Digital MediaSales StructureSimon Thurston

December 2009

                                      

Sales Structure

• Interest gained • Interest retained• Needs appreciated• Knowledge gained• Suitability appreciated• Desire to buy• Consideration of cost• Value appreciated

• Prep and plan for call• Introduction• Understand schools needs• Confirm schools needs• Sell the products• Features and benefits• Recommendation• Delivery of cost• Negotiate and agree

Customer transition Sales Process

                                      

Prep & Plan

What could they be doing differently?

• Contact details (name, number and location etc)• Facts, figures, school ethos (school’s website, Google or

Wikipedia)• Booking history (Qlikview and MSL)• Build a picture of staff structure• Are they currently advertising? If so where and what do those

job adverts tell us?• Job spec (salary, closing date, application process, etc)• Who are their competition and are they advertising?

What could they be doing differently?

                                      

Impact Introduction

Confirm you are speaking with the right person.

• Explain who you are• Where you are calling from• Why you are calling• What is in it for them

                                      

Introduction

“Hello, my name is Simon Thurston, I am calling from the Times Education Supplement…….. I am looking to confirm your recruitment schedule for 2011 to help ensure the best possible candidates apply for your posts”

“Who could I speak to about that?”“Can I speak with your Headteacher please?”“Can I speak with the person who liases with your advertising agency please?”

Take lead off client

“It suddenly occured to me Mrs. Jones that we have some new features availible to you but first could I ask you a couple of questions to see if these new features would be relevant in helping meet your recruitment needs?......”

“Is this a good time to talk?”“Do you have 5 minutes?”

                                      

Open Questions

Using open questions

Open questions have the following characteristics:

• They ask the respondent to think and reflect.

• They will give you opinions and feelings.

• They hand control of the conversation to the respondent.

• Open questions begin with such as: what, why, how, describe.

                                      

Understanding School Needs

1.School

2.Staffing

3.Advertising

                                      

School Questions

“I understand that Blackburn College was established in 1958, how long have you worked there?”

How do you find working at Blackburn College ?Tell me about the history?How many staff/students?Which subjects are most popular?How many students have applied for that course?Do you have a website?How is the institution perceived?What is the College ethos?What plans are there for development?Are there any plans for expansion?

                                      

Staffing Questions

“Tell me about your perfect candidate……”

What level of experience/skills are you looking for?Where could the perfect candidate currently be working?What are the details of the package?How has this role become available?How has the response been so far? When is the recruitment deadline?What would be the implications of failing to meet that deadline?What vacancies are you currently recruiting for?What vacancies have you got coming up?Are there plans for expansion? If so, which areas?

                                      

Advertising Questions

“ I see you are currently advertising on your website, how is that going for you?”

Where else are you advertising?What are you looking to achieve? How much did you spend on advertising last year?What would you have done differently?What has/hasn’t worked for you?What current methods are on your agency schedule?Are you currently advertising online? If so where?Do you have your own website?How important is your own website in the recruitment process?

                                      

Confirm School Needs

• Summary

Short summary from the answers given during questioning.

• Safety Net

“is there anything else I need to know?”

• Trial Close

“Can I show you how the TES can help maximise response to your recruitment needs, would something like this be of interest?”

                                      

Sell The Combination

“We offer a range of services and platforms to meet the specific needs of your school. Through a combination of print and online your vacancy will get recognised by the entire education community and result in a quick and relevant response to meet your recruitment needs.”

                                      

Sell The Print Product

“It’s really important that when a teacher flicks through their section of expertise that they can quickly find a position and school that matches their needs. The TES offers advertisements in any classification depending on type of school and job which helps you attract the best candidates with maximum ease and minimum stress.”

                                      

Sell The Online Product

“A ¼ of all jobseekers use the internet to look for jobs in education, 9 in 10 of those use www.tes.co.uk. Our Gold package offers 8 times the exposure of the basic Bronze listing offering maximum awareness for your vacancy and making it possible for your school to recruit the right person”

                                      

Print Features and Benefits

• “With 425,000 readers the TES is the number one resource for education in the UK ensuring a professional audience get access to your vacancy and you employ the right person.”

• “86% of vacancies advertised are filled first time round with TES. We are so confident that you will fill your vacancy first time round. If you don’t we’ll give you 15% off your repeat ad and if you still don’t fill it, we’ll run your advert for free until you do.”

• “With a full colour newspaper and magazine, the TES provides in-depth news, features, resources, events meaning that our audience must have an active interest in education and therefore more likely to be suitable to your vacancy.”

                                      

Print Features and Benefits

• “67% of teachers say they will alert their colleagues to any suitable vacancies found in the TES. The TES is always in most staff rooms as it is the place to go for teaching jobs, giving your job vacancy maximum exposure on a tight budget.”

• “Our platforms mean that recruitment advertising will reach the widest possible audience of active and passive job-seekers meaning that you recruit quickly and without upsetting the balance of the school.”

