3. Weekly Activity Schedule
• Monday-
• Set-up
• Start Calling
• Tuesday- Thursday
• Phone Time
• Run Appointments
• Friday-
• Phone time
• Run Appointments
4. Daily Activity Schedule
• Phone Time- Start at 8:30
• Set Appointments Starting at 5:00 and work
backwards
• All Appointments should be run in afternoon
• Morning is Prime Time for Phone Time
• Some Phone Time Tips
5. Wise Use of Time Leads to Success
• Total Phone Time
– 25 Calls per 2 hour generates 2 appts. & 5 emails
– 150 Calls per week minimum
– 5-10 follow up calls per day
– 12-16 hours per week minimum on phone
• Total Appointment Time
– 12-15 appts. Week minimum to generate 4 sales
– 30 minutes per appt. excluding drive time
– Set goal to run 4 appts. per day minimum
• Total Information Gathering Time
– 4-6 hours Set-up Gathering Time
– 2-4 hours Set-up Transcribing Time
– 2-4 hours Follow-up Time
6. Reach Commission Plan
•30% Commission earned on all Sales
•Paid in Full Sales paid on Contract
•Receivable Sales paid as earned
•Bonus Plan
•Quarterly Bonus structure
•Annual Bonus structure
•Incentives
•Annual Company Sales Incentive Trip
•Special Sales Contests Monthly/Quarterly
7. Path to Prosperity
Bonus Level
QTLY Average-
$1700 x 4 = $6800
Annual Bonus-
$3735
$74,000 per year based on 48
weeks of work
4 sales
averaging
$1298
10
Appointments
150-200 Phone
Dials
8. PIF vs. Receivable
• Paid in full sales are determined as follows:
– Any Sale that is paid in full on contract date or
– Any payment with half down and second half in 60 or 90
days or
– Any sale that is payable with payment by check, AMEX,
VISA, Discover, or MasterCard in 4 installments.
– Post dated checks are acceptable
Any other terms of payment will be considered as receivable
and your commission will be paid as earned. Example -
$200 collected on a $1200 sale with 10 months at $100 a
month for balance will pay you $60 up front and $30 per
month for the next 10 months.
9. Nuts and Bolts
Building Blocks to Successful Ad Sales
•The Set-Up
Planning for Success
•The Phone Pitch
Dialing for Dollars
•The Appointment
Ask for the Sale
10. The Set-Up
A Plan for Selling Success
• Most Critical part for a productive sells week
• Gathering information to find the numbers
necessary to call in order to fulfill our sales
objectives
• Build a relationship with the Local Chamber
• Familiarize yourself with the city
• Learn to identify likely advertisers
11. Steps to Set-Up
• Go to local Chamber of Commerce
• Local Newspaper Office
• Local City Hall
• Drive Card
• Transcribe numbers
• Carding as a continuing process
12. Local Chamber
• Get City Map
• Get last three new letters
• Get Business Directory
• Get all brochures, business cards, publications, and any
material that is available on local businesses
• Telephone Books
• Ask for directions to local newspaper and City Hall
13. Local Newspaper
• Weekly- buy 2 weeks from last 6 months
• Daily- Find out which 2 days are most
advertisements; buy last three issues of those
days
• Special Tabs- Best Of Best, football, Spring
improvements, etc.
• Freebies
• Special Socialite publications
• Business directories
14. Local City Hall
• New Businesses over last 12 months
• Business permit listings
• Business directories
• A & P restaurant guides
• Lodging guides
15. Drive Card
• Look for new business openings
• Fresh signage
• Bill Boards
• Bench signage
• Small yard signage
• Under New Management
• Busy Restaurants and business establishments
• Usually in a 2 mile radius of facility
17. Transcribing is the key to continuous
phone dialing
• Tools needed:
– 2 Legal Pads (Excel)
– Day Timer (Outlook Calendar)
– Carding Source (Newspaper, Business Directory, New Business List, etc.)
