CREATIVE SALES TECHNIQUES
Creative Sales Techniques are the key to improving sales when markets are
down and advertisers are cutting budgets.
In most newspapers, consistently strong advertisers are real estate
companies, auto dealerships, grocery stores, restaurants, building suppliers,
department stores, and home furnishing stores. By studying the revenue history
of these divisions and comparing those histories with their total advertising
expenditures, you can analyze how your own company compares to theirs in terms
of advertising. In other words, what advertising techniques do they use that you
are not using?
TIPS FOR CREATIVE SALES TECHNIQUES:
Larger Ad Size
Create full page, 2-page, even 8-page layouts of ads. The key is to show your
customer what your product or service can do for them. Large ads may run weekly
or as one time inserts, but they will create store traffic and increase revenues
for your company.
Frequency
“Top mind awareness” is a concept that explains why a particular company
first comes to mind for customers who are ready to buy. When advertising,
remember that ads that run regularly are more likely to generate top-mind
awareness. Find the gaps in your advertising plan and decide how to best obtain
top-mind awareness and increase sales.
New Market Areas
Analyze your market. Does your city have more than one newspaper? If you have
only one, can you create a network of similar papers in neighboring areas? By
offering your customer multi-location options, you reach more markets, resulting
in higher sales. Keep in mind that media buyers prefer working with one
representative who can handle several different areas for them.
New Products
What are the needs for your company? Does your advertising plan reflect these
needs? Implement new marketing ideas, such as issuing coupons, website
advertising, direct mail marketing, electronic mail marketing, and creating
special sections for new product lines.
Finding new business is never easy, but creative marketing techniques will
help increase sales. Be creative while learning to meet and even anticipate your
customers’ needs. Doing so will greatly increase your chances of success.
Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker
Communications. Baker is a sales training and
development company specializing in helping client
companies increase their sales and profits. He can
be reached at 713-627-7700 or
jim.baker@bakercommunications.com.