• “It’s important to catch the reader’s eye so use headlinesheadlines, colours and images to draw attention to your advertisement. On average, colour advertisements generate over 56% more responses than those in plain black and white”

                                      

Online Features and Benefits

• “1,3 million unique visitors to www.tes.co.uk last month, the website has significantly widened our international audience so that you have a greater selection of candidates to choose from”

• “www.tes.co.uk is the worldwide hub for recruitment in further education. It’s the fastest way of gaining access to our 430,000 job seekers enabling you to recruit before your deadline.”

• “www.tes.co.uk boasts the UK’s largest online education community with an average monthly online audience of 430,000 education professionals”

                                      

Online Features and Benefits

• “144,000 job alerts sent direct to email inboxes and because these job seekers have gone out their way to registered this means more interest and increasing applications from a relevant audience”

• “90% of those looking for a job in the paper will also go online which means your institution will be recognised by a majority share of best candidates searching for jobs in education”

• “www.tes.co.uk is the first port of call, 9 in 10 online jobseekers in education use TES Connect when looking for a job meaning you cover nearly all the professionals looking for a new role”

                                      

Recommendation

Tell them about the products

• Which classification

• What should be contained in the advert

1. Easy to read text2. Bold headline3. Larger Advert4. Colour

• Online package

                                      

Testimonials

“The response we had to the Gold advert was fantastic, which I’m sure was influenced significantly by being top of the list on the website. Being able to include so much information about the school, together with the photographs, helped us to “sell” our school very effectively and we successfully recruited a new Head Teacher.”Mrs H C Letts, School Business Manager, Stoke Park School & Community Technology College

“We have used a colour advert together with the internet gold package twice this term and have been delighted with the layout and quality of both. The process was so easy to use and made even easier by the support of the TES staff. We have made one excellent appointment and the response from our latest advert is very encouraging. The gold package offers excellent value for money and I would have no hesitation in using it again in future.”Peter Snowdon, Business Manager, Excelsior Academy

“I am writing to let you know how successful advertising with the TES using the silver campaign was. We advertised 12 posts and were overwhelmed with the response, which on previous occasions had been poor. We did successfully fill all 12 posts and with first class teachers and feel that it was because we paid that little bit extra for the Silver campaign.”Sue Mason, Head Teacher’s P.A., Dronfield Henry Fanshawe School

“The colour advert we placed attracted considerable response as did the silver website advert. We were very happy to make a good appointment as a result – money well spent!”Dave Erskine, Head Teacher, Southlands School

“Thank you for the suggestion that you made regarding increasing responses to our adverts…on the occasions when colour has been used there has been a significant increase.”Tracie Smith, Business Manager, Monk’s Walk School

                                      

Delivery of Costs

• Try and close after dealing with agreement• Be confident when dealing with costs• Deliver clearly• Use testimonials

“The total cost of your advertising program that will go in every single one of our magazine next week and online up to the closing date will be £xxxx, can we go ahead with that?”

                                      

Types of Objection

• Product• Need• Alternative• Price• Experience• Time

                                      

Objection Handling

• Test it

“Why? What do you mean by that?”

• Refine it

“What are you comparing that too?”

• Turn it into a question

“Your saying artwork won’t be ready in time for deadline?”

• Answer it with benefits

“Your advert can go online within half a day where we have 418,000 registered job seekers”

• Confirm & Close

“Are you happy with that?”

• Negotiate

“If you can get the artwork to me straight away, I will upgrade it to a silver listing.”

                                      

Consequence Questions

• Situation Questions

Facts about the background of the customer and what the customer is doing.

Tell me about your school? Why have you chosen to speak to me? How can I help?

• Problem Questions

Questions about the customer's difficulties or dissatisfactions.

What is causing you greatest concern? How is you university rate? How do you keep track of all your responses?How are you helping yourselves?

• Implication Questions

Questions about the consequences or effects of a customer's problems.

What will happen if you continue like this?How will this make you feel?

• Need Questions

Questions about the value, usefulness, or utility that the customer perceives in a solution.

What would make you happy again?how can you achieve this?How can we help?

                                      

Negotiation structure

• Prepare

Research you clients negotiation history including past prices and deals.Have a calculator ready

• Question

Establish exactly what is important to the client before offering it to them in a negotiationTry and put yourself in their shoes, they want to feel like they have the better end of the deal

• Consider

1. Can you meet these demands2. What would be the impact of making these

concessions3. How does your opponent sound when

responding

• Bargain

Never give, always trade

Initiate trade by asking opponent to move first – i.e. “if you do X, I will consider doing Y…”

Trade only one variable at a time.

• Agree

When bargaining is coming to a close, CLOSE!Add pressureClarify what you are agreeing on and that the terms are clear.

                                      

Agree

• Rebounding a clients question with a question to close them down.

“When will you be ready to advertise?”“Would you like to go online with that?”

• Assuming the client will book but closing them down with alternatives.

“Would you like to go in for 1 or 2 weeks?”

• Assume that the client will book and use a detail to confirm booking.

“Which issue would you like to go in?”

• Ask the client directly for the booking.

“Can I book you in?”

£“What shall I do if I do not hear from the agency about your booking?”

                                      

Thank you

“that is all booked for you, hope all goes well and should you need anything further please don’t hesitate to call me. Thank You”