• Proper profile
– Number Business Name
• Call Back log (Hot List)
– Move call backs to this list
• Shorthand symbols (Excel operators)
– P-left call back message
– Appt- appointment set
– CB- Call Back notate day and time & DM if given
– ________-line through No’s
– No answer leave no shorthand as if not called
– ?- wrong number
19. Transcribing Exercise
• Take Carding source and transcribe all Ads in
source onto legal pad (Excel Data Base)
• Approximately 30 minutes
20. Continuous Carding
• Wal-Mart free publications
• Bulletin Boards
• Business Cards at other businesses
• Vehicle signage
• Professional Building Tenant Boards
• Church Bulletins
• Service Directories
• Many, many others
21. Reach Sales Training
Session 2
“The key to success in the advertising sales
business is to always continue to make the
phone call. The phone is your only way to
revenue!”
22. Phone Skills
• Phone Pitch- Custom designed to the product
that we are selling
• Getting around the Gate Keeper
• Personality of Phone Pitch
• Call Reluctance- The Cancer of Sales Success
• Role Play- Practice makes Perfect
• Phone Objections
23. Phone Pitch
• Must be memorized
– We will test on this tomorrow
– Keep script in front of you at all times
– Understand why each part of the script is useful
• Parts of the pitch
– Introduction
– Directive-talk to the Decision Maker
– Warm-up
– Body of information (what are we doing, picture of product, who are we going to market to, how are we
going to distribute)
– Close for appointment- Double Hook
• Exclusivity
• Inexpensive
• Objective of the phone pitch
– Only to set appointment
– Do not sell on the phone
• Who do I give it to?
– Only the Decision Maker or person who has direct contact with ultimate decision maker
• Customization for the presenter and the listener
– Each phone pitch is fine tuned to express the personality traits of the presenter and the interest of the buyer
24. The Pitch
• Hello, my name is Greg White and I am calling about a project at (facility
name). Who could I speak with that handles your marketing decisions?
• Yes, (name of contact DM), I was recommended to give you a call on a new
project that we are doing at (facility name). I’m sure you are familiar with
(facility name)? {If not, give a brief description of the facility emphasizing
amount of customer traffic and type of clientele.}
• We are installing a brand new digital network that will consist of some 50
inch digital screens located in the main traffic areas. And on these screens
throughout the year, we are only going to have one (type of business that
you are calling). And it had to be someone that they referred for me to
call.
• Now, if you could imagine one of these screens, through-out the day the
left one third of the screen will be a scrolling events schedule of all the
activities taking place inside the facility. Such as the aerobic classes, spin
cycle, basketball leagues, and swimming lessons. That will constantly be
changing. The other two thirds of the screen is dedicated to 10 real time
TV flash commercials. Now one of those commercials will cycle through
once about every 4 ½ minutes, so each commercial will play between 8-10
times per hour on each of the screens!
25. The Pitch
• There is no set up cost and you can change the ad as often as
needed through-out the year at no additional charge!
• Now, the main reason they wanted me to call was they see
over (x amount of clients) per day at (facility name) and the
cost of this averages out to only about $25 per week or $1298
for the whole year! You don’t have to pay for it all upfront as
we do have some payment plans.
• But I thought that if you would like to be the only (business)
on our system, I would be glad to drop by later today or
tomorrow and show you exactly how we build the
commercials.
26. Phone Pitch Exercise
• Read out loud the introduction
• What is the statement of direction?
• What statement sets the call in a warmer mode?
• Name the specifics of the body:
– 1. What is in the media source?
– 2. How is the screen segmented?
– 3. How often does the advertiser get viewed?
• What are the hook statements?
• What is the closing comment that should get a
response from the buyer?
27. Avoid the Gate Keeper, She is the
straight road to Nowhere!
• Who are the gate keepers?
– Office managers, receptionists, secretaries, Assistant managers, husbands, wives
• How to leave a message for the real decision makers
– Recognize that the DM is busy
– Leave a message that infers that we are looking for his/her type business to exclusively refer
clients to
– Leave the impression that you need their services
– Voice mail is ok. Just leave a direct message that is polite and encouraging for the DM to want
to return your call.
• I have to talk to the gate keeper
– Don’t waste your bullets
– Leave the impression that a meeting with the DM is the desired course of action that would
only take 5-10 minutes for you to explain in person. Ask when the DM might be available in
person for that 5-10 minutes and set the appointment
– Persistent GKs will usually cause me to make a statement that I have several of the same type
of businesses to contact, but I wanted to give them the first chance. If the DM cannot meet
with me, then I will call the others on my list.
