Selling More
Than Space
TABLE
OF CONTENTS:
1. Wanted: An Advertising Salesperson... 7
2. How to Make the Sale That Keeps on Selling... 14
3. How to Out Perform Other Representatives... 22
4. How to Use Database Marketing and Direct Mail to Generate Leads...
32
5. Selling to Direct Response Advertisers... 39
6. Selling to Image & Advocacy Advertisers... 46
7. How to Negotiate a Fair Deal... 53
8. When to Tell an Advertiser to Take-a-Hike... 58
9. When to Tell a Publisher to Take-a-Hike... 63
10. Honesty and Integrity in the Business... 69
11. My Predictions for the Future of Print Advertising Sales...
72
12. Glossary of Common Print Media / Advertising Terms... 77
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