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The Dynamics of a Mutually Beneficial Relationship

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Jim Moroney (Chairman/President/CEO, AH Belo) and Sammy Papert (CEO, Wormhole). Frustrated with an industry partner? Chances are they’re frustrated with you, too! Jim and Sammy explore both sides of this dynamic with the goal of providing a few suggestions about how to create the best partnerships. Moroney served as publisher of the Dallas Morning News for 18 years before recently turning those reigns over to Grant Moise. Prior to that gig, Jim led multiple television stations after coming up the ranks on the sales side. Papert has been a newspaper partner since ’81 beginning in the national rep world, having spent ten years at Belden Associates. He now represents two revenue-generating platforms and consults. Oh yeah, they were roommates in college so there’s no telling what they might share.

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The Dynamics of a Mutually Beneficial Relationship

  1. 1. Dynamics of a Mutually Beneficial Relationship The Roundtable @ Vail Friday, August 24, 2018
  2. 2. Publishers & Partners: How to Make It Work for Everyone 2
  3. 3. Getting an Appointment: The Publisher’s Viewpoint • Have a solution for a problem I have • Have introduction from person I know whose company uses the product or service • Provide verifiable results from a company I can call • Provide third-party write up on the product that includes testimonials • Alert me to a “shark tank” session at an upcoming conference 3
  4. 4. Getting an Appointment: The Partner’s Viewpoint • Email vs. Phone Call • Conference vs. Web demo vs. In Market • Digital intro from Client/Colleague 4
  5. 5. What Makes A Great Pitch: The Partner’s Viewpoint • Certain of validity of solution • Right folks in the “room” and on time! • At least an hour • Budget exists • Zero unknowns (sale, RIF’s, etc.) • Prospect asks about pricing and timing! 5
  6. 6. What Makes A Great Pitch: The Publisher’s Viewpoint • Open pitch describing how you solve a problem/meet a need I have • Don’t spend time on features I don’t need • What will my team (you?) need to do to install your product or service • Describe your training and expected ongoing support • Be ready to give me at least a range of costs 6
  7. 7. Closing a Window, but Not the Door The Art of Saying and Accepting No Publisher: • Say “no” as soon as you know it’s “no” • Explain why this isn’t the right product and/or the right time • Don’t say it’s just not the right time when it’s really not the right product Partner: • Accept no graciously • Understand the “why” • Ask about timing? 7
  8. 8. Building a Lasting Relationship: The Publisher’s Viewpoint • Check in with me at least twice a year. • Send me an email about important personnel/product changes. • Call me if a product is being discontinued or if our rep is changing. • Change my rep as little as possible…unless I’m asking for the change. :) • Be sure my team is getting what they need, when they need it and your relationship with my key people is as good or better than the relationship you have with me. 8
  9. 9. Building a Lasting Relationship: The Partner’s Viewpoint • Ideally, a customer for life! • Established milestones and expectations • Monitor activity - share • Regular thanks! • Keep new team members updated • Testimonial request 9
  10. 10. Publisher Takeaways • Solve a problem or meet a need I have. • Email is fine 95% of the time. • Be sure my team is getting what they need, when they need it and your relationship with my key people is as good or better than the relationship you have with me. 10
  11. 11. Partner Takeaways • Close the communications loop. • No = OK • The best partnerships IMPROVE our world. 11
  12. 12. Jim Moroney Sammy Papert jim@sixmilebridge.com sammy.papert@gmail.com THANK YOU! 12
  13. 13. I Cannot Believe This Happened? “Are you sh*tting me?” “Yep, really happened...” 13

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