28. The Phone Pitch is the First Impression
Be a Hit
• Voice Inflection is the first noticeable personality on the phone
– Monotone reading of the script is a sure way to get a bunch of no’s
– Change of your voice projection and speed of speech will help emphasize important key
features of the phone pitch
– An upbeat attitude is recognized in an upbeat voice
• A happy positive voice sets a positive tone
– Even when your day is going bad, you must sound positive on the phone
– Record your phone pitches on any given day that you are getting a lot of no’s
– Laughter will make a lot of friends
• Interject something personal that you might know or can discern about the client
– If you are familiar with the business or people who work there, make that be known
– If you know something positive to say about that business, do so. Stroking the DM ego and
making them feel special and wanted will lead to a lot of yes’s
– “You were recommended “goes a long way to them wanting to meet you.
• End all calls in a positive statement
– “Have a great day” is a great way to end all phone calls.
– It leaves a positive impression on the person on the other end, even if they said no.
– More importantly, it leaves you with a positive attitude to make the next call
29. Call Reluctance has been the death of
many a good salesmen
• What is call reluctance?
– Call reluctance is the avoiding of making calls during specified call time
– It can also be the reluctance to make calls at anytime that could be productive
• How to avoid Call reluctance
– Do something to identify that you are committed to be on the phone
– Be in a comfortable environment when you are on the phone
– Limit distractions
– Reward your appointment setting with breaks from the phone
– Understand the value of the dialing
• If 200 dials is needed to get 15 appointments in order to sale 4 sales and make $900,
then each dial is worth $4.50 each. At that rate if you dial 25 dials an hour, you are
averaging $112.50 an hour for making phone calls.
• Can anyone ever get away from call reluctance?
– No, even I have to battle call reluctance on a daily basis
– You will get better on the phone and it will take fewer calls to set the required
amount of appointments as you reach the learning curve
– But, even then the danger of thinking that fewer calls is necessary becomes a
contributing factor to call reluctance
30. Role Play Exercise
• Role playing can be conducted at home even with your
spouse
• Role playing will aid you in these areas:
– Understand the picture of what you are selling, how we are
going to distribute, what the value is for the customer
– Develop your phone pitch personality
– Learn to get around the gate keeper
– Develop a positive attitude for over the phone
• Role playing will determine if you can really memorize the
script
• Role playing encourages you to be ready to get on the
phone, thus reducing call reluctance
31. Workshop Exercise
Choose 3 Business Types
• Groups of two- Give the phone pitch verbatim
– Read the script the first three times, then change and
allow the other person to read the script three times
– Change and do your best to interject voice inflection
and voice speed in the next three readings. Change
the emphasis of inflection and speed in different areas
until it sounds like it fits the way that you speak
naturally. Repeat for the other partner.
– The last three times try to do your personality, adding
something that would personalize the call.
• Change groups- Repeat
32. Overcoming Phone Objections
• Do not sell on the phone
– How much is it?
– How can I buy in?
– Are you selling advertising?
• No, we are looking for a(business type) that we can refer exclusively to our clientele base
• Emphasize that they were recommended
– Who all have you sold?
– What other type of businesses are in the book?
– We don’t advertise.
• Emphasize that it only takes 5-10 minutes for the appointment
– I don’t have anytime today.
– Can you send me something via email?
• Emphasize that we only have a few slots to offer there type of business the exclusivity
– Would I be the only one of my business in the program?
– Who else have you called?
– There are a lot of other businesses like mine.
• Emphasize the affordability
– We are all budgeted out this year
– I spend all my advertising dollars on the yellow pages, newspaper, radio, TV
Accepting the “No” sometimes is the best alternative. End the call on a positive by wishing them a great day.
You will be calling them again someday, so allow yourself that opportunity!!
34. Memorization Skills Test
• 3 points of priority:
– Intro
– Directive
– Double Hook close
• Paint the Picture
– Room for personalization
• Double close for appt
– Make sure you are meeting with the DM
35. Reach Sales Training
Session 3
“Personal presentation is the best way to assure
yourself an opportunity to close the sale!”
