1Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Multi-Product SellingKathy Geiger-Schwab

Executive Vice President

2Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

– 2038 Employees– Call Center, Telephone, Field, Major Account, Internet and National Sales

Channels– $1.3 billion in revenues– 37 offices in 39 states– 827 directory editions– 35M Total directories distributed– Over 1 million advertisers

• Established 1910 – Dayton, Ohio

• Founder L.M. Berry sold advertising on the back of train schedules

• Grew from a modest experiment in advertising into the largest Yellow Pages Sales Agency in the world

3Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Sales Agent881 Employees

(189 field reps, 163 TS reps, 33 call

center TS reps, 13 on-line TS reps)

9 Divisions300 DirectoriesYP, WP, Niche

IYP, Local Search, YellowPages.com

Sales Agent & Publisher

887 Employees(183 field reps, 136

TS reps, 16 call center TS reps, 8 on-line TS reps)

8 Divisions527 DirectoriesYP, WP, Niche

IYP, Local Search

YP National Sales Agency180 Employees

550+ Clients(Direct/Agencies)

Knowledge - Transfer

Clients:International - NTT Directory

Services- World Directories- Sutter Grüppe- Findexa- SensisDomestic- Wood County

Telephone Co.- AAA Cincinnati /

Hartford- North State

Communications- Shentel

Internet Services

- IYP development- Web Site Development- Banner Sales- Local Search- Keyword

Optimization- Site Tracking and

Measurement

SCASouth

Central Area

BellSouth Region

ILOBIndependent

Line of Business

IntelliVentures Lab-Online R&D-Tracking & Measurement

4Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Multi-Product Selling vs. Single Product Selling

• To multi-product sell or not multi-product sell comes down to a few key issues:– Cost of sales– Skill level of the sales force– Advertiser demands– Support systems– Sustainable revenue growth– Products/Services involved

“We have a wonderful sales channel to medium and small

businesses- shouldn’t we leverage it?”

5Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

The Focus is on the Rep and the Advertiser

• Culture• History

• Segmentation• Teams• Canvass Management

• Sales Ally• Spartan• Access

• Multi-product Selling

• Continuity of Contact

• Product SME

• Print• IYP• Local Search

• Canvass Support• User Marketing• Customer Appreciation

6Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Cost of Sales

• The goal of any sales organization is to: maximize the revenue output vs. the manpower invested– Multi-product selling maximizes this formula – Places higher demand on sales training and sales

management– Smaller more efficient sales force can be utilized– Less competition for revenue between sales channels– Complete directional media decision can be made– Higher advertiser satisfaction if products/services are

related

7Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Skill Level of the Sales Force

• Understanding how the complete product set works together is key– Train, Train and re-train!!!

– Discovery/Fact find stage is crucial to identify appropriate products to recommend

– Matching product bundles to classification/industry needs and the appropriate sales channel

– Higher revenue increase and advertiser retention with solution sale

8Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

The Right Productivity Important

Time Spentwith a

Customer

Steps of the Sale

FactFinding

OvercomingObjections

FactFinding

OvercomingObjections

9Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Advertiser Demands

• Advertisers have become weary of multiple sales calls by multiple sales reps to fulfill their advertising needs– Efficient sales call required

– One-Stop buying opportunity valued

– Solutions selling is the goal

10Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Support Systems

• Management and administrative support of multiple single product sales channels impacts revenue production

• Marketing must be able to effectively support the sales effort via value selling messages, bundles, ROI tools, keyed ads, and pricing structures to stimulate growth

• Multiple single product sales units complicates campaign management and where to place responsibility for underperformance

11Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Sustainable Revenue Growth

• When an advertiser is ready to buy, be sure to sell everything he needs– Maximizing customer interactions

– Offering a total directional media solution

– Dramatically increases incremental percentage increase

– Can leverage follow-up contact to handle “administration” of sale.

12Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Incremental Increase Driven by Multi-Product Selling

Products Purchased

# of Advertisers AVO

Incremental % of

Increase

Print 6245 $4,710

Print & Internet 768 $12,602 268%

Print &Niche Product

216 $15,030 319%

Print, Internet & Niche Product

106 $20,420 434%

Based on 3 major markets

13Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Berry’s Approach• Local and regional accounts are multi-product

sold by telephone, field sales, and major accounts

• National accounts (multi-location, multi-book advertisers) are sold by a separate channel who can dedicate time to the longer sales cycle and sophisticated needs of this target. Year-long multi-product solutions are always sold to National accounts

14Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Berry’s Approach (cont’d)

• Call center telephone reps call on low potential headings or small markets primarily selling print, but seeking opportunities for on-line sales

• Our Cyber Reps sell internet products only, generally in the final weeks of the sales campaign

• Ramping up dedicated IYP/Search sales channel

15Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Sustaining a Multi-Product Approach

• Reps must be trained on proper discovery/fact finding

• Product training and matching products to advertiser needs is vital

• Clear definition between channels is important

• Product bundling and combined price recommendations increase penetration

16Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Sustaining a Multi-Product Approach (cont’d)

• Sales visuals that sell the entire package and support the value of a complete directional media investment (ROI, keyed ad and online measurement figures, industry impact, etc.) increase sales rep proficiency, credibility and advertiser acceptance

• Productivity levels and challenges must be constantly measured and monitored

17Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Critical Success Factors• Traffic/Value Story

– Distribution Relationships– Capture and Communicate the story– Understanding there’s more to Value than the “click”

• Simplicity– Easily understood for Rep and Advertiser

• Rep buy-in– Training– Compensation

18Private/Proprietary/Secure. Contains private proprietary information. May not be disclosed outside of The Berry Company except by written agreement. © 2005 The Berry Company, a division of Bellsouth Corporation Inc. All rights reserved.

Thank you