue.

We devise a program based on your local market reality. You get a tailored training program designed to improve sales performance and generate New Net Dollars.

Borrell Associates’ innovative sales training program differs from traditional programs utilizing key data sets and evaluations to increase both management and representative understanding of the local Internet opportunity. You get three key data sets:

• LA$R Data - These data sets contain online advertising estimates specific to your market and help you cherry pick the most lucrative business categories. The data sets also provide a wealth of marketing information that can be very useful to specific advertising segments and, in the end, help close the sale.
• Consumer Media Usage -These reports, derived from multiple sources, show important information regarding media usage, the amount spent online by consumers on various products, the rate of broadband penetration, products purchased online, etc.
• Web Site Program Evaluation - In advance of the initial market visit, management is asked to complete a questionnaire. Information obtained from the questionnaire will be compared with local market data to help formulate the sales strategy in the market.

Borrell's custom training approach allows for flexibility no matter what level of Internet sales skills and knowledge your existing salespeople have. We assist your management team by tailoring a sales training program that fits within your outlet’s existing sales culture and processes.

Beginning with our local advertising data and research, you get a clear picture of the ad spending in your market. With this in hand, managers can set proper sales goals and understand the potential revenue across business categories.

Online Sales Consulting Program Training Detail

Training begins with a broad overview of Internet advertising. As we progress through each section, it systematically becomes more focused on the group’s needs/goals. The in class training includes interactive sessions in which management and AE’s price and create Internet advertising proposals using the tools we provide. Our internet sales training program consist of four main sections. Topics covered within these sections will vary as appropriate for the client.

1. Internet Advertising Overview
   • Projected growth of Internet advertising for your market
   • Current and projected Internet advertising by category for your market
   • Barriers to Internet advertising sales -Internal and External
2. Internet Sales Structure and Processes
   • Prospects – who to call on
   • Getting the appointment
   • Consultative selling
   • Death by PowerPoint
   • Pricing Internet advertising
   • Creating an Internet advertising proposal
   • Controlling client expectations
   • Integrated and/or stand alone packages
   • Price on CPM -sell as a flat rate?
   • Understanding inventory
   • Rate Cards – Agency and direct
   • Who’s calling the balls and strikes internally?
3. Web Site Evaluation Report
   • Overview of the Web site evaluation survey
   • Recommendations on:
     • Pricing
     • Inventory packaging
     • Commissions
     • Staffing
     • Target categories*
4. Presentation
   • Overview based on the results of the survey, subsequent analysis and integration of Borrell’s local market data.

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