Separate web & traditional sales force, or team of “super sellers”? It’s one of the biggest issues facing local Broadcast and Newspaper companies today. Some consultants suggest that hiring ‘web only’ sales staffs is the only way to guarantee web success. 
We tend to disagree for the following reasons, and offer a hybrid solution instead.
Buyers want audience, not just ‘Newspaper’ or “Web”. Having a separate web staff for your local media brand allows your traditional rep to distance themselves from the fastest growing part of your revenue model. It’s also in conflict with the true nature of the local media business, which is audience aggregation and advertising. It’s no longer just about Newspaper publishing or Broadcasting.
Local media will once again thrive, when it realizes that they are the premiere providers of access to a quality, local audience, using a variety of platforms; print, web, broadcast, mobile, etc.
Buyer “face time” limits. The media buyer relationship is one of traditional media’s most valuable assets. The traditional sellers will always get a chance to present the latest offering from their company. On the other hand, it’s very difficult for a new, or unknown rep or media property to get a chance to present to this same buyer. In addition, and from our experience, busy media buyers prefer to have one point of contact for each media property. It’s vital that the rep getting the face time, is knowledgeable in the entire product line.
Traditional sellers leaving Web dollars on table. In this tough ad environment, marketers are pulling back and re-allocating budgets. This makes it even more important to leverage each and every media buyer touch-point. Senior sales reps can no longer be given a ‘pass’ in regards to web sales; no matter how much traditional revenue they bring in. We understand that this can be a very touchy subject. With traditional reps having the best relationships with buyers, they need to be financially motivated (or penalized) when leveraging that relationship. It’s all about pulling maximum share from the buyer, whether it’s in the form of print, broadcast, web or promotional dollars.
Finding quality sellers. Where do you find sales reps for your online only team? If they’re good, they’re likely employed and won’t come cheap. Many are already working for a dot com or other online company. Your best sellers are already working for you. Train them to become super-sellers. They need to present all of the platforms that can help the client reach a desired audience.
Must leverage the traditional business. Competitors like Google, niche sites, directories and others, are looking to grow their local online share at the expense of Broadcast and Newspaper. Traditional media must leverage the assets that these players do not have at the local level: dominant reach, client relationships, sales force, marketing muscle, and a trusted brand.
Traditional media should employ the following web sales structure and strategy:
- Immediately and consistently train all traditional sellers. Transition them to “super sellers”. These reps will sell and confidently explain all advertising products and total audience reach. At the very least, these traditional sellers will be able to uncover web opportunities and comfortably provide general web and package info. They will be motivated to bring in the web specialist if necessary.
- Simultaneously, local media must build a staff of web specialists that are comfortable selling multi-platform. In the near term, these web/multi-platform specialists will:
> Target categories that do not get consistent attention
> Target new business
> Assist traditional sellers when needed - Compensation & job descriptions must be modified to reflect equal importance of Web & multi-platform sales. Driving web and multi-platform revenue will have the greatest chance of success, once management applies the same structure and rules as they do for the traditional business.
- Special web training for mid and top level managers. How can you manage what you don’t fully understand?