36. The Presentation
I. The Warm-up
I. Introduction
II. Facility /Project reminder
III. Qualify DM
IV. Chit Chat
II. Screen Preview
I. Definition of screen sections
II. Exclusivity reminder
III. Flash ads with motion
III. Ad samples
I. Two ad samples of like business
II. Identify movement
III. Getting Started sheet
IV. Ad Changes
IV. Pricing
I. Cost of ad
II. Terms available
III. Ways to pay
V. Close
I. Which one would work for you?
37. Warm-up
I. Introduction
Introduce yourself with full name and say who you are suppose to meet with.
II. Facility/Project reminder
State that you are the one who called earlier about the new digital network at
_____________ facility
I. Qualify DM
Ask if there is anyone else that you might need to discuss this with
I. Chit-Chat
Find at least one item to compliment about the business or any topic of
conversation that you can relate to this persons business
38. Screen Preview
I. Screen Sections
A. Right one third of the screen is the scrolling events calendar which
the facility has control of the software and can change at anytime
B. Local Weather bar
C. Facility Logo
D. The rest of the screen is dedicated to the advertisers. This portion of
the screen is secured on our server at Reach’s home office in Eden
Prairie MN
I. Exclusitivity Reminder
As I mentioned on the phone, you will be the only __________ on the
screen. I typically sell a mixture of health services and retail ads. All
ads are family friendly and must be businesses approved by the facility.
Normally, I sell 10 -12 ads on the screen. This allows your ad to be
shown approximately 10 -12 times per hour.
I. Flash Ads
As you can tell all ads have motion. This makes them more attractive
than static ads. Occasionally, we will allow club announcements and
club photos to be mixed into the ad loop. This makes it become a fresh
eye magnet.
40. Ad Samples
I. Two Ad samples of like business
Here are a few samples of your industry. As you see we have around 15 seconds of
high quality digital production that can capture the attention of potential clients.
The messages of the ad are high impact. I tell everyone it is like a Power Point
presentation on steroids!
II. Identify Movement
Our goal is take the ad and put it into motion so that it imitates video more than
just a static ad like a bill board or bench ad.
III. Getting Started Sheet
When our Graphic Artist, Tristan, contacts you she is looking for three items:
1) Your logo
2) Some digital images or photos
3) Content: what you want the ad to say
She will communicate with you via email and phone. She will send you a flash file
similar to the ads that you see here. Once you proof off on the ad via email, in about 30
minutes to an hour, your ad will be up and playing.
IV. Ad Changes
During the year, to make changes you follow the same steps by contacting Tristan
and stating that you have some more content to send her for an ad change. There is no
additional charge for these services.
42. Pricing
I. Cost of Ad
As I mentioned on the phone, the cost of the ad is $1298 for the
entire year.
I. Term Packages available
A. Check or Credit Card in full
B. 2 Payments in check or Credit Card- one dated today and one
dated 60 days out
C. 4 Payments in check or Credit Card- the first one dated today
and the following payments dated 30 days apart.
I. Forms of Payment
We accept all forms of credit cards or debit cards or you can pay
with check. If you choose checks, the checks need to be post
dated and we file them and deposit them on the dates that they
are written for.
43. A
• One Payment Check or CC for
full amount dated today
B
• 2 Payments of $649; one dated
today and one dated 60 days out
C
• 4 Payments of $324.50; dated 30
days apart
45. Wrap Up The Sale
Inform them of how renewal works
Thank them for their business
Ask for form of payment: Check or CC
Have sign agreement Leave folder with copy of agreement
Ask for business card to complete the ad
agreement
46. Hotel Trade-outs
1. Working a location locally is the only real way to fully concentrate on the task
at hand.
2. Many reps have found that even working close to home is more efficient from
a hotel room. Focus, focus, focus.
3. Hotel expense puts a negative influence on your work week.
4. Having a place to stay before you get there is the key.
5. Hotel trades should be turned at least a week ahead of working a location.
6. Retaining hotel relationships help solve the anxiety. Build the relationship.
7. Digital ads are a higher value and bring trades with four and five star hotels, if
the club or facility is in high regard in the community.
47. Hotel Phone Pitch
Hello, my name is Greg White and I am calling about a new project the
University of Arkansas HPER Center. Who would I need to speak with, there, that
handles your marketing decisions?
(To DM) Hello, my name is Greg White and I am calling about a new
marketing project at the University of Arkansas HPER Center. We are doing a brand
new project that they thought you might be interested in. We are installing a new
digital display system that is going to consist of some 50” flat screen TVs installed in
the main traffic areas. Now on those screens throughout the year we are only going
to have one hotel.
