Although I love jumping on planes and flying to our schools, there’s nothing better than driving to a school in our home state of Massachusetts school for ad sales training. On this particular occasion, I journeyed to UMASS Amherst to train a group of Student Sales Representatives for their student newspaper, The Daily Collegian.
I met The Daily Collegian sales team in a cute little coffee shop in Amherst, MA to review the Sales Manual and discuss some tactics for selling advertising. This was the perfect opportunity for me to get to know the team and to scout the area they would be selling in. These students crushed this part of training and asked a lot of great questions! Needless to say, I was impressed.
After we reviewed the Sales Manual, it was time for us to walk around town and pop into some local businesses. As we began walking, one 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, I mentioned that most sales professionals are assigned territories, so I suggested the students divide the area around the campus. That way, each Rep could focus on businesses in his or her own territory. Next, I suggested walking around during certain times of the day to identify which businesses need to reach students. For example, we began door-to-door training around 2pm (LUNCH TIME). So I told the team to be on the look-out for restaurants that are relatively empty during this time. They could then mention 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, I could see confidence building in the Daily Collegian Student Sales Reps. For me, that’s the best part! They couldn’t wait to hit the ground running and devise their sales plans for the Spring, which eventually led them to great success. This story is an awesome example of how lead generation is important and can make a big difference in the long run! Proud of The Daily Collegian sales team!