Local Advertising Sales Training at UMASS Amherst - Lead Generation

mediamate training team

Given that MediaMate is headquartered in Massachusetts, there’s nothing better than driving to a school in our home state for a sales training! On this particular occasion, the MediaMate sales trainers journeyed to UMASS Amherst to train a group of Student Sales Representatives for their student newspaper, The Daily Collegian.

The trainers first met The Daily Collegian sales team in a little coffee shop in Amherst, MA to review the Sales Manual and discuss some tactics for selling advertising. This provided an intimate setting where the MediaMate team could become well acquainted with the student representatives, and proved to be the perfect area to scout out potential businesses that the students might be selling to. 

After a thorough review of the sales manual, it was time to walk around town and pop into some local businesses. At one point, an inquisitive student asked how she should determine which businesses to sell to. Great question; especially because lead generation is so important in sales! To answer her question, a representative from our team stated that most sales professionals are assigned territories. So, we suggested the students divide the area around the campus to better manage their sales. That way, each Rep could focus on businesses in his or her own territory. Next, it was suggested that the students walk around during certain times of the day to identify which businesses need to reach students. For example, door-to-door training around 2pm (aka LUNCH TIME!). The MediaMate team advised the students to be on the look-out for restaurants that are relatively empty during this time. During a sales meeting, the Reps may choose to utilize their observations as a way to illustrate how students are always looking for new places to eat off campus.  A fabulous selling point! Perhaps that particular restaurant has an awesome lunch special that students aren’t aware of. The Student Rep can suggest advertising in The Daily Collegian to promote this special to students.

Moral of the story: it’s important for a salesperson to view what they’re selling from the perspective of the business owner. In this case, if the restaurant is depending on students to buy the lunch special, the owner will want to promote to them!

After walking around for a few hours, it became obvious to the MediaMate trainers that the confidence held within the student staff of The Daily Collegian was building. At the end of the training, the students couldn’t wait to hit the ground running and devise their sales plans for the the upcoming semester, which eventually led them to great success throughout the following years. This story is an awesome example of how lead generation is important and can make a big difference in the long run! Much like the other student organizations MediaMate engages with, we are so proud of The Daily Collegian sales team!