Now, if you could imagine one of these screens. On the left side of the
screen is going to be a daily and weekly scrolling events schedule. Obviously, that will
be changing all the time. But the other two thirds of the screens are dedicated to 10,
15 second real time TV flash commercials. Now, one of those commercials will rotate
through once about every 5 minutes or so, so you ad will play 8-10 times per hour on
each of the screens. There is no set up cost and throughout the year you can change
the ad as often as needed without any additional charge.
Now, the main reason that they wanted me to call is that they see over 2800
people a day through the HPER center and typically, I sell the ads for $1598 for the
entire year. Obviously, with a hotel I do not sell the ad spot. Instead, I am looking to
trade for 12 nights stay! I would use the nights in three consecutive weeks, normally
only on week nights. I thought that if your might be interested in being the only
hotel on our system, I would be glad to email you the entire trade out proposal if I
could get an answer in the next few days.
48. The Hotel E-mail
There is a new advertising program being initiated at Arkansas State University Bookstore/Student Center. Ten exclusive local businesses will be featured
on their new Digital College Network. The ads will be displayed on 50” plasma screens located in the main entry foyer. The Digital Network shows facility
announcements, daily schedules, and student photos mixed with ad spots. The ad loop cycles every 4 minutes assuring a minimum play of 300 times per
day for any single advertisement. The Student Center services over 7500 students, faculty, alumni, and community residents on a daily basis. The Center
serves as the central hub of campus activity. This puts you in front of active people with active lifestyles that are looking for your products and services!
ONLINE SAMPLE OF THE REACH SCREEN
Here's a link to view the program in more detail:
www.reachsportsgroup.com/dcn
Sample ads are viewable on the above link! This is your current ad playing:
http://www.reachnowplaying.com/proofs.php?id=3404
http://www.reachnowplaying.com/proofs.php?id=1753
PRICING
The cost of the ad averages out to only $30 a week! There are several payment options available and there is no charge for production costs. Also,
throughout the year up to unlimited changes can be made to your ad at no additional cost! The total cost is only $1598 for the year. And you can divide
that out in 4 monthly payments of $399.50 on Visa, MC, AMEX, or Discover! In lieu of ad cost I would offer you exclusive ad space for a 12 night trade out!
LIMITED OPPORTUNITY - First Come First Serve-Exclusivity
We are only allowing 10 businesses in each location; so if you would like to reserve your spot, please confirm and set an appointment for me to stop by. I
can show you the program and sample ads that we've created for other businesses like yours--this should take less than 15 minutes out of your schedule.
Your specific business category is exclusive! No worry of your competition being in front of the same market. Next year, you are guaranteed first renewal
rights and your price is locked in!
This is a first time opportunity to advertise in these facilities. You will be in front of active lifestyle clients with discretionary spending capability.
I look forward to meeting you in person and it only takes me a few minutes to share the opportunity with you if you are interested. I can be reached at 501-
317-6297.to set your 15 minute appointment today! If you decide to pass, please contact me via e-mail so that I may offer this opportunity to another
Hotel in your area.
Thanks!
52. Instructions for Using Excel Phone
Log
1. Building Phone Log
1. Control C blank page from Master Log
2. Open blank Excel Workbook
3. Reset row height to 22
4. Control V copied blank page
5. Save Workbook as name of club phone list to Desktop
2.Transcribe Entries
3. While talking to prospect:
1. Record name of contact
2. Check either CB or LM if need to call back or left message
3. If CB, record time and day, date in appropriate column
4. If given email for other communication, record email
address
5. If appointment set, record address and day, date and
time in appropriate columns.
53.
54. E-mail Template
The e-mail template is your second most important tool after the phone pitch.
If you are not able to set an appointment, your next best opportunity to sell a
prospect is to send them the proposal by e-mail.
1. The template must be customizable
2. The body of the message must communicate all the same aspects as
the presentation, except the close.
3. You must follow up on sent e-mails!
Call Email
55. Dear Dominick,
There is a new advertising program being initiated at University of Arkansas Student Recreation Center. Ten exclusive local businesses will be featured on their
new Digital Network. The ads will be displayed on 57” plasma screens located in the main traffic areas. The Digital Network shows facility announcements,
daily schedules, and photos mixed with ad spots. The ad loop cycles every 4 minutes assuring a minimum play of 8-10 times per hour for any single
advertisement. The Recreation Centers service over 5000 students, faculty, and community residents on a daily basis. This puts you in front of active people
with active lifestyles that are looking for your products and services!
ONLINE SAMPLE OF THE REACH SCREEN
Here's a link to view the program in more detail:
www.reachsportsgroup.com/demo
Sample ads are viewable on the links below!
http://www.reachnowplaying.com/proofs.php?id=7385
http://www.reachnowplaying.com/proofs.php?id=6449
PRICING
The cost of the ad averages out to only $30 a week! There are several payment options available and there is no charge for production costs. Also, throughout
the year up to unlimited changes can be made to your ad at no additional cost! The total cost is only $1598 for the year. And you can divide that out in 4
monthly payments of $399.50 on Visa, MC, AMEX, or Discover!
LIMITED OPPORTUNITY - First Come First Serve-Exclusivity
We are only allowing 10 businesses in each location; so if you would like to reserve your spot, please confirm and set an appointment for me to stop by. I can
show you the program and sample ads that we've created for other businesses like yours--this should take less than 15 minutes out of your schedule.
Your specific business category is exclusive! No worry of your competition being in front of the same market. Next year, you are guaranteed first renewal
rights and your price is locked in!
This is a first time opportunity to advertise in these facilities. You will be in front of active lifestyle clients with discretionary spending capability.
I look forward to meeting you in person and it only takes me a few minutes to share the opportunity with you if you are interested. I can be reached at 501-317-
6297.to set your 15 minute appointment today! If you decide to pass, please contact me via e-mail so that I may offer this opportunity to another Blood Service
Center in your area.
Thanks!
Greg White
Sales Director
REACH Sports Marketing Group, Inc.
P: 501.317.6297
E: greg@reachsportsgroup.com
www.reachsportsgroup.com
56. Contents of E-mail Template
A. Address recipient by name
Dear _________
B. First paragraph describes location
Bold print is interchangeable and some descriptions should be changed to
accommodate the facility.
C. URL link to presentation video
Should be appropriate link to screen format for that facility
A. Sample Ads- customized to type of business
Should be customized from Reach now playing to fit business that you are
pitching.
A. Pricing
Should match phone pitch verbatim.
A. Emphasis on first come first available, exclusivity.
Some may chose not to use exclusivity sentence. But, first come first serve
drives urgency.
A. Attempt to set appointment.
This sets up the follow up by stating that you are attempting to set an
appointment.
57. E-mail Follow Up
1. Some form of contact management must be used.
2. Using Outlook Calendar:
A. Call every sent email from previous day.
1) Use the reason for calling is “to make sure that they received email.”
Ask “When would be a good time in the next few days to follow up for
an answer?”
2) Move e-mail to Outlook Calendar marked date and assign time for
future follow up (See Outlook training instructions)
Call Email
Follow-
up
58. Outlook Calendar
1> Open Sent email while calling prospect
2> Click on Move to Folder
3> Choose Calendar
4> Change Subject line to business name by cut and paste from phone log
5> Record Phone number in location box until you set appointment; at that time
add address to location box.
6> Cut and paste contact name and offer price in message box
7> Set date and time for next follow up in Start Time date and time boxes
8> Save and close
59. Outlook Tips
1. Program Start and end times using default of 30 minutes
2. Build color coded categories similar to below:
3. Program alert alarm for 15 minutes prior to meeting or call time
4. When a contact is either sold, or the answer is no: set reminder to none and
change category to either sold or no.
63. This book is the sole property of
Reach Marketing Group
and Greg White, author
Any reproduction or unauthorized use of
this training manual and the sales
techniques in this manual are subject to the
business property laws of the state of
Arkansas
Editor's Notes
As I mentioned on the phone, the cost of the ad is $1298 for the entire year.
Term Packages available
A. Check or Credit Card in full
B. 2 Payments in check or Credit Card- one dated today and one dated 60 days out
C. 4 Payments in check or Credit Card- the first one dated today and the following payments dated 30 days apart.
Forms of Payment
We accept all forms of credit cards or debit cards or you can pay with check. If you choose checks, the checks need to be post dated and we file them and deposit them on the dates that they are written for.
